Real estate businesses, tenants, and commercial property investors bear the brunt of the hit from Google’s latest search engine ranking changes. So how bad is it? Who is being affected? What does it mean for the real estate industry and investment performance? How can this be turned around?

Google Switches Up Online Advertising Again

Tech publication G-Code Magazine, and the Best Transaction Funding blog raised the alarm this week as the impact of Google’s new Pigeon update began slamming many US businesses and real estate services.

Early analysis showed over half of Google searches affected by the new adjustments which elevated national directories and platforms such as Zillow and Yelp to the top of local search terms. In many areas and searches local business results appear to have been completely eliminated by Google, in favor of these giants as well as press related directories.

The Impact on MA Businesses

This new algorithm change clearly has major consequences for Massachusetts businesses. Office building and retail tenants could find they no longer show up in Google searches. That means consumers can’t find them and choose to do business with them in person, or online.

When tenants suffer major losses in business landlords lose out in rental bumps tied to performance. If businesses fail it can mean months of unpaid rent, lengthy vacancies, and high repair and improvement costs. This all means a hit to commercial real estate investment returns.

The direct impact on local MA real estate businesses and private landlords is set to be even more significant. If for rent ads aren’t seen and local Mass. real estate brokerages don’t show up in Google search or directory listings they are going to find internet and phone leads drying up fast, while their rental and for sale inventory sits on the market.

Countering Google’s Latest SEO Update

The bottom line is that Massachusetts businesses, restaurants, cafes, shops, landlords and Realtors could find income comes to a grinding halt, unless they take action, and leverage help fast.

Direct methods of countering this change and moving back up the search rankings for MA companies and independent professionals include soliciting more Yelp reviews, getting listed in more business directories including both national online ones, and niche online magazine directories. Diversification into other forms of online marketing such as PPC, Google Adwords, and article marketing can reduce further business interruptions and elevate visibility immediately.

Deploying the help of a local professional property management company that has the size and marketing team to overcome these challenges and which can help keep up occupancy and business performance could also be one of the best moves for real estate investors, landlords, and their tenants.