introductory seo and internet marketing strategies
TRANSCRIPT
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: [email protected] email: [email protected]
www.realestateseopros.com/blogwww.realestateopros.com/blog/forumFollow us on Twitter: real_estate_seo