Last year, in the previous real estate company that I worked for, I was appointed to make an analysis of the leads given by our yearly media attempts in print, radio, out-of-homes (such as billboards), and website, among others. The data established that while billboards brought in the most number of sales enquiries, print and radio did not yield calls and questions expected of them. Rather amazingly, next to billboards, website was the top origin of sales queries. Thus, I recommended that we convert our spending from the conventional to digital media, while maintaining our out-of-home presence. Aside from doing creative digital advertisement positioning and performances, which would help our brands rise above the jumble, SEO must be of top priority. We must improve search engine ranking of our company website and determine that we are on the first page. Absence in the lead ranking stands for 90% lost chance as 90% of the target market seeking a certain product or service through search engines do not bother to search those beyond the first page, or worse those that rank beyond the 10th.
We authorized an SEO company to do the work for us. During our conversation, I discovered several methods on how to improve search engine ranking. Three of these were the following: use of tags and algorithms, which were quite technical to discuss; use of keywords that are pertinent to and are constantly being researched for by your target consumers; and lastly, build up of site’s popularity through linking to other websites.
The third method was what moved my curiosity – war on web was consequently a popularity competition, as well! And to be competent to win – that is, improve your search engine ranking – other sites must link to you. According to our SEO service provider, it is not only the amount of websites that link to you that is crucial; popularity of web sites also counts. This is what they call “link building”. In other words, the more web sites that connect to your web sites, the better. And the more popular these web sites are, the more value your web sites will have for your link popularity. It is imperative therefore for SEO companies to search well on the sites that will be linked to a client company’s web site, to allow for more link building value. It would be better as well to have particular links coming from extraordinary internet sites, and not from like ones.
The SEO company that we hired did a pretty satisfactory job to improve search engine ranking of our internet site. Although I am not connected with the same company any longer, I am certain they are still doing well in (and winning) the war on web.
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