Wojciech Szymański
Real Estate on the Internet Brand Reputation Management in Search Engines as well as Promotion in Internet Search for Real Estate Offices
Brand Reputation Management in Search Engines
Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others. Prosumer is an active consumer who is not just a passive recipient of advertising materials
www.ideo.pl
Brand Reputation Management in Search Engines
Prosumer = professional consumer The consumer of the 21st century is a daring consumer, conscious of oneself and one’s needs, demanding and curious.
www.ideo.pl
Real Estate on the Internet
Real Estate on the Internet The results of the IAB AdEx survey conducted for IAB Polska by PwC show that in 2010 the real estate industry generated 6% of Internet advertising expenses, a 60% increase compared to 2009. This industry occupies the 3rd place among the so-called durable goods in terms of Internet expenses. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online? 57% of Internet users surveyed left online reviews about products. Each of them did so in a place accessible to many consumers (auction sites, online forums, shopping sites)
78% of Internet users surveyed found information about a product online
www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online? Users aged 25 - 34 are most likely to look for information about products, businesses, and services online
According to a survey conducted by Gemius, as many as 76% of respondents reported the Internet as a source of information about real estate listings. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online? According to results of the survey "Plans and decisions of Internet users in the process of buying an apartment", 43% of the respondents bought or planned to buy an apartment from the developer. The most important criteria when selecting a developer company are: 94% reliability, 93% promptness and 90% warranty details www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
www.ideo.pl
Brand Reputation Management in Search Engines
Statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality. 3 negative reviews will be enough to change this quality.
www.ideo.pl
Brand Reputation Management in Search Engines
Internet users looking for feedback …
www.ideo.pl
Brand Reputation Management in Search Engines
Internet users looking for feedback …
www.ideo.pl
Brand Reputation Management in Search Engines
Internet users looking for feedback …
www.ideo.pl
Brand Reputation Management in Search Engines
… and what do they find?
www.ideo.pl
Brand Reputation Management in Search Engines
… and what do they find?
www.ideo.pl
Brand Reputation Management in Search Engines
… and what they find?
www.ideo.pl
Brand Reputation Management in Search Engines
… and what they find?
www.ideo.pl
Real Estate on the Internet
SERM – Search Engine Reputation Management
In the age of prosumers – that is professional consumers who do not believe in marketing messages and seek their own sources of information. Search engine is one of the most important and most popular ones. It is worth to take a look at your search engine reputation. www.ideo.pl
Brand Reputation Management in Search Engines
SERM – Search Engine Reputation Management
Includes two activities: striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.
www.ideo.pl
Brand Reputation Management in Search Engines
Phrases with the highest PR meaning Company name – e.g. ”Maxon” Company name + „feedback” e.g. „maxon feedback” Company name + „real estate” + „feedback” e.g. „maxon real estate feedback”
www.ideo.pl
Brand Reputation Management in Search Engines
Strategy of action The SERM strategy requires action and strategy planning. They can’t be random and single actions.
www.ideo.pl
Brand Reputation Management in Search Engines
Strategy of action 1. Own websites, for example: firma-opinie.pl, firma.pl, and thematic websites. 2. Online forums - take care of positive information, including word of mouth marketing 3. Social networks: e.g kafeteria.pl 4. Business cards in professional portals e.g. goldenline.pl
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Search Ads for the word "real estate warsaw":
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Search Ads for the word "real estate warsaw":
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Search Ads and 1st place in search results for "maxon warszawa feedback":
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Sponsored Boxes and 1st place in search results for "maxon real estate warszawa":
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Information about the certificates on the site:
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Unfortunately the neglected online forum showing for the words "maxon warszawa feedback":
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study Another search engine result for words "maxon warszawa feedback": Here, there is no reply to the question on an online forum
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study There are no reviews on the portals related to the industry:
www.ideo.pl
Brand Reputation Management in Search Engines
Maxon Real Estate Case study The worst are the negative comments:
www.ideo.pl
Brand Reputation Management in Search Engines
Monitoring Google has a great free tool - Google Alerts The user receives email messages about new websites that include defined keywords.
www.ideo.pl
Brand Reputation Management in Search Engines
www.ideo.pl
Brand Reputation Management in Search Engines
www.ideo.pl
Brand Reputation Management in Search Engines
Prevention is better than cure Every business can be in trouble . Not only customers can write reviews, but also the competition.
