Guest post on Google Keywords Drop Down tool
Ever notice that
magical little drop-down box that appears when you start typing search terms
into Google?
That’s your
marketing future staring you in the face
Google Suggest
is a powerful keyword research and online reputation management tool that most
real estate professionals have yet to truly capitalize on — which is perfectly
fine to the few who already have.
This isn’t some
nerdy, SEO device that is nearly impossible to understand and even more
difficult to execute. Google Suggest is a self-reinforcing feedback loop meant
to create a more streamlined and efficient search process for consumers.
But it has a few
significant benefits for mortgage and real estate professionals looking to carve
out a competitive edge.
Keyword
Tool
Google Suggest
offers RE pros a simple way to look for new targets. Say you’re a mortgage
expert in Phoenix. Now start thinking like a prospective consumer — begin with a
broad search, let’s say for “Phoenix real estate.”
Once you’re
about two words in, you’ll see Google Suggest take over. And that means it’s
time for your marketing instincts to kick in.
Notice that
“phoenix real estate mls” is among the top 10 search results. Maybe you’ve got
MLS listings on your site — but have you used this exact phrase in a title tag
or a description? Perhaps you could even have a dedicated page on your site
explicitly for MLS listings.
Same goes with
“phoenix real estate rentals.” A real estate professional could benefit by
posting a simple “Should I rent or buy?” calculator that drives more traffic.
Again, make sure that keyword phrase is clearly a part of the
strategy.
This isn’t a
techie ploy. These terms will get searched more and more so they become the
keywords you want, even if at this moment you aren’t targeting them or providing
the right info to search for them.
Online
Reputation Management
This is the
second major facet.
ORM is becoming
increasingly important because of Google Suggest. If you don’t believe me, try
typing in a company name (perhaps your own?) and the word “complaints” or
“reviews.” A single unjustified rant or ill-mannered blog post can wind up
influencing prospective consumers as they search for information in your
sphere.
Check out the
Google Suggest results for Monsanto, which is the world’s largest supplier of
genetically modified seeds and an agribusiness giant.
It’s tough to
miss No. 6 on the list. And let’s just say that “evil” is among the tamest
Google Suggest terms you’ll find for Monsanto. Try the phrase “Monsanto is” to
get a taste of the leap.
Real estate
professionals should familiarize themselves with those searches and
corresponding postings. If it’s possible, snatch up web domains that incorporate
those types of words with your brand — think “CompanyXSucks.com,”
“CompanyXReviews.com” and “CompanyXComplaints.com,” just to name a
few.
These negative
queries might also mean it’s time to start pumping your blog and issuing press
releases and other public pronouncements of your awesomeness. Tout your
achievements. Respond to customer complaints. Admit your mistakes and work
swiftly to rectify them.
Chris Birk
writes about government loans and marketing for VA Mortgage Center.com, the nation’s
leading VA purchase lender.