Why you should update stale content (and how to do it)
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Driving high-volumes of traffic to your website is imperative in generating quality leads. In South Africa, Google currently accounts for 90% of all search traffic and up to 60 – 70% of all traffic to real estate websites – making Google, by far, the single largest source of website traffic. Therefore, the greater your organic visibility on Google, the greater the number of visits to your website and the greater your chances of converting those visitors into high quality leads.
There are three ways to boost your website’s visibility on the Google search engine result pages (SERPs). Firstly, Google AdWords allows you to sponsor property and neighbourhood related keywords and phrases that are relevant to your listings and then display text ads in the Google search results. As a Pay-Per-Click advertising campaign, you set an advertising budget and only pay when a visitor actually clicks on your text ad and visits your website. The second option is to list your real estate office on Google Places – the world’s biggest online business directory- and make all your business information and contact details available on Google Search and Google Maps.
However, the best way for buyers, tenants, landlords and sellers to find your real estate business and website on Google is via the organic search engine results. These listings appear in order of their relevance to the search term and are more trusted by users as the results are determined by Google’s algorithm as opposed to being paid advertisements.
Your website’s search engine visibility and rankings depends on whether or not Google understands what your website is about. To achieve this, your website needs to be:
Google’s organic search results should be the number one source of traffic for your real estate website. By checking off each of the above points, you will better optimise your website for search engines and thereby improve your website’s visibility and rankings on Google and ensure that your business can be found when and where buyers, tenants, landlords and sellers are looking for you.