Direct Search For Property Listing: Google's New Way Of Working For The Real Estate Industry

Theres been a dramatic increase in the use of 3 and 4 key word phrases; in part this

is a reflection of the size and scale of the content now indexed by Google. A search today for houses would return reasonably useless results. However a search for Houses for Sale Adelaide or 2 bedroom apartment in Bondi should give you a positive and more accurate result. This long tail is well understood by Google and theyve responded in a range of ways. They have clearly stated that their vision is about working with the real estate industry and the recent map integration with smaller portals and a number of larger real estate agents points to a desire to provide direct access to property listings. This is not without controversy both Domain and Real Estate dont participate and remain a significant source of revenue of Google as advertisers. The advertising budget of course is an aggregated spend from agents. Many within the real estate industry wonder how Google can afford to promote free services that drive traffic directly to real estate agents sites and listings when they are extracting some much money from key classified categories dominated by large portals.

So if the long tail of searches is here to stay what is the response from the portals? Both REA and Domain have significant investment in SEO and paid search and increasingly allocate more of their marketing dollars to online traffic building. Traditionally, portals had focused their SEO on generic terms such as real estate for sale (as they still do) and often click throughs from search engines took the user to their homepage where they are expected to engage with the site directly. This approach is changing the portals are finally realising the value of long tail SEO, and have started opening up their search results pages directly to the search engines which means more specific searches like real estate for sale Fitzroy are starting to return links to the actual search results pages. This is a slow process for search engines and a reactive one. Most of the innovation in this area comes from number 2, 3 + players in the market with the larger portals responding after seeing the success of the smaller players. In part this innovation from smaller players comes from necessity they cant compete with paid campaigns so they need an alternative SEO strategy.

An increase specific long tail searches like Rent Property Perth is also inevitable. Whereas in the past we needed to rely on tools within portals like saved searches and alerts based on more refined search terms, now we expect exact matches from Google searches.

New search engines like ModernSearch provide users with direct access to long tail search results where the results returned match the exact offering. If you type in long tail search like 3 bedroom apartments Fitzroy into Modern Search thats what you will see. Over the next 12 months user behaviour will increasingly adopt this method of searching. The landscape of search will keep shifting and players that can adapt will reap the benefits and find ways to offer new value to users.

by: Frank Leigh

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