introductory seo and internet marketing strategies

Scott GrayReal Estate Tomato Virtual REBar

CampNovember 17th, 2009

Introductory SEO and Internet Marketing Strategies

IntroductionWho am I?

Scott GrayDirector of SEO Operations @

Real Estate SEO ProsAnd I’m a geek

What are we going to talk about?SEO- Search Engine OptimizationDifferent Techniques you can use to rank

higher

OverviewImportance of SEOOnsite Optimization

MetakeywordsPage Titles

Offsite OptimizationContentSocial Networks

Real Estate Specific SEOMLS

Black Hat SEOFuture of SEO

Why do you need SEO?National Association of Realtors Home

Buyers Study 200784% of Home Buyers Are Searching For

Homes Online

58% of Real Estate Purchases Begin on Search Engines

70% of Searchers NEVER leave Page 1

PPC [SEM] vs. SEOPay-Per-Click

Sponsored LinksPay for TrafficRenting someone

else’s audience30%

Search Engine Optimization

Organic TrafficOwn your own

trafficOwn your own

audience70%

Onsite vs. OffsiteAnything done

locally on your siteIncludes 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

Onsite OverviewMetas

Things the computers seeIncludes metatags, metakeywords,

metadescriptions, etc.Content

Things that viewers seeIncludes texts, pictures, videos

StructuralIncludes navigation, internal linking, page

titles

Keyword Research Consistent Marketing MessageKeywords and Search TermsSERP

Search Engine Results Page

Keyword TypesThree Levels/Type of Keywords:

Head- “real estate”Hard to Rank forPoor quality lead

Body- “Dallas Real Estate”Relevant termStill highly competitive

Tail- “Foreclosed Condos in Dallas TX”Very relevantLower volume lower competitionHigh quality lead

Google Keyword Tool

High Traffic

Low Traffic

High Competition

BAD BAD

Low Competition

GOOD! GOOD!

What do I do with my Keywords?Add to Page TitlesPut them in EVERY Meta

MetakeywordMetatagsMetadescription

ContentRepeat as often as possible

Good Sites vs. Bad SitesPoorly Optimized SiteProperly Optimized Site

Other OnsiteKeyword-Friendly URLs XML Sitemap

Onsite + Google Webmaster toolsRich Content

BloggingPhoto Slideshows

Flash and Javascript

Off-siteLink building

Think of them like RecommendationsQuality=RelevantLinkjuice

Social mediaBuild an audience

ArticlesContent

Blogs & ForumsStart a conversation

ContentLink Bait:

ToolsQuizzesContests

ArticlesSubmission SitesAnchor Tags

BlogsQuality Content

Convergence of Social Media and SEOLots of Statements vs. a ConversationGoogle CaffeineReal Time SearchingIncreased Search DiscoveryAttract LinksMedia SharingReviews

Link Wheel:Tier 4

Bookmark

Tier 4 Bookmar

kTier 4

Bookmark

Home Home Blog

Tier 2 Network

Tier 2 Network

Tier 2 Network

Tier 1 Site

Tier 3 Directory Tier 3

Directory

Tier 3 Directory

Tier 1 SiteTier 1 Site

MultimediaGoogle loves Multimedia!!What do we mean?

VideosImages

Where can we put those?Your websiteYoutubeFlickrYour Social Networks

Real Estate Specific SEOGoogle Maps

Becoming a new interactive MLSGoogle Maps API

Optimizing for:Zip CodesMLS Numbers

Content:Video Walkthroughs

Social Networks:Active RainRealtown

Real Estate Template Sites

Pros ConsEasy to SetupNo in house

webmaster neededEasy to maintainSome Built-in

FunctionalityLess work

Lack of CustomizationLimited Ability to Optimize

StructurePossible fees for Analytics

installsDifficult to upload XML filesHard to setup website features:

BlogsPhoto galleries

Who owns it?

BrokeragesOptimizing

subdomainsLoss of linkjuiceSimilar problems

with Template SitesHard to differentiate

from the pack

Final Quick TipsCreate a Quick Wordpress blog

Post and maintainCreate a Flickr Account

Upload photos from housesUpload Listings to Google MapsCreate Social Network Accounts:

TwitterActive RainLinkedIn

Black Hat “No No”sLink Exchange

“I’ll give you a link if you give me one”Stealth Pages

Very sophisticated liesDuplicate ContentLink FarmsPaid Links

Future of SEOEver changing playing fieldMore and more sophisticated search

algorithmsSocial Networks becoming more relevant

Google CaffeineSocial GraphMultimedia content linkingReviews/RecommendationsIncreased reliance by buyers

Contact UsReal Estate SEO Pros

1-888-221-2826My direct: 406-532-3746contact@realestateseopros.comMy email: scott@realestateseopros.com

www.realestateseopros.com/blogwww.realestateopros.com/blog/forumFollow us on Twitter: real_estate_seo