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TOP OF THE WEEK TO YOU!
(by realwired! CEO, Brenda Dohring Hicks)
Top of the Week to You! is designed to offer the inside scoop and latest of what's important in the world of technology as it relates to the commercial real estate industry. |
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Oh No! Googling My "Brand" Exposes a Mess
We all know we should be "googling" ourselves and our company on a fairly regular basis, even though most of us probably don't. If you haven't done it lately then you may not have noticed that there is a fairly significant change that has occurred on the primary results page. Tech types like to call this the SERP page - search engine results page; most of us just think about it as the first of many pages that result from our initial search. What has changed is that for searches that Google thinks are brand-based (your company or brokerage name, for example), there is an expansion of ancillary links. These "sitelinks," have been around for a while, but now they have expanded in size and scope. While the links were previously small, and contained only the title of the page being linked, now they are large and contain about the first 25 or so characters of a page title. This can be a good thing if it's done right. If you are not aware of the changes it can look fairly ugly. Trust me, I am speaking from experience.
First, I will explain the latest technical aspects of the new "googling". The link and descriptive text for those links are shorter than you (or your search engine optimization expert) are used to working with. Additionally, you don't get to control which links appear in the results. Google controls it. As you might imagine, chances are slim that Google is able to miraculously pick the stuff you'd prefer to list at the top of a search for your brand. Everything is done based on an algorithm, and because you are unique, you probably don't want to let the computer figure this out. So the good news is you can do something about it. You won't have absolute control over which links appear but you can use Google's webmaster tools to let the search engine know which links you don't want. Now this isn't a permanent solution. Google will remove the identified pages from the sitelinks section of your search listing every 90 days. Hey, that's one way to keep everybody updating their websites.
So if you do nothing else, take some time and ask Google (Yep it's a request you don't get to control it) to get rid of the unwanted stuff showing up such as old information or popular-but-not-related-to-your-business blog posts. Next you probably want to re-evaluate your page titles and descriptions. This one is tricky because changing page titles will impact on your pages' rankings.
To clean things up a bit, you might try the following:
1. Make short page titles -- less than 25 characters if possible.
2. Make every character count. All 25 characters should be words that have meaning.
3. Put the important words first in page titles.
4. Put the important words to the front of descriptions.
So why is all this happening? Why is Google moving in this direction? It's sort of like Google, mimicking the success of life on Earth. My scientist friends tell me life typically starts with an excess and then pares the excess down to the parts that work best. Dandelions are a good example. Just imagine how many of those little seeds are produced and sent into the wind for replication. Not all of them make it, but some do and then the system repeats itself. Google is using a similar method to learn more about what people want from you. This is why they can't give you absolute control over what appears on your branded search. If Google left things entirely up to you, then Google would learn only what you want to sell not necessarily what customers want to buy. And that's actually a really good thing for everyone. It's clearly survival of the fittest and it really is a jungle out there. I hope this helps you sift through the weeds and clean up your company's website for the internet.
If you would like to join our blog discussion click here or I welcome your feedback through email.
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Hot Deals/Leads
Orange Leaf Frozen Yogurt operates 111 locations nationwide. The frozen yogurt shops occupy spaces of 1,600 sq.ft. to 2,000 sq.ft. in lifestyle and power centers. Growth opportunities are sought throughout the Chicago, IL metropolitan area during the coming 18 months, with representation by Caton Commercial Real Estate Group. The company prefers sites with outdoor seating. For more information, contact Melissa Turner, Caton Commercial Real Estate Group, 16106 South Route 59, Plainfield, IL 60586
Bar Louie operates 44 locations nationwide. The casual, contemporary neighborhood restaurants and bars occupy spaces of 5,000 sq.ft. to 6,000 sq.ft. in mixed-use and lifestyle centers. Growth opportunities are sought nationwide excluding the greater Chicago, IL area; Boston, MA; Dallas and San Antonio TX, and the mid-Atlantic region of the U.S., during the coming 18 months, with representation by Sierra Realty Advisors. For more information, contact Mathew Focht, Sierra Realty Advisors, 640 North LaSalle Boulevard, Suite 410, Chicago, IL 60654
Verizon Wireless operates locations nationwide. The stores, offering cellular phones and related services and accessories, occupy spaces of 3,500 sq.ft. in freestanding locations and endcaps of shopping centers. Growth opportunities are sought throughout upstate NY and New England during the coming 18 months, with representation by Eastern Retail Properties. For more information, contact Mike Hotarek, c/o Eastern Retail Properties, 25 Braintree Hill Office Park, Suite 305, Braintree, MA 02184
Like these leads? Want More? Go to the Dealmakers website for a Subscription. Dealmakers, the nation's weekly news source on retail real estate. |
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Featured Internet Site of the Week
Webopedia
An online computer dictionary and internet search engine for internet terms and technical support.
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