Webinar: SEO for Real Estate

Seth Price
Director Marketing and Sales
sprice@placester.com!
http://twitter.com/sethstuff

...
Before we dive into SEO, we have to talk
about the online marketing landscape
A Partial Picture
SEO is not the whole
picture. Rather, it’s a key
part of the online marketing
landscape, which
encompass...
Earned Media
What is SEO (search engine optimization)?
SEO is:
The process of driving traffic by applying
tactics to improve the ranking of a web site’s
content in search engine ...
“SEO is the way the content gets found,
consumed and shared on the internet”
The Whole Picture
SEO has evolved from just
keywords to include an
integrated view from the
consumers perspective and
enco...
35,000 Searches are made on Google every second
Search Growth
There are two types of search results in the
Search Engines
Paid

Organi

Paid and Organic Search Results
But, there are multiple verticals of search and
each requires different yet related tactics to
rank well.
Regular Organic Search Results
Local Listings eg: Agents, Schools, Parks etc...!
http://www.davidmihm.com/local-search-ranking-factors.shtml
“Search is about fulfilling a need for a person.
Search Quality is about better fulfilling the
needs of people”

Michael Kin...
Ecommerce Search Results
Image Results
Map Results
News Results in Real Time
Places vs Map
Blog Results
Discussion Results http://searchengineland.com/google-discussionforum-snippets-now-showing-top-answers-116737
Sometimes it All Comes Together
The Search Demand Curve

Most search results occur in the long tail. http://www.seomoz.org/
blog/illustrating-the-long-tai...
You can 	

outrank	

the big guns!

There are still opportunities to outrank the top dogs
You can 	

dominate	

the long tail

But, there’s more room to play in the long tail
?

So, where do you start
The complicated answer
No, really

?
Don’t Wait for Your Kids to Grow Up

It’s Easier Than it Seems
Rand Fishkin regarding the SEO Pyramid: http://www.seomoz.org/
blog/whiteboard-friday-the-seo-fundamentals-pyramid
Get These	

Right
Then	

Get These	

Right
Start by Building a Solid Foundation
A Good Website
Should be your best unpaid
salesperson by creating an
intuitive experience for both
users and search engine...
With WordPress You’re Half-way There
“(Wordpress is a fantastic
piece of software, it makes
your site easily crawlable by
...
SEO is not just about key words anymore.
A good place to start

http://www.seomoz.org/beginners-guide-to-seo
Why bother with SEO/Online marketing at all?
Ranking online is uber important
Just Because You Build It!
Search Engine Comparison

http://www.slingshotseo.com/resources/white-papers/
google-ctr-study/
First page is usually better, first place is always best

http://training.seobook.com/google-ranking-value
?

How does it work
Establishing trust and creditability

Links are the primary way for search engines to determine the value of one
site’s co...
You get there by creating real value for your
customers. You must create high quality
linkable and shareable content with ...
The higher quality and quantity links you
have from other websites to your site and the
more social signals your have, the...
“PageRank” is Google’s Value System
PageRank is an
algorithm, used by
Google’s search engine,
that assigns a numerical
wei...
What Attributes Effects “PR”

http://www.vaughns-1-pagers.com/internet/googleranking-factors.htm
This is all lip service if you don’t have 	

awesome content on your site that ranks
for your terms and keeps your visitor...
!

Figure out where you stand	

!
5 Key Audits to Establish a Baseline

https://placester.com/real-estate-marketing-academy/seth-priceinterview-lee-odden-au...
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
?

What does all this get you	

!
Reduced Lead Cost
Inbound marketing
dominated efforts 	

enjoy a dramatically
lower cost per lead
than their outbound
mark...
Better quality leads
Higher Conversion Rates
Inbound marketing
dominated efforts 	

enjoy a dramatically
lower cost per lead
than their outboun...
Inevitability
Tips

•

Not Online? Get a website.!

•

Not on WordPress? Get on WordPress.!

•

Not ranking? Get an audit.!

•

Want to ...
Thank You!
Questions: sprice@placester.com
follow me @sethstuff
5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot
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5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot

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As social media and mobile devices continue to reshape the way we communicate and do business online, we need to start thinking differently about how we reach our customers. Buying and begging for attention is a bit like leaving everything up to fate. We need to earn attention.

