Blog content that is filled with substantive information can help generate exposure to an organization's marketing website via appearing in various search engine results screens. While it is almost impossible to determine all of the revolving metrics of search engine algorithms, certain metrics like keyword placement and keyword occurrence are pretty standard and used quite often.
For example, if I incorporate a blog on my website and write about real estate concepts and issues, then search engines may find my site when a user searches for "innovative mortgage loans" or "trustworthy settlement services HUD". If one writes about common issues related to their products, they will increase the chances of being "found", "indexed" and "presented" by the web's various search engines.
For this to happen effectively, the organization must host the blog on their own web servers. Brokers can leverage the intellectual capital of their agents by supporting and recommending that they create and maintain individual agent blogs. Publishing these blogs alongside other marketing content can result in increased respect and trust, more visibility for the organization, and potential increases in sales. It is intended to be informative rather that prescriptive, and requires a well-defined plan to be effectively implemented.
Many organizations with a web presence effectively use/publish "blog content" along with other marketing content. One example that comes to mind is Sun Microsystems, Inc.'s employee blog. The URL for Sun's Employee blog is: http://blogs.sun.com/ and the URL for their main site is: http://www.sun.com/
In this example, Sun has incorporated blog content into their web presence. How Sun's senior management decide to use this content is up to them, but one thing is certain, the HTML-coded text of the blog content is visible to search engine queries.
The working relationships between a real estate broker and his/her agents may vary from business to business, state to state, etc. Other factors on how an organization may function may include the number of agents, number of principals, etc. A key aspect for any broker/business owner is to create and foster a team environment where employees/agents work together, and also feel some sense of "ownership" in the organization they are working for. Again, this type of strategy depends upon too many factors to describe here in this blog. However, it is presented as "food for thought", and for further exploration at the reader's discretion.
There are many ways to implement a "blog" and many more ways to incorporate a "blog" into a business or marketing strategy. An "anonymous blog" comes to mind. Here author names are not published and only authors are allowed to post. The only thing available to the reader would be information content published from your website. Providing rich information may help instill a strong sense of trust and result in potential sales.
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