Why Is SEO So Important?
SEO stands for search engine optimization, which has become critical for the success of not just real estate businesses but also all businesses of all sizes and all sectors. This is because more and more consumers are researching products and services using online resources, meaning that SEO has become critical for channeling them to the relevant businesses. However, mastering SEO is much easier said than done, not least because it has undergone significant changes in recent times and promises to undergo even more significant changes in the near future.
How Is SEO Changing?
In short, the relationship between search engines and SEO specialists can be seen as almost adversarial in nature from certain perspectives. After all, SEO specialists want to make sure that the websites in their charge have maximum appeal to the search algorithms used to rank the search results, which may or may not coincide with the search engines’ wish to make their search results as useful as possible to their users. For example, some SEO specialists used to set up entire networks of blogs for the sole purpose of building links to the websites in their charge, which was a serious problem for search engines because such links were unlike their more organic counterparts in that they had no positive correlation with the quality of the websites’ content.
However, it is important to note that improving techniques and technologies have made search engines better and better at detecting such SEO practices and then punishing them by lowering the rankings of websites that have benefited from them. For example, Google’s Penguin update caused a furor among SEO specialists because it could pick up on SEO practices such as keyword stuffing and link buying, which boded poorly for SEO specialists who had become reliant on them but also served as a useful indication of how things will be in the future. In short, search engines want to make sure that their search results will be useful to their users, which is why businesses should start making sure that their websites will provide genuinely useful and interesting content if they want to access the power of SEO.
How Should Real Estate Businesses React?
If you are already using white hat SEO to promote your real estate business, you should continue what you are doing. In contrast, if you are not sure what white hat SEO means, you should know that it refers to SEO practices that target people rather than search algorithms like their black hat counterparts.
For example, if you have a blog that you use to discuss your local real estate market as well as other real estate-related topics, you are engaging in white hat SEO. After all, each time that someone reads your blog, likes one of your blog posts, or comments on one of your blog posts, that action will be factored into the search algorithms, which are designed to see social media activity as a sign of human interest. As a result, by posting on your blog as well as engaging your potential clients through your social media accounts, you are not just building a better relationship with them but also improving your search rankings at the same time, thus accomplishing two goals with one action.
For more information about the importance of SEO for real estate businesses as well as the impact of the latest search engine updates, please contact us when time permits.