The key to SEO is to create compelling online content and optimize it so that appears on the first page of search results when your customers search for answers that relate to the products and services you sell.

This webinar outlines a clear action plan to gain an understanding of where you stand today and what tactics you can apply to real your goals for tomorrow. To find out more about SEO, content marketing and inbound marketing for real estate professionals, visit http://placester.com/academy or send me a tweet @sethstuff

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  • \n
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  • At it’s core, online marketing is about talking online. It’s the conversation that occurs between your audience and and your business\n
  • The new normal, is that the customer has power and that power will continue to grow. if companies find a way to be a part their customers online conversation they will always pay some else for their customers. It's the difference between renting and owning. You may not lose money renting but you won't benefit any longterm gain. \n
  • Marketing used to be solely about advertising or interruption marketing. I’m going to interrupt you from what you want to do with an advertising message and hopefully earn your awareness, trust and business. Inbound marketing is about earning you customers attention and awareness by providing information that they are already interested in. \n
  • We’ll I can tell you, It’s not a widget that you can say you have. Oh yeah, I’ve got SEO. It’s a process with a silly name.\n
  • Optimizing and orchestrating all of your online activities around your customers and potential customers desires. Making it easy for them to discover relevant, useful and high quality content when they want it and where they actually happen to be.\n
  • So, here’s the big picture\n
  • The consumer is at the center of of SEO\n
  • We want answers, we expect them now, we want them to be relevant and we want to know that we can trust them \n
  • Google currently has over 80% of the worldwide search market. This number is climbing steadily and doesn’t include searches into other portals, like yahoo, Baidu, Yandex, Ask and AOL\nBaidu has 60% of the search in China / Yandex has 60% of the search in russia\n
  • We can break search down into two categories\n
  • With Google you can pay for clicks also called CPC, with Bing and yahoo, you can pay for clicks or impressions CPM. The trouble with Paid is that the moment you stop paying business stops.\n\nOrganic, you earn, but there is no limit to the number of people \n\n\n
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  • Google uses over 200 attributes to measure page rank. Since Page rank is Google’s measurement of how popular or authoritative a website is, on a 1 to 10 scale. It’s important to know what moves the needle.\n
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  • If you don’t create your own lead source, you will always pay someone else to\nget customers\n
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  • 5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot

    1. 1. Webinar: SEO for Real Estate Seth Price Director Marketing and Sales sprice@placester.com! http://twitter.com/sethstuff Placester Company Blog: http://placester.com/blog/ Marketing Academy: http://placester.com/academy/
    2. 2. Before we dive into SEO, we have to talk about the online marketing landscape
    3. 3. A Partial Picture SEO is not the whole picture. Rather, it’s a key part of the online marketing landscape, which encompasses content, social, email, SEO, seminars and more.

