I wrote a PG-13 rated post about 10 months ago about a few sites that only had links to each other (grin), but rather than point at what not to do and be negative and all that, I would like to throw out some (possibly) new thoughts and ideas on building online authority.
WHY NOT BE HYPERLOCAL ABOUT IT AS WELL AS REALTOR TO REALTOR??
Good SEO requires effort at building online authority (read: LINKS from other sites into yours). It was the basis of how Google’s algorithm was founded. Simple as that.
Great SEO builds authority and relationships (and PROFITS) and take links into SECONDARY consideration, but finds creative ways to do it in a DEFENSIBLE way that others cannot match, duplicate or replicate.
I don’t find it strange that MUCH of today’s REALTOR online authority (links) are built like a referral network from REALTOR to REALTOR. It is the most efficient way to build authority that Google would recognize.
But if you REALLY wanted to impress the search engines, why wouldn’t you build LOCAL online authority ? This means that you would be able to bring much of the chamber of commerce to recognize YOU as the real estate authority. They would link to YOUR blog or YOUR site. If they link to you because they know you, or you have done something nice for them, why wouldn’t they REFER you to their friends?
That would bring BUYERS and SELLERS to you as well as links! It would be true authority IMO.
I DO find it strange that less REALTORS use THAT approach as well as vying for respect among PEERS.
I have prepared some specific techniques and ideas on this subject for the REW conference in September, but IMO the specific techniques are NOT AS IMPORTANT AS STARTING WITH THE RIGHT GOAL. THE GOAL IS TO BUILD ONLINE AUTHORITY AND EXPOSURE AMONG YOUR CUSTOMER BASE AS WELL AS YOUR PEERS. It is about a diverse and defensible reputation. (And a cash flow POSITIVE one (from referrals) as opposed to paying others for links). In my opinion, it is not just about seeing how many peers you can get to link to you…
I would love your thoughts on the subject.
genuine chirs johnson says:
Best post in weeks. I’m cackling with glee. A mortgage volunteer is the same thing: “nobody will finance your clients. You’ve sent 6 duds in a row, but I’m going to spend two hours with #7 in case your next client wasn’t some bum from the bowery.
August 18, 2008 — 6:34 am
Tom at the Real Estate Bloggers says:
Eric
But it is so much easier to have the echo chamber linking to you.
I am always amazed at how hard real estate bloggers work to get the attention of their peers as opposed to potential customers.
If I was a Realtor I would invest wholeheartedly into developing my site as the go to site for local information on the housing market. A hyperlocal housing site for ones community will drive leads and reputation for the agent.
August 18, 2008 — 6:51 am
Eric Blackwell says:
@Chris- grin
@Tom- I just want to be clear that I am not against being a part of the “echo chamber”. There is nothing wrong with it. I am just FOR focusing efforts on building LOCAL authority (as defined by links) as well.
Both work. Doing both helps to build your links and authority to an even greater level.
Best;
Eric
August 18, 2008 — 7:41 am
Todd says:
I find fault with your use of the term online “authority”. “Authority” implies you plan to “speak” down to me, which I will reject. To participate in meaningful conversation, human to human, is to have “relationship currency” as so effectively described by Brian Solis:
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
Speaking “down” to people and having one-way, opaque statements published “at” readers are most likely a legacy of old school real estate practices ( obsolete print media like newspapers too ), I know. I strongly recommend abandoning the idea of accumulating “Google juice” with the expectation it will some how get you sales leads. Participate in a meaningful way with all, treating fellow agents and Comsumers equally, big G’s algorithm is surprisingly sophisticated.
August 18, 2008 — 8:24 am
Eric Blackwell says:
@Todd;
The term “authority” is not mine, but rather it is one that we search engine folks use a lot.
I like ‘relationship currency’ better as well. In either case, it is about accumulating the top of mind respect of those around you to the point where they contact you when real estate is on their “to do” list.
Again, it certainly does not mean “talking down to”. And especially not “broadcasting at” folks. (Being interactive is the key to starting a connection / Markets are conversations / etc, etc.)I am not sure how you got that out of what I wrote, but your point about treating consumers and Agents equally is one I agree with.
I think “accumulating Google juice” is a GOOD THING. I just think HOW you do it (by engaging LOCAL folks as often as other REALTORS) is incredibly important in building you a great return on your investment. I think if the juice is your primary focus, you will fail (in the long run). If your focus is on connecting with people and networking both with REALTORS and ESPECIALLY with local consumers, the links, respect and rankings will follow (if done correctly).
Best;
Eric
August 18, 2008 — 8:42 am
Eric Bramlett says:
Thing is…it does get you leads. Lots.
