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Google's newest algorithm, hummingbird, and 3 ways to stay ahead of it

By
Commercial Real Estate Agent with 602 CRE BR649708000

So I recently met a guy by the name of Mark Taylor, I'm sure he won't mind me using his name so Google's little spider can crawl over this blog and add it to his Google presence.  Have you ever met a person where from the moment you met them you just got along and knew you were going to develop a long-term friendship?  Well that's how it was for me when I met Mark.  He's a genius when it comes to marketing and real estate SEO, to prove his point he created several listings 2 years ago and they're still 1, 2 and 3 on page one of a Google search, the best part of it all, Mark's not even a REALTOR®, he's a lender who did it to show the power of SEO, he's still on page 1 almost 2 years later and gets calls regarding property in that town of Phoenix, imagine when he tells the potential client he's not a Realtor and has to refer them to someone, wouldn't that be a great problem to have! google hummingbird algorithm

Mark is doing some phenomenal work in the Phoenix area with his company whose budget for marketing is in the six-figure range per month.  With that kinda juice you get to meet with lead companies such as ActiveRain and other Internet players.  Needless to say he's a pioneer here in valley with regards to Real Estate SEO and the paradigm shift in thinking that's already in motion, you know the one where by you have your name and brokerage on a bench or bus stop or the glossy books you paid thousands for to be in a basket by the entrance to the supermarket.  Not that there's anything wrong with this, but lets face it, it's on its way out the door, or better yet it's out.

Google, who just recently celebrated their 15th birthday, announced or it was discovered that they've introduced a new algorithm, aptly named "hummingbird."

Prior to this there were several key names, most notably, Panda and Penguin, and while no one really knows what they stand for and the meaning behind them there has been a lot of guessing.

Hummingbird shows us just how fast Google, and other search engines are changing the rules and refining the whole Internet process, once we think we've got it figured out for SEO the goal lines are moved again forcing us to adapt and overcome or become obsolete very quickly.  Some have even speculated that this latest algorithm is an attempt to block NSA spying activity.  

So Google announced it's encrypting all key words rendering some of Real Estates most powerful SEO tools useless. 

For the average, tech savvy Realtor what does this mean for you:

   Google Analytics will no longer be effective in providing you keyword feedback to find out how people found you or landed on your website

   PPC (Pay Per Click), which has been rapidly declining over the last several years, will be the only keyword data analytics Google will provide. This new rule will definitely see PPC begin to turn around

   Basing your content on keyword use only will be harder from here on out, forcing you to adjust your SEO and online strategy.

Here are some ways to stay ahead of the competition 

Perception is reality, create a feeding frenzy for your online real estate persona

   Using keywords and hashtags (#), when relevant. With all social media (Twitter, Google, Facebook) using hash tags helps filter social searches, its of growing importance and the need to understand it is HUGE.  For example, I've seen many realtor's do the following ##GREAT 2 BEDROOM, 2 BATH IN PHOENIX##.  What you just did was cause google to chew you up and spit you out, you basically shouted out, I know nothing about how to correctly use keywords but to the reader on MLS it resonates.  When instead you should be using hashtags such as #Phoenixrealestate, #Phoenixrealestateagent, #AlexPopovic. Use keywords when naming Facebook group, photo albums and Pintrest boards and Twitter posts.  

   Remember, Google generally likes 3 key words.  Hummingbird will now be looking for even better use of keywords tied in with other content, video, testimonials, backlinks etc, more of that to come.  For example when listing a property in the title use the following format.  #bedrooms, #bathrooms, name of subdivision, name of city.  Remember my friend Mark Taylor, here's why he's still the top three searches on page one of google.  So your entries on the title line should look like this 3 bedroom, 3 bathroom house, Toscana at Desert Ridge, Scottsdale.  And always, always, always use tags over and over but consistently.  For the above example get in the habit of going macro to micro.  Alex Popovic, Arizona real estate, Phoenix real estate, Scottsdale real estate, Toscana at Desert ridge, 3 bedroom, 3 bathroom house.  Google likes whole words not bd or bth abbreviated, the algorithm can't read what we all know these abbreviations mean.

Video, reviews and images

   Google plus, Youtube, testimonials (video over written if possible) carry tremendous clout now that Google is refining its algorithms by using Hummingbird.  The importance for content SEO has almost made traditional key word SEO a thing of the past.  Oh snap! I'm just now learning the importance of SEO.  Don't worry.  I'd carry a camera in your car just like you carry your IPhone with you.  Video, video, video and provide a rich media environment by using key words correctly and a healthy list of online credible reviews and that will catapult you to the front and keep you there.

Create your buyers or sellers content that's valuable to them

   Using keywords only in your content to get clients to click through your website to you are gone, hit the brakes and change directions. Google, is forcing us to create seamless marketing and SEO in order to create a winning strategy.

The more you are likely to adapt mulitple media platforms and engaging strategies to your website and online presence the more likely people will engage you

   What is their lifestyle and interest (In Arizona we get alot of snowbirds who like golf)

   What are their demographics

   What influences their buying decisions

   And probably the biggest one of all, What can you provide that other agents can't, what differentiates you? Down-loadable tools, video interaction, text message media regarding their property.  We all use the same data base (MLS) and pretty much do everything in standardized formats, think WIFM, from your clients perspective, What's In it For Me.  One thing I do is video a quick 30 second hello video message that I send to my client the moment I get off the phone with them.  It's personal, you put a face to a name, you can hear my tone and inflection and every client has told me that's the most personable thing anyone's done and far surpasses an email or text intro.  It works every time

Remember in order to build trust on the web you must do 3 things:

1.Engage the client (SEO)

2.Entertain them (Perception)

3.Educate them (WIFM) Whats In It For Me

It all starts with being seen first and then the rest will follow.

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This Active Rain post is by Alex Popovic, for all your real estate needs please call 602-290-4266.

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Alex Popovic Real Estate Agent Phoenix, AZ (602) 290-4266

Copyright ©, All rights reserved 2013

Comments (3)

John Pusa
Glendale, CA

Alex - Thank you for sharing an excellent blog about google's newest algorithm, hummingbird, and three ways to stay ahead of it.

Oct 02, 2013 06:08 AM
Mark Taylor Mortgages
and for 1st Time Buyers, Move Up Buyers & Investors - Scottsdale, AZ
602-361-0707 #MarkTaylor #Awesomerates NMLS#207897

Alex this is amazing, what a wordsmith, clear concise and very very valuable for agents to know

Oct 02, 2013 06:46 AM
Lani Stern
Toronto, ON
Your lifetime agent

Wow, more than helpful, I have just followed you in hopes of finding another post that is half as useful as this information. You went above and beyond and this is wonderful, thank you.

Oct 28, 2013 11:22 PM