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Real estate brokerages are experiencing enormous pressure on their already razor-thin profit lines as they face declining sales volume, mortgage rate uncertainty, stagnant inventory, recruiting and retention contraction, commission compression, agent productivity reduction, the impact of team growth and threats of new lawsuits.
RTC Consulting reports that real estate brokerages average gross margins of less than 14% and net margins of less than 4%. Industry research found that between 2012 and 2021, the average brokerage gross margin decreased by 50.8%. Firms had to reduce operating expenses by 7% to stay profitable!
Cutting the fat, not the bone
The demand to cut costs is forcing brokerages to yield machetes when they should be using paring knives. Too many times, brokerages attempt to cut costs and unknowingly cut into the bone while slicing away the fat. 
One concerning cut involves the number of brokerages eliminating their investment in search engine optimization (SEO). Unfortunately, eliminating your SEO is akin to sawing off the branch you’re sitting on. 
Take the case of a large independent brokerage client looking for the greener grass offer of a free website. They abruptly switched to the new vendor, and the impact was immediate—and devastating. 
Organic search accounted for nearly 50% of their traffic in 2024. Before they jumped ship, we helped them grow their organic search by 16% year-over-year. Leads from organic search were up nearly 100%. SEO accounted for 63% of their leads.
These organic SEO leads were the most valuable to their 300-plus agents because they’re most likely to transact leads.
In 30 days since the brokerage abandoned its SEO, visibility plummeted by more than 66%.
SEO: Only missed when it’s gone
When a brokerage stops investing in SEO, the impact isn’t always immediate—but over time, it becomes unmistakable. SEO works in the background, constantly optimizing, and when you stop or don’t take it into account when moving to a new provider, rankings drop, traffic decreases and the once-steady flow of organic leads dries up. 
Brokers often only realize just how crucial SEO is once it’s gone. It’s the invisible force driving traffic, leads and revenue from the place that, according to the National Association of REALTORS®, over 97% of homebuyers begin online. It’s also the place that most buyers cite as where they find their home—through online searches. 
That’s why losing organic search visibility can instantly weaken your brokerage’s lead funnel, putting your agents at a competitive disadvantage.
You can’t cut SEO and grow
Maintaining your SEO investment remains one of the best strategies for brokers who want to continue to grow. Eliminating SEO is risky and could drastically impact your brokerage’s visibility, lead flow and, ultimately, profitability. In any market, but especially a chaotic one, understanding the value of SEO is crucial for any brokerage that wants to grow.
For more information, visit https://www.deltamediagroup.com/.  
Michael Minard is CEO and owner of Delta Media Group, a leading and trusted technology partner for many of real estate’s top brands, and 100% family-owned and operated.
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With all of Google’s iterations and expansions of their generative AI SERP features, you may be wondering what this means for your business and how to tweak your approach to SEO in this evolving new reality.
Join us for a session focused on AI Overviews and AI-organized SERPs, where we’ll be breaking down the newest developments. We’ll show you the biggest takeaways from STAT’s latest research, and demystify this evolving topic with practical advice that you can implement right away.
In this webinar, you will:
With Tom Capper, we will dive into fresh data comparing the prevalence of AI Overviews by industry, geographic location, search intent stage and more, along with what factors correlate with appearing in them.
You’ll come away with data-driven insights to inform your strategy and learn how to determine which keywords are no longer worth your time, which AIOs are worth targeting (and how to do it), and what this all means for the future of search and SEO.
Make sure to show up LIVE to ask Tom your most pressing questions about AI in a Q&A session you won’t want to miss.
If you’re looking to take advantage of this new trend in search, you can’t afford to miss these insights.
Unable to make it? Save your seat and we’ll send you a recording following the webinar.

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In the world of SEO, choosing the right tools can make a big difference in your success. Two popular options are Mangools and Ahrefs, each with its own strengths and weaknesses. This article will explore their features, pricing, and user experiences to help you decide which tool might be the best fit for your needs. Whether you are a freelancer, a small business, or part of a larger agency, understanding these tools will aid in your SEO strategy.

