Google's CEO Eric Schmidt announced at Google Press Day that, "Our fundamental goal is to get you as quickly as possible to the information you need and we remain absolutely committed to that goal."
With a massive budget Google works daily with hundreds of brilliant employees to make sure that goal is met. Google is also the most used search engine. That means if you want your website to be found in search engine results you must align your website with Google's goal.
A quick analysis of Google's stated goal will give you direction. "to get you"... the you is the end user, the person doing the searching. "to get you...to the information you need". So they want to make sure that what you are searching for as a user of Google is what you find in their results.
To align your website with their goal ask two simple questions.
Here is an important distinction, images and words don't have the same meaning to search engines. So lots of images won't help you show the search engine that you have valuable content.
Once you have content that people would search for you're ready to evaluate if that content is unique to your website. If not, there's not much to cause the person to actually visit your website which means the odds that person will become a client are slim to none.
Action Items: Ask your clients what information would make buying or selling real estate easier. Provide that information on your website.
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