Four Steps to Getting the Most from Your IDX

Search engines, are constantly crawling sites, looking and comparing information to determine the best results to return to users searching for a particular set of keywords.  By using a few simple strategies, you can leverage your IDX for content:

Step #1: Ensure your IDX resides on your site. 

Most do this now because of the high demand for it, but if you don’t start from this premise, the rest of this article is a moot point for you.  When it does, then every individual listing in the MLS can be viewed as a page of content on your site – and this is the central crux of the matter.

To see how many pages you are being credited for, try this… In a Google search, type site:yourdomain (in the example below, site:onlinedominance.com).  In light gray writing at the top of the page, you will see the words “About ______ results returned.”  So Google finds 1,340 pages of unique content associated with Online Dominance^TM.

You can get “content credit” for all those listings in your MLS, provided you follow the next steps.

Step #2: Create predefined searches and install them on your site. 

Having just a form for people to fill in with their search preferences, while vital, is not sufficient for this purpose because search engines are just an algorithm and are not interested in completing preference forms.  So, if you want the search engine to see your content, you have to make sure the data from the MLS is being actively pulled onto your site.  By creating predefined searches, such as by price, location, or even type of property, you are setting up a stream of constantly linked data of every listing that falls within those parameters.

Step #3: Create unique content describing that search

One of the more recent “gotchas” initiated by Google is an update that finds “low quality” pages, which is basically information it determines is syndicated from one source to many different sites.  So, unfortunately for you, this means you can’t have just the predefined search.  But you can end run this by taking the time to write a paragraph or two of custom content and add targeted title tags, so when the search engine indexes the page it may see some syndicated material but this will be offset by the unique content.

OK, you’re almost there!

Step #4: Link often and well

If you want the search engine to think a page is valuable, you have to treat it as if it IS valuable.  So, every time you write something that relates to one of these searches, for instance a blog post about a recent upswing in sales in a certain price range in your market, include a link to that predefined search result page.

How this Helps Get Traffic to Your Site

So I know right now you are saying “Sure, I understand how to strategize the IDX, but what about the traffic and visitor engagement?”

Well, when the search engines find more pages of relevant content that is frequently updated, it helps your page ranking.  Also, having lots of related third party sites (such as Trulia, Active Rain, etc.) link back to multiple points on your site helps not only ranking but the likelihood of people finding you.  Finally, since every listing is viewed as a page on your site, searches on specific addresses (like when someone drives by and sees a yard sign) will yield your site as a result, so you don’t have to rely on over-used or highly competed for keywords.

As to customer engagement, people love the convenience and instant gratification of being able to see properties in the ranges or categories they prefer with the click of a button.  Often, they aren’t sure exactly what they are looking for until they see some results, and having to go back and adjust information in a search form can be a bother.  You will get more clicks on saved searches that then allow the user to sift and sort their specifics from there.

A Few Words of Advice

You have the step by step plan to get your IDX SEO optimized, and as always the next step is to implement.  But be aware of a few more things before you do!

• Do Not Sock Google – Google is like the referee in a game, it watches to see if you are playing by the rules, and will throw the red card at any suspected foul punch.  So, if you had say, 30 pages on your site one day and then next had 20,000, what do you think will happen?  That’s right!  So, pick the top 2 or 3 searches you think would be most effective in your area, and start adding those, going through all 4 steps to get them strategized.  Add slowly to make your results most effective.
• Use the language your users use – People will tend to type search terms that they use in natural language.  Name your predefined searches that same way to increase the match rate and hence your page position.
• Get a help in executing this over time – This is the perfect kind of task, low-level and long term, to get a VA to help you execute.  Set up the process, set your priorities, and give a VA marching orders.  You will see the results as they are added to your site, while freeing you up from worrying about maintaining the flow of information.