When I first started using Mangools, I was impressed by its user-friendly design. The layout is clean and organized, making it easy for anyone, even beginners, to navigate. The vibrant colors help me quickly identify different features, which is a big plus. I believe that putting simplicity before bells and whistles is essential for a good user experience.
On the other hand, Ahrefs has a more complex interface. While it offers many features, I found it a bit overwhelming at times. New users might struggle to find what they need, which can lead to frustration. The learning curve is steep, and it can take a while to get used to all the options available.
In terms of navigation, Mangools shines. I can easily switch between tools without feeling lost. However, with Ahrefs, I sometimes feel like I’m clicking through a maze. Here’s a quick comparison:
In conclusion, while both tools have their strengths, I prefer Mangools for its simplicity and ease of use. It allows me to focus on SEO without getting bogged down by complicated features.
A good user interface should enhance the experience, not complicate it.
Overall, if you value a straightforward experience, Mangools is the way to go. But if you need advanced features and are willing to invest time in learning, Ahrefs might be worth considering.
When it comes to choosing between Mangools and Ahrefs, pricing is a major factor. I’ve looked into both tools, and here’s what I found:
Mangools offers a range of plans that are quite budget-friendly. For instance, their Premium plan costs about €70 per month (around $60). This plan allows you to track up to 700 keywords and provides daily ranking updates. Here’s a quick comparison:
On the other hand, Ahrefs is known for its premium pricing. Their Standard plan costs $179 per month, which is significantly higher than Mangools. However, it does offer more features, like tracking 1500 keywords and a comprehensive site audit tool.
In my opinion, if you’re just starting out or have a small project, Mangools is a great choice. It provides essential features at a fraction of the cost of Ahrefs. However, if you’re managing multiple sites or need advanced tools, Ahrefs might be worth the investment. Here are some points to consider:
In summary, if you pay annually for the middle pricing tier, you’ll save around $1,200 per year with Mangools compared to Ahrefs. That’s a lot of money for a small project!
Ultimately, the choice depends on your specific needs and budget. If you’re looking for a solid tool without breaking the bank, I’d recommend giving Mangools a try. But if you need all the bells and whistles, Ahrefs might be the better option for you.

When it comes to keyword research, both Mangools and Ahrefs offer solid tools, but they do have their differences. Mangools provides a user-friendly experience with its KWFinder, making it easy to find relevant keywords. On the other hand, Ahrefs has a more extensive database, which can give you deeper insights into keyword difficulty and search volume. Here’s a quick comparison:
Backlink analysis is crucial for SEO, and both tools shine in this area. Mangools has LinkMiner, which is great for finding backlinks, but Ahrefs offers a more robust solution with its extensive backlink database. This means you can analyze your competitors’ backlinks more effectively. Here are some key points:
Site audits help you identify issues on your website. Mangools has a basic site audit tool, but Ahrefs provides a more comprehensive site audit feature. This can help you find technical SEO issues that might be hurting your rankings. Here’s what each tool offers:
In the world of SEO, having the right tools can make all the difference. Understanding the features and functionalities of each tool helps you choose the best fit for your needs.
Overall, while both Mangools and Ahrefs have their strengths, Ahrefs tends to offer more advanced features that can be beneficial for serious SEO professionals. However, Mangools is a fantastic option for beginners or those looking for a more straightforward approach.
When I use Mangools, I appreciate its real-time data updates. This means I can get fresh information quickly, which is crucial for making timely decisions in my SEO strategies. Mangools does a good job of keeping its data accurate, even if it has a smaller database compared to some competitors.
On the other hand, Ahrefs boasts a much larger database. This gives me access to a wider range of data, which can be beneficial for in-depth analysis. However, I’ve noticed that sometimes the metrics can be a bit off. For example, Ahrefs measures keyword difficulty based on backlinks rather than actual search volumes, which can lead to some confusion.
In my experience, the accuracy of data from these tools can significantly impact my SEO strategy. Here are a few points to consider:
In the fast-paced world of SEO, staying updated with accurate data is essential for success.
In conclusion, both Mangools and Ahrefs have their strengths and weaknesses when it comes to data accuracy and reliability. I find that using them together can provide a more balanced view, helping me to keep abreast of fast-changing industry trends.

