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March 28 2017
We just escorted a client though a double audit of their search engine optimization on their broker website. We reviewed Domain Authority and ranked it against their competition and saw a range of authority from 44 to 48 for leading broker websites. We reviewed Moz Report, CheckPageRank.net, and others.
We carefully analyzed all area search keyword traffic using a combination of searches that include Nielsen, ComScore, Google Analytics, and Hitwise. You can ignore any site data from a third party that is free (e.g., Quantcast and other free services are way off).
Often, firms look too closely at their Google Analytics. Google Analytics can only tell you what is happening on your site. Nielsen, ComScore, and Hitwise give you a vision into the size of the online audience in your Demographic Market Area, or DMA. They provide you with competitive matrix against your category competitors. These competitive sites include your brokerage competitors, national sites, and MLS consumer sites. They give you a look at the whole picture, not just your website stats.
When you understand the total size of your consumer audience, you can review your share of consumer audience. You can understand your demographic audience versus competitor sites. Armed with this information, you can develop your web strategy to be very focused and very targeted on your local audience. You can map your progress against competitors, and make sure that your strategy is working.