tu practical seo class

Practical SEOFor the Real Estate Professional

Keyword Research

WHY?

• Understand your customers want• Discover monthly search volume for various phrases• Determine priority phrases to use in your website

Keyword Research

HOW?

• Google Adwords Keyword Tool• Save to Spreadsheet• Organize based on:

1. Search Volume2. Relevance3. Priority

Keyword Research

TIPS:

Start broad & work your way down…

o Denver Real Estate (Level 1) *580k population

o Highlands Ranch Real Estate (Level 2) *70k population

o Lone Tree Real Estate ( Level 2,3) *17k population

o Denver Tech Center, Park Meadows (Level 3) *Population not measured

Keyword Research

TIPS:

Keyword Modifiers

Real Estate

Homes For Sale

Keyword Research

THEN WHAT?

• Assign your new keyword phrases to pages of your website

Level 1 (Home Page) *1 Page Level 2 (Sub Pages) * 5-20 Pages Level 3 (Niche Pages) * 50+ Pages

Home Page(Level 1)

Level 1 Keyword Examples*(Denver) Real Estate*(Denver) Homes For Sale

The Home Page is the most powerful page on your domain

Competitive phrases should be targeted

Start by targeting 2-3 phrases

Leve

l 1 Pag

es

Sub Page(Level 2)

Page About Condos

Examples:

• Denver Condos• Condos For Sale in Denver• Denver Condo Listings

TIP: This page should be about your primary specialty

Level 2 Keyword Examples:

Sub Page(Level 2)

Sub Page(Level 2)

Page About Sub-Market

Examples:

• Englewood Real Estate• Englewood Homes For Sale

TIP: Similar to the Home page but in a less competitive market

Page About Secondary Specialty

Examples:

• Denver Luxury Homes• Denver Single Family Homes

TIP: Make sure your keyword research backs this up. If there aren’t enough

searches for your 2nd specialty, try something else.

Leve

l 2 Pag

es

Sub Page(Level 2)

Sub Page(Level 2)

Sub Page(Level 2)

Niche Page

(Level 3)

Niche Page

(Level 3) Niche Page

(Level 3)

Niche Page

(Level 3)

Niche Page

(Level 3)

All pages should be within 2-3 clicks of the home page

Blog Posts make great niche pages

Start by targeting 50 niche phrases

Leve

l 3 Pag

es

Using the keywords in your pages…

Analyzing Website Authority• Search engines rank web pages based on authority & Relevance

How do search engines measure authority?

Incoming Links!

Analyzin

g Authority

Domain Authority

Total Number of Links to all pages On the domain

Number of Linking Domains

Quality of Links

Domain Age

Analyzin

g Authority

Domain Authority Web Page Authority

Total Number of Links to all pages On the domain

Number of Linking Domains

Quality of Links

Total Number of Links to page

Number of Linking Domains

Quality of Links

Authority of Overall DomainDomain Age

Diversity of links spread across theDomain. Not just to the home page

Analyzin

g Authority

Measuring Links

Yahoo Site Explorer or Open Site Explorer

The Canonicalization problem (http:// vs. www.)

Filter out links from your own domain name

Search for links to a page vs. links to the entire domain

Yahoo general places higher authority sites near the top of the results

Open Site Explorer will tell you the general authority of the linking domain

Competitive Analysis

Examine the keyword phrases for Level 2 & 3 keywords

Identify key competitors

Highlight gaps in your competitors armor

What phrases have low competition?

Is there a niche you can exploit?

Competitive Analysis

Helpful Tools:

Competitive Analysis

Links to this page Links to this domain

Thank You!