How Semantic Search WIll Change SEO For Real Estate
http://massrealestatenews.com/how-real-estate-agents-can-benefit-from-semantic-search/ June 10, 2013How Real Estate Agents Can Benefit From Semantic SearchSemantic Search ExplainedWhen I was growing up, last century, buying or renting a house in the laid-back city of Brisbane wasa relatively straightforward, low-key affair. You asked your pals who was the Realtor in theircommunity and you visited their office sometime in the week.There were two implicit statements in this approach that, with time, have been completely lost.First that the Realtor was the most trustworthy person to do business with in the communitywhen it came to buying or renting property, they were the ones with all the knowledge, expertiseand vested interest.They knew the community inside out, knew their business and worked to build up their reputation.Second that the Realtor’s interests and yours were roughly aligned. Yes, they wanted to makemoney, but they were not out to rip you off and as long as you understood that then the entirerelational exchange was a little like two friends agreeing on a deal.In retrospect it all sounds naively rustic, counter-intuitive to how we expect the world to run todaywhen every deal needs to be inspected from every side and even then there is a good chance thatsomething had been missed. Trust and alignment of interests seem to be notions that belong to abygone century, not our fast-paced, digitally-enabled world.Yet that’s where we’re headed towards in the 3.0 phase of the web that’s presided over byGoogle’s semantic search. As search gradually transits from an engine that provides probablyanswers to a search query that we then have to go through individually, ourselves, to one thatprovides answers, trust becomes a key component.To work semantic search needs trust. It needs our trust in the veracity of the results it gives us andit needs, itself, to be able to work out the trustworthiness of the answers it provides. So a search,for instance, using Google Voice on mobile for “the best Realtor in Hopkinton” should produce ahandful of choices that don’t just happen to be Realtors but are actually “the best”.The way Google’s semantic search does that requires activities on its part that entail suchcomplicated concepts as “entity extraction”, “relational identification”, specific “data types”,“strings”, “alphabet sets”, and “arrays”. The end result however is that when it provides an answerthat answer is trustworthy and for the Realtor using search to get prospects that’s pure gold.Disregarding all the technicalities of this new search the question from a Realtor’s point of view iswhat does one have to do to make the “trustworthy” list? The answer to that is much easier toget a fix on than the mathematics of semantic search:Semantic Search For Real Estate1. Establish Yourself. Not all Realtors are equal. Some specialize in rentals and others in high-endproperties. Some will only deal with residential properties and others will focus on businessproperties. Your digital presence, anywhere, has to make this crystal clear.2. Tell Google where you are. If you post content about Houston and happen to be active inPhiladelphia you’re not really helping Google understand where you are no matter what you say.
There are a number of ways to establish location including using Google Local for Business, yourGoogle+ profile, your Google+ Page, your LinkedIn profile, your website, your blog and every digitalpresence you have which permits you to establish your location.A good example of what a Realtor can do to establish trust within their community andsurrounding area is to create a community page that establishes their expertise. Check out thiscommunity page that covers Shrewsbury Massachusetts Real Estate, schools, demographics andother town data that a perspective buyer or seller may be interested in. Would you not agree thata page like this builds trust and expertise surrounding the town of Shrewsbury MA? If you are aRealtor this is one example of how you can build your credibility.3. Tell Google what you do. If you’re buying and selling golf courses but only blog about the dailylife of a Realtor you’re making it really hard for Google to establish your expertise. By all meanswrite about your daily woes but also write about why not every golf course is a sound investment,for instance. How one goes about getting the finance necessary for buying a golf course and whatare the signs that a golf course is a good investment.4. Tell the world what you do. Don’t just write. In the age of connectivity time is critical and noone has a lot of it to spend on reading all the time. Videos, Gifs, pictures and Tweets, all form arich tapestry of content that helps create a more granular picture of who you are and what you do.5. Connect the dots. The semantic web is social. The sharing of your content across socialnetworks, the connectivity you make between the people you meet and the content you share, allform part of a complex matrix where what you share, who you are and you do become part of avery detailed picture.All of this of course presupposes two things (again). First that you have a very carefully workedout content creation strategy that allows you to slice-and-dice your ‘message’ and inject it intothe content you create. Secondly that Google’s semantic search is good enough to piece it backaltogether.Google is getting there with the second. To win in the semantic web you’d better make sure you’rethere with the first. Keep in mind while the example of semanti search here is a real estate agent,this works the same whether you are a lawyer, plumber, or other industry.The real estate article above was written by David Amerland who is one of the foremost expertson the subject of search engine optimization (SEO). David Amerland is the author of ‘The SocialMedia Mind’ and the best-selling ‘SEO Help’, ‘Online Marketing Help’ and ‘Brilliant SEO’.His books on online marketing, SEO and the social media revolution have helped thousands ofentrepreneurs build successful online businesses. When he is not busy writing he advisescompanies and start ups on social media strategy and gives talks about the social mediarevolution on the web.He maintains his own blog at http://helpmyseo.com where you can find practical SEO and socialmedia advice and spends more time online than is probably healthy.You can follow both David Amerland on Google Plus and Bill Gassett on Google Plus where youwill find both using this great social media tool to create relationship with others and share contentworth reading. We both hope to see you there!