Why I don’t SEO

I’m pretty loyal to my media mentors.

I technically shouldn’t put periods after their names, but really, they’re deserved. These are game-over, end-of-story professionals that have re-written the game because they do something the majority does not do: provide relevant content. Yeah, in the case of Kawasaki, Alltop is an aggregation of other people’s ideas, but the ideas they put out there are click-through’s: there’s a lot of quantity, but a pretty fair amount of unique quality too. These four have built their reputation on quality over quantity. They’re not one hit wonders or spammers: they’re gifted and relevant.

I spent the most fruitless week of my real estate career in 2008 attempting to maximize my blogs and sites with all sorts of keyword, SEO backlinking and other terms I’ve now, thoughtfully it turns out, forgotten. It’s hard to do something complicated and monotonous if your passion behind the project is unwilling. At the end of the day, I’d rather be uniquely relevant than wildly popular.

Joel Burlsem writes in the 1000Watt Blog today: “Content creation is hard. Great blogging is tough. And the rewards remain fleeting. So that’s why I’m calling it, on the eve of Real Estate Connect 2010: The death of the real estate blog. July 9, 2010. It’s over.”

Let’s Hope.

According to someone in the know, Seth Godin has over 500,000 unique readers a day on his blog. Seth has nothing that optimizes his site. He is Seth. His relevance is big. His ability to create content is nearly unprecedented. He has 500,000 readers not because he is duping Google, but because of the merit of his ideas. Jay Thompson (aka @PHXREGuy) is the same thing in real estate. He can’t help but publish brilliance.

In the end, a real estate business worth managing will accomplish more with 100 to 200 loyal fans that can be organized around quality information, ideas and causes then one that must go after the disaffected and unloyal massess. Almost 70% of all buyers and sellers want to work with their agent again, and yet only 11% do. Blogs should tighten the community and tighten the bonds. In my book, SEO-focused blogging has nothing to say and creates a large number of disposable clients.

My clients aren’t disposable.

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