Fire the search engine optimizer - get active on Facebook

By
Real Estate Services with ReachFactor - automated client surveys & social sharing
http://actvra.in/9ZS

I recently came across an SEOMoz study that looked to see what impact, if any social media has on search engine rank. The results surprised me. The number of Facebook comments/likes/shares you get seem to directly impact your Google rank.

The study looked at results from 10,000 Google searches and compared the top 30 results to see what they had in common vs. the low ranking sites. The common denominator? Over 60 percent of the high ranking sites had Facebook comments/likes/shares!

 

Facebook marketing

 

We wanted to see whether there was any evidence of this effect within our own client base. So we looked across 2000 clients and pulled out those who had a similar number of listings and client reviews. We then compared the search engine ranking for those who used Facebook vs. those who didn't.

We found great evidence to corroborate the SEOMoz study. Let me show you a prime example:

 

Auto Facebook posts and updates

Here are snippets of wall posts from the Facebook page of our client Lori Fleming. You notice our application automatically shares into Facebook a status update about every new listing – announced when it first hits the market, then also when the price changes. She also shares updates immediately when she gets a new review from a client.

But notice how she socializes the news (see the picture below). The agent ‘liked’ her own listing update. This ‘like’ broadcast the news to her 145 Facebook fans. It gave them a quick ‘heads up’ that there was a recent price change.


Facebook marketing posts by ReachFactor

Notice then that Zak, one of her fans, commented on the same post. When Zak does this, it broadcasts his comment, along with the agent’s original post to all of the agent’s fans AND Zak’s Facebook friends. Zak just sent a broadcast about this agent to his 130 friends. The two likes on the past client reviews (from the earlier picture above) just promoted Lori's service history to a few hundred more people.

What seems to be happening is that these ‘likes’ and ‘comments’ are really links saying “hey, I like this information and think it’s important. Go check it out.” This is a social indicator that's now factoring into Google's algorithm.

What kind of content gets likes/shares/comments?
To get social interactivity you want to promote things that are heartfelt, touching and warm - or are about timely, bargain-hunter information. Listings and past client reviews are perfect content sources. You just need to be diligent about sharing your content properly.

For example, if you are making status updates about a listing be sure to put up individual property pages inside Facebook. When you create your wall posts you want to give fans the ability to see what you've posted about without clicking out of Facebook. People in Facebook don't want to click out. The goal is comments, likes & shares - we don't want to lose them.

Facebook property pages inside Facebook


So what has this activity done for our customer's search engine ranking? See below:

Search phrase Google Rank Position
top sunset utah real estate agent #1, #2, #4, #9
top sunset utah realtor #1, #2, #5, #6
sunset utah real estate reviews #1, #6
sunset utah realtor reviews #9, #10
lori fleming realtor reviews #1, #2, #3, #4, #5, #7, #8
recommend sunset utah realtor #3, #4, #8
recommend sunset utah real estate agent #1, #2, #7, #10
utah real estate agent reviews #6, #7

The agents who didn't use Facebook had just a few appearances in Google, mostly just for their own personal name.

If you've struggled with search engine optimization or worry about the lack of leads from the Web, get going with Facebook immediately. It's really not that difficult to stimulate likes/comments/shares.  Just do it right!

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Re-Bloggged 2 times:

Re-Blogged By Re-Blogged At
  1. Cindy Logan 05/13/2011 06:44 PM
  2. Jay McHugh 05/18/2011 03:24 PM
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Topic:
Real Estate Sales and Marketing
Tags:
social media marketing
facebook marketing
google rank
lead generation
search engine optimization

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Rainmaker
129,182
MeLisa Minter
Broker, SFR, Kaufman County Short Sale Specialist
Carl Thomas and Associates Real Estate - 972-962-2500

The power of Facebook never ceases to amaze me!  Once I got my older sister involved, it's like we can all talk everyday without even having to pick up the phone.  As far as getting business and leads, I always try to feature my listings on my personal page, but need to transpose them over to my business page.

May 18, 2011 09:31 PM
Rainer
40,698
Dana Casey
Twin Cities
Bridge Realty Inc.

Suresh - nice post, interesting technology - visited the site and there is more to it than basic FB posting.  I would like to hear how to promote the business site to FB friends without alienating them as personal friends.  I discussed my highly effective facebook strategy in this recent blog post and would like to develop a way to intertwine the two (your product with my existing FB strategy).

Thanks,

Dana

May 30, 2011 03:15 AM
Rainmaker
127,313
Faye Taylor
Faye Taylor

FB is so invasive on your computer that I have almost stopped using it. 

May rethink that decision or not.

What about their loss on that lawsuit

http://www.newsmax.com/SciTech/ALLTOP-AMERICAME-BBEXCLDUE-BBEXCLUDE/2011/10/01/id/412916

Facebook admitted on Sept. 26 that the cookies track users’ Internet activity after they log off, according to yesterday’s complaint.

http://www.theatlanticwire.com/technology/2011/11/mark-zuckerberg-losing-war-privacy/44845/

 

December 07, 2011 03:01 PM
Rainmaker
52,689
Cody Burnett
Realtor
Connect Realty

technology is changing at such a rapid pace...it's hard to keep up!  Good info

February 04, 2014 12:21 PM
Rainer
13,876
Suresh Srinivasan
ReachFactor - automated client surveys & social sharing

Indeed Cody! And since this blog post was written there have been tons of other changes, newcomers, new algorithms, etc.

February 04, 2014 12:33 PM
Anonymous
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Rainer
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Suresh Srinivasan

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