When I think about customer support, Mangools stands out. They offer excellent support services that are tailored for users like me. Their team consists of real SEO experts who understand the tools inside and out. This means I can get help from someone who knows what they’re talking about, not just a generic support agent. They also provide a lot of free learning materials, which is a huge plus for anyone looking to improve their SEO skills.
On the other hand, Ahrefs has a more complex support system. While they do offer assistance, it can sometimes feel overwhelming. Their resources are extensive, but finding the right help can be a bit tricky. I’ve noticed that their support team is knowledgeable, but it might take longer to get a response compared to Mangools.
Both tools have strong user communities, but they differ in engagement. Here’s a quick comparison:
In conclusion, the choice between Mangools and Ahrefs for customer support really depends on what you value more. If you want quick, expert help, Mangools is the way to go. However, if you prefer a wider range of resources and don’t mind a bit of a learning curve, Ahrefs might suit you better.
Remember, having good support can make a big difference in your SEO journey!

As a freelancer or a small business owner, I often find that affordability is key. Mangools is a great choice for those of us who need essential SEO tools without breaking the bank. Its user-friendly design makes it easy to get started, and I can quickly find keywords and track my rankings. Mangools offers a solid set of features at a lower price point, which is perfect for my needs.
On the other hand, if you’re part of a large agency or enterprise, Ahrefs might be the better option. It has a more comprehensive set of tools that can handle complex SEO tasks. The depth of data and analysis provided by Ahrefs is impressive, making it suitable for larger teams that require detailed insights. I’ve noticed that Ahrefs’ extensive database can really help in competitive analysis and backlink tracking.
When it comes to specific SEO needs, both tools have their strengths. For example, if I need to focus on keyword research, Mangools’ KWFinder is excellent for checking search volumes. However, if I need to perform a thorough site audit, Ahrefs shines in that area. Here’s a quick comparison:
In conclusion, the choice between Mangools and Ahrefs really depends on your specific needs and budget. Both tools have unique advantages that cater to different users, whether you’re a freelancer, part of a large agency, or have specific SEO requirements.
Mangools offers a 10-day free trial that allows you to explore all its features without any cost. This is a great way to see if the tool fits your needs before committing to a subscription. You can test out its user-friendly interface and powerful tools like KWFinder and SERPWatcher.
On the other hand, Ahrefs provides a 7-day trial for just $7. This option is perfect for those who want to dive into its extensive features quickly. While it’s a paid trial, it gives you access to Ahrefs’ comprehensive database and tools, which can be very beneficial for serious SEO work.
When it comes to flexibility, both tools offer different subscription plans:
In conclusion, both Mangools and Ahrefs provide options to try their tools before making a long-term commitment. Choosing the right tool depends on your specific needs and budget.
It’s essential to evaluate what features are most important to you and how much you are willing to spend.
Overall, I recommend trying both tools to see which one aligns better with your SEO goals.
Mangools is easier to use and more affordable, while Ahrefs has more features and a larger database.
Yes, Mangools offers a 10-day free trial for new users.
Ahrefs has a starting price of $179 per month, which is higher than Mangools.
Mangools is better for beginners due to its user-friendly interface.
Yes, many users choose to use both tools to take advantage of their different strengths.
Freelancers and small businesses often find Mangools to be a great fit for their needs.

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Sustainability Expert Danny Seo Talks Conscientious Living  Philadelphia Style | Modern Luxury
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Absorbing SEO is hard, but these free tools make learning and tracking SEO as simple as can be.
I don’t believe in gated content anymore. If you look hard enough, you can pretty much always find what you need for free on the internet. Of course, there are plenty of bad apples on the web, but in the SEO field, there are scores of free SEO resources and tools at your fingertips.
Whether you’re just starting out in SEO, trying to take the next step in your SEO career or are a veteran looking to try out new tools and learn more from Google’s eye, the following 35 free SEO tools and resources will elevate your career.
 
