SEO Blog
2012.11.14

必見!HP開設2年で「東京 賃貸」1位のサイト

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今回は珍しく(?)まっとうなSEOのケーススタディを。



個人的な事になりますが、最近引越しを考えておりまして、検索ワードで「東京 賃貸」と打ち込むと

@HOMESやアパマンショップなどの大手サイトを縫って見慣れぬサイトが。

それがgoodroom(株式会社パブティック)です。

goodroom

気になってしばらく眺めると、このサイトの恐ろしさに虜になってしまいました。

第一印象は「日本にもzapposはあった!」です。

何がすごいのか

不動産ポータルサイトにアクセスしたことがない、という方はまずいないと思われますが、
大体どこのサイトも各物件の詳細ページで記載されている情報と言えば、
間取り図と内観(ない時も・・・。)、外観写真、テキストでは最寄駅・住所・家賃・広さ・・・。後は設備の情報などが最低限のコンテンツであり、
少し気の利いていてもユニークコメントが2~3行といったところでしょうか。例えば複数の不動産仲介の業者を通している物件などでは、同じ物件だと情報も全く同じ・・・というのも珍しくはありません。
こういった同条件下では、圧倒的なブランディングに成功している大手サイトがランキングの上位になってしまいます。

ではgoodroomの物件詳細ページを見てみましょう。

詳細

目を引くのはSTORYという物件紹介に、独自のお部屋評価軸である☆☆☆得点。
他の不動産サイトでメインとなるような情報はわきに追いやられています。
ユニークコンテンツ量はサイト内のページ同士でも約1割以下。
当然他サイトとの重複率はとても低くなっています。

STORYという物件紹介

story


さらに詳しく見ていくと、これらのユニークテキストには定型文がありません。

物件によっては「デメリット」まで記載してしまう大胆さに舌を巻きます。
ですが、ユーザビリティの高いコンテンツを目指していく上で、そういった記載が必要なのかもしれません。


平均各ページで300~500文字のユニークコンテンツ量。
簡単なように見えて1ページでも書くのは難しい量です。

なによりユーザーにとって必要な「ライブ感」は外注に依頼してもできるものではないでしょう。

独自の評価軸☆☆☆

goodpoint


goodroomではお部屋の内装デザイン・立地・設備・価格に対し、3つ星で評価をつけ、
プラスで一言コメントを加えています。

上のSTORYも同じですが、これらの感想は「主観的」です。
これはSEO的には一向に構いません。
「正しい情報を」「客観的な情報を」届ける事がユーザビリティによいと考えている方が多くいらっしゃるかもしれませんが、
それ「だけ」では他のサイトとの違いを出すことが難しいのです。

特に不動産ポータルの場合などでは、ユーザーからのコメントなどに期待しにくい部分があるでしょう。
ですので、差をつけるにはこういった「主観的な」コンテンツを加える必要があるのです。

2年でできる?2年もかかる?

おそらくですが、goodroomの社内には専門のライティングを行うチーム(一人か複数かはわかりませんが)が存在し、物件担当の営業からのヒアリングor自分の目を通してこういった部屋ごとのユニークテキストを書いていると思われます。

しかし、この対策は実際に行うとなると難しいでしょう。

何より、多く物件数を抱えてしまうと、それだけ工数がかかってしまう事になります。

goodroomの場合、リノベーションorデザイナーズ物件に限っており、大手サイトの約1/5の物件数で済んでいます(それでも2000件以上ありますが)が、
1からサイトを立ち上げ、こういった対策を続けてきて、goodroomは「東京 賃貸」で検索順位1位になりました。


この2年を短いと思うでしょうか?長いと思うでしょうか?

これは人それぞれです。

しかし、少なくともこういった対策を行っているサイトはなかなか見ることができません。

そしてこの対策は、不動産ポータルに限らず、ECサイトなど多くの商品を扱うサイトにも応用できることであり、2年間でビッグワードを狙うにはこういった対策をおこない続けるだけの情熱が必要である、ということは間違いなさそうです。

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