Google has said that it has no plans to have another crack at online property marketing in the UK, following the failure five years ago of its short-lived foray into the property portals business.
Addressing the inaugural Future Property Tech Conference in London this week, keynote speaker Scott Sinclair, industry manager at the technology giant, confirmed that Google has no plans to play a direct role in the property market.
Instead, he added, the company is fully focused on exploiting its position as the world’s leading data source to develop a range of advanced B2B products and services – for example, analysing consumer online behaviour patterns in order to identify precisely who is looking to rent or buy property, enabling agents’ marketing efforts to be far more accurately targeted.
Meanwhile, with half of all Google searches now conducted via smartphone, Sinclair emphasised that the single most important thing for agents looking to maximise their online marketing presence is to ensure that websites are mobile-friendly.
This, along with video content, is also key to improving SEO, he added.