seo guide
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Looking to compete and dominate the search engines? Look no further.TRANSCRIPT
Listing Solutions, Inc. SEO Guide
Listing Solutions, Inc.
2465 US 1 South, Suite 68
St. Augustine, Florida 32086
(904) 540-9962
www.ListingSolutions.net
Visit Our Web Site
www.ListingSolutions.net
Copyright Notices
All rights reserved worldwide.
No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or
electronic, including photocopying and recording, or by any information storage and retrieval system, without
permission in writing from the publisher.
Published by Listing Solutions, Inc.
St. Augustine, Florida
(904) 540-9962
Website: www.ListingSolutions.net
E-mail: [email protected]
© 2007 Listing Solutions, Inc.
Printed in the United States of America
LEGAL NOTICES
This publication is an educational reference only. It is designed to provide accurate and authoritative
information in regard to the subject matter discussed. It is given to you with the understanding that the
publisher and author are not engaged in rendering any legal, accounting or other professional services herein.
If such assistance is required, the services of a professional within such field should be sought.
This publication is information only. The author has forthrightly and sincerely presented this information on
the subject to the best of her knowledge as of the date of publication. The author takes no responsibility in the
business dealings pursued by readers of this publication and makes no income guarantees. As with any
business, success is a function of the readers’ work ethic, actions and ingenuity in implementing the
information outlined herein. The author shall not be liable for any contacts, negotiations, agreements or
contracts that may result from information in this publication or for any damage caused or alleged to have
been caused in any manner from this information.
It is recommended that the reader rely on his or her own judgment and experience in the utilization of any
of the ideas, techniques or suggestions contained in this publication.
Listing Solutions, Inc. Search Engine Optimization Guide
Contents .................................................................................................................................................................. 3
What is Search Engine Optimization? ................................................................................................................. 4
Getting Started ........................................................................................................................................................ 4
What are Robots? ............................................................................................................................................... 5
What are SERPs? ................................................................................................................................................. 6
What is Page Rank? ............................................................................................................................................. 7
What Are Meta Tags? ......................................................................................................................................... 8
Meta Tags - Keywords ..................................................................................................................................... 8
Meta Tags - Description .................................................................................................................................. 9
Meta Tags – Finding Your Keywords ............................................................................................................. 10
Optimizing Your Website ...................................................................................................................................... 10
Meta Tags - Developing Your Descriptions ................................................................................................... 11
The Importance of Site Content ................................................................................................................... 12
Avoiding the Mirror Site Dilemma .................................................................................................................... 15
Linking To Other Sites - Reciprocal Links .......................................................................................................... 16
Reciprocal Links ............................................................................................................................................. 17
Getting listed in DMOZ.org ............................................................................................................................... 17
Blogging ............................................................................................................................................................. 18
Summary ........................................................................................................................................................... 19
Contents
What is Search Engine Optimization?
Search Engine Optimization is the process of optimizing (or simply improving) your website content so that it
can be indexed by search engines and found more quickly by those that are already looking for your services.
When your website is poorly optimized, you are making it difficult for potential customers and clients to find
your website on the Internet. By optimizing your company website, you greatly improve your chances of
being found on the Internet and capturing those that are most likely to buy your services because they are
already looking for you.
The process of Search Engine Optimization can seem overwhelming at first, but it is actually a very simple
process. The techniques, changes, and improvements that will be discussed throughout this manual are
referred to as Organic Search Engine Optimization. Organic Search Engine Optimization may sound like a
highly technical word, but the simplest way to explain it is that it is a process of including content rich
information on your website using key words, descriptions, and links to other websites to tell search engines
what your website is about, what services you offer, and in turn allow potential clients and customers to find
you more quickly on the Internet.
Everything that will be discussed throughout this manual will be broken down and simplified to make the
process of Search Engine Optimization easier for you and your company.
Getting Started
What are Robots?
Referred to as many different names (including Web Crawler, Web spider, Bots, or Web robot), robots are
programs and automated scripts that browse the Internet to provide up-to-date information to search engines
and improve search results for end-users.
When a robot visits your site, it not only compares your keywords, description, and content, but it also follows
links that you include in your website. While we will get to the importance of links later, this is an important
factor in your website optimization.
