Social media has become a staple for most marketing campaigns. It’s hard to find anything without some form of ties to social media today. Even a bag of potato ships will usually have a Facebook logo somewhere on the bag. It’s an accurate assumption to expect large-scale purchases such as real estate to also rely on social media to spread word of products and services.
Social media, however, does not work for real estate as one might expect. One of the main reasons agents and those in real estate sales try and use Facebook, for example, is to create back links. While it’s completely possible to create plenty of links to a site, Google does not count these as back links. Or at least they don’t get the same credit as a normal incoming link. It didn’t take Google and other top search engines long to figure out the potential for abuse, so they deemed these links similarly to “no follow”.
A “no follow” link is any link that is viewed as basically invisible to search engines. As a matter of fact, there’s a link attribute used to alert Google and other search engines that a link is unimportant and not to be associated with a website’s purpose. For example, if we’re building a website for condos for sale in Gulf Shores, AL and we want to discuss a beach service that rents chairs and umbrellas to guests but don’t want to pass on any page rank or credit to the beach service’s website, then we could use a no follow attribute to let Google know that we’re not affiliated with the beach service. An code example for proper structure would be rel=”nofollow” which would go in to the source code directly after the URL in the code. (Find more info on links, code and no follow)
Getting back to the topic, the main benefit from social media in today’s SEO marketplace is using Facebook, Twitter, Instagram and others to spread information about your product or service and trying to generate page views and overall traffic to a specific website. For example, we’ve made over a hundred Facebook pages for condos along the Gulf Coast. We post important news and info about our business and the market to these pages in an effort to promote our real estate business. Find one of these pages to see how we promote the Gulf Coast condo market with Summer House condos on Facebook.
Some other ways to use Facebook and other social platforms that may be of even greater benefit is to create a page after your business. Unlike the previous example where we had a mostly unrelated page, our CondoInvestment.com Facebook page tells a little more about us. We use this page to discuss our business, upcoming promotions or specific news about our company. An important tip when choosing how to use social media to benefit your business is to choose your page name or title carefully. Notice the name of the first page is Summer House condos Orange Beach AL and the second page is titled simply CondoInvestment.com.
In closing, the way you use social media is important and trying to improve your website’s organic rank solely from creating back links via social media will be a fruitless endeavor. However, if you use social media to supplement other efforts and to bring traffic to your website, this will result in improvements. One thing to include is to make sure you add links in the descriptions on your pages. These links are as close as you can get to a normal link using social media and will be more important than adding a link to a Facebook post. Finally, when people share and like the info you post on social media, Google and other search engines view this as “interesting content” and, with enough, will start to manipulate your sites rank as a result. So make sure to adhere to the golden rule when producing new info – the better the content, the better the rank.