August 18, 2008 — 9:08 am
Malok says:
A person that is able to create good and positive relationships will outpace, in the long run, the spam-&-jam link building efforts. The relationship builder can pick up the same spam-&-jam links, same as the other guy, if he was so inclined, but he will also pick up a lot of others from quality sources that the spam-&-jam guys simply can’t get.
August 18, 2008 — 2:16 pm
Mortgage Samson says:
Eric, excellent post! Only personal-mental-dilemma is whether or not I should include a link to my blog.
August 18, 2008 — 4:54 pm
Matt McGee says:
Great post, Eric. I’d answer the question posed in the subject by saying ‘yes.’ My wife and I are running four hyperlocal blogs right now and we’re mixing up the content so that some is about real estate, and some is about the local area — news, businesses, events, etc. The blogs are new, but the goal is exactly what you describe, Eric … to earn a reputation as the local authority and get recognition beyond real estate circles. I do believe this is the future of hyperlocal blogging, and the way real estate agents (and any locally-focused small business) should proceed.
At the risk of too much self-promotion, I also recently started a blog called HyperlocalBlogger.com where I’ll be sharing (and asking for) ideas and advice on local blogging. The link is up above with my name if anyone is interested in jumping in.
August 19, 2008 — 1:15 am
Eric Blackwell says:
Matt-
That is EXACTLY the type of thing I was talking about! Nicely done!
I like the concept of your new site–it was down when I went there…would be happy to contribute as time allows.
Best;
Eric
August 19, 2008 — 3:49 am
Greg Swann says:
> I also recently started a blog called HyperlocalBlogger.com where I’ll be sharing (and asking for) ideas and advice on local blogging.
Brilliant. Blogrolled.
August 19, 2008 — 7:04 am
James Boyer Harding NJ says:
Wonderful Eric, I love these sorts of ideas, they just make so much sence. I would love to see an additional post on how best to go about this.
August 19, 2008 — 9:29 am
Matt McGee says:
Thanks Eric, and thanks Greg. The site is up now, don’t know why/when it was down. Sorry about that.
@James Boyer — In the next week or two, I’m hoping to publish a series of articles detailing how my wife and I started those four hyperlocal blogs, the decisions we made (why four? what domains to use? what about hosting?, etc.), how and where we’re getting content, promoting our posts, etc. That might help you get started. I hope so. 🙂
August 19, 2008 — 9:44 am
Jeff Brown says:
Hyperlocal blogging with content not just about real estate. Local events, etc.
Who’d a thunk.
August 19, 2008 — 11:12 am
Jeff Brown says:
Hyperlocal blogging with content not just about real estate. Local events, etc.
Who’d a thunk?
August 19, 2008 — 11:13 am
Barry Cunningham says:
Hey Matt..(Eric no hijack intended) But Matt..I notice you are calling your blogs “City Name Real Estate Blog” but I can’t find anything real estate oriented on the pages. Is this by design or are you in the process of introducing more real estate related content?
August 19, 2008 — 7:53 pm
Matt McGee says:
Hi Barry — real estate content is added when my wife (the agent) has time, which hasn’t happened very often lately. She’s swamped with clients these days. She credits her Internet presence for that, which is nice. 🙂
The domains were chosen for other reasons, too. I’ll be discussing that when I get that series put together in the next week or two.
August 19, 2008 — 9:59 pm
Eric Blackwell says:
@James- Will be detailing my current thoughts and ideas at REW, but I think the general principle of making LOCAL (100% consumer facing)connections as much as long distance REALTOR facing stuff is a pretty good start until I am free to discuss more.
@Jeff- YOU’D a thunk! (and you’d be right, my friend), but I think it goes far beyond the typical “add more non real estate content”.
@Barry-I think Matt has a good start “in the right direction”. I think there is more to it, and my guess is he does too. (don’t know.)
I know that many people have a difficult time liking the concept of creating strategies to attract RELATIONSHIPS and LINKS as opposed to a simple content shift. The title of what I wrote was “Looking for (link)love in all the wrong places” it was said that way on purpose.
To attract local relationships efficiently and effectively requires a FOCUSED EFFORT on specifically that IMO. It requires a plan. When that is done correctly, the links (and dare I say rankings, traffic and then leads. Bramlett is right with his comment) follow as a natural and defensible result.
August 20, 2008 — 2:43 am
Hard Money Matthew says:
I’m always looking for news link opportunities. I see your valid point about not just getting link juice but also real visitors to your site from good sites. Thats how johnchow dot com (An SEO blog) gets ALL his visitors… The big G delisted him and he still gets 100k+ a month!
August 20, 2008 — 3:05 am
jaybird says:
Please keep writing, Eric.
