Search Engine Optimization 101

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Keith Brown, Director of SEO for RealPage, presented at the 2013 NARPM Annual Convention. Here are the slides. …

Keith Brown, Director of SEO for RealPage, presented at the 2013 NARPM Annual Convention. Here are the slides.

Session description: SEO 101 will cover the most important aspects of Search Engine Optimization and how it is relevant to your business’ Internet marketing plan. From in-house marketing to outsourced agencies, this session will define the core parts of SEO and how they work together in today’s customer-focused web to promote your business. Still feel like you don’t fully understand SEO? These three little letters can mean huge growth for your business or a lot of smoke, mirrors and confusion. Fear not, in this session the veil will be pulled back on this highly competitive and widely misunderstood industry.

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  • 1. Superpages.com was 28th largest website in the country2. We competed in comscore against companies like ESPN, LinkedIn, and Walmart3. Pictures posted from around the world 24 hours a day
  • First use of SEO in 1997 (money was easy)Dot com bubble (parents buying child name domains)- Deceptive use of keywords (easy to spam)- 2004 search engines fight back (no more)
  • 2004 Search Engines Fight BackThe rise of the consultant or “trusted advisor”Amazon has almost 3,000 books on SEO13 million blog posts have been published with “SEO” in the titleAnd Twitter averages almost 250,000 monthly tweets about SEO
  • Google’s mission is to organize the world’s information and make it universally accessible and useful.The have had a majority 67% market share for many years now, everyone else just trades market share
  • Google's search index is massive.It would take 100 million 1gb flash drives to contain the same amount of data.
  • People saying they will submit your site to search engines.
  • Understand the difference between organic and paid listings, and where Google shows themIn a 2012 survey more than half of respondents reporting not finding paid advertisingGoogle makes the majority of it’s revenue from this confusion, 42 billion in 2012
  • Improving Your Visibility
  • How many of you play fantasy football?You pick the best player, you draft the best player, you start the best player each week.
  • Blog Posts
  • Based on geographyBased on reviews
  • Survey of Less competition than textEasier to rank and more engagementMobile and tablet users crave it
  • Useful content will get sharedUse it for your reputation not rankings
  • Mobile surpases desktop in 2015, some industries this has already happened.

Transcript

  • 1. Property Management Power Hour Search Engine Optimization 101 Presented by: Keith Brown Director of SEO RealPage, Inc. Please note that this presentation does not, nor is it intended to, suggest or imply a partnership, sponsorship or endorsement by or between (i) RealPage, Inc. or its affiliates and (ii) any of the companies or their business applications, products or services described herein.
  • 2. • • • • • • • • Background and History Emergence of SEO Understanding Google Measuring Success Techniques that Work Fact vs. Fiction Determining ROI Helpful Resources Session Overview
  • 3. • Present: Marketing Director, RealPage, Inc. • RealPage acquired Propertyware in 2009 • Background: SEO Manager for Superpages.com® (Verizon Yellow Pages) • In 2010 my division was responsible for 30,000,000 visitors a month in more than 10,000 cities. • More visitors than ESPN® and LinkedIn® combined • Hobbies: Basketball, Photography, Non-Profit Work About Me
  • 4. Please submit questions via the question box on your screen. Questions?
  • 5. 1997 & the .com Bubble
  • 6. The Need for “Experts”
  • 7. “Even the best SEOs are not magicians. They can't simply place a site at the top of the engines when there are hundreds of thousands (if not millions) of others that offer basically the same thing, and provide basically the same information. If they could, you'd see a whole lot more millionaire SEOs.” -Jill Whalen
  • 8. • Amazon has 3,000 books for sale on SEO • 13 million blog posts have been published with “SEO” in the title • Twitter averages almost 250,000 monthly tweets about SEO Google is the Authority
  • 9. The Search Index
  • 10. “Over the last two years, 90% of global data has been produced by digital, search, and social content.” ~ Jim Yu, CEO, BrightEdge
  • 11. Data is Valuable
  • 12. Google’s Mission
  • 13. Q&A Break #1
  • 14. • In a 2012 survey more than half of respondents couldn’t find paid advertising. • Google makes the majority of it’s revenue from this confusion, 42 billion in 2012. SEO (Organic) vs SEM (Paid)
  • 15. Your Goal is to be #1
  • 16. Determine Your ROI
  • 17. SEO’s Long Term Value
  • 18. • • • • • • Traffic Rankings Conversions Reviews Calls Social “Likes” Measure Success
  • 19. “The success of a website should be measured by one criteria: Does the visitor do what you want them to do?” Aaron Wall, Owner & Founder, SEObook.com
  • 20. Don’t Be a Ghost Town
  • 21. Fresh Content Works!
  • 22. Reviews are Critical
  • 23. Check Your Text
  • 24. Q&A Break #2
  • 25. Quality Links vs. Quantity
  • 26. Invest in Video Source: http://www.reelseo.com/
  • 27. “Content comes in many forms; we tend to think of written content when the term is used, but the reality is, video and image content can be more useful when it comes to influencing search and social results.” ~ Debra Mastaler, President, Alliance-Link
  • 28. Social Media Signals
  • 29. Plan for Mobile Source: http://www.adido-digital.co.uk
  • 30. Competition is Constant
  • 31. "The future of SEO is here: understanding and marketing to specific and defined audiences through search engines." ~ Adam Audette, Chief Knowledge Officer, RKG
  • 32. • Read the Official Google Webmaster Guidelines • Watch Google Webmaster YouTube Videos • http://www.youtube.com/user/GoogleWebmasterHelp • Follow the Google Webmaster Blog • http://googlewebmastercentral.blogspot.com/ Helpful Resources
  • 33. Thank you for spending part of your afternoon with us! Keith Brown Director of SEO RealPage, Inc.
  • 34. Final Q&A
  • 35. Ask questions and learn more about improving your SEO on our Facebook page: www.facebook.com/propertyware Continue the Conversation