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Saturday, June 30, 2012

Online Marketing: Search Engine Optimization Parallels Home Buying

By Aaron Kaiser

Most folks have an understanding of the basic concepts of value in the Real Estate industry. Many people will own a house or condo at some time in their lifetime. Even if a person never ends up owning a house, they more than likely have considered buying property at some point. There are very few purchases like home buying, and real estate is offer the most analyzed.

As such, most people are aware of the key variables that determine value in the Real Estate market: 1. Foundation 2. Structure 3. LOCATION

Foundation: Most consumers are aware of the fact that homes are built from the ground up. If a home's foundation is flawed, the entire structure could be at risk. The same is true in search engine optimization. A solid foundation is require for long term, sustainable success. In SEO, see: Austin SEO, keyword phrase analysis and research is the foundation of your company's online marketing plan. All SEO effort should be centered on the company's targeted phrases. With an analysis of consumer search behavior, the SEO program will have the fundamental structure to support long term online marketing efforts.

Structure: While the foundation lays the building blocks of a solid property, it achieves little on its own. How many people do you know that live on a concrete slab? The value of the foundation is that it provides the base upon which a quality structure can be built. And the quality of the structure is ultimately just as important as the foundation in determining property value. As the three little pigs found out, a house made of straw holds no real value.

As you might have imagined, in this analogy your company website is your online house. Google is the both the appraiser and inspector, and as such assesses a wide range of tests on your website to determine the value and quality of the construction. Just like in real estate, architecture is critical component in the calculation of property value, and the same goes for grade of materials used in construction. From an SEO perspective, construction materials include such components as:

1. Web site code: Clean and well structured code is necessary to enable Google's spiders to access every nook of your online property.

2. Web site content: The old adage that content is king is as relevant as ever. And with the appropriate foundation work (keyword research), your content can be crafted to deliver maximum SEO impact via body content and other on-page elements (page titles, headings, anchor text etc). For example, if you have a page on your site related to Austin web design, the content and wording on the page should be related to this phrase.

Location, Location, Location: The most talked about element of property value the subject's physical address. External factors will always influence the value of a property. Even luxury properties fail to realize optimal value if they are located in low value neighborhoods. Other factors such as proximity to prime retail, demographics and crime activity can contribute significantly to real estate valuation.

Likewise, circles of association play a crucial role in Google's assessment of a web site. From an SEO perspective, high quality links will ensure your website has a great location. Search engines analyze the links to each website to determine the quality of the location in which it resides. If your site is connected with link farmers and spammers, you can't expect search engines like Google to attribute much value to your property. You're in the online hood.

Top Google rankings do not happen by accident. If you want to prove to the search engines that your company should show up at the top of search results, make sure your website, its content and your link building efforts are focused quality over quantity.

About the Author:

Aaron Kaiser is the Business Development Director for Web Design Austin SEO, an firm that provides search engine optimization, web development and design services in the Austin metro area and throughout Texas.

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