This article was published on: 11/01/2006
 
BUYER'S GUIDE: Online Search

BY MICHAEL ANTONIAK

Top of the heap

Build it and they will come.” That’s true only in the movies. Building a Web site is merely a start; just as crucial is a strategy for driving traffic to it. That’s what makes search engine optimization so critical.

SEO vendors enthusiastically promise their respective solutions will push your site to the top of the list. Popular approaches include software that evaluates your site’s HTML and content, then fine-tunes it for better placement; pay-per-click programs that charge for a good ranking in a sponsored link position; and turnkey services that optimize the site and generate external links to your site, something search engines like.

Because the rankings are so competitive and the search engines change their criteria continually, Web-savvy real estate professionals should use all the methods, says Mike Robinson, ABR®, broker-owner of Exit Realty Northwest (www.exitnorthwest.com) in Bentonville, Ark. The starting points for appealing to search engines: good content, keywords that appear in both your page content and HTML coding, and informative picture captions.

Robinson credits his site’s prominent search rankings to Web site provider Point2Agent.com. It costs him about $99 per month and positions his site for good placement on major search engines by focusing on keywords, content, and submission. He also uses a site linking consultant, which costs him about $150 per month. “When we started with the link specialist, we had 65 incoming links to our site. At last count, we had more than 1,250.”

In Charlotte, N.C., Brett Furniss, ABR®, e-PRO®, of BDF Realty Inc. (www.bdfrealty.com) handles optimization himself, but uses Submitnet.net to automatically submit his refreshed content to the search engines each month. The service’s basic package starts at $19 for three months. “Search engines like to see dynamic pages,” he says. “So I make changes and move things around regularly.” He’s also developed pages of his site as minisites, such as for home rentals and homes for sale. For each page, he uses three to five keywords in the metatags, the page description, and the content—all of which attract search engines.

SEO is complicated. So ask yourself whether your time is best spent dabbling in this specialized and evolving field or selling real estate.

To pay or not to pay for a better ranking?

If you’re looking for a quick fix, sponsored links and pay-per-click services can bring immediate results, provided you bid on the right keywords. You’ll know right away what’s working and what isn’t so that you can revise your strategy accordingly. Keep in mind, though, many searchers know such links are a form of paid advertising; for that reason, only some will click through to your site.

Improving placement in regular search results takes much longer. It may be months before you identify that winning combination of keywords, tags, and content. However, the legitimacy attached to these rankings makes them more effective in establishing the site as a credible resource.

Software tools can provide insight in how search engines work, help you fine-tune your efforts, and even automate part of site optimization. Read reviews, talk to users, and try demo versions before buying. Or hire a specialist who can provide references and produce quantifiable results to demonstrate how SEO services can boost your ranking.

Costs depend on a range of factors, including the level of service required, the number of sites you have and the size of your sites, how often your content is refreshed, what your goals are (to optimize for a specific region or a specific niche, such as luxury homes), and how well optimized your site already is. (Is it even coming up in search engine rankings?) In some cases, you might have to rework the site before it’s truly optimized. Start slow, with a limited budget and specific goals, before entering into a long-term agreement.

SEO Software

Software tools analyze and optimize a Web site to improve search engine rankings and can be purchased and downloaded directly from company sites.

AgentWebRanking Business $50 for three months; $150 per year Agent Web Ranking, www.agentwebranking.com. Monitors ranking in major search engines, based on user-defined keywords, to help determine effectiveness of site optimization and marketing. Provides automated suggestions and keyword generator based on continually evolving search engine criteria. Pro version also available for Webmasters or search engine specialists.

Internet Business Promoter (IBP) 9, Standard $249.95 Axandra/Voget Selbach Enterprises, www.axandra.com. Suite of 15 promotional tools, including manual and automated site-ranking checker and engine submission tools, which resubmit your site to search engines based on your schedule of new content. Pay-per-click manager with return-on-investment calculator. Business version available. Demo version with digital book on optimization available for download.

SEO Studio $79 Trendmetrix Software, www.trendmx.com, 877/867-1030. Suite of site analysis and search optimization tools. Includes keyword analysis and suggestions, search-rank monitoring, metatag editor, competitive site analysis, automated link monitoring and checking, and automated site submission. Free “lite” version; step-up professional and enterprise versions available.

SEO Elite $167 Bryxen Software, www.seoelite.com. Reviews and optimizes Web site for better rankings in top search engines. Generates a blueprint of competitive Web sites with better rankings than yours for insight on improving your site’s placement. Keyword Elite keyword analysis and recommendation software also available.

Total Optimizer Pro $195 Beanstalk Search Engine Positioning Inc., www.totaloptimizer.com, 877/370-9750. Scans user’s site and sites of top 10 competitors for a comparative analysis of SEO features and links in each. Provides blueprint for steps to improve ranking on major search engines.

WebPosition 4 Standard $149 WebPosition by Webtrends, www.webposition.com. Suite of software tools for site analysis, SEO, and site submission. Supports up to five sites. Site and keyword analysis. Automatically optimizes Web pages based on keywords. Checks site rankings in major search engines at scheduled intervals. Traffic Analyzer monitors site visitors and where they came from to identify most valuable external links. Free trial version available.

Web CEO SmallBiz Edition $189 Web CEO Ltd., www.webceo.com. Suite of 12 SEO tools designed for small-business owners who want to do SEO in-house. Page and keyword analysis and optimization. Automated site-submission tools. Tracks and analyzes site visitors and Web advertising campaigns. Includes SEO/SEM (Search Engine Marketing) course. Free version available.

Pay-per-click Services

Pay a fee for keywords or phrases by bidding for them. Your site appears as a sponsored link on search result pages.

Google Adwords Price varies, depending on competitive bidding for keywords https://adwords.google.com/select/Login. Web site listed in paid search results, with ranking set by competitive bidding for keywords. Fees charged only when searcher clicks through link to your site. Ads can be targeted for local or regional searches. Keyword Tool helps identify effective keywords.

Yahoo Sponsored Search $5 minimum to open an account; minimum fee of 10 cents per clickthrough on search results Yahoo!, http://Searchmarketing.yahoo.com, 866/747-7327. Site listed in search results as sponsored link. Subscribers buy rights to keywords and phrases, with top placement going to highest bidder. Budgeting feature lets users set daily limit on charges incurred for clickthrough to site. Companion Content Manager program displays your listing alongside relevant articles, product reviews, and so on, for additional fees.

Other options

SEO Consultants and Services There’s no shortage of companies and individuals promising SEO services. Buyer beware! Ask for and check references. Don’t use anyone who spams you. Find out about the range of services and what you get for your money, and resist any pressure to sign on for a long-term agreement before testing services. Start with a commitment of as short as one month and a limited budget. For referrals, contact your Web provider or someone whose search ranking is working well.

Real Estate Web Site Solutions Providers Most custom or template real estate Web site developers include some level of SEO as part of the package, either as a standard feature or an add-on option. Especially with a template site, make sure you can optimize the site with custom keywords, tags, and page content. If a Web solutions provider serves competing real estate companies in your area, find out how your site will be differentiated in search engine results.

Prices are the vendors’ suggested retail prices and are subject to change. This list isn’t comprehensive; NAR doesn’t evaluate or endorse these products and isn’t responsible for changes in product info.

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