www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study
http://moonopol.pl/hormann-jakos-i-bublowacenie/ www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study
www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study
www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study
www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study 2,000 unique visitors have already read blogger's feedback In the first 3 days the entry was read by more than 500 people
Every day, 2-3 new readers arriving The average time spent on the post is 1:24:15 seconds
www.ideo.pl
Brand Reputation Management in Search Engines
Hörmann – quality and duplication Case study Entries come from search engines, but also from online forums (eg elektroda.pl) The blogger is an anti-brand ambassador There are foreign entries using the Google translator (Hungary, Denmark, Sweden, Ukraine, Italy, France and of course Germany)
www.ideo.pl
SERM and SEM
SEM - Search Engine Marketing
www.ideo.pl
SERM and SEM
SEM - Search Engine Marketing
www.ideo.pl
SERM and SEM
SEM components Positioning 1. place your business website at the highest position in natural results 2. you have to wait long to see the results 3. promotion takes a long time (e.g. 5 months)
4. positioning requires planning, rethinking, competitive analysis, a long-term plan www.ideo.pl
Search Ads Boxes 1. place an ad for a business or a website above organic results or to their right 2. immediate effect 3. short time of the promotion (e.g. 5 weeks) 4. Search Ads boxes can be set up quickly and you only need to know some basic promotion goals
SERM and SEM
Factors influencing positioning Website address subpages addressing Meta tags, especially the title Headlines Original content Internal linking
Text highlighting Frequency of keywords
ALT tags Social Media www.ideo.pl
SERM and SEM
Website address
www.ideo.pl
SERM and SEM
Subpages Addressing Wrong :
Well :
Better:
www.ideo.pl
SERM and SEM
Headers Wrong :
www.ideo.pl
Good:
SERM and SEM
Text highlights Wrong :
www.ideo.pl
Well :
SERM and SEM
Original content Wrong :
www.ideo.pl
Well :
SERM and SEM
Internal Linking Well :
www.ideo.pl
Better:
SERM and SEM
Meta tags
www.ideo.pl
SERM and SEM
ALT tags
www.ideo.pl
SERM and SEM
Ideally optimized landing
www.ideo.pl
SERM and SEM
Ideally optimized landing Use inline text (h2, h3, h4) and text formatting (bold, underline). Use tables / presentations / pictures / videos / animations - such elements keep the user longer on the page.
Images and links in the content are labeled with alt and title attributes = "" | = "" and described accordingly.
www.ideo.pl
SERM and SEM
Ideally optimized landing Do not copy content and do not duplicate titles. The title is always important. For SEO is the most important. Text should be written only to the user, only then optimized for the
search engines. Do not be afraid to put links to other sites in the content, provided there are high quality pages (no more than 2-3). www.ideo.pl
SERM and SEM
Ideally optimized landing Put links to your own site (no limit on the number of links, if the links do not constitute more than 10-20% of the article). File names are important (attachments, pictures).
Put links in attachments and press releases (links in files matter).
www.ideo.pl
SERM and SEM
Methods of obtaining links 1. Exchange links with familiar websites 2. Cataloging a website 3. Presell pages 4. Creating a positioning background
5. Link Exchange Systems
www.ideo.pl
SERM and SEM
How do they do it?
www.ideo.pl
SERM and SEM
How do they do it?
www.ideo.pl
SERM and SEM
How do they do it?
www.ideo.pl
SERM and SEM
How do they do it?
www.ideo.pl
SERM and SEM
How do they do it?
www.ideo.pl
SERM and SEM
Cataloging
www.ideo.pl
SERM and SEM
Online advertising helps with shopping
www.ideo.pl
SERM and SEM
Internet builds the brand
www.ideo.pl
SERM and SEM
My own case - the next steps 1. I was looking for an apartment in Rzeszow on the Internet 2. I found an apartment in a tower block built by a co-op
3. I was looking for information about cooperative: a) What are the comments about the co-op online forums?
b) Are there any negative opinions about this co-op? (not positive but negative) c) National Court Register online d) What are the information about the co-op managers? e) The history of the co-op www.ideo.pl
SERM and SEM
My own case - the next steps 4. I thoroughly looked at co-op website of the cooperative 5. I started looking for information about the housing estate:
a) online forums b) city council websites, etc.
c) I looked at all the press information
Only then did I call the co-op to inquire for details
www.ideo.pl
Thank you for your attention! Wojciech Szymański
[email protected]
phone: 500 226 626 www.ideoagency.com
