Seo Webinar_Realtormag_bostonlogic
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Seo Webinar_Realtormag_bostonlogic Presentation Transcript

  • 1. Stand Out Online With SEO
    Oct. 13, 2011
    Thank you for joining this REALTOR® Magazine webinar. You should hear music beginning at 2:40, Eastern Time, and the webinar will start promptly at 3 p.m., Eastern Time. The audio is being streamed, so if you’re having trouble hearing, try adjusting the volume on your computer. Typically, there are two places to adjust volume: (1) on your monitor or (2) using the Control Panel. Mac users: Use the audio function keys on your keyboard.
  • 2. www.bostonlogic.com
    81 Wareham Street
    Boston, Mass.
    Presented by: David Friedman
    President, Founder of Boston Logic Technology Partners
    dfriedman@bostonlogic.com | 617.266.9166
  • 3. Agenda Overview
  • 4. SEO Strategy – Do’s
    Focus!
    To start out, pick somewhat niche topics.
    Neighborhoods
    Types of housing stock
    Market idiosyncrasies
    Start small
    Produce content regularly. Have a plan.
    Be aware of ongoing costs vs upfront costs.
    Ask yourself, how much time can I dedicate to SEO?
  • 5. SEO Strategy – Common Mistake
    SEO is not about 10 or 20 terms
    You want to rank for thousands of terms
  • 6. The Long Tail
    20% of Google searches every day have never been performed before
    You will never be able to guess what people will type into the search engines.
  • 7. “Long Tail” & “Halo” Terms
    “Long Tail Keywords” are More Targeted (3+ Word Phrases)(Ex. “Apartments in Beacon Hill” vs. “Boston Apartments”)
    “Halo Keywords” are Variations of those Keywords.You will naturally rank for these other terms over time by using them in your content.The work required to ranking for a term like “Apartments in Beacon Hill” will help you rank for “Beacon Hill apartments for rent”
    Examples:
    Property Addresses
    Small neighborhoods
    Developments
    Subdivisions
    Building Names
  • 8. DEVELOPING AN SEO FOCUS
    BRAINSTORM! Ask Yourself Some Basic Questions
  • 9. Where Are You?
    Where is your office located?
    What geographic areas are you willing to travel to in order to serve your clients?
    Where are your potential clients located?(Ex: Do you help people relocate from other states / countries?)
    Are you trying to expand your service area?
    This will help you begin thinking of location-based keywords.
  • 10. Who Are Your Clients?
    Characterize your most common clients
    Who have been your bestclients in the past? Why?
    Who have been your worstclients in the past? Why?
    What words or phrases might a client use while looking for your products / services (or a solution to their problem)?
    Try to put yourself in a potential client’s shoes! They might not know the industry terminology you do!
  • 11. Spy On The Competition
    View the websites and social media profiles of your competitors and Industry leaders.
    Companies in your area offering similar products / services.
    Companies in your Industry but in different locations than you.
    TAKE NOTE:
    • What you like / dislike about each site (as a user at first glance?)
    • 12. How do they organize their information?
  • TECHNOLOGYYOUR FOUNDATION
  • 13. The Best Technology for Your Budget
    Don’t skimp on the fundamentals
    You’re going to pay for it one way or another
  • 14. Demand to See Numbers!
    Ask your potential provider to:
    Show you sites that rank using their platform
    Show you analytics data
    Show you leads, not just traffic
  • 15. Blogging
    Should be integrated into your site!
    Good:
    Yoursite.com/blog
    Yoursite.com/posts
    Bad:
    Blog.yoursite.com
    Yoursite.some-other-site.com
    Some-other-blog-site-altogether.com
  • 16. Syndication
    Syndicate Text Content & Listings
  • 17. Proper Coding - Highlights
    HTML Text
    HTML Links
    HTML Navigation
    No FLASH
    Unique Page Titles and Descriptions
    Fast page loads (Google Cares about UX)
    Clickable links to all of your content, not forms
    Integrated IDX property search
  • 18. CONTENTPRODUCE, OPTIMIZE, PROMOTE
  • 19. Producing Content
    Produce content regularly:
    At least 2 – 3 times per week
    Ideally, you are producing content several times per day
    Chatter Matters more in most recent Google Update!
    Have a schedule:
    30 agents, 1 page/month = 1 page every day
    Re-use emails:
    Answers to common questions
    Make them anonymous, of course
  • 20. Producing Content – tips & hints!
    Identify yourself authoritatively
    Stop talking about yourself
    Be authentic
    Don’t be a “debbie downer” – DO be positive
    Increase Quantity = Improve Exposure
    Share interesting content – it gets you views
    (Don’t obsess about engaging – it doesn’t get you views!)
    Utilize information voids & combined relevance
    Best days to publish: Wed, Thurs, Fri
    Best days to email: when your competitors aren’t
  • 21. Content Optimization Check List
     Content creation AROUND KEYWORDS
    ________________________________________________________
    Bolding / Italicizing KEyWORDS
    ________________________________________________________
    HeadINGs (h1) & Subheadings WITH KEYWORDS
    ________________________________________________________
    Hyperlinks to other pages using keywords _______________________________________________________
    Add tags and categories
    (Blog specific)
    ________________________________________________________
    Photo/other art
    ________________________________________________________
    META DAta________________________________________________________
    Create categories sing specific keywords
  • 22. On-Page Optimization Overview
    Remember to use relevant keywords throughout
  • 23. Meta Data Optimization
    • Meta Data Describes the Web Page or Blog Content.
    Create categories sing specific keywords
    Keywords: Specific/relevant keywords you want your site to rank for
    Title: Interesting & Engaging.60 Characters or Less.
    Description: Describing Your Blog Post or Webpage
  • 24. Google It!Do What Your Clients Will Do
    Don’t forget to test your keywords inthe major search engines!
    View the paid ads andorganic results for each term.
    Are the results what you expected? Who’s ranking highest?
    TAKE NOTE:
    • If you live in a city with a common name. Ex. Lexington or Springfield
  • MONITOR YOUR
    REFINE YOUR CAMPAIGN AS YOU GO!
  • 25. Tools To Check Your Progress
    Firefox Rank Checker – Good for quick checks, data exportable
    Track referring sites / PPC Ads, and search terms used to bring visitors to your site for FREE with Google Analytics & Google Webmaster Tools!
    Track what terms people are searching for once on your site, too!
    Google Places Insights - provide a list of search queries used to reach your listing.
    Use the ‘Broad Match’ setting in your PPC Ads, then REFINE YOUR KEYWORDS for ADGROUPS by using the ACTUAL KEYWORDS users entered.
    Ask for help!
  • 26. To Pay or Not To Pay?
    SEO takes effort. You can put in the work or pay someone else to do it for you.
    Best results = DO BOTH!
  • 27. QUESTIONS?
  • 28. More Resources
    BostonLogic’sLogicClassroom Series: www.bostonlogic.com/logic-classroom
    BostonLogic’sReal Estate SEO Blog: www.realestateseo1.com
    3 Pillars of SEO for Real Estate Pros: http://realtormag.realtor.org/technology/feature/article/2011/08/3-pillars-seo-for-real-estate-pros
    Speaking of Real Estate Blog: http://speakingofrealestate.blogs.realtor.org/
    REALTOR® Magazine Webinars: http://realtormag.realtor.org/webinars
    @BostonLogic
    @RealtorMag
    /user/BostonLogic
    /BostonLogic
    /RealtorMag