"Search" is critical to any real estate professional's business. Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engine results.  To be found on search, you have to build in the links that bring customers to your website.  "To improve your link popularity and ranking (you have to have a) strategy" writes Tom Flanagan for Inman News. "(And) with any strategy, research and due diligence is imperative, and link building is no exception."

Why does link building matter?  "In broad terms, whenever any user enters a query into a search engine, the search engine needs to determine how to return the best results." states the SEOmoz website. The search engines compile all of the web pages that are related to the query and which have the most "authority" on the subject. All of this is based on the link profile of the page.  "In principle, each link to a web page is seen as a vote for that web page. In simple terms, if there are two pages that are equally relevant to a given search query, the page with the better inbound link profile will rank higher than the other page."

Competing for keywords and search phrases is difficult at best.  Using a link building strategy will help you build an effective approach to your marketing. 

Building local links for local rankings.  Linking to other local businesses is a great way to build Search Engine Optimization (SEO).  "For example, a link from the local chamber of commerce is likely to be helpful in ranking for local search terms." writes Flanagan. "There are many other similar sources, such as local business directories, the local chapter of the Better Business Bureau, local libraries, local businesses and local clubs. Getting links from these sources reinforces the local theme of the publisher's site or web page."

How do you know if your strategy is working?  Flanagan suggests using Open Site Explorer, powered by SEOmoz.  "Open Site Explorer is a free tool that allows you to see who is linking to your website and perform comparative analysis." He

"Links are the new business card." says Ido Zucker, partner at Active Website.  "REALTORS® are used to shaking hands and exchanging business cards. Offline marketing is so ingrained in their day-to-day life. I suggest that it become the norm for REALTORS® to exchange links as they do with business cards -- making online marketing a reality."

"Having quality links back to your website is key for improving the popularity and ranking of your website." says Flanagan.

Read the full story at Inman news.

Posted in Real Estate Industry Trends

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