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In September, Mike Stewart of SMB SEO presented at the MetroTex Association of Realtors in Dallas Tx at the Grapevine Convention Center. The presentation offered practical and simple advice to local real estate agents struggling to rank high on search engines after the recent Google Penguin and Panda algorithm changes. For more information on SEO, visit www.smbSEO.com/blog
Citation preview
Presents
How to
Dominatethe internet without breaking a
sweat
for Real Estate Professionals
https://www.facebook.com/DallasInternetMarketing.smbSEO
Twitter: @smbSEO
What Do All of These Things Have in Common????
They became Obsolete!!!!! (Don’t be obsolete. DotCom 2.0 is now.)
The three main parts to online marketing
Your websit
e
Your online connection
s
The search engine
Social Media sites
Reviews & Ratings
Local Listings
Links to and from other sites
Part 1: Search Engines
SERPSSearch Engine Results PageS
This is what the user sees when they conduct a search
SERPS
Anatomy of a SERPPaid
Advertising, aka PPC(Pay-Per-
Click)
Local Listings:
Fed by online connections
Unpaid search
results, aka"Organic": comes from
your website
Pay Per Click Advertising
Choose ad Target
Example: 1st time buyer, age 36, married, with
children.
Pay Per Click Advertising
Don't guess: Use Google Keywords Tool.
Keyword SelectionGoogle lets you search for keywords by your website, competitors website, word or phrase, or
category
Pay Per Click Advertising
Create a Compelling Headline based on target
ex. "Your Dream Home Awaits You"
Create a call to action that invokes your keywordsex. "Ask us about our FREE guide for first time homebuyers and our no-hassle home financing
program."
Give them a reason to act quicklyex. "Limited Time Offer. Call now!"
Ad Creation
Pay Per Click Advertising
Check Results: Google Analytics
Revise your ads as needed.
Part 2: Your Website
Your Website's Basic Elements
Search friendly URL
Title
meta description
Page Content
Making your site visible to the search engines
Search Friendly URL's
Search engines can see this URL
Search engines can't see this one
Remember: If the search engine cannot see you, your website does not get indexed and does not appear when people search for you.
http://example.com/page.php?id=about§ion=me
http://www.sitepoint.com/search-engine-friendly-urls
Titles & Meta Descriptions
Just like a person, a website has
a head
a body
Titles & Meta Descriptions
The title of your webpage is like it's eyes- the first thing a user notices, and very important for conveying what your webpage is all about.
Every head needs a face
Titles & Meta Descriptions
The description, like a mouth for your website's head, tells the user what great things they can expect to get when they come and visit your webpage.
Titles & Meta Descriptions
A title like this "Dallas Real Estate, Texas | Dallas Condos & Homes for Sale"
A description like this, "Dallas Real Estate by VIP Realty. View MLS Listings & Virtual Tours. Over 60,000 homes for sale. List for 0% commission! Buying? Receive 1.5% Cash Rebate."
Gives results that look like this!
Titles & Meta Descriptions
Remember: Pretty faces attract more visitors
Adding a strong title and description to your webpage can increase the click-through rates by 100%!! It doesn't help to get your webpage to the top of the search engine rankings if your listings aren't attracting attention.
Page Content:Three main questions
Is it relevant? Is it
fresh?
Is it unique?
Is it Relevant?(and why it matters)
source: Google.com, "How Google Search Works"
Is it Fresh?
By date
How Google judges freshness
Is it Fresh?
By amount of change
How Google judges freshness
Is it Fresh?
By frequency of changes
How Google judges freshness
Is it Fresh?
How Google judges freshness
By percentage of new pages created
Is it Fresh?
By importance of content changes
How Google judges freshness (continued)
Is it Fresh?
By rate of new link growth
How Google judges freshness (continued)
Is it Fresh?
By who is linking to you
How Google judges freshness (continued)
Is it Fresh?
How Google judges freshness (continued)
By how relevant the content is to the links
Is it Fresh?
By length of time visitors spend on your site
How Google judges freshness (continued)
Is it Fresh?
By average age of search results
How Google judges freshness (continued)
Is it Unique?
