How Commercial Agents get to the Top of Google
In a hugely competitive commercial property market how do small
to medium sized firms of chartered surveyors and commercial agents
get noticed? In London alone, there are in excess of 500 agents and
surveyors competing for the attention of commercial vendors,
tenants, investors, buyers and developers. This level of
competition is of course not unique to the London, but the same
right across the country.
Commercial agents can also be forgiven for feeling that it is
impossible to compete with the huge marketing resources of
companies like Savills, Jones Lang LaSalle and Knight Frank.
Yet within one of the most powerful marketing channels open to
commercial agents, the smaller firm can not only compete with big
commercial property players, but actually beat them.
Where Does Your Website Rank
Your website is a powerful marketing tool for your company. Only
a complete fool would not recognize that a high search engine
ranking creates more new business enquires. But aside from greater
market awareness, high rankings can project powerful perceptions of
your company and its market position. Customers perceive that those
companies ranked highly are market leaders or specialists with
particular sector authority.
Getting To The Top
The secret to high search engine rankings is
SEO or Search Engine Optimisation a process
that influences every part of your websites design, build and
on-going management. Yet the misconception is that commercial
agents need to spend thousand of pounds per month on SEO to ensure
they attain a high ranking.
There are many in the commercial property sector that do just
this. I have recently spoken to a mid sized firm of Birmingham
based chartered surveyors who are spending in excess of £1500
per month on SEO. Yet they could achieve the same Google rankings
for a fraction of the cost.
Get The Specialist In
In most of the cases that I have seen, as with the
aforementioned company, the agent is using a generic agency to
deliver an on going SEO program. Had they used an agency that is a
specialist provider to the property sector
they would have achieved a far more cost effective solution. For
example, 92% of Resource Techniques property sector clients enjoy a
page one listing on Google. 26% of those are position one! In many
cases these are small, one-office agents competing against much
larger national or international brands.
Don’t Split Disciplines
Another common mistake is using separate providers for SEO and
website design. SEO is intrinsically linked with website design.
Design, layout, architecture, navigation and the way content is
displayed and managed all have a bearing on your SEO.
In the summer I talked to a Manchester based chartered surveyor,
who having spent the princely sum of £9000 and the best part
of 6 months on a bespoke website. They had used a designer with no
property experience and were looking for someone to solve a dire
SEO problem. The website was undoubted beautiful, but what was the
point, if no one was going to see it? Unfortunately the website was
built on a platform that delivered very little scope for any
Beware designers claiming that SEO is not
Finally, some design agencies will claim that you don’t
need on-going SEO at all. How in a market as competitive as
commercial property could any designer claim no need for on-going
SEO stuns me. Consider also how regularly search engines change
algorithms. Last year alone Google changed
theirs more than 300 times. It doesn’t take a rocket
scientist to realise that what is current today in SEO will not be
in three, six or twelve months time.
A new client from Northampton received just this advice from
another design agency before contacting Resource Techniques. We
decided to look a little closer at the designer for ourselves.
Firstly, they had no internal SEO expertise themselves, furthermore
of twenty websites featured on their portfolio page, only four
returned page one listening for any of their keyword phrases.
Philip Burrows, Marketing
Back to Top