SEO

Mar 11 2015

Links, Hucksters, and What’s Next

Ever feel overwhelmed by the sheer volume of marketing, communications, and social media…stuff? Join the club, bub. Here’s some advice.Yesterday, I was minding my business here on the Internet, making things happen, when I received an email that told me I had a new comment on one of my sites. It was interesting in that it was an obvious cut-and-paste job: some of the text was verbatim from other emails I had received for the better part of the past year. And it got me thinking that I should probably write about this subject…so, let’s talk about Links, Hucksters, and What’s Next.

Links

The “Links” I’m talking about are the ones offered by the spammers that try to comment on blogs. If you don’t run a blog, here’s a quick example of how those spam comments usually look:

I ԁdo trust all the concepts you’ve introdսced on your post.
They are really convincіng annd can definitely work.
Νonetheless, the posts are tօo brief fоr novices.
Maay just you please prolong them a bit from neҳt time?
Thank yoս forr the post.

And they’re trying to get me to link to some site and then they’ll get the positive Google mojo that everyone who is in the SEO business says you really need to be successful. (If you use a service such as Akismet, you won’t have to worry about actually seeing 99% of these emails; they’ll go straight into your blog’s spam folder.)

Because of the age of this site – we’ve been at it for awhile and have a page rank of 2/10; nothing to write home about, granted, but better than 0/10, which the vast majority of sites receive – we are popular with the spamsters, who want the “authority” we can give them by sending a link their way. And, because of the hucksters in the SEO Consultant industry, the offshore linkbots like to send these sorts of emails our way. All the time.

Hucksters

Much has been made of hucksters in a variety of online industries: Social Media Gurus who will sell you a bill of goods but never deliver; SEO Consultants who will promise you the moon and a zillion backlinks; and general ne’er-do-wells who claim that their way is the way to riches.

But I can tell you from watching these industries for the last…what…9 years?…that there is a maxim that rings true:

The things that take the most effort have the most payoff.

Any tactic that someone tries to sell you – “Buy backlinks for cheap!” – isn’t bound to payoff and can actually get you penalized by Google. The value is in not just the hustle, but the tactics that take time and are in line with a sound strategy.

What’s Next?

Before we get to the takeaway from this article, a promotional announcement: we at Area 224 have launched three sites that we’re spending a great deal of time on. But we’re not expecting immediate success – and you shouldn’t be expecting immediate success from any of the garbage the hucksters are peddling.

A couple years ago, we created Metasip as a “Yelp for Alcohol.” We’re still working on that site – and let me tell you…it takes time, energy, and some sound thinking. At around the same time 10KaYear was born – and the whole premise of that site is that sound personal finance doesn’t happen overnight.

Our latest development is Metakitchen – an offshoot of Metasip and less of a rating site, more of a hub for food and beverage bloggers. That’s going to take some time and some actual work: we’re not planning on getting thousands of bloggers on the site immediately, and we’re not planning on thousands of food brands wanting access to those bloggers. It’s a slow burn.

This is one reason we have blogged less and less here at HQ, at least on this site – but we’re blogging more and more over at the other sites.

Links, Hucksters, and What’s Next

Now, the takeaway: Links take time. Hucksters are to be avoided. What’s Next?

It’s time for the actual hard work, those things that take effort but will bring us the eventual payoff. We’re not after a get rich quick scheme here: but with a little sound planning and an even sounder strategy, we’re aiming for a pretty good result. And you should consider the same: don’t take shortcuts, don’t assume that the easy way is going to be the right way, and…

Don’t be afraid of a little hard work.

May 29 2012

Social Media Real Estate

Does your Real Estate Agent use Social Media? Should you care?

Real Estate Yelp Sign — Image is modified based on original, Creative Commons work of ThinkPanama

An article in the Sunday Chicago Tribune made me want to throw up on my shoes.

Here’s a link to to the article, which was entitled “Home Tweet Home: Agents turn to social media“.

It’s not a bad article – IF you’re someone who is in the business of selling the real estate industry on having more agents and brokers using social media tools – and using their mobile phone, too.

But it’s not a great article – because the takeaway is all wrong. From the headline, you’re going to guess that you should be using Twitter if you’re a real estate agent who wants to sell more houses. NO. That shouldn’t be the takeaway…

So, we’re first going to talk about some of the things we disagree with if you’re using social media for real estate. THEN we’re going to give you a brand new takeaway. Here goes:

1. It’s Not All About the Numbers

Here’s a quote from the article:

“Gregg Slapak, a real estate broker with Exit Realty Redefined in Wheaton, has close to 5,000 Facebook friends — the maximum for the social networking site. On his recent birthday, more than 1,100 well-wishers from all over the world sent him greetings.”

Awesome. Gregg is popular and he’s so busy on his birthday that he can’t possibly respond to every well-wisher.

