Category Archives: Home Staging Marketing

Trends: Home Staging Down But Not Out

In the aftermath of the real estate collapse it is not surprising to learn that online searches on Google for “Home Staging” is down as well.

As the following chart indicates interest in home staging peaked in August of 2007 and again in July of 2009. Partial data for March of 2013 puts the level of interest at just 35% of the levels at the peak. The fact that this is up from the 8 year low of 21% in December of 2012, may indicate that the recent rebound in the housing market may be stimulating demand for staging as well.

Interest in

Interest in “Home Staging” over past 5 years

Within the US, the greatest level of interest in Home Staging is coming from Colorado, and from the Denver metro area in particular.

“Home Staging” Interest by State

The following map, shows the hot spots from a metropolitan perspective.

US Regional Hot Spots of Interest in

US Regional Hot Spots of Interest in “Home Staging”

Interest in Home Staging is actually higher in Canada than in the US. There it is most strongly evident in the Province of Quebec.

Canada Provincial Interest in

Canada Provincial Interest in “Home Staging”

And the city of Toronto is the center of that activity, as displayed below.

Canadian City interest in

Canadian City interest in “Home Staging”

With demand down, a significant number of home stagers have exited the market. In my marketing efforts to home stagers, I have run into a number of websites that still show up on the first page of Google Searches for “Home stager X city,” where when contacted I discover the individual is no longer actively pursuing home staging.

For those still active in the field, this lesser competition may be beneficial, but for the individual who understands the value of home staging and is looking for a qualified stager, this can be discouraging.

This is just another small reason why an active stager in a market may want to do something extra to stand out, and why my online video marketing program can be so valuable.

With fewer people searching for staging, you want to capture as many of them as possible. And the best way to do that is to stand out on the search results.

 

Home Staging Marketing Update: Penguin Effects

Home Staging Marketing:

Anchor Text Variations

In past blog posts here and on several articles I’ve shared on Active Rain I have explained the value and use of anchor text.

Everything I have said about anchor text as a major asset for home staging marketing results remains true.  However a recent change in Google’s algorithm may have negatively affected some of you in highly competitive markets.

While this is probably relatively few of you, I wanted to share some insights into the recent “Penguin Update,” that has thrown the SEO world into a bit of a tumult this past week.

First let me remind you what I mean by anchor text, then I will tell you what Google seems to want and why, and finally suggest the obvious steps you may need to take in case your home staging marketing efforts were negatively affected.

The key to effective home staging marketing from an online perspective is getting your business to show up on the first page of results when a prospective customer does a search for your services online.

You have four options as I explain on another web site of mine addressed to dentists but worth a quick look if you want to understand all four.  Click here.

For most home staging marketing that means getting your web site ranked by Google higher than that of your competitors. There are two major aspects to winning this battle. On page factors and off page factors.

Home Staging Marketing SEO image

The off page factors center around the quantity and quality of backlinks to your website.  In my discussions of anchor text I instructed you to use your main keyword, “home staging ________” with the blank filled it to be your home town, or other geographical name you want to do business in.

Thus if you posted an article on Active Rain, did article marketing, or blog posting on other people’s sites you would include the anchor text phrase in your posting and then hyperlink that phrase back to your web site.

This process told Google that your site was about “Home staging Minneapolis” or what ever city you are in.  This is still true and still powerful.

However, as more and more people learned of the importance of the technique, people began in the larger internet marketing circles to over do it.  So much so that Google has now started to penalize sites that have most if not all of their backlinks specifically linked to the same keyword(s).

It is far more natural in Google’s eyes to see people link with ‘naked’ urls such as http://minneapolisseweranddraincleaning.com used by a local vendor in my area.

And we have all seen a lot of  “Click here’s” in our internet experiences.

Turns out that if you have followed my advice too well and created a ton of backlinks to your site that all use the same anchor text, Google will see that as unnatural.

They would expect to see more “Click here’s,” and naked URL’s and at least a reasonable number of “Minneapolis Home Staging” versus “Home Staging Minneapolis,” etc.

So if this past week, you have all of a sudden seen your web site drop from neat the top of Google in your local area to the bottom or worse yet on a second page or worse, you need to take action. You need to restore some more natural balance to your backlinks.

 

What is the right balance? Lots of speculation on that. But the preponderant thinking is that you want 40-60% of your anchor text to be for your primary keyword phrase. Do another 20% or so on major variations. And then mix up some naked url’s and click here’s and lesser keywords that are clearly related for the balance.

Such efforts should help restore your balance in Google eyes and help you regain your top position faster than you may have otherwise.

In the long run, the best course of action for home staging marketing is to build backlinks anchored to your site by doing blog commenting on other home staging sites, writing articles for article directories and posting on relevant sites like Active Rain.

Home Staging Marketing Consultation

Feel free to contact me, if you would like a professional assessment of your web site and of your competition within your marketplace. I work with a wide variety of locally based businesses throughout the US and Canada.

I enjoy working with home stagers who are serious about building a real business via online home staging marketing.  It’s where I first started my local business consulting practice some years ago.

enetwal @ gmail.com  Put “Home Staging Marketing Consultation” in the subject line

 

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