The robot, being an automated script, then makes a decision about the importance of your page and relevant
content. This information is then used by search engines to index your site and rank it. While all websites are
indexed, it is the ranking part of the process that you should be most concerned about. Getting indexed by a
robot is simply a matter of having a website, while being ranked highly is a matter of how you optimize your
website and how easy it is for robots to crawl and index your website in comparison with your competition’s
websites.
For the purposes of this manual, we will be concentrating on optimizing your website for robots, Web
Crawlers, Web Spiders and other programs. While these same techniques can be used for any type of website,
the specifics of this manual will enable you to quickly and easily optimize your website as a small business
owner in your local area.
What are SERPs?
When using a search engine, SERPs are simply the Search Engine Results Pages. These are the pages that
appear with listings when searching for something on the Internet. When you enter the term ‘virtual tour
company’ in a search engine such as Google, several results will appear. If you were to perform the search
right now you would notice that Real Tour Vision holds the number one spot on Google as a result of your
search for ‘virtual tour company’. While reading this manual, keep in mind that you are not trying to compete
with national companies, but you ARE trying to compete with your local competition. Your goal in optimizing
your website is to hold the number one spot for your business type in YOUR area.
What is Page Rank?
There are many factors that determine the ranking of your website. Google uses page rank to display a
numerical rating that is basically a measure of the importance of your website compared to other websites.
While the term Page Rank is a trademark of Google, a similar process is used by all search engines in deciding
which websites to display at the top of search engine result pages (SERPs).
The higher your page rank; the better the chances your website has in appearing first when someone is
looking for your business type in your area. While improving your page rank may take some time and effort on
your part, once done correctly it is a free form of advertising that works for you time and time again.
There are several different ways to improve your page rank, including hiring a professional. We will be going
over simple ways to improve your page rank without spending a lot of money on a Search Engine Optimization
Consultant. While we do provide these services for our clients, we have provided this complimentary manual
to help you, should you choose to optimize your business website yourself.
What Are Meta Tags?
Robots need more than just website content to correctly categorize a worldwide network of websites. Meta
tags help search engines understand the information that a given website is presenting. We will be focusing on
two specific type of Meta tags; keywords and description.
In order to see the Meta tags of a certain webpage, all you have to do is right-click and select ‘view source’.
Below are screenshots highlighting specific Meta tags that we will be discussing.
Meta Tags - Keywords
Keywords tell a robot what that particular page is about. By themselves keywords will not get you
categorized in the search engines for the words that you choose to put in your Meta data. The keywords you
choose must also appear on the Web page where you insert the key words. Over the years, robots have
become much more sophisticated due, in part, to something called ‘keyword spamming’, unless there is
content on the page that relates to the keywords, your keywords may be ignored.
Meta Tags - Description
The description of your website is Meta data that allows you, as a website owner, to provide a custom
description of your website for search engines to display. This allows you to give a more meaningful
description for your listing, instead of allowing search engines to create their own descriptions based on page
content. Your description should be short and concise as most search engines only display one or two lines of
text below the title of your website. It’s also important that you create different descriptions for each of your
pages. You will want the description of your ‘about us’ webpage to be different than your ‘contact us’ page,
and your ‘services’ webpage to be different from your ‘pricing’ page. This will improve the chances that
your target customers and clients will find the information that they need more quickly. Once a prospective
customer or client does find your website in a search engine result page, you’ll want your description to draw
them to click on your link.
Meta Tags – Finding Your Keywords
Using an internet tool named Word Tracker; I found the following most frequently used keywords when
searching for a virtual tour provider. They are as follows:
Real estate virtual tours
Virtual home tours
Virtual tours for realtors
Virtual tours real estate
Virtual tours of million-dollar homes
Virtual 360 home tours
360 virtual tour
360 virtual tours
Virtual tour provider
Virtual tour service provider
360 tours
360° virtual tour hotels
360 virtual home tours
Virtual tour company
Home tour 360 virtual tour providers
360 panorama, virtual tour
If you were a virtual tour provider, then all of these would be extremely good keywords to have on your
Optimizing Your Website
web site, however you must keep in mind that using these generic keywords would put you in direct
competition with ALL virtual tour companies. Remember, you are only competing with companies in areas
that YOU service. So, when you use keywords, be sure to use the name of towns, cities, or counties that you
service. For example, the first keyword you may want to use if you were in the Dallas, Texas area is ‘Dallas
real estate virtual tours.’ If you were in the New York City area, you may want to use a keyword such as ‘New
York City 360 tours’. If you service a certain county like Orange County California, you may want to use
‘Orange County virtual tour company.’