So, there you have it!  Make sure you are getting the most out of your IDX’s capabilities when it comes to site traffic and visitor engagement by consistently initiating these strategies over time.  The best thing is, since that IDX resides on your site, it will all be for your greater good!

Special thanks to Brad Carroll of Dakno Marketing for his contributions to this article.

Mr. Internet is the alter-ego of Michael J. Russer, an internationally recognized Internet speaker, trainer, author, and strategic consultant to the real estate industry. He’s dedicated to helping real estate professionals leverage their people skills into profit on the Internet. Send your Internet questions to help@askmrinternet.com or you can visit his Website at http://www.OnlineDominance.com and Facebook page at Facebook.com/OnlineDominance

This article is reprinted in its entirety from the October 2011 issue of REALTOR® Magazine by permission of the NATIONAL ASSOCIATION OF REALTORS®. Copyright © 2011. All Rights Reserved other than mentioned above. Mr. Internet® is a registered trademark of RUSSER Communications.

What Is Universal Search?

Google has always been the resource to find web pages about a particular keyword. But they soon realized that people wanted more than just web pages when searching. That’s where Universal Search comes in. Back in May of 2007 Google began incorporating images, video, and news into the search results page. You can see from the graphic below that a search for iPhone on Google shows results for Web pages, News Stories and Videos.

What about Real Estate?

So how does this relate to the real estate industry? There are two key places for a real estate agent to take advantage of Universal Search.

1. Google Base (aka Google Housing Search): If you search for Sheridan Wy Real Estate in Google, you will see a link that says “Find results for Sheridan WY Real Estate in housing search” (see graphic below). By having your listings appear in the Housing Search, you can attract more buyers and expose your listing to more eyeballs – thus making your sellers much happier! The good news is that it’s very easy to include your listings on Google’s Housing Search as well as other places like Trulia, Oodle, and more. Simply use a listing syndication site like Postlets or V-flyer.com.
   
2. Google Local: One recent change that Google has implemented is the way they display their local results. Any time Google “thinks” a search is related to a local area; it will pull from Google Local and display this information at the top of the search results page (see below).
   

   While some areas such as Raleigh Real Estate are pretty competitive, there are also areas that are still wide open for that coveted top position. For example, in the Sheridan Wyoming area, there is only one agent who has taken advantage of Google Local, as a result, when you search for sheridan wy real estate agent, Century 21 BHJ has the Google Local spot all to themselves. Even though they are not the top position in the organic search results, their Google Local listing appears above all other results, and here is the best part – it doesn’t cost them a dime!

   

   So how do you take advantage of this prime piece of search engine real estate? Simply go to the Google Local Business Center and add your information. While Google hasn’t come out and said what the secret is to getting to the top of the local results, there are a few tips for local optimization that can help push you to the top. Just visit the Dakno Real Estate Blog for the tips.

More than Just Google

Google isn’t the only game in town blending video, images and more into search results. Yahoo and Ask also have their own version. You can take advantage of Yahoo’s local results by submitting to their Local Directory. In fact, there are dozens of places to submit to local portals.

Get Creative with Your Search Engine Optimization

Remember, Universal Search can show results for videos, images, news, maps, books, websites and more. In other words, the answer to breaking through the keyword glass ceiling may be hidden in more than the content on your website. So get creative with your optimization plan. If you are having trouble getting to the top spot for that coveted keyword, try a different approach. Create a video, write a press release, or post a blog article. It just might be the trigger that pushes you to the top!

The problem with Search Traffic

With both Pay Per Click and Search engine Optimization, you rely on people seeking you out. You simply wait around for someone to type the exact keyword that is going to show your website and hope that the user clicks on your link. To me, this seems like a pretty passive way to get traffic. Why not take a more active approach? Instead of waiting for the traffic to come to you, why not go to them?

