by Analisa Goldblatt, Senior Marketing Associate at RealMassive
“How do I quickly improve my SEO?” Regardless of your chosen profession, you have probably heard or asked this question at some point. At RealMassive, we place primary value on SEO as a key deliverable for the CRE professionals and firms who choose to manage their data on our platform. Thus, the open-data marketplace must invite tenants, industry pro’s, and search engines alike to find RealMassive data when and where they are searching. Unfortunately there is no silver bullet SEO strategy. Attempting to define complex and mysterious topics such as search equity, short of performing the necessary research and landscape analysis, is a futile effort.
For those of us trying to learn, we’ve read the great blogs on optimizing your website for crawlers (if you haven’t, here’s a favorite). It can’t be bypassed – there are checklists of technical optimizations that must be completed in order to build the foundation for great SEO. However, these alone might not have the impact you’re betting on.
Let’s start with a simple exercise. Where does your information live? Make a mental list of every place where customers come face to face with your product, whether it’s a Snickers candy bar or a 10,000 SF office space. If it’s a Snickers, the candy bar can be found on a variety of grocery and convenience store shelves. In fact, I can even order a 48 count on Amazon (who knew?)! I can find a candy bar pretty much anywhere I want to. Regarding the office, there’s the actual space with a wooden sign in front of it, and a digital representation on several CRE listing sites.
You’re probably wondering what the heck this has to do with your SEO. Let us phrase the first question (How do I get better SEO?) in a new way: “How is my product’s digital exposure?”
Chris Clark of CRE Outsider said it best in his blog post, CRE – Nothing But a Listing: “Until CRE starts providing more content and publishing it more frequently, aggregator content will continue to be the bulk of what search engines have to work with when it comes to defining CRE.” Chris is spot on. In 2016, digital exposure means more than showcasing your product on one or two websites. We cannot neglect the weight of PR, social media, blogs, and so much more on our exposure and SEO. Let’s give site crawlers more to index. Many industries get this concept – and they’re rocking it.
Imagine if your space’s listing data could land in front of post-series-B startups seeking double their current workspace.
Or, what if your listing could be found by tenants when their Google searches lead them to a city-specific commercial real estate marketplace – rich with markets statistics, top viewed spaces, and tenant reps ready to assist.
These are all additional digital engagements for both your customer and crawlers – i.e., legitimacy in the eyes of the “Google machine.” The CRE professional who embraces these digital tactics, marrying them with traditional methods that have worked for decades, will gain more share of traffic, capture more leads, and close deals more rapidly.
The best part about all of this (yes, it gets even better) is that RealMassive is building a platform that will do this for you. Own your data, distribute your listings to the world, and close more deals than your predecessors could have imagined – in less time.
Our CRE vision includes an open-data marketplace that in turn generates more possibilities and leads than ever before. The rising tide is lifting all RealMassive ships – join the movement with us today.