Your Real Estate Website’s technology makes a big difference in winning or losing Top Search Engine Placements.

 

Have you ever played chess against a high-powered computerized chess game? Your chances of winning top search engine placement against websites guided by algorithm “smart” Content Management Systems (CMS) may be equally challenging. New patent pending high-tech automation has not only leveled the playing field against professionally optimized real estate sites, it provides even novice realtors a distinct advantage in winning top search engine placement.

 

Commonly used real estate template websites hold very little or no chance of ever obtaining high enough search engine placement to generate customer leads in the competitive real estate market. Two years ago, an aggressive reciprocal link program could take most any website’s keyword phrases to the top of the search engine return pages (SERPs), but with the upgrading to more sophisticated ranking algorithms, there is no such easy ride now. Website templates are often loaded with industry-shared content (mortgage information, “ten things you should know about selling your house,” etc.) but duplicate content is filtered from high placement in the SERPs. Templates also commonly contain java script site navigation, frame construction, and other forms of unfriendly spider architecture. But they are inexpensive so they are still used by most real estate agents.

 

After templates, the next generation of more advanced website architecture included content management systems (CMS) that allowed the realtor® to interface with the website directly and add original content in areas like title page tags, body text, anchor text, etc. However, even with websites that have user friendly CMS, visibility requires labor intensive skilled optimization, or they too will sit on the bottom of the SERPs with all the other template sites. Most all user-friendly CMS sites still lack the power of spider friendly database-content delivery systems. MLS/IDX providers do not have the essential technology for optimization so listings only look like they are integrated into the website but search engine spiders do not index the listings as a part of the site. 

 

The next competitive advantage goes to the recent emergence of large database driven enterprise systems with an addressing system that changes dynamic pages into static URLs. That is important because it allows all of the MLS listings to be indexed into the search engines creating thousands of pages of index friendly content. They are now starting to crowd out smaller real estate websites that used to be competitive for top placement in the SERPs. And what do the national enterprise systems do with their leads? They resell them to all of the losers in the battle for supremacy in the visibility struggle.

 

So how do you compete with giant mega sites backed by corporate resources that can afford a high paid staff of professional developers and optimizers? In fact, how do you even compete with any successful real estate agent that has tens of thousands of dollars to invest in AdSense, paid placement, and proficient optimization for organic placement?

 

The integration of spider friendly database capability and a scalable content management system with algorithm directed automation for optimization provides the technological advantages to successfully compete with ANYONE for top search engine placement. And it is protected from the competition of a duplicate system by a comprehensive pending patent. So let’s explore how this all translates into gaining an advantage in winning top search engine visibility.

 

MLS Enhancer is simultaneously capable of both user-specific optimization actions and of being automatically optimized by algorithms that are adjusted by highly competent experts in optimization from a centralized control matrix. The benefits of this kind of architecture is that there are site specific default settings that automatically optimize a landing page if the realtor chooses not to override the default settings. It should be kept in mind that the default settings are set by a very experienced staff in optimization. An obvious benefit of automated optimization is that the realtor does not have to be knowledgeable about optimization to have a highly optimized website. Also, because of the ability of staff to make algorithm adjustments simultaneously across all websites using this shared technology, there is an economy of scale so that updates to accommodate periodic search engine algorithm adjustments are easily made at no cost.

 

Many powerful optimization tasks are just not cost effective to accomplish without automation. For example, the pointing of thousands of anchor texts to targeted landing pages are very effective in imputing relevancy to the page, but is far too labor intensive to accomplish by hand coding optimizers. To understand the effectiveness of pointing anchor text to target sites or landing pages, go to the Google search engine and query for “miserable failure.” The top SERP is the presidential site of George W. Bush. Upon reading his site, you will not be surprised to learn that the keyword phrase “miserable failure” does not appear in the page content. The effect on rankings largely stems from your internal linking structure as well as external inbound links. The pointing of links from thousands of MLS listings to their topically relevant landing pages is not affordable without automation.

 

It is a very complex programming process required to get thirty thousand MLS listings (Phoenix ARMLS) to all point a keyword relevant anchor text to a topically relevant targeted landing page. Even more amazing is that the SE spider not only evaluates the anchor text pointing to a page to help determine relevancy of that page, it also evaluates the elements of the page that the anchor text originates from to see if the anchor text is topically relevant to the page title, headings and surrounding text. Only an algorithm “smart” content management system can control the programming complexity required to instantly optimize so many elements of the website page. MLS Enhancer does not have one single competitor with a CMS sophisticated enough to accomplish automated optimization.

 

As an important side-note, please keep in mind that automated optimization is not the same thing as automated content creation. MLS Enhancer does not automate content creation. It organizes and integrates hand-authored content with MLS listings into a structure that is competitive to win high search engine placement. It groups listings that are topically related into landing pages, creates metrics of interest to site visitors, optimizes the page content and link structure, automatically codes the page with a no index tag to safeguard it from duplication filtering until the realtor adds original content to the landing page, then automatically removes the no index tag for spider indexing.

 

We have leveled the playing field so that the search engine visibility of our client’s websites will depend more on providing meaningful content about their selected service communities than on their technical optimization abilities or budget capacity for professional optimization. All search engines state that relevant content is the standard for gaining top placement. But in reality, website architecture and knowledge about the ranking algorithms overshadows content in becoming the essential components for winning high placement. MLS Enhancer allows realtors to focus their valuable time on the practice of real estate and not be distracted by having to become e-pro gurus to accomplish market visibility.