Don’t know what you don’t know. Me too! Well at least that was the case before I tried writing this article. To save you time, here I condense and share my learnings about fibre. Hope you find this efficient summary of info enlightening and helpful.
Good SEO = good web leads, and easier sales. Who doesn’t want that?!
However… SEO, like car repairs or dentistry, can be dangerous on the wallet. You know that feeling you get with a car mechanic? You’re out of your depth, both parties know this, and you have a sneaking suspicion that you may be getting fleeced.
As with all things tech and CRE, it’s easy to get BS’d. Trust me, we are tech people, and we’ve been on the receiving end, and bought the t-shirt! Reading this article will help you in two ways: a) make better decisions around how you spend precious money, and b) give you the tools to get more web leads.
If you’re going to take one thing away, here it is: Very simply, SEO is like a car engine. And SEM (or PPC or Adwords) is like the fuel. SEO spending happens, generally, once off. SEM spending happens monthly or weekly – depending if you need, or want, your engine to work harder.
Getting good results on Google is influenced mainly by you paying for TWO things, in order:
- Building your site to be Google-friendly (SEO) – the “engine”
- Spending money with Google (SEM) – the “fuel”
Like some car engines are built to go far on little fuel, while other engines suck lots of fuel to go short… Same with SEO: spending money on Google, without first making your site Google-friendly, is “throwing good money after bad”.
In other words, if you are competing against businesses who have built their site to be Google-friendly, for every Dollar they spend, you need to spend five Dollars. Who is the loser here? Clue: not the companies who get your AdWords spend! Answer: the loser is the business whose website SEO is not Google-friendly.
So… How can I score my website and marketing efforts? And how do I win in the world’s most competitive race (i.e. Google Search)? And specifically, how do I win in commercial property marketing, where the stakes are high, the space is hyper-competitive, and every website is in a race against every other website.
1. Building your site to be Google-friendly (SEO)
Some context: Google is a search engine. To come up in search results, you want to optimise your website for this search engine. I.e. make it easy for the search engine to do its job. Thus “Google-friendly” = search engine optimised.
Google begs for websites to be built Google-friendly: (and even hands out the “how to” guide)