THE COPLEY GROUP- (10/08 - 12/08)
Complete Web Marketing Analysis of one of Boston's largest Real Estate Management Companies
Executive Summary
Research Objectives
- Discover ways of increasing web traffic, with a focus on search engine optimization and keyword analysis.
- Improve conversation rate of viewers looking to rent an apartment.
- Competitive Analysis of outside brokers’ websites.
- Measure current online adverting efforts and look for new more cost-effective means of online adverting.
Methodology, Sampling
As a full service real estate firm, the Copley Group is more than just a rental agency. But, in order to keep things simple, the focus of this report is the online behavioral analytics of those seeking to rent an apartment in the Fenway area.
Key Finds and Recommendations
- Website META Data – over the past year, search engine algorithms have changed drastically and internal restructuring of website META data, with specific regard to the DESCRIPTION and KEYWORD tags is needed
- Search Engine friendly content – an essential part of SEO
- Directory Listing and Link Building – Increase presence on real estate website directory services such as Boston Apartments, Search Boston, and other local business directories.
- Google Business Solutions – FREE tools essential to marketing your business online. These include Analytics, Web Optimizer, AdsSense, and Adwords.
Detailed Findings
Google Analytics
- Analytics installed by Webmaster as of 2/08. - but he hasn't’t done anything with it
- Google Analytics Report - see analytics report
- Webmaster has yet to utilize any of the webmaster tools or take advantage of the simple testing features provided by this very powerful and FREE Google .
The Google Search
if one were to do a google search for “Boston Apartments” or “Boston Apartments in Fenway”, the following websites appear...
Keyword/META Tag Analysis (full report available)
- Extensive Research and in-depth analysis completed, using a combination of different web analytics tools. When combined with the Google Analytics service, analysis results produce a the most effective META tag code
- Restructuring of META code is highly recommended and even though it may sound like a complicated and time-consuming task…(which is what most web programmers want you to believe), it is really very simple and can be done in a few minutes
Internet Advertisers
Web market Comparison (view powerpoint presentation)
Online Review Sites – (see attached)
- Just like “word of mouth” advertising, secondary information resources such as these online review sites have the ability to significantly influence consumer-buying decisions.
- Being one of the better companies and having one of the best reputations in your industry is an asset that has certain geographical limitations. However, web channels like these are worldwide and take “word of mouth” adverting to a whole new level.
- Further investigation into ways of increasing the number of positive reviews and improving these online ratings is needed...
Recommendations
Quick. Easy, and FREE -- Taking advantage of Goggle Business services
- Adding additional info to Google Maps/directory listing service has a substantial impact on search engine optimization and can significantly increase web traffic
Content Management
- Website Listing service such are “rich” in content and will have a much higher page ranking resulting in top-level placement in search engine results
- More details about the apartments that are available would improve conversion rate and optimize leads
Online Advertising
While Rent.com only charges when a lease is actually signed, the number of unqualified "leads" is very in effecient.
Summary/Conclusions
outsourcing web design is no longer cost-effective these days. The business opportunities which are lost from the lack of web development is on the rise, and integration of website with company’s overall business goals and marketing is needed.
Online Marketing | 
SEO Optimization | 
Website Development
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