Presenter Contact Information
BRUCE MCCLAIN
President, Fusework Studios
bmcclain@fuseworkstudios.com
www.twitter.com/brucemcclain

Two Types of SEARCH…
PAID ORGANIC

...in the BEGINNING

...there were ENGINEERS

...then came CREATIVE

Looking at your site
a MARKETER’S EYE

WEB
PRESENCE
IDEAS
MEASUREMENT AND TRAFFIC
GENERATION
CREATIVITY
CONVERSION

Looking for BANANAS

The Importance of a COMPLETE WEB PRESENCE
BLOG
WEBSITE
VIDEO
WEB
PRESENCE
SOCIAL
MEDIA
EMAIL

SOCIAL MEDIA as marketing…
TRAFFIC
GENERATION CONVERSION

A Few Key STATISTICS…
 87% of home buyers used the Internet to search
 85% used a real estate agent
 34% of home buyers first learned about their home via an agent
 32% first learned about their home via the Internet
 87% of home buyers who used the Internet
to search for a home purchased it through
a real estate agent
 84% of realtors use social media to
compliment their sales efforts
**Statistics from National Association of Realtors Profile of
Buyers and Sellers 2008

Two Types of SEARCH…
PAID ORGANIC

Importance of Keyword RESEARCH…
 IDENTIFY
 REPORT
 ANALYZE
 REFINE
 IMPLEMENT
CASE STUDY GOAL:
Fusework Studios wants to be
found when searching Google for
“Internet Marketing Indianapolis”

SEARCH ENGINE friendly content…

Tips on Keyword STRATEGY…
Domain Name: What is it? When does it expire?

Tips on Keyword STRATEGY…
TITLE TAG include keywords on page title
START AT THE TOP include keyword in page URL

Tips on Keyword STRATEGY…
Meta Tags: A look behind the scenes of your website

Tips on Keyword STRATEGY…
HEADER TAGS include keywords in headings (H1 Tag)

Tips on Keyword STRATEGY…
Include keywords in your page content

Tips on Keyword STRATEGY…
AVOID “CLICK HERE” Instead describe the destination

Tips on Keyword STRATEGY…
DON’T FORGET THE LITTLE THINGS
 Create Calls to Action
 Add image tags using keywords
 Save images with keywords in the file name
*File name: internet-marketing-indianapolis.jpg

Tips on Keyword STRATEGY…
THERE IS NO SUBSTITUTE FOR
CONSISTENTLY UPDATED & KEYWORD RICH COPY.

SEARCH ENGINES. What are they looking for?
 Domain Name: What is it? When does it expire?
 Title Tag
 Meta Tags
 Headings
 Keywords in Copy
 Links
 Images
 Updated Content

The History of BLOGGING
BLOG: [blŏg](contraction of the term "weblog") is a type of
website, usually maintained by an individual with regular
entries of commentary, descriptions of events, or other
material such as graphics or video. Entries are commonly
displayed in reverse-chronological order.
ONLINE DIARY MOM BLOG SPORTS BLOG

Why BLOG?
 Improve search engine ranking for targeted keywords
 Increase traffic to your Web site

Why Blog?

Blogging for Search HOW IT WORKS

Blogging ROI?
BLOG LAUNCH

Why Blog?
C
C
C
Call To Actions = Conversion

More Reasons to BLOG…
FLEXIBILITY
Allows more freedom vs. the standard listing
LEADERSHIP
Gain visibility as a thought leader in the real estate community
RELATIONSHIPS
Let your customers get to know your listings, services, and personality. If
they like what they read there is a better chance of gaining their business.
Humanize Your Brand!
CONVERSATION
Allow visitors to leave comments and encourage conversations on
your blog posts. You can be at the center of an industry-relevant news.

OBJECTIONS: I DON’T HAVE TIME!!!
 If you want to compete for local search results, you don’t *NOT*
have time to blog
 Blogs are the new email newsletter – but BETTER
 Any content that can go in an email, newsletter, or update can go
in your blog
 Use copy from your emails to customers and quickly edit to use as
a blog post
 Listings, white papers, testimonials, YouTube videos . . . can all be
used for blogs

The Importance of Measurement
What does this report tell us about the success of our conversion?
Where is the actionable data?

Conversion SUCCESS

WEB
PRESENCE
IDEAS
MEASUREMENT AND TRAFFIC
GENERATION
CREATIVITY
CONVERSION

Text Messaging for Realtors: Why Do It?
 Home buyers get instant information
 Abundance of information gets passed: Reply text
includes address, listing price, # of rooms, square footage,
contact information, detailed descriptions
 Additional reply text can include pictures and ability
to capture email address for further follow up
 Other features include: audio tour via toll free
number & virtual tours on your phone or computer
 Listings can automatically be integrated with
Facebook, Twitter and other syndication feeds