And does this make you want to buy a house from this guy?

Gregg goes on to say that “70 percent of his clients find him today using their computers.”

I’m not picking on Gregg here – have never met him, and maybe he is darn good at his job. But let’s continue…

2. The misnomer is that it’s a “tech-only” business

The article went on to say that the new generation of buyers want to text message with their real estate agent. They want instantaneous communication. They’re using social platforms first and foremost – a fact I won’t argue with. But here’s where the article’s premise – that you have to be “social” first – goes off the rails:

“Terri McAuley, a broker with Koenig & Strey Real Living in Chicago, estimates that 75 percent of her new clients have never met her in person.”

Maybe I’m missing something here – buy those shopping for a home haven’t met their broker in person?

I’m left with a very shallow opinion of both sides of this equation: the agent will take any business they can find without so much as a handshake – and the buyer would rather see that there’s a Facebook presence or that the broker can use a mobile phone to send a text message. ACK.

3. Google and Yelp. Google and Yelp.

I can’t stress these two things enough – but they are afterthoughts in this article:

Remember our example above, Ms McAuley:

“…Instead, they rely on Yelp reviews or Google searches to find her.”

As well they should. As well they should.

I’m going to go out on a limb here and say that, if you are a real estate agent or broker, focus on Google and Yelp FIRST.

These should not be afterthoughts in your “social media strategy” – actually, they are the table stakes in your marketing – which is on- and off-line these days. You could spend hours learning how to do this right – and you SHOULD.

Because if someone finds you on Google or Yelp and reads up on you and decides that they don’t want to work with you because you DON’T HAVE 5000 FACEBOOK FRIENDS…you didn’t want to work with them anyway.

4. When Your Agent Has a Social Media Consulting Business – BEWARE!

This is a serious pet peeve of mine: the agent or broker should be working for you – and real estate should be their one and only profession.

You’ll find some dynamite speakers out there in real estate land – but the second someone crosses over from “agent” to “social media consultant” – you are no longer their focus. That sucks for you if you’re their client.

Real Estate Professionals: What Are You Leading With?

When we “wrote the book” on Social Media for Real Estate a couple years ago (and then rewrote the book again), we knew that a lot of this stuff would change. That’s why we focused on things like “knowing your target market” and “going where the buyers are.”

This doesn’t change; but the overarching theme of our work – then and now – is that you need to “be the kind of agent you would want to work with.”

Information is everywhere: and maybe you can find out more than enough about Gregg and Terri to decide that they’re the person you want to work with for your next real estate transaction.

AND, maybe it IS important to you to create a kicking Twitter presence and a dynamite list of Facebook friends.

AND…leading with the real you – Hey, Authenticity!!! – is never a bad thing to do. But here’s the thing, and here’s your takeaway from this article:

Location, Location, Location – Where is it?

This is the thing you should be leading with, real estate professional. We said it in the book, we’ll say it again, and here’s where you should build your online strategy:

Take a Look at Your Last 10 Transactions

There’s a theme there. Right?

If you found all ten people you sold homes to from Facebook, that’s great. Keep at it.

If all ten people found YOU through a Google search, maybe that’s where you should be spending your time.

Better yet – if all ten found you through a common thread, like a work or school group, or a club, or your referral network – isn’t that the thing to cultivate even more?

Mar 19 2012

Social and Search for Marketing and Communications

If you’re new here, you can scroll down on the right hand side and sign up for our periodic newsletter. We’d love to keep the dialogue going with you…

What’s really interesting to me about where we are in modern marketing, communications and social media is this:

If you asked the experts what ONE thing to focus on…you’d get dozens of answers.

This is one reason we’re pleased to announce our next big (HUGE) webinar (that we’re doing TWICE), coming up on March 22nd and March 29th (plus you get a copy of our updated e-book).

Social Search Webinar

We don’t want to give away everything – this is a paid webinar and, even though the price is VERY affordable, we HAVE to save some of what we’ll talk about for the day(s) of the event. BUT, in the spirit of whetting your appetite:

1. There is no silver bullet

That’s a given – if there WERE a silver bullet, everyone would have purchased it. (The price of silver would have gone way up, too, supply and demand being what they are.)

But, and back to our point from earlier, there is no one thing experts can agree on when it comes to where to focus. For every one person who says “Google+ is a vast wasteland” there’s someone else who says “it’s from Google, and it allows you to laser-focus on your niche.” And so on, and so forth.

2. Getting Found, Findability, Inbound Marketing, etc., are still vital

Part of the problem here – and we struggle with it, too – is that you could conceivably focus all your time on the SEO basics – and forget why you’re doing it all in the first place.