Barry is the founder of the Search Engine Roundtable and news editor of Search Engine Land. The man is synonymous with SEO news and Google updates. If Google is testing even the smallest item — such as a new button color or new symbol in search that few people would even notice — Barry will report on it. If you want to keep up with SEO news, Barry is a must-follow.
 
John is a search advocate at Google and one of the top SEOs at Google. When people have questions about their Google traffic, an algorithm update or want to learn the basics of SEO, they go to John. John has worked at Google for more than 13 years. Lately, he’s been more accessible via X, podcasts and video series. You will see his name quite a bit in this article.
 
Danny co-founded Search Engine Land and has been in the digital reporting field for more than 20 years. He joined Google in 2017 as its public liaison between the search engine giant and the public. His job is to help people better understand search and Google better hear public feedback. As you can imagine, he gets plenty of negative feedback when an SEO’s Google traffic goes down.
 
Gary’s official title is Google webmaster trends analyst, but he is the comic of the group. Along with John and Danny, Gary helps people build better websites. Pre-Covid, Gary was regularly at the conference scene, helping attendees with their technical SEO. Gary typically joins John on podcasts, although half the time he just gives John a hard time.
 
Martin is a developer at Google and the resident JavaScript expert. JavaScript and SEO historically did not mesh well, but modern-day websites require JavaScript. Martin’s job is to help webmasters build JavaScript-based websites that Googlebot can read, understand and render. If you ever have a JavaScript question, Martin is your man.
 
Daniel is a search advocate at Google and really focuses on SEO training. Whether it be Google Search Console (GSC) training or security training, Daniel can help you grasp what various SEO tools are telling you about how to fix a particular problem. Given the magnitude of website security warnings, it’s vital to listen to what Daniel has to say.
 
The Google Search Central account is essentially the all-in-one Google Search X account. Whether it’s a new blog post, YouTube video or conference from Google, this account will let you know. If you followed only one X account from this list to get the most bang for your buck, this would be it.
 
Google Search Liaison used to just cover Google search news and the blog posts Google writes, but it’s also become the go-to source for broad core updates. These are big upgrades Google makes to its algorithm about four or five times a year. Knowing when they hit is key for any SEO, as you must be prepared for traffic changes thereafter.
 
Google knows what people are searching, and Google Trends tells you just that. Based on industry, people, location and more, Google Trends lets you see what your users and potential users are searching. Using Google Trends is a terrific source for content planning or spotting the hottest SEO trends of the year.
 
Lily Ray is a senior director of SEO and head of organic research at Amsive Digital, an agency in New York. Having access to so many clients and being willing to share those insights online is rare, but Lily does it better than anyone in the business. Her SEO expertise is second to none, and she frequently speaks at SEO conferences, along with the Googlers above.
 
Glenn is an SEO consultant at G-Squared Interactive. He focuses on technical SEO audits, but on X, he provides an incredible amount of value after Google updates. Glenn will spot what websites improved or regressed after an algorithm update and share what he thinks Google targeted. Knowing what hurt you after an update is very hard to diagnose, but Glenn’s analysis makes it much simpler.
 
Kristina is another SEO consultant to follow. She focuses on e-commerce SEO and even wrote the book on it. If you sell products on your website and want more people landing directly on those products from Google, Kristina is your expert.
Read More Genius SEO Secrets From Jacob HurwithLinkpacks: A Winning Internal Linking Strategy for Both Googlebot and Users
 
Google Search Console is Google’s way of messaging you about your website. GSC provides site analytics, speed analytics, security updates, sitemap access, structured data updates and the all-important coverage update. Fortunately, Daniel Waisberghosts a GSC training series on YouTube to get you up and running with GSC and goes into detail on every single tool within.
 
