Your SlideShare is downloading. ×
Web Presence Management & Optimization
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Web Presence Management & Optimization

1,086
views

Published on

At the intersection of Real Estate, Marketing, and Technology

At the intersection of Real Estate, Marketing, and Technology

Published in: Real Estate, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,086
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presence Management & Optimization 2/2/09
  • 2. Overview
    • Review Session 1
    • Search engine marketing strategy – beyond the basics
    • Pay Per Click marketing Strategies
    • Search engine optimization techniques
    • Blogging basics
    • Questions
    www.bostonlogic.com
  • 3. Complete Online Sales Process Your website www.bostonlogic.com CRM
  • 4. Search Engines
  • 5. The Math
    • Conversion Rate = Leads / Visitors
    • Cost Per Click = Ad Buy / Clicks
    • CTR = Clicks / Impression
    • Cost Per Lead = CPC / Conversion Rate
    www.bostonlogic.com
  • 6. Example www.bostonlogic.com Media Imp Clicks CTR CPC Cost Conversion Rate Cost/Lead PPC               - Somerville Condos 2000 100 5.00% $0.75 $75.00 5.00% $15.00 - Somerville homes 3000 300 10.00% $0.40 $125.00 4.40% $9.09 - Arlington Real Estate 4000 40 1.00% $1.00 $40.00 4.00% $25.00 Website 1 5000 20 8.00% $10.00 $200.00 10.00% $100.00 Website 2 4000 80 2.00% $3.75 $300.00 6.60% $56.82
  • 7. Search Engines
  • 8. Search Engine Strategy
    • It all comes down to cost/lead
    • Choose terms carefully, do your research
        • Volume is not the only indicator!
        • Know your competition
    • Set Benchmarks, track your progress
    • Maintain consistency in the user experience
    www.bostonlogic.com
  • 9. Pay Per Click Ads
    • Ad Format
      • Headline – 25 Characters
      • Line 2 – 35 Characters
      • Line 3 – 35 Characters
      • Website Address
    www.bostonlogic.com
  • 10. Ad Style 1
      • Headline – Include Keyword
      • Line 1 – Features
      • Line 2 – Benefits
    www.bostonlogic.com
  • 11. Ad Style 2
    • Headline – Include Keyword
    • Line 1 – Features/benefits
    • Line 2 – Call to action
    www.bostonlogic.com
  • 12. Ad Style 3
      • Headline – Include Keyword
      • Lines 1 & 2 – One longer statement
    www.bostonlogic.com
  • 13. PPC Management
    • Split Testing
    • Run two ads for the same term
    • Keep the ad with the better click through rate.
    • Great way to test advertizing copy
    • Budget Allocation
    • Adjust bids to achieve better cost/lead
    • Remember, placement isn’t everything.
    • Allocate budget for terms that give the best results.
    www.bostonlogic.com Continue to maintain the user experience on the landing page
  • 14. Example www.bostonlogic.com Media Imp Clicks CTR CPC Cost Conversion Rate Cost/Lead PPC               - Somerville Condos 2000 100 5.00% $0.75 $75.00 5.00% $15.00 - Somerville homes 3000 300 10.00% $0.40 $125.00 4.40% $9.09 - Arlington Real Estate 4000 40 1.00% $1.00 $40.00 4.00% $25.00 Website 1 5000 20 8.00% $10.00 $200.00 10.00% $100.00 Website 2 4000 80 2.00% $3.75 $300.00 6.60% $56.82
  • 15. SEO
    • Page code and content
    • Linking
      • Inbound
      • Internal
    • Time
    • Other Factors
    www.bostonlogic.com
  • 16. Page Code and Content
    • <Head> (Mostly Invisible)
      • Title Tag
      • Description Tag
      • Keyword Tag (Less important)
    • <Body>
      • <H1> Headline Tag
      • <H2> Sub-headline
      • Paragraph Text
        • Bold
        • Underlined
      • Links
      • Link Text
    • Voting/Counting
    • Keyword density
    • Keyword Prominence
    www.bostonlogic.com
  • 17. Linking
    • Internal Link Structure
      • Links between pages on your website
      • Pyramid, tell the search engines where to do
    • Inbound links
      • Links from other websites to your site
      • Link Popularity
      • Relevancy, you don’t want just any links
    www.bostonlogic.com Page 1: Worcester Real Estate Page 3: Worcester Real Estate Page 2: Worcester Real Estate
  • 18. Time
    • Fresh Content
    • Domain Age
    • Sitemap updates
      • Search engines know how long it’s been since your last update
      • Stale content will rank lower
    www.bostonlogic.com
  • 19. Other Factors
    • Sitemap
      • XML sitemap, updates
    • Static links to all pages on your site.
    • Volume of content
      • Have more content than the next guy. Pages and text.
    • What Search Engines cannot do:
    • See images
    • Hear sound or watch video
    • Fill out forms
    www.bostonlogic.com
  • 20. Blogs
    • Post regularly
      • Fresh content
      • Content volume
      • Brings users back for regular visits
    • Categories & Tags
      • Internal links
    • Comments
      • Content volume
    • Examine Blog pages
    • Blogging Techniques
      • Be provocative
      • Be Timely
      • Start a discussion
      • Reply to comments
      • Ask questions of and survey your readers
      • Engage the audience
      • Even be controversial
    www.bostonlogic.com
  • 21. Questions
    • ? ? ? ?
    This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com