Google personalized search

Ever wonder why anyone tries to “out-game” Google? I’ve always argued it’s futile to try and out-think hundreds of PhDs working in a university atmosphere where they have relatively free-reign to explore their research-oriented whims, and where they’re all pretty much singularly focused on studying one thing: us. Oh, and they likely get paid extremely well for what they do.

A question I have after watching the video below: How can anyone “out-game” this? Which likely also supportsĀ Google’s universal search platform. That is, it’s not a stretch to assume that Google employs insights derived from the user base that’s signed up for Google’s personalized search service to refine the primary algorithm(s) used by Google’s general audience to deliver more and more “relevant” results to this general audience.

Accordingly, when it comes to SEO I always advise taking the “high road” and write original content, update your site(s) frequently with this original content, build relevant in-bound links over time, create an easy to navigate (and spider) website, and focus on your niche expertise.

ROI Conversations at Inman Connect

Notes from my presentation on ROI at the recent Inman Real Estate Connect conference:

Issue: What are the first steps real estate firms should take to get a handle on their data to enhance near-term and long-term ROI on this data?

  1. Since 80%+ of all originating real estate transactions begin on the Internet, firms should consider utilizing proven Internet analytics engines;
  2. Firms should create an existing consumer data warehouse that accepts data from whatever format and whatever source, normalizes this data, hygiene this data, to net down to a single record per consumer data set;
  3. Firms then should segment this data, overlay this data (e.g., with demographic or lifestage data), score and profile this data, and then model this data; this gives firms insight into their existing consumer data;
  4. This data warehouse then is used to drive marketing decisions pertaining to existing and emerging or new consumers.

VisiStat is a program to understand broad as well as locally-specific Internet use traffic that real estate firms can employ to make more informed decisions about how to manage their Internet resources, agent base, franchise locations, etc. The same can be said for Google Analytics, HitWise, etc.

But if we’re really focused on ROI, the key is consumer-specific data and the analysis of such. Accordingly, if one only looks at Internet based, or Internet derived traffic, it’s largely like looking at the top crust of an apple pie…the filling is where the substance is. And in the case of ROI that substance is a carefully constructed marketing database and marketing data warehouse where each consumer data record has been individually segmented, scored, and overlaid with demographic, psychographic, and lifestage data.