Technology

Who leads the pack for commercial property websites in the UK? Part 1: WebsiteGrader

Anthony Marshall
Anthony Marshall
2 Mar 2010
blog post featured image
<p><span style="font-size: x-small"><font size="2">(Part 1/5)</font></span></p> <p><span style="font-size: x-small"><font size="2">If you are a commercial property agent, have you asked yourself the following questions?</font></span></p> <p><strong><span style="font-size: x-small"><font size="2">1.&#160; Am I falling behind in the fight for the digital space?</font></span></strong></p> <p><span style="font-size: x-small"><font size="2">We strongly suspect you may not even know how you stack up. We certainly couldn’t find a good analysis of who the winners and losers in the online UK commercial property space are.</font></span></p> <p><strong><span style="font-size: x-small"><font size="2">2.&#160; Who is winning and what are they doing right?</font></span></strong></p> <p><span style="font-size: x-small"><font size="2">Hopefully this article will help you to understand who is winning a lot better. We have looked at a number of data sources to come up with a list.</font></span></p> <p><span style="font-size: x-small"><font size="2"><strong>3.</strong>&#160; <strong>What are my opportunities to win online?</strong></font></span></p> <p><span style="font-size: x-small"><font size="2">Now that’s the hard question. Albert Einstein once said <em>“Computers are incredibly fast, accurate and stupid; humans are incredibly slow, inaccurate and brilliant; together they are powerful beyond imagination.”</em> Winning online is usually a combination of client passion, an excellent technology partner, and the appropriate business resources (both money and human).<strong></strong></font></span></p> <p><span style="font-size: x-small"><font size="2">At </font></span><a href="http://www.thetechnologystudio.co.uk" target="_blank"><span style="font-size: x-small"><font size="2">The Technology Studio</font></span></a><span style="font-size: x-small"><font size="2"> we believe that websites are only really about two things:</font></span></p> <ol> <li><span style="font-size: x-small"><font size="2">Getting as many of the right people to visit your site as you can </font></span></li> <li><span style="font-size: x-small"><font size="2">Making it as easy as possible for those people to find what they are looking for </font></span></li> </ol> <p><span style="font-size: x-small"><font size="2">The first is all about Search Engine Optimisation or SEO and this is what this article focuses on. The second is all about usability. For example, you can have a site with a great Google </font></span><a href="http://en.wikipedia.org/wiki/Google_page_rank" target="_blank"><span style="font-size: x-small"><font size="2">page rank</font></span></a><span style="font-size: x-small"><font size="2"> and great SEO but is hated by users and is very poor at converting visitors to leads. That site will still rank highly on the lists below as there are many more objective metrics for SEO (e.g. visitors, </font></span><a href="http://en.wikipedia.org/wiki/Google_page_rank" target="_blank"><span style="font-size: x-small"><font size="2">page rank</font></span></a><span style="font-size: x-small"><font size="2">, back links) than for usability.</font></span></p> <p><span style="font-size: x-small"><font size="2">Anyway, onto the analysis.</font></span></p> <h3><strong><span style="text-decoration: underline"><span style="font-size: x-small"><font size="2">The Analysis</font></span></span></strong></h3> <p><strong><font size="2"></font></strong></p> <p><strong><span style="font-size: x-small"><font size="2">Methodology</font></span></strong></p> <p><span style="font-size: x-small"><font size="2">This is normally the long boring part that you had to write in science reports at school. To make it easy for the reader, we will put a lot more detail in the final blog article in the series (for any insomniacs) but suffice it to say that we used a number of sources to get a representative list of more than 100 significant players in the commercial property marketing sector in the UK and then ran a lot of data queries over a period of a week to identify the top 100 and their key data and statistics.