Keep in mind the power to generate traffic and leads that a broker website will achieve when it has every single listing pointing back to the broker site vs. each agent sending their 1-2 listings back to their sites. It is David vs. Golaith, but in this case, Golaith wins. And all it takes in one broker to get all the leads from SEO in any one market.

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Search Engine Marketing: Good writing leads to good SEO.

The importance of writing: Local content, call’s-to-action, blogs, etc.

Headlines are keywords strung together to increase SEO

(Since SEO is what people are searching, it makes sense, this is a good thing)

Anyone can post local information and links. It is important to do this correctly so that you maximize both SEO and SEM potential. There are not many agents that do this at all, let alone do it well.

Knowing how to create the right content, posting it properly both structurally and organizationally, is the difference between people finding you or your website living in obscurity.

Headlines sell, but they also have the power to attract when done right on the Internet.

There are probably hundreds of “city real estate” reports running around on the Internet. But you can greatly increase the chances that it is your “city real estate” report that is found.

During my time as the head of Internet Sales at PR Newswire for the West Coast I learned a lot about this.

Your Office is an Information Resource

A smart broker will co-opt their agent’s as the experts in their markets by creating a publisher/writer relationship with agreeable agents; publishing local reports on the broker website or blog with the agents contact information and link to their website given.

When done correctly, the agent’s information will be presented better and will be seen by many more people potentially than if it were on the agents’ own website. This makes the agent an ‘authority figure’ to everyone that comes to the office website, which is now a lot because all the SEO, SEM and referral traffic!

Good content (interesting topic, well written and laid-out nicely), written and posted properly, is an easy, but mostly untapped way to gain the best kind of SEO there is. Organic and unpaid from people searching for exactly what you are ‘writing’ about.

This is when success can start building on success as far as SEO and SEM and when the website can really attract leads which are then given back to the agents.

That leads to increased SEO and leads for both.

This is such a new area that is not being taken advantage of for many reasons.

But Broker’s could easily provide agents with editorial guideline and content requirements and then post to the main office

Another reason that an office blog in some form is critical is that when an agent leaves your office, the blogs and other content leave with them.

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