When the users get to any content of the real estate (both on the real estate blog or the real estate web), they do it through a search result from a searcher.
It is highly important to take into account that the results offered to the users are divided into countries. That is why we need to segment the contents of the real estate web and real estate blog.
As an example, the results of a search made by an user from Spain is totally different from one made in UK. This does not happen only because in Spain people speak Spanish and in UK people speak English.
A content published in Spanish on a real estate blog will not necessarily be shown as a result search valid in Spain, no matter if the content is in Spanish. That is why it is so important to set the geographic target of the real estate sites.
We need to set the geographic location of the contents and segment each part of the real estate web and real estate blog.
If the real estate uses superior basic domains and the contents are targeting users from a specific geographic location, we must define the location so that the searchers might segment those contents correctly.
This is the exact case of Costa Invest Real Estate, which uses superior basic domains both for the real estate web as for the real estate blog (costainvest.com and costainvest.org). The domains of superior levels with a specific code of country are geographically determined by the main domain.
The domain example.es determines its geographic location in Spain.
Real estate blog and web segmented by countries.
In order to make a correct segmentation by country it is important to set the specific info on the tools for the webmasters of the search engines (Google, Microsoft, Yandex, etc).
If the real estate does not specify this info, the latter will be linked to the domain used. In case the real estate uses domains on countries, there is no necessity to configure any because the geographic segmentation will be determined by the same main domain: .es is for Spain, .pl is for Poland, .uk is for Uk or .ru for Russia.
On the other hand, if the real estate uses general domains of superior levels such as .com or .org, then it must specify the geographic segmentation of its sites on Internet.
If the real estate web uses a domain.com and it does not specify its geographic segmentation in a very precise way, the searchers will take some arbitrary variables in order to set that geographic segmentation.
For the previous case, the geographic segmentation will be determined by variables such as:
- IP address of the real estate hosting.
- Info gathered from the contents of the real estate.
- Geographic location set through other media (maps or other elements).
In case the real estate decides to change the hosting company of its sites by using superior basic domains, it will need to take into consideration the previous variables.
If it does not have a correct configuration of its web and blog and then it changes to a hosting service outside Spain, the IP assigned by its provider will determine the geographic segmentation of its sites.
In any of the cases, the most effective solution is that both the real estate web and blog count with a correct configuration of the geographic segmentation.
In conclusion, the geographic segmentation realized through the tools for webmasters determines the link between the real estate sites to a certain country, allowing to the real estate web and real estate blog the possibility to segment specifying the type of contents for a certain country where the real estate wants to be visible in.
A great factor to be taken into consideration is the fact that the type of configuration already presented before should be used for the data segmented by specific geographic areas.
When we target the real estate web to different users who are located in different locations such as (England, Scotland or Ireland), England should not be set as the specific area of geographic segmentation, because all the other countries will be excluded from the search. However, the case of the real estate blog is totally different.
When the contents of the real estate blog are as spread as possible, this becomes more effective.
For example, the contents published in Spanish are likely to be globally visible, trying to get the most audience possible. This means that the contents in Spanish should be visible to all the users of Spanish language and not only for the readers of Spain.
Speaking of the geographic segmentation, the restrictions (although limited, they exist) should be different according to every site of the real estate.
For example, the real estate should be specifically targeted towards a clear geographic segment when trying to catch more buyers. If the real estate is situated in Spain, then the real estate properties for sale will show almost no interest for the users of Mexico or Argentina.
Apart from that, a geographic segmentation of the type implies an inappropriate resources management.
However, if the real estate web publishes its portfolio of properties for sale in english, the situation is totally different.
There is the probability by which the real estate web situated in Spain manages to get more potential buyers from England, Ireland and other English speaking countries that can be found in the operational zone.
Real estate blog and web segmented by language.
The use of the hreflang tag is very useful when implementing an international marketing strategy, especially because it allows the management of different versions in every language of the real estate web and real estate blog.
That tag allows the searchers to reflect the search results according to the versions of the real estate sites versions. Do not forget that the ¨versions of the sites¨ are linked to each language on which the real estate publishes its contents through its real estate web and blog.
On the other hand, hreflang is linked to the international segmentation of the real estate sites, becoming a very useful resource when it indicates the searchers not only the different versions based on different languages, but also the different regional targets of its contents.
We shall see some practical examples of the use of the attribute hreflang in order to define the language and the real estate segmentation of the contents.
– Example 1: spanish content targeting Spain.
- <link rel=”alternate” hreflang=”es-es” href=”http://ejemplo.com/es”/>
– Example 2: spanish content targeting Mexico.
- <link rel=”alternate” hreflang=”es-mx” href=”http://ejemplo.com/mx”/>
– Example 3: english content targeting England.
- <link rel=”alternate” hreflang=”en-gb” href=”http://ejemplo.com/gb”/>
– Example 4: english content targeting Ireland.
- <link rel=”alternate” hreflang=”en-ie” href=”http://ejemplo.com/ie”/>
Language and regional segmentation attribute.
The language and regional segmentation attribute offers different options of implementing and they are established according to the specific technical necessities:
– HTML link as header.
Included on the real estate web template in the section <head> in a HTML format. We need to set a link which should direct to the language version desired. Example:
- <link rel=”alternate” hreflang=”es” href=”http:// es.ejemplo.com/”/>
– HTTP Header.
- <http:// es.ejemplo.com/>; rel=”alternate”; hreflang=”es”/>
The sending of sitemaps to the searchers in order to index the multilingual and multiregional contents of the real estate is a very effective system, which goes hand in hand with the ones already described.
By combining the sending of sitemaps for every language along with the use of the attribute hreflang is the best thing to do.
In any of the cases, both the real estate web as the real estate blog should count with an indexation, a more effective one. Examples:
If the real estate sites have several URL addresses of the same language but oriented to different users, there is another recommendable option: to use a specific regional configuration and in the same time another general one of the contents.
For example, if the real estate has contents in Spanish for the users of Spain (es-es), Mexico (es-mx) and Argentina (es-ar) can also allow the spanish speakers of internet to access its contents in Spanish in the following way:
- <link rel=”alternate” href=”http://ejemplo.com/es-es” hreflang=”es-es”/>
- <link rel=”alternate” href=”http://ejemplo.com/es-ar” hreflang=”es-ar”/>
- <link rel=”alternate” href=”http://ejemplo.com/es-mx” hreflang=”es-mx”/>
- <link rel=”alternate” href=”http://ejemplo.com/es” hreflang=”es”/>
The previous method can also be implemented in the same way for other languages and contents regionally segmented. If the real estate web and the real estate blog use language or country selectors whicg automatically redirect its websites, we should also implement the hreflang attribute with the values “x-default”.
- <link rel=”alternate” href=”http://ejemplo.com/”hreflang=”x-default”/>
In the same time, the real estate can determine the specific alphabet according to the geographic segmentation implemented for the cases in which the countries count with several different uses of language and different current alphabets.
In order to realize a correct multiregional and multilingual configuration of the real estate blog and web, the real estate should take into consideration the ISO norms as international reference:
- Values of attributes by language: ISO 639-1
- Values of geographic segmentation attributes by countries and regions: ISO 3166-1 Alpha 2
For a real estate is essential to have a correct multilingual and multiregional configuration of its sites on Internet.
If the real estate blog and web are correctly configured, the real estate might get closer to the potential buyers.
Sources: Google / Microsoft / Yandex