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While Google returns a single page of search results each time a prospective client conducts a search, there is a lot happening in the background that advertisers should be aware of. Google search result pages are made up of a mixture of services, including paid search, organic search, Google My Business and Google Knowledge Graph. Taking a proactive approach and ensuring that you make the most of each service will help you to maximise brand exposure and make it easier and more likely to generate high quality leads.
Here are a few tips on how to drive more traffic from Google to your real estate website.
1) Paid search:
Google AdWords is an online advertising platform offered by Google, which allows an advertiser to create video, image or text ads to display on the Google advertising networks. The advertiser is able to sponsor a list of keywords related to their real estate business, set a daily budget, and specify how much each keyword is worth. Additionally, the advertiser is in full control of their spending as he/she only pays when someone clicks through to their website. The most beneficial part about Google AdWords is that it is highly measurable, as the AdWords interface has detailed reports relating to your ads and keywords such as: total clicks, average cost per click etc.
In order to gain the best return on investment through Google AdWords, you should:
2) Organic search:
Organic search is the number one source of traffic for a large majority of websites. Being visible in organic search will help expand the reach of your real estate website, ensuring your business can be found by the widest possible audience.
Google aims to return the most relevant pages for each individual search, as such care should be taken to ensure that:
3) Google My Business Listing:
Google My Business is another service offered by Google which allows you to include your business within Google’s business directly. This may be included in several of Google’s services such as an organic search, a map search, or form part of the Google Knowledge Graph. To gain the most exposure and reach the widest possible audience, be sure to:
4) Google Knowledge Graph:
Added to Google's search results in 2012, the Google Knowledge Graph aims to enhance the search results with semantic search information. This information is a mixture of information from various sources, linking to other websites offering related and more detailed information. As the name suggests this is a mixture of information types including webpages, videos, maps and images depending on your search.
To increase the likelihood of your website or real estate business being included in the knowledge graph be sure that:
Improve your visibility on Google and ensure that your real estate website can be found by prospective leads by fully utilising Google's services. If you are not sure how or where to start, let us take care of it for you.