The words Search Engine Optimization have been taken to mean everything from “Trickery to get to the top of Google” (untrue and unfair in my opinion) to “Giving Google’s algo what it wants.” (true, but incomplete IMO). It is high time we unchain the term “Optimization.” Time to turn this Optimization dog loose and let him hunt! That’s what he was born and bred to do.
Take a listen to this radio show podcast from one of the Big Dogs on MY porch. (Scroll down to her radio show podcast.) It will be 18 minutes WELL spent. Stephanie Mattingly OPTIMIZES on You Tube and uses that exposure to sell houses for her clients. She also participates in our Blogging Lunches and is starting to work on OPTIMIZING her blog search engine wise as well. I am proud to know her and glad to have her as one of the 120 stellar folks at our office. This is her first full year in the business (as an agent) and make sure to catch how her sales have gone…. Unchained optimization works.
True optimization (Optimization Unchained) involves ALL of the following:
1. Search Engine Optimization–Getting the most from the search engines by giving their algorithms what they want –(looking back at Greg’s recent post–this is the part I agree with Bob Wilson’s comment on) and MORE IMPORTANTLY (looking back at the same post–the part I agree with Seth Godin on..) taking the time to give them the optimized RELEVANCE that they are after so that it is a long term win / win — not short term getting over on them and then them penalizing me. It is a noble profession and I tire of people talking it down and saying that it is less than that. They simply are ignorant or have dealt with unscrupulous people. True professionals in MY profession Optimize.
2. Optimizing Hyperlocal blogging efforts to TRULY connect agents with people and people with agents. We currently have 15 hyperlocal blogs in our office (as part of our blogging lunch group) and if I have my way in 2008 that will be 115. You can’t say you are OPTIMIZED unless you are doing your best to meet the potential customer where THEY are and connecting with them by conveying your TRUE value proposition. These blogs are search engine friendly, but NOT keyword stuffed link farms. They truly reflect the authenticity of each blogger.
3. Optimizing niche blogs that connect agents with people every bit as well as hyperlocals. From Golf to Horse Farms to other special interests, there are more opportunities than there are agents. At least agents who are willing to invest the time. That will change as many of the rest lose market share. (grin)
4. Social Network Optimization– Twitter (hat tip to Teri Lussier) , Squidoo, and many other opportunities are out there. Optimizing these takes two steps: First prioritizing which ones actually have local, relevant traffic and are therefore worthwhile and second optimizing them so that they complement and provide support to your own outside website and blog(s). That optimized. Anything less is not optimal. If you waste time on useless opportunities to support other peoples sites and you get no relevant traffic in exchange–it is not optimized. Optimization of the time you invest is critical as well.
5. YouTube Optimized. Another two step process. Do you know how to create a compelling You Tube home tour? (Take another listen to Stephanie–she has this down cold.) Do you know how to get it to the top of YouTube and get people looking at it who will actually buy?
6. Conversion Optimization. Are your sites, blogs, and other online presences tested for getting viewers from point A to point B and do you KNOW they are satisfying the customer? How do you know? Have you A/B and multivariate tested them? Did you know you can test for FREE? Have you asked your customers? Or are you operating on what you THINK they want? Less than a WOW for our readers and potential clients is NOT optimized.
There is way more to the story than simple SEO. It is time (in my opinion) that we think “holistically” (thanks cK Chung for the term- BTW he’s another SEO pro who looks long term) about our online marketing efforts as REALTORS and mortgage pros.
Happy Holidays to all…and for 2008 here’s to Optimization Unchained!
Ryan H says:
Very interesting stuff, and some great points made. Thanks for your insight and for turning us on to Stephanie’s efforts. I enjoyed the radio interview very much.
December 20, 2007 — 10:17 am
Cal Carter says:
Nice post Eric! It amazes me how you are in so many places with so much good information, do your research, and still have time for such well written posts. It seems the more I read, the more I know, the more places it leads me, and then I don’t have the time to follow through.
Keep up the good work!
December 23, 2007 — 10:05 am
Eric Blackwell says:
@Cal-
Thanks for the kinds words. It is good to meet you. The truth of it is…(as my wife will attest)…I simply don’t have a social life (grin). I truly enjoy what I do.
I met up with Bill Slawski at PubCon…I had never met him before. Nice guy who is the acknowledged expert on Search Engine patents and what they mean. He makes me look like a piker. (smile)
Best
Eric
December 23, 2007 — 1:41 pm
Malok says:
Great points and advice, Eric. Echoing your sentiment, the biggest recommendation I can make to someone is to pick a niche that they are genuinely interested in.
The authenticity will show through in their writings, and they will be rewarded by loyal readers that will want to work with them as they have established themselves as being “real”.
December 25, 2007 — 2:38 pm