John Mueller answers specific SEO questions ranging from sitemaps and GSC reports to redirects and subdomains. Most videos are under two minutes, and given the access to one of Google’s top SEOs, following this playlist is a no-brainer. Plus, you can submit your own SEO questions.
 
Martin Splitt, Google’s JavaScript SEO expert, used to host office hours via YouTube. While this playlist still has tons of useful information for anyone doing SEO on a JavaScript website, it has not been updated recently. However, Martin does host live JavaScript SEO Q&A via his X and the Google Search Central YouTube channel fairly often. See how to join office hours.
 
English SEO office hours is your chance to ask the pros what you want. Like the JavaScript office hours above, you can submit questions to John and other SEOs at Google. Luckily for all of us with busy schedules, all office hours are recorded and can be viewed via this playlist. Of course, you can also join one yourself.
 
Every few weeks, John sums up the news at Google. He really takes his news reporting to the next level with this as they try to imitate a real news broadcast. From conference recaps and algorithm updates to upcoming Google changes and link-building, John covers the essential items all SEOs need to know.
 
Google holds a lot of in-person conferences, but when Covid hit, like much of the event industry, everything went digital. In a great pivot, Google created these conference-style talks. The Google search team covered mobile-first indexing, HTTPs, JavaScript and much more. Even better, they’re still releasing these videos, which are free. 
 
This SEO podcast features the big dogs at Google. John, Gary and Martin banter about behind-the-scenes workings at Google search, why some decisions are made, conference highlights and more. In addition, Gary tends to bicker with all other members, adding a comic flair to it.
 
Duct Tape’s podcast branches out beyond SEO, into all marketing topics. They interview top marketers such as Seth Godin and Ben Shapiro, and always focus on users. Remember, what’s good for the user is good for Google, so chances are, you will pick up a few SEO tricks with every episode.
 
SEJ also goes beyond SEO, but as the PPC and SEO leader in news, reporting and analysis, what they say matters. In addition to these topics, they also discuss social media, content marketing and digital marketing with the top industry experts. Any digital marketer is doing themselves a disservice if they’re not listening to this podcast. 
 
If you’re running a site but don’t have time to learn the SEO basics, this Google guide will set you up for success. From learning how Google search works to measuring performance via GSC, this short guide will give you the basics to get up and running.
 
Once you graduate from the above, it’s time to really get your hands dirty. This advanced SEO guide goes into the weeds such as robots.txt files, XML sitemaps, site migrations, international SEO, structured data and more. It also focuses on content SEO such as video, images and news. There is a lot here, but if you master it all, consider yourself an SEO expert.
 
If you ever have a question about your site, SEO or Google, but you can’t find it in the help docs above, this help forum is a lifesaver. Those answering are trained professionals who are Google-appointed experts (even though they do not work at Google). 
 
As mentioned above, Barry Schwartz is synonymous with SEO news and Google updates. If you don’t want to miss an update, A/B test or bug, then you need to sign up for Barry’s weekday newsletter. It recaps all stories published, no matter how minuscule the update may be. This one newsletter can save you hours digging through X or the Google Search Central blog.
 
Search Engine Land dives deeper into updates and changes around Google, Bing and social media. Those of who handle paid and organic channels need to get this newsletter to stay ahead of the competition. It comes out a few times a week and focuses on many of the same topics as Search Engine Roundtable.
 
SEOFOMO is a weekly newsletter that goes beyond Google updates. They also touch on SEO resources, guides, tips, jobs and events. This newsletter covers Google and SEO news, but it goes more in-depth with its analysis and also helps SEOs change jobs and networks.
 
This weekly newsletter touches on all of the above, but it also focuses on content strategy, link-building, reviews and giveaways. This newsletter may be more for SEO beginners, but an SEO of any level will certainly find value in it. It’s a simple read that anyone, no matter their experience, can understand.
 
The Search Central blog is Google’s way of scalably communicating with webmasters. Here, Google product managers are essentially sharing their release notes with the world. While nearly all their blog posts will be covered by the newsletters above, it’s still good to see how Google shares what they share so you can grasp it yourself.
 
