GOING BIG: MARKETING & LEAD GENERATION
SEO
pages to one another. This not only en- courages a deeper connection with your brand but also extends the amount of time a prospective client spends on your site. It also provides Google with more avenues to discover your content, which can contribute to a higher ranking. You should, however, only create cross-links if they are actually relevant and useful. You risk being penalized by Google if its bots think you’re trying to deceive people. higher on Google, then it’s important to play by its rules. Check out Google’s SEO Start- er Guide (to find it, just Google it). “Search engine optimization is often about making small modifications to parts of your website,” Google says. “When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.” • Bobby Burch is the Founder of Bobby Burch Creative, a small business storytelling studio. Learn more at bobbyburchphotography.com and contact him at bobbyburchcreative@gmail.com. NO. 4 Make sure you review Google’s SEO guidelines. If you want to rank
Still ApatheticwithYourWeb Presence? It’s CostingYou INVESTING IN SEO IMPROVEMENTS CAN BE YOUR EFFECTIVE LEAD GENERATION SYSTEM.
successful for other similar businesses, you can make the process of earning a higher Google ranking more efficient. Let’s look at a few of those first steps. Create content that’s actually valuable to your target client. To begin, establish who your target client is. Married couples? Baby boomers? Executives? Whoever it is, create content that addresses their needs and wants. Provide content that will help them, and they will be not only more likely to find your site when they search according to their needs, but they’re also more likely to have an actual connection with your company. A blanketed, generic approach to your content won’t help you, as you’ll be competing with many other sites and it will be less useful to the customer. Put yourself in their shoes and create content based on what would be useful to them. NO. 1
NO. 2 Correctly use keywords through your website. Use keywords naturally as part of your content or blog. And if you don’t
have a blog, you probably should as it’s an easy receptacle for all your content that’s relevant to your specific target. Keep in mind that the more time people spend on your site, the higher your SEO ranking will ultimately be. If you use a site builder such as Word- Press, Wix or Squarespace, look for SEO plugin tools. These are invaluable and efficient tools that can help you improve SEO rankings not only with keywords, but on your entire site.
by Bobby Burch
T
here’s really no debate. When it comes to finding infor-
If you zoom out to see the worldwide market share of all search engines, the chasm between Google and Bing widens. As of July 2018, Google has ensnared a staggering 86 percent share of the desktop search engine market, reported StatCounter, a web traffic analysis firm. That’s a long way of saying, if you want your business to be digitally discovered by clients to generate leads and make sales, you should care about how Google ranks your website. If done correctly, optimizing one’s digital presence can be a real estate investors’ most cost- and
time-effective lead generation system. But first, let’s go ahead and burst a bubble for those wanting a quick, easy avenue to a top ranking on Google: There isn’t one. Improving your site’s ranking and SEO, or search engine optimization, entails hard work and time. Furthermore, your website is but one approach — albeit an important one — to attain prospective clients along- side such other marketing techniques as direct mail, signage and fliers. Fortunately, if you know some basic principals and research what’s been
mation on the Internet, the most domi- nant and ubiquitous source is Google. Since 2017, Google has handled roughly 63.5 percent of all search que- ries in the U.S., according to comScore, a tech and marketing analytics firm. The next closest search engine is Bing, which fielded about 23.5 percent of all U.S. search queries. Google also dom- inates the U.S. mobile search market, capturing a whopping 93 percent of all mobile queries in 2018.
NO. 3 Cross-pollinate your site within itself. After you’ve built an archive of useful content with relevant keywords,
cross-link the articles and
34 | think realty magazine :: january / february 2019
thinkrealty . com | 35
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