I know a guy who’s writing a book, and he’s using the traditional publishing route. The opportunity for him is to leverage all of the time he spent as a blogger of note – and turn that into cachet with publishers. And those publishers are sniffing around on the Internet ANYWAY, looking for the next big thing (topic, author, trend) to turn into a publishable book.

SO…this guy has a nice problem to have in that he’s getting found, but he may not be found for the right things for his book project. Hmmm. See the next point:

3. “Integrated” is the word

Content. Convergence. Whatever you want to call it, all this stuff working together is making this the “Integrated” generation. This means you can’t put out a press release and get a billion hits without telling the rest of the company what the heck you’re up to. And so on, and so forth…

So there’s your 1-2-3 sneak peek. Will we see you on the webinar?

Here’s a clever signup button, too. Again, affordable price, tons of value. We’re here to help you get Social and Search for Marketing and Communications just right.

Dec 14 2011

Why SEO Isn’t Dead

SEO Isn’t Dead. Search Engine Optimization Wasn’t Killed By The Content Revolution.

Not. So. Fast.

There are days when you might think that every single website on the planet is focusing on Content, and Content Alone, as its strategy. Social Media Gurus will tell you that you need to be posting on every single platform at all hours of the day and night just to have a chance of being found by the search engines.

Content Farms and Content Creation Engines will tell you that it’s all about fresh, relevant, really good content: and you don’t need to write for the search engines if your stuff is awesome. Because people share awesome, right?

Right?

In one of our 12 Minute Marketing lessons, we talk about Search Engine Optimization. It’s not a deep study of the science – it’s enough so that you can cover the basics for your business (not so that you can turn yourself into an SEO Ninja). And yes, we’ll admit that we do say “Content, good content, is important.” Relevant content is important. But a couple other takeaways to complete our study here…

Links are just as important as Content.

It’s one thing to say “I’m going to link to a similar website, like that of Spin Sucks, just because it will help me.” But it’s entirely another thing to link somewhere (1) with authority and (2) with relevance to what you are talking about.

For instance: in the photo we use on this post, there’s an article on Read Write Web on SEO and the Google algorithm changes. This is what started us down the path of posting on the value of SEO – the article made it seem as if Content trumps SEO, and SEO is, thus, not important. WRONG.

As you see, we are linking to the article in a post about a similar bit of content. It’s not a trick, it’s not gaming the system. It is an SEO basic: Link to what you’re talking about. Bringing us to our second SEO takeaway:

Try owning long-tail terms of 3 or more words.

Back in September, when we guest posted on the Social Mouths blog, we didn’t plan on owning the term “Social Media.” Too short, too many searches. We DID plan on pwning “Holistic Social Media.” It worked: our SocialMouths Holistic Social Media post is still number one for that term – and our own posts, on Area 224 and 12 Minute Marketing, are in the top 5.

It didn’t hurt that it was a well-written post (IMHO) and had great content in it. But it focused on an actual term that made sense in the post and it was explained well in the post.

This means you’re more likely to own terms that you can actually say something about: Tallahassee Real Estate Trends, for instance, if you are a Realtor in Tallahassee.

What does this all tell you?

SEO isn’t THIS simple. But it isn’t dead, either. You can focus on great content, sure, but you also need to make sure you are linking to other relevant content and not trying to jump into the pool for short keywords.

Go. Search Engine Optimize!

Feb 15 2011

What You’ll Learn on the SEO Webinar

Thanks, seo4vancouver.com
What will you learn on the Area 224 SEO Webinar?…

Well, let’s start with that graphic over there. That’s actually a pretty good one – thanks to our pals at SEO4Vancouver. Simple, and shows a continuous process. In other words, you’re never really done.

The big problem we’ve seen in the SEO business probably comes at it from two directions – either of which could be correct for you, but neither of which is where you should jump in.

Option 1: SEO is too complex, so I shouldn’t even bother doing it myself.

Like hiring an electrician, or someone to work on your car, it’s often the way to go: get a qualified outsider, make sure they have their credentials, and give them the keys.

But the sad fact is this: as you see in the diagram above, a lot of what you’re already doing fits into your SEO program.

See steps 1, 2, 3, 6, 7, 8 as examples of things you probably do on a regular basis – no matter what your business is – that help with your on-site search engine optimization.

Option 2: SEO services are too expensive, I can’t afford to hire an outsider.

Maybe, maybe not. You may learn what SEO entails and say “no way in Heck I want to do this myself.”

You may also learn what SEO entails and say “I can do EVERYTHING myself.”

Or the answer could be somewhere in the middle – outsource some, do some as part of your everyday routine.

You see the crunch that some people find themselves in? One side: too complex. The other side: too expensive. Result: no action at all.

The parallels between SEO and traditional PR are almost eerie.

We’ll walk you through all this – and give you a copy of the HUGE SEO E-book – on February 24.

Here’s the link, young SEO Jedi.