    4. 4. Earned Media
    5. 5. What is SEO (search engine optimization)?
    6. 6. SEO is: The process of driving traffic by applying tactics to improve the ranking of a web site’s content in search engine results. Frederick Townes @w3edge
    7. 7. “SEO is the way the content gets found, consumed and shared on the internet”
    8. 8. The Whole Picture SEO has evolved from just keywords to include an integrated view from the consumers perspective and encompasses content, social and search
 Lee Odden describes Holistic SEO in his book: http://optimizebook.com
    9. 9. 35,000 Searches are made on Google every second
    10. 10. Search Growth
    11. 11. There are two types of search results in the Search Engines
    12. 12. Paid Organi Paid and Organic Search Results
    13. 13. But, there are multiple verticals of search and each requires different yet related tactics to rank well.
    14. 14. Regular Organic Search Results
    15. 15. Local Listings eg: Agents, Schools, Parks etc...! http://www.davidmihm.com/local-search-ranking-factors.shtml
    16. 16. “Search is about fulfilling a need for a person. Search Quality is about better fulfilling the needs of people” Michael King @ipullrank
    17. 17. Ecommerce Search Results
    18. 18. Image Results
    19. 19. Map Results
    20. 20. News Results in Real Time
    21. 21. Places vs Map
    22. 22. Blog Results
    23. 23. Discussion Results http://searchengineland.com/google-discussionforum-snippets-now-showing-top-answers-116737
    24. 24. Sometimes it All Comes Together
    25. 25. The Search Demand Curve Most search results occur in the long tail. http://www.seomoz.org/ blog/illustrating-the-long-tail
    26. 26. You can outrank the big guns! There are still opportunities to outrank the top dogs
    27. 27. You can dominate the long tail But, there’s more room to play in the long tail
    28. 28. ? So, where do you start
    29. 29. The complicated answer
    30. 30. No, really ?
    31. 31. Don’t Wait for Your Kids to Grow Up It’s Easier Than it Seems
    32. 32. Rand Fishkin regarding the SEO Pyramid: http://www.seomoz.org/ blog/whiteboard-friday-the-seo-fundamentals-pyramid
    33. 33. Get These Right
    34. 34. Then Get These Right
    35. 35. Start by Building a Solid Foundation
    36. 36. A Good Website Should be your best unpaid salesperson by creating an intuitive experience for both users and search engines. ! Build your site with the audience in mind. Removing roadblocks before they occur is the first step to winning online.
 Start by Building a Solid Foundation
    37. 37. With WordPress You’re Half-way There “(Wordpress is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.”
 A Talk given by Google’s Matt Cutts at Wordcamp: http:// www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-thebest-blogging-platform-for-seo/
    38. 38. SEO is not just about key words anymore.
    39. 39. A good place to start http://www.seomoz.org/beginners-guide-to-seo
    40. 40. Why bother with SEO/Online marketing at all?
    41. 41. Ranking online is uber important
    42. 42. Just Because You Build It!
    43. 43. Search Engine Comparison http://www.slingshotseo.com/resources/white-papers/ google-ctr-study/
    44. 44. First page is usually better, first place is always best http://training.seobook.com/google-ranking-value
    45. 45. ? How does it work
    46. 46. Establishing trust and creditability Links are the primary way for search engines to determine the value of one site’s content over another. Think of it as the online equivalent of a peer review.
 The value of backlinks http://just-ask-kim.com/value-of-backlinks/
    47. 47. You get there by creating real value for your customers. You must create high quality linkable and shareable content with your customers persona and search in mind https://placester.com/real-estate-marketing-academy/guideto-creating-killer-content-for-real-estate-marketing/
    48. 48. The higher quality and quantity links you have from other websites to your site and the more social signals your have, the more powerful your site will be and the better your content will rank.
    49. 49. “PageRank” is Google’s Value System PageRank is an algorithm, used by Google’s search engine, that assigns a numerical weighting to each element or page of the web, with the purpose of "measuring" its relative importance.
 http://en.wikipedia.org/wiki/PageRank. Image by Felipe ! Micaroni Lalli micaroni@gmail.com
    50. 50. What Attributes Effects “PR” http://www.vaughns-1-pagers.com/internet/googleranking-factors.htm
    51. 51. This is all lip service if you don’t have awesome content on your site that ranks for your terms and keeps your visitors engaged when they land on your site. !
    52. 52. ! Figure out where you stand !
    53. 53. 5 Key Audits to Establish a Baseline https://placester.com/real-estate-marketing-academy/seth-priceinterview-lee-odden-author-of-optimize-and-ceo-oftoprankmarketing-com/
    54. 54. 5 Key Audits to Establish a Baseline
    55. 55. 5 Key Audits to Establish a Baseline
    56. 56. 5 Key Audits to Establish a Baseline
    57. 57. 5 Key Audits to Establish a Baseline
    58. 58. 5 Key Audits to Establish a Baseline
    59. 59. ? What does all this get you !
    60. 60. Reduced Lead Cost Inbound marketing dominated efforts enjoy a dramatically lower cost per lead than their outbound marketing dominated counterparts.
 http://www.marketingcharts.com/direct/inbound-marketers-enjoylower-cost-per-lead-21269/hubspot-avg-cost-per-leadfeb-2012jpg/
    61. 61. Better quality leads
    62. 62. Higher Conversion Rates Inbound marketing dominated efforts enjoy a dramatically lower cost per lead than their outbound marketing dominated counterparts.
 http://www.marketingsherpa.com2012SearchMBRSEOExcerpt.pdf
    63. 63. Inevitability
    64. 64. Tips • Not Online? Get a website.! • Not on WordPress? Get on WordPress.! • Not ranking? Get an audit.! • Want to learn more?! • Read placester.com/academy! • Read seomoz.org! • Read Inbound.org
    65. 65. Thank You! Questions: sprice@placester.com follow me @sethstuff
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