</font></span></p> <p><strong><span style="font-size: x-small"><font size="2">Marketing Effectiveness</font></span></strong></p> <p><span style="font-size: x-small"><font size="2">We didn’t want to just do some analysis on who got the most traffic (though we have that later in this series of articles) but wanted to give you a view on the marketing effectiveness of the websites. We looked around for an independent assessor and decided to use </font></span><a href="http://www.websitegrader.com" target="_blank"><span style="font-size: x-small"><font size="2">Websitegrader.com</font></span></a><span style="font-size: x-small"><font size="2">. In essence, WebsiteGrader looks across many of the parameters that Google uses to assess the value of your website and analyses how effectively it implements technology and content. It then turns this into a score out of 100 to rank a website vs. the 2m+ other sites it has already analysed. These are the top 22 from the list of UK commercial property websites we analysed.</font></span></p> <p><img style="border-right-width: 0px; display: inline; border-top-width: 0px; border-bottom-width: 0px; border-left-width: 0px" title="Top UK Commercial Property Websites (Website Grader Score)" border="0" alt="Top UK Commercial Property Websites (Website Grader Score)" src="http://techstudio-website-alt.azurewebsites.net/Content/blog/uploads/2010/03/topukcommercialpropertywebsiteswebsitegraderscore1.jpg" width="575" height="469" /></p> <p><span style="font-size: x-small"><font size="2">Some surprises? We think so. It is worth noting a few on the list.</font></span></p> <p><strong><em><a href="http://www.novaloca.com" target="_blank"><span style="font-size: x-small"><font size="2">NovaLoca</font></span></a></em></strong><span style="font-size: x-small"><font size="2"><strong><em> </em></strong>– this site didn’t exist 30 months ago yet has risen to 3rd on this list in that time. We are biased (</font></span><a href="http://www.thetechnologystudio.co.uk/" target="_blank"><span style="font-size: x-small"><font size="2">The Technology Studio</font></span></a><span style="font-size: x-small"><font size="2"> built </font></span><a href="http://www.novaloca.com" target="_blank"><span style="font-size: x-small"><font size="2">NovaLoca</font></span></a><span style="font-size: x-small"><font size="2">) but it is a triumph that this is possible despite lower traffic levels, a lower number of back links and a UK only presence unlike many of the top 20. From our point of view this is directly due to the tenacity and innovation in the team and frankly a lot of hard work but we are pleased it is paying off.</font></span></p> <p><strong><em><a href="http://www.landsecurities.com" target="_blank"><span style="font-size: x-small"><font size="2">Land Securities</font></span></a></em></strong><span style="font-size: x-small"><font size="2"> – this is a great success story and we commend everyone working on this site as it scores 97/100 (and a Google </font></span><a href="http://en.wikipedia.org/wiki/Google_page_rank" target="_blank"><span style="font-size: x-small"><font size="2">page rank</font></span></a><span style="font-size: x-small"><font size="2"> of 6/10) and this despite it only being ranked 51<sup>st</sup> in the list for UK traffic. We also like the layout and usability of the site – a really good all round success story and one others should aspire to and could learn from.</font></span></p> <p><strong><em><a href="http://www.egpropertylink.com" rel="nofollow" target="_blank"><span style="font-size: x-small"><font size="2">EGPropertyLink</font></span></a></em></strong><span style="font-size: x-small"><font size="2"> – being careful to be fair, 30 out of the 100 sites have a score of 90 or more putting them in the top 10% of sites in the world according to </font></span><a href="http://www.websitegrader.com/" target="_blank"><span style="font-size: x-small"><font size="2">WebsiteGrader</font></span></a><span style="font-size: x-small"><font size="2">. However, whilst </font></span><a href="http://www.egpropertylink.com" rel="nofollow" target="_blank"><span style="font-size: x-small"><font size="2">EGPropertyLink</font></span></a><span style="font-size: x-small"><font size="2"> is the dominant UK portal with the most properties, it only comes in 23<sup>rd</sup> on this list.</font></span></p> <p><span style="font-size: x-small"><font size="2">Read <a href="http://www.thetechnologystudio.co.uk/blog/index.php/2010/03/who-leads-the-pack-for-commercial-property-websites-in-the-uk-part-2/" target="_blank">'Who leads the pack for commercial property websites in the UK? Part 2: Google Page Rank'</a></font></span></p>
Close chatbot
Open chatbot
Open chatbot