This is the ppt presentation that Scott Gray gave at the Nov 17 2009 Real Estate Tomato Virtual REBar talking about introductory SEO techniques and ways to join the internet marketing movement
Introductory SEO and Internet Marketing Strategies
1. Scott Gray Real Estate Tomato Virtual REBar Camp November 17th, 2009 Introductory SEO and Internet Marketing Strategies
2. Introduction Who am I? Scott Gray Director of SEO Operations @ Real Estate SEO Pros And I’m a geek What are we going to talk about? SEO- Search Engine Optimization Different Techniques you can use to rank higher
3. Overview Importance of SEO Onsite Optimization Metakeywords Page Titles Offsite Optimization Content Social Networks Real Estate Specific SEO MLS Black Hat SEO Future of SEO
4. Why do you need SEO? National Association of Realtors Home Buyers Study 2007 84% of Home Buyers Are Searching For Homes Online 58% of Real Estate Purchases Begin on Search Engines 70% of Searchers NEVER leave Page 1
5. PPC [SEM] vs. SEO Pay-Per-Click Sponsored Links Pay for Traffic Renting someone else’s audience 30% Search Engine Optimization Organic Traffic Own your own traffic Own your own audience 70%
6. Onsite vs. Offsite Anything done locally on your site Includes metatags, content, HTML optimization, etc. Very important in the late 90’s Only 20-30% of the battle Anything done off your sites Includes social networks, article submission sites, directories submissions, etc Becoming more and more important
7. Onsite Overview Metas Things the computers see Includes metatags, metakeywords, metadescriptions, etc. Content Things that viewers see Includes texts, pictures, videos Structural Includes navigation, internal linking, page titles
8. Keyword Research Consistent Marketing Message Keywords and Search Terms SERP Search Engine Results Page
9. Keyword Types Three Levels/Type of Keywords: Head- “real estate” Hard to Rank for Poor quality lead Body- “Dallas Real Estate” Relevant term Still highly competitive Tail- “Foreclosed Condos in Dallas TX” Very relevant Lower volume lower competition High quality lead Google Keyword Tool
10. What do I do with my Keywords? Add to Page Titles Put them in EVERY Meta Metakeyword Metatags Metadescription Content Repeat as often as possible
11. Good Sites vs. Bad Sites Poorly Optimized Site Properly OptimizedSite
12. Other Onsite Keyword-Friendly URLs XML Sitemap Onsite + Google Webmaster tools Rich Content Blogging Photo Slideshows Flash and Javascript
13. Off-site Link building Think of them like Recommendations Quality=Relevant Linkjuice Social media Build an audience Articles Content Blogs & Forums Start a conversation
15. Convergence of Social Media and SEO Lots of Statements vs. a Conversation Google Caffeine Real Time Searching Increased Search Discovery Attract Links Media Sharing Reviews
16. Link Wheel: Tier 4 Bookmark Tier 3 Directory Tier 3 Directory Tier 2 Network Tier 1 Site Tier 1 Site Home Home Blog Tier 1 Site Tier 2 Network Tier 2 Network Tier 4 Bookmark Tier 4 Bookmark Tier 3 Directory
17. Multimedia Google loves Multimedia!! What do we mean? Videos Images Where can we put those? Your website Youtube Flickr Your Social Networks
18. Real Estate Specific SEO Google Maps Becoming a new interactive MLS Google Maps API Optimizing for: Zip Codes MLS Numbers Content: Video Walkthroughs Social Networks: Active Rain Realtown
19. Real Estate Template Sites Pros Cons Easy to Setup No in house webmaster needed Easy to maintain Some Built-in Functionality Less work Lack of Customization Limited Ability to Optimize Structure Possible fees for Analytics installs Difficult to upload XML files Hard to setup website features: Blogs Photo galleries Who owns it?
21. Final Quick Tips Create a Quick Wordpress blog Post and maintain Create a Flickr Account Upload photos from houses Upload Listings to Google Maps Create Social Network Accounts: Twitter Active Rain LinkedIn
22. Black Hat “No No”s Link Exchange “I’ll give you a link if you give me one” Stealth Pages Very sophisticated lies Duplicate Content Link Farms Paid Links
23. Future of SEO Ever changing playing field More and more sophisticated search algorithms Social Networks becoming more relevant Google Caffeine Social Graph Multimedia content linking Reviews/Recommendations Increased reliance by buyers
24. Contact Us Real Estate SEO Pros 1-888-221-2826 My direct: 406-532-3746 contact@realestateseopros.com My email: scott@realestateseopros.com www.realestateseopros.com/blog www.realestateopros.com/blog/forum Follow us on Twitter: real_estate_seo
