Google has taken relevance to a whole new level and for the smart REALTOR this creates a wealth of opportunity for new customers. In addition to your website, Google now presents every other relevant piece of data possible to the user for a given search term. For example, when you type in a query such, not only will you get a list of pertinent websites, but you will also be presented with videos, pictures, maps, news, tweets, Facebook updates and more.
So how do you leverage this new heightened search engine experience? The simple answer is create content that lives on each of the places from which google draws content. As an example, for our relationship with the RedX Expired Listing Lead Service, in addition to a search optimized website, we are publishing videos to youtube. The secret approach being that before we publish a video, we do a search on google for a given term, then select the video with the highest visibility and essentially duplicate the keyword occurance of the description and tags. You then do the same thing for images and flickr.
To rank high in the social side, simply include tweets that contain your target keyword as well as post on your Facebook wall and the walls of others posts that also include those key phrases. You then pick the top four blogs returned by the search and comment on the appropriate posts with links back to your website. Next, jump on the top three forums where your target keyword appears, register, then join the conversation.
Finally, be sure that you include the description of your business on the local section of google so that a map leading to your offices shows up when somebody searches locally for a REALTOR in your area.
By simply creating additional content that lives on the sources that Google routinely accesses, you can essentially dominate the entire site for a given search term. This results in more web traffic and significantly more leads and sales.