0
0
0

Highest Rankings: The Tech Strategies Brokerages Use to Rank Higher in Searches

by Nichole Odijk DeMario

Optimizing Hyperlocal and Video

Jennifer Alter Warden, Baird & Warner’s president of residential sales, echoes similar sentiments. Consumer behavior and a hyperlocal approach are the key components to her company’s SEO strategy.

“Google changes its algorithms almost every day, so it doesn’t define our strategy,” Alter Warden says. “We look at what the consumer wants.”

By doing so, Baird & Warner’s site, she says, performs well with search engines’ algorithms and gives the consumer an invaluable resource. Baird & Warner’s website features not only Chicagoland communities, but specific neighborhoods. The neighborhood Web pages feature robust content, and Baird & Warner recently implemented a video component to its site; to date, 30 neighborhood feature videos have been created by a full-time staff videographer. The company plans to expand its video presence immensely in 2014.

The same SEO perspective holds true for Century 21’s Vice President of Digital Marketing Mike Callaghan.

“SEO plays a critical role [on our website]; we’ve seen how valuable it is,” he explains. “SEO has given us the opportunity to capture more visibility, which translates to better leads and opportunities for our agents.”

Callaghan says Century 21’s website was the most-visited national real estate franchise website in 2013, and he attributes that to fine-tuning the company’s SEO approach five years ago, which included crafting content-rich Web pages with optimized pages for each Century 21 office, agent and listing. The content touches on all aspects of an area, from market updates to demographics to schools and corporations. It incorporates a vast linking structure behind the scenes.

“SEO is not something you can do once, sit back and see results,” he explains. “Our SEO success has been dependent on us staying nimble and constantly analyzing.”

Prudential Rubloff Properties President Michael Pierson has a similar take on his company’s SEO methodology: “SEO is not something you are ever finished with; you keep adjusting your strategy and make it a priority every single day.”

He and his Prudential Rubloff Properties team (recently merged with Koenig & Strey) concentrate not only on good content, but content that is fresh and unique. Pierson says he knows those efforts have paid off when he looks at the company’s site traffic.

“We have extremely talented marketing members in our organization who understand how to generate fresh organic content that Google likes and will prioritize,” he explains. “Through unique content, our company website appears on search results tied to specific community or city searches.”

And like Baird & Warner, Pierson says that Prudential Rubloff has capitalized on video to further improve its SEO.

Read More Related to This Post

Comments

Join the conversation

New Subscribe

  • This field is for validation purposes and should be left unchanged.