A Fight About PPC And SEO

[pcdoc]

For those of us who use / manage PPC accounts.

Which one of these methods is the most effective when it comes to search engine marketing? Is it a "one or the other" technique or is a successful SEM campaign dependent on prudent utilization of both techniques? These questions have been brought to the forefront thanks to a brewing disagreement between parties supporting each side.

http://www.webpronews.com/insiderrep...PPCAndSEO.html

[Borino]

The ongoing (and sometimes pretty entertaining) debate over organic vs. PPC is like arguing weather working with buyers is better than working with sellers.

IMHO the basic premise of the discussion is flawed. The fact is you can be successful and profitable doing either, neither, or both.

[pcdoc]

The fact is you can be successful and profitable doing either, neither, or both.

well said

[RonnieG]

These days, either or both, but not neither. If a site can't be found one way or another by consumers who are looking for real estate services, it is virtually useless except as a business card line item. If you have enough past client and referral business that you only need a web site to support them, and I know a few agents in our market in that situation, it might not matter much. But your site has to be findable, somehow, if you are building your business, since the internet is such a powerful force in real estate these days. Non-internet buyers and sellers will be dying off over time. In not too many years, all consumers buying and selling real estate will be internet savvy.

I have submitted urls of several real estate sites to Google that are totally and obviously spam. It doesn't seem to matter much. SEO'ed spammer sites will always find a way onto page one. In our market, it is rare to find more than 3-4 local agent or broker sites on page one organic results, and very hard to even get on page 2-3 without spending huge amounts on SEO and link building. So I am not holding my breath, or betting my business, on organic results. I see a place for both, but I also see consumer confidence waning in regards to the sites found on page 1 SERPS.

[Sam Dodd]

These days, either or both, but not neither. If a site can't be found one way or another by consumers who are looking for real estate services, it is virtually useless except as a business card line item. If you have enough past client and referral business that you only need a web site to support them, and I know a few agents in our market in that situation, it might not matter much. But your site has to be findable, somehow, if you are building your business, since the internet is such a powerful force in real estate these days. Non-internet buyers and sellers will be dying off over time. In not too many years, all consumers buying and selling real estate will be internet savvy.

Shhh our competitors are listening. We dont want the word to get out that websites you cant find are useless. z71 would go out of business.

[Borino]

These days, either or both, but not neither. If a site can't be found one way or another by consumers who are looking for real estate services, it is virtually useless

You're absolutely right, Ron, if the site is used to pull new business, it's PPC and/or organic, or bust, no question.

What I meant by "neither" are those websites supporting direct mail and advertising campaigns, promote listings, etc... sites above the usual templateware, well designed and helpful, but not visible on their own. Those sites are part of the marketing mix, do the job well, just don't pull new business on their own.

And I agree... no doubt real estate is following the travel, car, insurance... pretty much any industry in becoming more and more Internet-focused. Frankly I'm surprised how many agents for one reason or another still stay afloat without it. But consumer demand is driving the inevitable change.

[Sam Dodd]

I think the reason real estate agents that dont gain an online presance will stay afloat is that no matter how good your website is if you are a crappy real estate agent people will still go elsewhere. Real Estate is a personal business and being online is impersonal.

[pcdoc]

Real Estate is a personal business and being online is impersonal.

Uh huh; tell that to the owners of google, zillow, craigslist, etc.

[Eric Blackwell]

Actually, Doc..I think Cedar has a valid point.

If you are a crappy REALTOR, then a site with good exposure only accelerates your demise. The PROBLEM is...that increasingly, if you are not at least getting exposure from SOMEWHERE on the 'net, you are not getting a sniff at proving how good a REALTOR you are.

You have to manage the entire marketing channel from lead to close. Any weak link makes the stream of revenue worthless.

My two cents on PPC vs SEO: PPC is the true "Going Rate" or "Market Value" of leads on the internet...(back to microeconomics--supply / demand). SEO is ART and SCIENCE of geting leads for less by making your site conform to what the Search Engines want. For me the returns on SEO are WELL WORTH IT.

As well,I don't thnk they compete. I think they are alternative marketing channels in driving traffic to a site. Much like Radio, TV and Billboards are alternative marketing channels. I agree with RonnieG on this one completely. Either or both. With the ENTIRE homebuying public shifting to online, neither is a bad decision.

Many people rely on a third party lead gen as a substitute. I can give you HUNDREDS of examples from my agents why that is a BAD move. Pay more, get less being the chief issue.

Best;

Eric

[Bob Crain]

Hey guys,

The latest stats I have seen are that less then 100% of the buyers/sellers use the internet. Those stats range from 39% to 65% depending on the market. While I do believe that these number are increasing it is still true that agents can make a living working the other types of marketing.

Believe it or not, there are still a Ton of people who will Never use the internet.