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.
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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?
SEO Strategy – Common Mistake SEO is not about 10 or 20 terms You want to rank for thousands of terms
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.
“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
DEVELOPING AN SEO FOCUS BRAINSTORM! Ask Yourself Some Basic Questions
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.
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!
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?)
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
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
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
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
On-Page Optimization Overview Remember to use relevant keywords throughout
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
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!
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!
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!
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