Note: Keywords are NEVER full sentences.
Meta Tags - Developing Your Descriptions
Your descriptions should accurately describe the information presented on a particular webpage. You can also
use a description to tell potential customers and clients why they should click on your link instead of any other
link displayed in the Search Engine Result Pages. An example of this would be to put something such as ‘10%
off your first order’ or ‘multi-location packages available.’
When using the description as suggested above with a coupon or multi-package offering, be sure to include
information on that webpage that describes the offer or the description may be ignored or disregarded. If the
description does not accurately describe the information that is presented on the webpage, you will also
immediately lose the interest of the potential client or customer when they are disappointed to find out that
the webpage contains absolutely no information about the description that they saw on the Search Engine
Results Page.
The Importance of Site Content
Your website content consists of everything that is displayed when someone visits your website. This includes
the text that they read, the visuals that they see, and the audio that they hear. For the purposes of this
manual when I refer to content I will be referring to the textual part of your website as this is what is indexed
by robots.
Quick side note: flash websites cannot be indexed by robots for the simple reason that robots cannot read
flash. If you choose to have a flash website you will have to spend extra time entering HTML links and content
to your website in order to get indexed and categorized correctly.
Your website content has several different purposes. While it is important that your website content relate to
your keywords and description, it is equally, if not more, important that the content entices and engages
visitors so that they stay on your website. Your content should be up to date, easily readable, and exude a
sense of expertise in your industry.
While preparing the content of your website, create each page individually. Creating one page at a time
allows you to concentrate on the information that will be presented on that page without overlapping
information from other pages. Start out by choosing your keywords and deciding what the description of that
particular page will be.
Once you’ve decided what your webpage will be about, start a rough draft and include as much information
on that webpage as possible. Talking about the industry, your equipment, your services, and including
information on your unique way of doing business. Speak to your visitors on a more personal level rather than
just listing ‘the facts’. This will help to keep visitors interested in your website and get them one step closer to
contacting you.
Once you have your first rough draft, go back and make sure that you have included your keywords
throughout the text. You want to make sure that your keywords are in several places throughout your draft. If
you have several keywords in the beginning, none in the middle, and then a lot at the end you will want to try
to insert sentences that include your keywords and keep your keyword content even throughout the page.
Now that you’ve checked for keyword consistency, you’ll now have your second rough draft. Take a look at the
description that you originally decided would describe your webpage. Make sure the description is included
somewhere in your webpage. It should not be word for word and the description should be easily interpreted
by both human and robot alike. Basically, this means that if a robot were to search your webpage it would
find the content to match the description and keywords. Likewise, a human visitor would easily be able to see
that the description of your site matches the information that is presented on your webpage.
Once you are happy with the changes that you have made to your second rough draft, you will now have your
third rough draft. Now it’s time to sit down, and read your content out loud. Anything that does not make
sense will need to be changed for readability and understandability. It may even help at this point to have
someone else read your content out loud to you, before finally adding the content to your site.
With Organic Search Engine Optimization, content is King. Your content can mean the difference between
being indexed and highly ranked as the number one spot for your business in your area OR being completely
disregarded by robots and never seen by potential clients and customers.
Avoiding the Mirror Site Dilemma
If you purchased a ‘ready-made’ website, you basically have a template. This means that everything that is
included with the website including a copy is essentially ‘canned’. The copy, or textual, part of your website
will be the same as the copy on every other business owner’s website that purchased a template similar to
yours. This presents a problem when trying to get indexed and categorized by robots. When robots see
similar copy on several different websites, the websites are classified as ‘mirror sites’ or essentially the same
site over and over again. The robot then makes a decision that all of these websites are the same exact
website, regardless if there is different contact information on each, and this will do nothing to improve your
ranking on search engines.
