Top Google rankings are the domain (pardon the pun) of Fortune 500 companies and career bloggers. As more companies focus their dollars on Search Engine Optimization, the internet becomes a “not so egalitarian space”. This means that solidifying ranking for your small business on top search engines is no longer a novel idea; it’s a money war. For example:
Jan is a real estate agent. Her brother Karl advised her to start a blog and buy some “Adwords” to get ranked for the phrase “Indiana Real Estate”. He told her her that appearing at the top of Google will give her qualified lead generation.”
Ranking for “Indiana Real Estate” agents may seem like a modest goal; after all it is much more specific than just “Real Estate Agent.” Unfortunately for Jan, the internet has become as competitive as any other medium of communication. Five years ago Jan would have been able to secure a substantial ranking on Google by writing blogs and placing “Adwords ” about “Indiana Real Estate” but times have changed. To use Google as a marketing tool, Jan will need to outrank some big players: Realtor.com, Remax-Indiana, and Home.com to name a few.
What can Jan do?
While it is inefficient for Jan to try to secure top-ranking Google space, she can create a diverse online strategy utilizing various business networks. Technological innovation always reserves a sweet spot for early adopters. Right now, that sweet spot is business networking sites like Referral Key and LinkedIn.
Rather than just throwing up a profile on one site, Jan should engage the market on several sites. People use different tools and if Jan can showcase her expertise to a defined niche, she’ll be able to drive more referrals and close more sales. Online lead generation has become an integrated strategy. Instead of throwing money into Google Ads, blogging till your head hurts, or waiting around for someone to find you on your favorite social networking site; get out into the cyber world and engage your prospects where they like to spend their time. You’d be surprised, this may not necessarily be where you’ve been focusing your efforts.
Tags: qualified lead generation
While I agree that the Internet space has gotten more competitive, and continues to do so, I don’t agree that shunning a Google ranking is a good strategy. Using networks like Referral Key and LinkedIn to generate referral business is a good strategy, but a time consuming one.
Adwords is too expensive for most small to mid sized businesses to compete, (such as individual real estate agents) but the organic listings are still viable sources of leads and sales. If you are inclined to learn a little, and dedicate an hour daily to your SEO efforts, you can rank on the front page in most arenas within 3-6 months, (without spending a fortune, but yes you have to blog a bit).
Organic listings are far more valuable than PPC, and the money and time invested in an SEO campaign will pay dividends for years, unlike Paid Search where the benefits stop the minute you turn off Adwords.
IMHO it is best practice to use a diverse online marketing strategy that includes social / business networking, as well as SEO and traditional marketing.
Good post!
@Denver SEO
Great point. I think the big difference is how difficult you view the process of getting a top organic ranking is.
I’m not sure if a busy Realtor will get top ranking for the word “Realtor” in 3 to six months. In fact, I’d be surprised if they were even on the first page for something more specific i.e. Philadelphia Realtor.
I’ve seen quite a few Realtor pages, ranging from professional to DIY. The one thing they all have in common is that they are so far back in the search, the sites themselves aren’t driving any new business.
I suppose the optimal SEO strategy would be to get ranked for a specific neighborhood. For example, “Realtor Back Bay” might be a good strategy for a Boston based Realtor.
Yes, I think it’s a good idea to have a web page to direct prospects and clients to, I just think small business owners need to be realistic about how much new business a website is going to get them.