5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot

Webinar: SEO for Real EstateSeth PriceDirector Marketing and Sales sprice@placester.com http://twitter.com/#!/sethstuffPlacesterCompany Blog: http://placester.com/blog/Marketing Academy: http://placester.com/academy/

Before we dive into SEO, we have to talkabout the online marketing landscape

A Partial PictureSEO is not the wholepicture. Rather, it’s a keypart of the online marketinglandscape, whichencompasses content,social, email, SEO, seminarsand more.

Earned Media

What is SEO (search engine optimization)?

SEO is:The process of driving trafﬁc by applyingtactics to improve the ranking of a web site’scontent in search engine results. Frederick Townes @w3edge

“SEO is the way the content gets found,consumed and shared on the internet”

The Whole PictureSEO has evolved from justkeywords to include anintegrated view from theconsumers perspective andencompasses content, socialand search Lee Odden describes Holistic SEO in his book: http://optimizebook.com

35,000 Searches are made on Google every second

Search Growth

There are two types of search results in theSearch Engines

PaidOrganicPaid and Organic Search Results

But, there are multiple verticals of searchand each requires different yet related tacticsto 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 theneeds of people” Michael King @ipullrank

Ecommerce Search Results

Image Results

Map Results

News Results in Real Time

Places vs Map

Blog Results

Discussion Results http://searchengineland.com/google-discussion-forum-snippets-now-showing-top-answers-116737

Sometimes it All Comes Together

The Search Demand CurveMost search results occur in the long tail. http://www.seomoz.org/blog/illustrating-the-long-tail

You can outrank the big guns!There are still opportunities to outrank the top dogs

You can dominate the long tailBut, 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 UpIt’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

ThenGet These Right

Start by Building a Solid Foundation

A Good WebsiteShould be your best unpaidsalesperson by creating anintuitive experience for bothusers and search engines.Build your site with theaudience in mind. Removingroadblocks before theyoccur is the ﬁrst step towinning online.Start by Building a Solid Foundation

With WordPress You’re Half-way There“(Wordpress is a fantasticpiece of software, it makesyour site easily crawlable bysearch engines, solves some80-90% of mechanics of SEOand is the ﬁrst big stepanyone can take towardscreating a popular onlinebusiness.”A Talk given by Google’s Matt Cutts at Wordcamp: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/

SEO is not just about key words anymore.

A good place to starthttp://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 Comparisonhttp://www.slingshotseo.com/resources/white-papers/google-ctr-study/

First page is usually better, ﬁrst place is always besthttp://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 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/

You get there by creating real value for yourcustomers. You must create high qualitylinkable and shareable content withyour customers persona and search in mind https://placester.com/real-estate-marketing-academy/guide- to-creating-killer-content-for-real-estate-marketing/

The higher quality and quantity linksyou have from other websites to your site andthe more social signals your have, themore powerful your site will be and the betteryour content will rank.

“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 FelipeMicaroni Lalli micaroni@gmail.com

What Attributes Effects “PR”http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

This is all lip service if you don’t haveawesome content on your site that ranksfor your terms and keeps your visitors engagedwhen they land on your site.

!Figure out where you stand

5 Key Audits to Establish a Baselinehttps://placester.com/real-estate-marketing-academy/seth-price-interview-lee-odden-author-of-optimize-and-ceo-of-toprankmarketing-com/

5 Key Audits to Establish a Baseline

What does all this get you ?

Reduced Lead CostInbound marketingdominated effortsenjoy a dramaticallylower cost per leadthan their outboundmarketing dominatedcounterparts.http://www.marketingcharts.com/direct/inbound-marketers-enjoy-lower-cost-per-lead-21269/hubspot-avg-cost-per-lead-feb-2012jpg/

Better quality leads

Higher Conversion RatesInbound marketingdominated effortsenjoy a dramaticallylower cost per leadthan their outboundmarketing dominatedcounterparts.http://www.marketingsherpa.com2012SearchMBRSEOExcerpt.pdf

Inevitability

Tips • Not Online? Get a website. • Not on WordPress? Get on WordPress. • Not ranking? Get an audit. • Read placester.com/academy • Read seomoz.org • Read Inbound.org

Thank YouQuestions: sprice@placester.comfollow me @sethstuff

5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot

by Placester on Jun 11, 2012

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