J
August 25, 2008 — 1:17 pm
Matt McGee says:
@jamesboyer, @barry, etc. – I just began that series on how we started our four real estate hyperlocal blogs. If you’re still interested, some of your questions above will be answered in the articles this week. Any that are not, please drop me a line or leave a comment.
August 25, 2008 — 1:33 pm
Barry Cunningham says:
Thanks Matt….quick question..does DMOZ and the Yahoo direcotires still mean anything in regards to SEO/SERP…?
August 25, 2008 — 1:41 pm
Eric Blackwell says:
Good question.
I do not view them as having anywhere near the pull they used to. I would rather take the energy and money and focus on creating content and honest online relationships that matter. If your focus is there, the rest will follow.
Do they mean anything? Who knows… Do they mean enough to lose lots of sleep over? Not in my opinion. I have not put much emphasis on them.
Thoughts?
Eric
August 25, 2008 — 1:47 pm
Barry Cunningham says:
Thanks Eric…just wondering if it was needed to keep up with the Joneses in the serps
August 25, 2008 — 1:53 pm
Matt McGee says:
When you start a linkbuilding campaign, the first step is getting foundational links — and those two directories are about as high on the list as it gets when you’re looking for foundational links. Google trusts them because they’re human-reviewed directories. For some sites, the Yahoo link might be the most trusted link they get.
But yeah, I’m with Eric in the sense that they’re not something to lose sleep over, and long-term there’s more benefit in creating content that attracts links like flies to you-know-what. 🙂
August 25, 2008 — 2:26 pm
Marlow says:
Unfortunately, a lot of link-building and link-exchange schemes are frowned upon by Google and could get your site banned. Be careful when creating blogs and sites that all link to one another, as it could be considered a link-farm and be wiped off of the search engines altogether.
August 26, 2008 — 10:16 pm
Eric Blackwell says:
@Marlow- I get REALLY uneasy when people term things “linkbuilding schemes”. That is NOT what they are. It is authority and RELATIONSHIPS and NOT just link building tricks that is at the HEART of what I teach.
Please see the link to my old post where I talk plainly about stuff NOT to do.
If the FIRST thing that comes to mind when you see the Bloodhound Blog is “WOW…look at the PR of that, baby”, then you are here for the WRONG reasons. Period. Point. End of Story IMO. Here to learn and converse and share and yeah…pick up some backlinks? COOL.
Links are the keg that helps attract the party. (greg’s analogy, but it is on point IMO-grin).
My point is, if you are going to throw parties, throw a few with agnets, sure…but throw some with clients as well. You will build TRUE relationships and true online authority. The kind that does not come with schemes.
Hope that helps.
Best;
Eric
August 27, 2008 — 6:52 am
Carolyn Gjerde-Tu says:
At least in my area, there do not seem to be a lot of visible hyperlocal sites. The easiest ones to find are real estate related. Any tips on finding related sites. Not sure if you are addressing this at the REW conference next month.
August 27, 2008 — 11:56 am
Eric Blackwell says:
Hi Carolyn;
The subject for me at REW is Social networking and building online relationships. I will be going into some detail and showing some examples of this successfully done at REW.
It isn’t limited to just hyperlocal blogs either (grin), there are several types of sites that can be used to build online relationships and network with local potential clients.
I have never been to British Columbia before. I am looking forward to it!
Eric
August 27, 2008 — 12:48 pm
Mike Brown says:
Eric,
Definitely looking forward to not only listening to you speak at the conference but buying you a drink for all of the help in the past. It’s too bad the other Eric won’t be joining us. Can you list a few other examples of good local links? Are you talking about restaurants, movie theaters, contractors, basically any local businesses?
Mike Brown – who just stepped up to Sotheby’s International Real Estate… Spelling that is a real pain. I keep trying to put an “r” in it.
September 3, 2008 — 10:14 pm
Eric Blackwell says:
Hey Mike;
I would LOVE for Bramlett to be there as well, he is a good guy. (Would be FUN!) ALL of the examples you listed are good relationships to build in your community. They are ALL your potential customers and are folks who can refer you business as well. I am talking about the Butcher, the Baker and the Candlestick maker. Every last one of them.
The idea IMO is to develop ways for them to network with you, and for you all to participate and market online. Yes, links come with that territory, but this is about relationships first and links second. (I will be showing you some examples of how this can work at the REW thingy and hopefully you will be able to take some of the ideas and principles (and techniques)and apply them locally as they fit into your market.
Congrats on the Sotheby’s change!
Best;
Eric
September 4, 2008 — 4:44 am
Budi Waluyo says:
I like the idea. Building link is basically building friendly relationship of human especially amongst the internet society. The result is not only increasing of PR of the site but also broaden the market network and segmentation. So it’s unwise getting link without knowing the real content or the profile of the counterpart sites.
January 18, 2009 — 6:18 am