Replacing low-quality content with fresh, unique content, contributed to a significant impact on search rankings-- an improvement of 30% for more than half the pages measured and a 10% or greater improvement for 80% of the pages.
- source: The SEO Impact of Fresh Content on Large Sites by Serv.io
Recycling content makes Google a sad Panda.
Say NO! to content recycling
In part due to low usage, the proliferation of excellent property-search tools on real estate websites, and the infrastructure challenge posed by the impending retirement of the Google Base API (used by listing providers to submit listings), we’ve decided to discontinue the real estate feature within Google Maps on February 10, 2011.
IDX/MLS?
Page Content:Creating Content that
Works
Research keywords
Organize with tags
Repeat Keywords
in content
Add title and description (use plugin
for WordPress)
Embed supporting
video or add pictures
Part 3: Your Online
Connections
Links
are roads
to success
Building Prominance
Rhymes with Dominance!
Citations&
Mentions
Ratings & Reviews
Social Media
Indicators
Links to and from
your website
Local Listings
Location Popularity
Citations & Mentions
Mentions do not include contact information
Citations include business contact
information and can, but do not always, include
links.
Ratings & Reviews
Website with no rankings or reviews
Website with only negative rankings or reviews
Website with more negative than positive rankings or reviews
Website with neutral rankings or reviews
Website with more positive than negative rankings or reviews
Important note: Google views sites with only positive reviews skeptically. A few negative reviews can actually HELP credibility.
Social Media Indicators
Pins & repins
Likes & Shares
Retweets& Favorites
Voice: Your brand mentions vs. Your competition's
Volume: Total brand mentions over time
Engagement: Number of times user talks to you on social media sites
Sentiment: How people talking about your brand actually feel about it.
Key Influence Mentions:Number of
mentions by users with large and loyal
followings
Mobile Mentions:Number of
mentions on mobile search sites
Social Media Indicators
Pins & repins
Likes & Shares
Retweets& Favorites
Platform Reach: Number of social media platforms where your brand appears.
Social Click-Thrus: How often people click to follow your links or to visit your web properties.
Submit to web
directories&
reference sites
Give Away Content such as eBooks
Links
Ways to build them!
Ask for them from
sites you respect
&blogs youread
Submit press
releases Email
Newsletters
Provide RSSPut your
website on all
printed material
& in emails
Create a
contest
Have your website
professionally translated
Caution: Check out websites before linking back to them. Make sure their content is relevant to yours and offers
value to your visitors.
Note: Joining a professional organization or chamber of commerce is a great way to
build links that gain your site credibility!
Local Listings
Local Listings
Feed into Google Maps
No Local listings = No Google
maps = Customers
cannot find you easily.
A Few Examples of Local Listing “Optimization” Sites:
Superpages.com
YP.com
Local.com
CitySearch.com
Kudzu.com
Brownbook.net
MyHuckleberry.com
Yellowbot.com
Yelp.com
Location Popularity
Popular locations get more searches
$$
$$$$$
$$
$$
Works like property values, with high popularity in one location increasing popularity in all locations.
More searches
near your
location increase
s the number
of chances
to be found online
Location Popularity
Ways to Increase Location Popularity
Encourage visitors to use social media
check-in services like foursquare
Partner with nearby
businesses to host special
events
Register location as
historic site (if applicable)
Offer Free WiFi to visitors or donate to a
non-profit or college
Local Listings Strategies
For Home Based Real Estate Agents
Local Listings Strategies
For Home Based Real Estate Agents
List your business by its service area, not by its actual address.
Plano
Keller
Allen
Frisco
Local Listings Strategies
For Home Based Real Estate Agents
You can do this under Google's service areas and location settings tab when filling out your Google plus profile.
Local Listings Strategies
For Home Based Real Estate Agents
Create trust and legitimacy through solid content that shows you know your business - and your customers.
Mike Stewart "The Dallas SEO Guru"
Contact Me
Address: 801 Forest Ridge Dr. Ste. 104Bedford Tx 76022
Cell: 972-998-0050
Email: [email protected]
Twitter: @smbSEO
LinkedIn: Mike Stewart