If you’re not using technology to your advantage – and technology encompasses tech tools, Web platforms, software and search strategies – you are doing yourself and your business a disservice. Sure, it’s hard to stay on top of the latest tech news (shameless plug: just visit our website, chicago.staging312.com, to stay on top of the latest in real estate tech), and many agents think that instead of taking the time to learn new technologies, they should prospect and focus on clients, but if you don’t, you’ll fall behind and could lose valuable business.
Something that is a rather tricky tech tool, or strategy, really, is search engine optimization, or SEO. It’s a fickle beast, this search algorithm, and it has four important parts: keywords, content, links and consistency. Those are the basics to building a website that will be found among the masses a search engine will pull up, but it’s only the beginning. For example, you can’t just write a page that’s all but filled with the phrase “Hinsdale single-family homes” – it’s necessary to have the content on the page make sense; having your keywords appear every other word is a black hat technique called “keyword stuffing,” which will actually cause Google to penalize your site and banish you, so to speak, from the Web, and consumers will have a very, very hard time finding your site. And other than your basic keywords, content and links, consistency is just as important – a stagnant page written four months ago won’t rank high with Google at all; updating your site with fresh content anywhere from once or twice a week to daily (your best bet) is key.
Was that a bit confusing? SEO is not only tricky to master, it’s also tricky to explain. Read what a few agents who have mastered SEO themselves have to say in our cover story. What are your tech questions? Do you use SEO strategies? Email me and let me know your experiences: firstname.lastname@example.org.