16 | MEDIA
NEWS By Amit Katwala
Google is rolling out a huge update to its search algorithm, which may have a major effect on the ranking of some property websites. The update, officially called
Google Panda, but known as Google Farmer to many in the SEO industry, has been estimated to affect 12% of search queries. OPP spoke to David Main,
SEO expert and head of search for
Yachtworld.com, about how the changes could affect property websites. He said: “Google obviously makes changes to its search algorithm all the time, but they’re usually quite subtle. This is such a large change, and is aimed at sites of low value – what are called content farms and scraping sites.” These are poor quality sites that
duplicate content from other sources to boost their own position on Google’s search pages, and generate
Google Panda | is being rolled out globally, and may have a big aff ect on your site
revenue from advertising. Main said: “The aim of the change is to get sites with good quality unique content to the top of the search rankings.” The change could hit property
websites, which often have duplicate content because the same properties are listed on several websites. Main said: “Agents should avoid putting up the same content across multiple sites, For example, it’s worth them
sending less information on a property to Rightmove, and holding some back so they have original content. They should use external listings as a call to action, and try to get people back to their own website to find out more.” He added: “Agents should try and
make their website the authority on their particular niche, with high quality unique and relevant content.
www.opp.org.uk | APRIL 2011 Prepare your site for Google update
All sites, big and small, should do this. They could give advice, or how-to guides on how to buy or sell, and should make sure its easily discoverable by the search engine crawlers.” Chris Hall, of online property
marketing specialists RGM Digital, told OPP: “Property companies need to take another look at the markets they’re targeting. If you’re already using multi-lingual sites or pages then don’t just convert the same content to a different language; rewrite & reword it.” It’s also important to reassess your
link strategy. The quality of these links needs to be paramount. Look at the pages you’re linking to and try to make sure they relevant and key to your business.” Currently, Panda only affects US
based results, where it was introduced on the 24th of February, but according to Main, “there are signs that they are starting to introduce elsewhere”.
Online searchers look for bargains Right now
ONLINE search fi gures for February reveal an increase in people hunting for bargains in the distressed markets of Spain and Ireland. Commenting on the latest data, Robin
Wilson, head of search at Rightmove Overseas, said: “Bargain hunters are out in force, primarily focused on Spain and Ireland, both markets with well documented supply/demand problems and negative headlines. This interest helped properties in Ireland rise 4 places up to 11th, in our search chart, an all-time record for the Emerald Isle.” “For vendors in these countries it’s
not so good news as the headlines are driving expectations that prices haven’t bottomed out. “Some advertisers we work with are reporting offers coming in 10% to 20% below asking prices that are already hugely reduced which puts vendors in a really tricky situation – take the money and run, or pull up the drawbridge and just ride it out. “For vendors that bought away from the hotspots, particularly in Spain,
the story is better as buyers trust in the ‘authenticity’ of more established communities and smaller towns and prices seem to be holding up better.” The biggest climber was Germany’s Mecklenburg-Vorpommern region, which saw a 49.48% rise in searches.
Climbers and fallers in online search
Online search destinations
Mecklenburg-Vorpommern, Germany
%
monthly change
49.48%
Canterbury, New Zealand 15.67% Midi-Pyrénées, France 6.87% Alpes-Maritimes, France 6.53% Loire Valley, France
5.59% Ionioi Nisoi, Greece 17.61%
New South Wales, Australia 19.56% Western Australia, Australia 22.62% Victoria, Australia
31.24% South Australia, Australia 36.42% Searching online | for bargain buys
David Kerns, Private Client Dealing Manager at Moneycorp said: “It is unsurprising that Germany is rising up the ranks of popular countries for Britons to escape to. The fact that Germany is seen as a crutch for many of the other eurozone countries, with stable housing and jobs markets, is a strong draw for many people in the UK looking for prospects overseas. At the other end of the scale, the
problems facing Ireland’s economy are clearly making its property market attractive for people looking for a bargain, with house prices continuing to fall and now at their lowest since 2003.”
PROPERTY listings site Rightmove has introduced a “Development Page” where developers can, says the company, “promote the features and benefits of each site as well as the individual units within it.” “It also offers the ability to cross-sell
units on the same site or nearby sites to home-hunters searching Rightmove for their next home.” Alex Solomon, Rightmove’s director
of New Homes, told OPP “with more than 10 million unique home-hunter visits to Rightmove in January 2011 alone, property developers are becoming increasingly conscious of the need to make sure their brand and properties stand out on our site. “To help them achieve this we have launched a new Development Page – in essence a “microsite” within Rightmove for their developments.” Rightmove is a leading consumer
website, with Hitwise stats for February ranking it as the UK’s 8th busiest site, behind online giants such as Facebook, Google and Amazon.
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