Groups of Your Target Audience

Did you know that there are currently over 18K groups (groups not people) centered on Real Estate in Yahoo Groups. And this doesn’t even include Google Groups, MSN Groups, etc. Now remember, these groups are not too fond of people who go in and try to “hard sale” their services. Instead, they are looking for Subject Matter Experts (SMEs). With this in mind, simply go in with the mindset of being the resource of information. They will quickly see you as a Trusted Advisor.

Linking Up with LinkedIn

Groups are not the only social hub for your target market. LinkedIn is another place to become a SME to your target audience. Even if you target audience is the luxury market. In fact, LinkedIn states that “Every one of the Fortune 500 companies has at least one executive on the LinkedIn network.”

But Social Networks is only for Teens!

I know what some people may thinking. “You Tube, Facebook and My Space are only for teens!” Right? Not really. Actually “Over 40 percent of luxury consumers visited a social networking site, such as Facebook, YouTube, MySpace, etc. in the past three months.” And since we are talking about the luxury market, there are even Social Networks for specifically for those jetsetters.

Get Creative – Land More Clients

The key is to get creative and use the power of social networks to catch your target audience early on in the game. For example, “Over 90 percent of luxury consumers used the Internet in support of their travel planning” (think 2^nd home or relocation). Now, imagine you are on these travel websites submitting reviews of the best 5 Star restaurants in the area. Oh, and you just happen to subtly work in your background and profession to validate yourself. “As a Realtor in CityName, I frequently take my clients to [Restaurant name]…” Suddenly, the luxury home owner looking to buy a vacation home now has a trusted resource who didn’t try to hard sell them but was the information resource.

Can Potential Clients See You on YouTube?

Vacation seekers and people looking for 2^nd homes and investment property frequently use sites like Flickr and YouTube to see images and video of the area before visiting. When they do a search on YouTube for keywords like Raleigh Real Estate, do they see your or your competition?

The only thing constant about the internet is that it’s always changing. With so much information available, people will continue to use their peers and social networks to not only find information, but trusted information. Will you actively pursue this gold mind of new business or continue to wait around for people to find you?

Identity Optimization

People are relying on more and more on “Online Peer References” to hire service professionals. Websites such as LinkedIn, Facebook and other online networks allow peers to easily share their sphere of influence. So how does this help you?

• Brand Awareness – You now have your name in more places
• Trust Transference – They trust you because their peers trust you.

Action Plan: Join LinkedIn and start building connections, participate in their Q&As. Write Recommendations for others, encourage them to return the favor.

Additional Sites of Interest: LinkedIn, ClaimID, Naymz, Ziki, Spock, ZoomInfo, etc.

Association Optimization

Like Minded people usually cluster in groups. It doesn’t matter if the common thread is geographic, demographic, or physiographic. With this in mind, begin to spend time visiting sites that not only attract your target market, but also attract you as a real estate agent. You would be amazed at how many unique marketing ideas you can pick up by seeing what other agents are doing in their market.

Action Plan: Join ActiveRain. Search for sites that attract your target and start to engage with them. Become a trusted advisor for a targeted online community.

Additional Sites of Interest: MySpace, Eons, Squidoo and various local social communities.

UserGroup Optimization

This is very similar to Association Optimization but is even more targeted. For example, did you know that there are currently over 17,000 groups (groups, not people) about Real Estate on Yahoo Groups alone? But remember, people in these groups can smell a sales person a mile away. The concept here isn’t about selling, it’s about proving that you are the expert about a topic and watching sales gravitate to you!

Action Plan: Seek out UserGroups that relate to your local real estate market. Begin to participate in these groups by sharing helpful tips and advice.

Additional Sites of Interest: Yahoo Groups, Google Groups, Trulia Voices, Yahoo Answers.

The Tip of the Iceburg

The strategies outlined above, coupled with blogs, online videos, and new social networks will continue to play an even more important role in 2008. And while this only encompasses a handful of online marketing techniques; I hope it does get you thinking creatively about your online marketing strategy for 2008.

Happy Holidays!

Brad Carroll