Should you decide to purchase, or if you have purchased, a ‘ready-made’ website, the most important thing
that you need to do is to customize the website to your unique business. I cannot stress the importance of this
enough. You must go through each and every one of your pages and customize the copy (text) for your
company.
Linking To Other Sites - Reciprocal Links
Your website may contain a ‘links’ page. You’ll need to add relevant links to this page. Some links to consider
are as follows:
Your local Chamber of Commerce
Your local business association
National industry associations
Other relevant websites
Try to link to pages that have a Page Rank of 5 or above.
Some other links to consider are other local associations, county websites, township websites, and other
websites that would be of interest to your clients and customers.
Reciprocal Links
Reciprocal links are simply links that you receive back from other websites while displaying links to their
websites on yours. You can do this by becoming a member of the Chamber of Commerce and having your site
listed on their website and then listing a link to their website on yours. You can do this with various
businesses by becoming an affiliate, listing your website on their website and then listing their website on
yours. Doing this over and over again tells search engines that your website has content relevant to your
estate industry.
Getting listed in DMOZ.org
Once your website is up & running, has been customized to your liking, and has been search engine optimized,
take the time to get your site listed in DMOZ.org.
DMOZ is the single largest open directory project for categorizing and indexing the Internet. The difference
between DMOZ and all other types of sites that categorize and index the Internet is that DMOZ is human
edited by volunteers. Many major search engines use DMOZ as a basis for their categorizing and indexing.
While not officially stated by search engines, you generally receive a higher ranking for your website when you
are listed in DMOZ. The reasoning behind this is that the companies that own the search engines know that if
you have been listed in DMOZ, then a human has actually verified your website, verified your description, and
categorized you manually.
Once your website is ready, go to DMOZ.org and find the most relevant category for your business and click on
suggest URL at the top left hand corner. Be sure to follow all of the instructions carefully. Being a volunteer,
human edited, open directory Project, the editors have little patience for those that refuse to follow
instructions carefully. It may take you several months to actually get listed in DMOZ, but be patient, because it
is worth it.
Another point to consider when listing your site with DMOZ is to refrain from submitting your site more than
once. It has been more than four months since you submitted your website; it’s probably safe to try to
resubmit your website, because you may have done something wrong in your initial submission. However,
submitting your site over and over again will simply get you banned from ever being listed in DMOZ.
Blogging
Blogging, while relatively new on the Internet, has become an essential part of Search Engine Optimization.
When writing blogs, be sure to include links to relevant content related to the subject matter of your blog.
Also, be sure to place a link back to your website with each and every blog submission you make.
Get in the habit of sending a short blog once a week to the blog of your choice. Choose a blog that has a
relatively high ranking, is updated regularly and is frequently indexed by Google. Doing this means that your
blog will have a high chance of showing as a top 10 results in your area. Be sure to include the service area
that you service somewhere in the copy of your blog so that if someone in your area is looking for your
company type, Google will see the search terms in your blog and direct that person to you.
As with websites, avoid creating blog ‘mirrors’. If you submit a blog to one website, do not place the same blog
in another community. Instead, use the same title as your original blog and then include the first few lines of
your blog with a link back to your original blog. This will prevent search engines from seeing your blog as
duplicate content and disregarding them as blog spam.
Summary
While it may take you a little time, Search Engine Optimization is an important part of marketing your
business. By optimizing your website you are improving the chances of being found by potential clients and
customers that are already looking for you on the Internet.
Although, the process of Search Engine Optimization can seem a bit daunting at first, it is actually a very
simple process that takes a little time and effort on your part. The techniques, changes, and improvements
that have been discussed throughout this manual will help you greatly increase your chances of capturing
those clients that are most likely to do business with you. Remember, they are already out there looking for
your services and if you are not there to be found, you’re only helping your competition.
If you ever have any questions about Search Engine Optimization, please feel free to send me an email at
[email protected]. While we welcome your phone calls regarding SEO, sending us an email allows us
to give you a much more detailed answer and allows you the opportunity to go back to that email at anytime
in the future.
Listing Solutions, Inc.
2465 US 1 South, Suite 68
St. Augustine, Florida 32086
(904) 540-9962
Website: www.ListingSolutions.net
E-mail: [email protected]