The Only SEO Strategy Approved By Google (sorta)

Services for Real Estate Pros with

Content Is KingGoogle’s philosophy and long term goal is to “make the web better” and improve the user experience. In addition, lately one of their many goals is to make it faster also but that is a separate topic all together.  To that end, they make regular changes to their algorithm to improve the quality of their index and search results.

Google is getting better and better at figuring out what is quality website content and what is used purely for SEO purposes.  Website content created for SEO purposes is basically SEO content written specifically to help the website gain an advantage over their competitors by loading up the page with keywords, links and artificially building or buying inbound links from other websites using very specific keywords and anchor text.  This is slowly but surely no longer working.


The purpose of SEO is to get more traffic to your website.  As Google gets smarter and smarter, what may work now to get your site ranked will not work later.  The only true, safe investment you can make is to continually add fresh, interesting, useful content to your website and market that content. Content that will generate interest, natural links, social media mentions and ultimately traffic and conversions. Here is a recent blog post from Google that backs this up:

Website content marketing brings people who are actively looking for something: information, insight, solutions to their problems. If you have that special something,  you can attract that special someone – the customer.  But these new rules of attraction require a shift in direction. It’s not about “pushing” your message, but “pulling” in your customers. And the way to pull is to publish content. Content marketing is defined very simply. It’s worth repeating: Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.


360i CEO Bryan Wiener said this: “Marketers need to understand the dire importance of value exchange in their social programs.  Consumers aren’t going to follow you on Twitter or fan your Facebook page in the absence of something in return–entertainment, information, utility of some kind or some form of social currency.  Understanding that there now NEEDS to be a value exchange between consumers and brands in their advertising and marketing is probably the single biggest change to the marketing industry since the advent of TV advertising.  The strategy of intruding and interrupting is replaced by informing and engaging.”

I think this philosophy makes a ton of sense and the same approach should be used for your SEO content and Website content strategy.  Give your potential customers and visitors something valuable and the links, traffic and mentions will come which will ultimately lead to more sales and referrals.

Comments (14)

Ed Macias
Real Estate Teammates - Miami, FL
Miami FL-REO Property Management Multifamily

Great post. Thanks. I work referrals. If you are interested let me know.

Jun 27, 2010 01:02 PM
Chris von Nieda - Phoenix, AZ

Thanks Ed, will do...

Jun 27, 2010 01:06 PM
Tom Robinson
Keller Williams Realty Kingstowne/Alexandria, VA Office - Fairfax, VA
Experienced Real Estate, Professional Serving No. VA and DC

A qualified SEO specialist that I know (That charge $1,500 a month but get results) has told me the same thing. I got a refresh on alot of the info for $129 at an Active Rain Camp. That was a wealth of information that everyone who is serious about using the internet to promote their business should attend.

Jun 27, 2010 01:29 PM
Chris von Nieda - Phoenix, AZ

Thanks for the comment Tom.  In May I left my job as the Director of Search Marketing for a company called Vertical Measures in Phoenix to freelance and this was the direction we were taking the entire company. It's becoming more about content and content marketing and less about low quality links from non relevant sites.  For anyone that is paying an "SEO" to get you blog comment links or submitting your site to every directory on the web you need to seriously rethink that strategy.  

Jun 27, 2010 01:41 PM
Rob Dalton
Waikoloa Vacation Rentals - Waikoloa, HI
Big Island Vacation Rental Guru

Yeah, I hate to say it, but google I think is hurting the SEO industry with where they are moving, but as long at it helps their search that is the main thing.

It is easy for anyone to throw up a blog and add content and to be honest a SEO can not add the content because more than likely they do not know more about your business than you do.

What a SEO could do for you would be a one time thing, make sure all your meta information is set up correctly so that google does know in general what your site is about and make sure you key pages are optimized correctly.

Jul 04, 2010 07:02 AM
Chris von Nieda - Phoenix, AZ

Rob: Google's #1 priority is their users. People like you and me looking for something on the Internet.  Everything they do is about that and they lead a strong initiative to "make the web better".  Google is getting better and better at figuring out what content is useful to people and what it isn't. Useful content makes its way up in the search engine results pages. Content that is not doesn't.  So, it really boils down to a simple solution for SEO.  Focus on putting useful content online. 

The naysayers may say, "yeah but it takes links too". Correct...if you put good content online others will link to it, talk about it and spread the word for you.  Does it get any better than that?

Do that and the traffic and conversions will come!

Jul 05, 2010 02:06 PM
Troy Funk
Allison James Estates & Homes, Sarasota 941-957-3737 - Sarasota, FL
Broker / Associate

The SEO game is a real quest.  The rules keep changing.  I think the important thing is just to be in the game.

Aug 30, 2010 02:33 PM
Chris von Nieda - Phoenix, AZ

Correct Troy, it's a never ending quest.  Heck, just this past week essentially Yahoo and Bing were combined to become YING ha ha...but they now have about 30% market share for search.

Aug 31, 2010 06:41 AM
John Puplava
ABC Home Inspections,L.L.C. - Prescott, AZ
ABC Home Inspections,L.L.C.

Hi Chris,

How are you doing today. I just want to introduce myself to you my name is John with ABC Home Inspections. If I can assist you in any home inspections. Please call me.

Thank you,

john with ABC Home Inspections


Sep 30, 2010 05:14 PM
Janet McCarthy
San Diego Homes Guide - San Diego, CA
Broker Associate

I have a hard time with SEO and Google.  I write fresh content all the time and I focus on provideing inside information, but I have never had a comment on my blog.

Feb 06, 2011 03:22 AM
Tom Scott
Remax Advantage Plus - Shakopee, MN
Re/Max MN Realtors and Real Estate Agent

Good article. Do all your friends need to sign up for google buzz too to follow you though?

Feb 11, 2011 08:50 AM
Darrin Mills
ERA Advantage Realty - Avon Park Lakes, FL

I am have a lot of new SEO things in the works. I have a plan for a huge real estate only automated link exchange. I am determined to concentrate on like content. I do not want my links next to links for NASCAR and Porn.

Another project I just started and intend to work really hard on is a new website. (mod: delete if you fel this is self promotion.)

From what I have read recently with the new Google update is original content is king and like content is the king's brother.

Can you imagine how much weight google would give to links if hundreds or thousands of real estate agents had one way links from their web sites to other agents web sites? As I said, I have a plan to do it and after many all nighters, I know it will work. I posted about it a couple weeks ago on here, but too many people kept posting that they could not grasp or understand how it worked. If you are interested in a link exchange network, contact me.

Thanks guys, keep working at it. As long as google employees keep showing up for work everyday, our work will never end.

May 29, 2012 01:55 PM
Robert Fowler -
President of Retirement Media Inc. - Braselton, GA
55+, Active Adult and Retirement Communities

Having done SEO on my sites since 1996 I know Google likes to shake it up to the dismay of some honest web site owners who don't know what hit them with some of the updates.   Yes it has to be good content.

Sep 21, 2013 11:13 AM

This is something good and unique which I've ever seen.Thanks for sharing.

Affordable Search Engine Optimization

Jul 23, 2014 01:57 PM