Google change could force estate agents to rethink their websites
Google’s latest algorithm change – its so-called freshness update – could spell all-change for estate agents’ websites.
This month the search engine giant announced that the freshest news possible will now show up top in search results.
The change will have an effect on between 6% and 35% of web searches.
The pressure will be on agents to keep the content of their sites changing and up to date, in order for them to do well in terms of search engine visibility. Critics of the update say Google’s emphasis is now on freshness of content, not quality.
Searches for recent events, hot topics, current reviews and news items are all set to do well, as will information that changes often.
Searching for a well-known name – for example, The Best Estate Agents in the World Inc – may no longer be enough if no one in your office has updated the listings in some way over the last few days or added a news bulletin.
Google says: “This change better determines the level of freshness needed for each query and promotes fresher results accordingly. We’re continuously working to improve our search algorithm so that we provide users with the most relevant answers to their queries.”
Michael Day , Managing Director of Integra Property Services said: "It has always made sense for agents to regularly add new content to their websites by way of news articles, blogs etc. It will now become a business imperative.
Integra Property Services already provide such services to many of the property industry's leading names and would be happy to discuss your requirements and tailor a solution to meet your needs."
