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Delta Media Group Blog

Thursday, February 7, 2013

Your Opportunity Cost without SEO

Google a keyword related to your business.

Not your name, but something related to a market you serve or a house you've listed.

Do you rank on the first page for it?

Now think of a question a customer recently asked you about the market. Google it.

Does your website or blog rank on the first page with an answer to that question?

If you don't, you're not going to gain business from those consumers who need an answer to that question. And you're not alone in this.

A recent case study showed the cost of a semiconductor manufacturer not ranking on page 1 of Google was $32 million a year. The same number was recently quoted for a business-to-business software provider not ranking on Page 1 of Google.

We spend a lot of time here talking about how to improve your real estate business, how to better market yourself, and which Social Networks you want to utilize in coordination with your real estate website and marketing initiatives.

What we don’t talk about much is opportunity cost. That can be a bit tougher to calculate because it’s not always completely calculable.

But it’s worth asking yourself how much in GCI you’re losing per year by not ranking on Page 1 of Google.

Have you ever considered such a possibility? If you’re already on Page 1 of Google you’re probably aware of what it takes to get there, and the business you drive from it.

But being on Page 1 of Google means a lot more than ranking for your name or brokerage name. Because unless you’ve built or work for an unbelievably popular, well-known brand, no one searches for your name. Disagree? Use the Google AdWords Keyword Tool and see for yourself.

What people are searching for instead are real estate-related terms. Not necessarily industry-related terms, but community keywords that are relevant to their interests.

They’re searching for homes in their own market. They’re searching for real estate trends in their market. They want to know prices, and whether it’s a good time to buy, and why.

Consumers want to know the interest rates, but they also want to know the amount of foreclosures in their area. They want to know that if they attempt to sell their house, they’ll be able to successfully do so without it sitting on the market for an excessive amount of time. They want to know that if they decide to buy, they’ll get a good price and good rate, and know their investment was worth it.

Odds are, you already know these things because you talk to a lot of real estate customers. That’s half the battle, because you need to understand what the customer wants.

But the other half the battle is understanding the wants of the potential customers you might not have spoken to. Because those might be the customers who are turning to Google to search for the information they want to find. And that information might vary some from what your more vocal customers express, and you might not be there for those potential customers to find you.

Without you there, Page 1 of Google won’t be empty. It will be filled with links to your competitors, which might ultimately earn the business you might have had because their Web presence and SEO allows them to answer the questions you didn’t rank for. And that’s opportunity cost.

Those elements are what we’re concerned about. We want to help your clients find your business on the Web when they’re searching for the words you know and the terms you haven’t thought of. That’s why Delta Media Group offers the items we do—from real estate search engine optimization, to marketing tips, tricks and pointers in this blog.

You have a lot on your plate, and a lot of clients to try and assist. We have the same, because our client is you. And we’re here to consistently keep on top of the marketing trends and growth opportunities for your real estate business—the opportunity cost—that you don’t always have the time to commit to.

Contact Delta Media Group for more information, and stop losing out on business opportunities.
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