Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Search engine excellenceWinning online

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How to get your property at the top of the listingsWhat are the key trends and who is doing well and why?

SpeakersIain Harper - Digital Marketing Consultant - Heartwood Digital

Shameem Golamy - Head of Overseas - RightmoveKate Stinchcombe-Gillies - Director of communications - Holiday Lettings

Session ChairRuben Martinez - Marketing director - Nestoria

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Google re-defined strategy for property search: Google Real Estate (to be discontinued)

Google’s web search dominates and evolves Universal Search (YouTube, Google Maps) Vince update (Big Brands prevail) Panda Updates (many web sites affected)

UK online adspend soars 13.5% in H1 2011 like for like half year 2010

Online classifieds have a share of 17% of online advertising

Overview

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Examples of Universal Search for property queries

Screenshots with blue line markingabove-the-fold viewport on screenof 1920 x 1200 pixels resolution

< “London estate agents”where the red ellipses correspondto pins of results of Google Placesand Google reviews (user notlogged in)

“property in London” >with Google Places, pins on

Google ads, buttons of Google +1and Google News (user logged in)

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Improving quality of property listings

Diversification of formats: video, mobile, apps

Better analytics, deeper understanding of conversion and performance metrics

Internet users are getting savvier and more demanding:

20% of searches each day are new in the last 6 months

55% of user queries are greater than 3 words

Current situation

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Top property portals per country with strong brand and authority

Niche players investing in user experience. Lead generation grew by 20% to £26 millionin the UK

Web sites with a differentiated value proposition?

Small web sites?

Who are doing well?

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Optimise your property listings not only for Google, also for top portals and web sites?

Focus on conversion: measure, analyse and experiment on performance data

Leverage the wisdom of the crowds: what can your online visitors do for you?

Key Trends

Oct 14th, 2011 Search Engine Excellence - The PropertyInvestor Show

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Thank you.

Author:Ruben Martinez@rubenmartinezs @nestoria

Sources:Nestoria metricsGoogle Adwords blogInternet Advertising Bureau (IAB) PwC & WARC