If you’re an SEO or are just entering the field, you’d better learn and get access to your company’s GSC account. This is Google’s way of communicating how your site is doing with search. From coverage and performance to speed and security issues, GSC is theoretically the only SEO tool or resource you need. As such, it’s vital to set it up and check it daily.
 
GSC does provide analytics from search, but if you want to see how people are getting to your site from Bing, email, paid, social and other channels, then you should also set up a GA account. Like GSC, you may need developer help to get going, but once you’re in, there will be mountains of data to parse. GA has a paid version that provides no sampling, but plenty of big brands get away with using the free version.
 
Bing doesn’t need much attention because nearly everything you do for Google also works for Bing. Nonetheless, you can’t ignore the second-biggest search engine entirely. As such, set up a Bing webmaster account and check it weekly to ensure there are no security, indexing, crawling or traffic issues. It acts much like GSC, but for Bing.
 
If you need to audit a website, both from a content and technical point of view, then you need a crawler to extract the most important information. Screaming Frog does just that and has a free version that can crawl up to 500 URLs. If you just created a site or are running a smaller site, the free version will do wonders, as it can crawl and find internal links, external links, title tags, metas, robots.txt files, images, alt text, schema and so much more. However, Screaming Frog does not tell you what’s wrong with anything. It merely spits back all the information into sheets that you can export. You then have to analyze the data and know what errors to look for. 
 
Whether you’re content planning, analyzing competitors or seeing how your website currently ranks in Google and beyond, Semrush is the best out there. The company offers free accounts where you can track only 10 keywords. However, with this account, you can still see how your website is ranking 10 times per month. That may be enough for many, but if you’re serious about SEO, you’ll need more access to keywords. Their paid plans start at $129.95 per month.
 
Moz has a 30-day free trial before they force you to upgrade to their Pro campaign. Moz, much like Semrush, can greatly help with content planning, content strategy, keyword research, content optimization and link research. Moz can also crawl your site for technical help. Standard plans start at $79 per month.
 
Yes, anyone can teach themselves SEO. Taking advantage of free SEO resources can accelerate the learning process.
Yes, SEO still plays a major role in increasing web traffic and raising the profitability of a website. 

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Google hints at a potential shift to automatic language detection, which could reduce reliance on manual hreflang annotations for multilingual websites.
In the latest episode of Google’s “Search Off The Record” podcast, a member of the Search Relations team suggested that Google may be moving towards automatically detecting language versions of web pages, potentially reducing the need for manual hreflang annotations.
Gary Illyes, a Google analyst, believes that search engines should rely less on annotations like hreflang and more on automatically learned signals.
Illyes stated during the podcast:
“Ultimately, I would want less and less annotations, site annotations, and more automatically learned things.”
He argued that this approach is more reliable than the current system of manual annotations.
Illyes elaborated on the existing capabilities of Google’s systems:
“Almost ten years ago, we could already do that, and this was what, almost ten years ago.”
Illyes emphasized the potential for improvement in this area:
“If, almost ten years ago, we could already do that quite reliably, then why would we not be able to do it now.”
The discussion also touched on the current state of hreflang implementation.
According to data cited in the podcast, only about 9% of websites currently use hreflang annotations on their home pages.
This relatively low adoption rate might be a factor in Google’s consideration of alternative methods for detecting language and regional targeting.
While advocating for automatic detection, Illyes acknowledged that website owners should be able to override automatic detections if necessary.
He conceded, “I think we should have overrides,” recognizing the need for manual control in some situations.
While no official changes have been announced, this discussion provides insight into the potential future direction of Google’s approach to multilingual and multi-regional websites.
Stay tuned for any official updates from Google on this topic.
This potential shift in Google’s language detection and targeting approach could have significant implications for website owners and SEO professionals.
It could reduce the technical burden of implementing hreflang annotations, particularly for large websites with multiple language versions.
The top takeaways from this discussion include the following:
Remember, while automation may increase, having a solid understanding of international SEO principles will remain valuable for optimizing your global web presence.
Listen to the full podcast episode below:

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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