TU Practical SEO Class
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Transcript

  • 1. Practical SEOFor the Real Estate Professional
  • 2. Keyword Research
    WHY?
    Understand your customers want
    Discover monthly search volume for various phrases
    Determine priority phrases to use in your website
  • 3. Keyword Research
    HOW?
    Google Adwords Keyword Tool
    Save to Spreadsheet
    Organize based on:
    Search Volume
    Relevance
    Priority
  • 4. Keyword Research
    TIPS:
    Start broad & work your way down…
    • Denver Real Estate (Level 1) *580k population
    • 5. Highlands Ranch Real Estate (Level 2) *70k population
    • 6. Lone Tree Real Estate ( Level 2,3) *17k population
    • 7. Denver Tech Center, Park Meadows (Level 3) *Population not measured
  • Keyword Research
    TIPS:
    Keyword Modifiers
    Realtor Homes MLS House Luxury Single Family Property Land For Sale value market search price
    Real Estate
    Homes For Sale
  • 8. Keyword Research
    THEN WHAT?
    Assign your new keyword phrases to pages of your website
    • Level 1 (Home Page) *1 Page
    • 9. Level 2 (Sub Pages) * 5-20 Pages
    • 10. Level 3 (Niche Pages) * 50+ Pages
  • Level 1 Pages
    Home Page
    (Level 1)
    Level 1 Keyword Examples
    *(Denver) Real Estate
    *(Denver) Homes For Sale
    Start by targeting 2-3 phrases
    The Home Page is the most powerful page on your domain
    Competitive phrases should be targeted
  • 11. Level 2 Pages
    Sub Page
    (Level 2)
    Sub Page
    (Level 2)
    Sub Page
    (Level 2)
    Level 2 Keyword Examples:
    Page About Condos
    Examples:
    • Denver Condos
    • 12. Condos For Sale in Denver
    • 13. Denver Condo Listings
    TIP: This page should be about your primary specialty
    Page About Sub-Market
    Examples:
    • Englewood Real Estate
    • 14. Englewood Homes For Sale
    TIP: Similar to the Home page but in a less competitive market
    Page About Secondary Specialty
    Examples:
    • Denver Luxury Homes
    • 15. Denver Single Family Homes
    TIP: Make sure your keyword research backs this up. If there aren’t enough searches for your 2nd specialty, try something else.
  • 16. Level 3 Pages
    Sub Page
    (Level 2)
    Sub Page
    (Level 2)
    Sub Page
    (Level 2)
    Niche Page
    (Level 3)
    Niche Page
    (Level 3)
    Niche Page
    (Level 3)
    Niche Page
    (Level 3)
    Niche Page
    (Level 3)
    All pages should be within 2-3 clicks of the home page
    Blog Posts make great niche pages
    Start by targeting 50 niche phrases
  • 17. Using the keywords in your pages…
  • 18. Analyzing Website Authority
    Search engines rank web pages based on authority & Relevance
    How do search engines measure authority?
    Incoming Links!
  • 19. Analyzing Authority
    Domain Authority
    Total Number of Links to all pages
    On the domain
    Number of Linking Domains
    Quality of Links
    Domain Age
  • 20. Analyzing Authority
    Domain Authority
    Web Page Authority
    Total Number of Links to all pages
    On the domain
    Total Number of Links to page
    Number of Linking Domains
    Number of Linking Domains
    Quality of Links
    Quality of Links
    Domain Age
    Authority of Overall Domain
    Diversity of links spread across the
    Domain. Not just to the home page
  • 21. Analyzing Authority
    Measuring Links
    Yahoo Site Explorer or Open Site Explorer
    The Canonicalization problem (http:// vs. www.)
    Filter out links from your own domain name
    Search for links to a page vs. links to the entire domain
    Yahoo general places higher authority sites near the top of the results
    Open Site Explorer will tell you the general authority of the linking domain
  • 22. Competitive Analysis
    • Examine the keyword phrases for Level 2 & 3 keywords
    • 23. Identify key competitors
    • 24. Highlight gaps in your competitors armor
    • 25. What phrases have low competition?
    • 26. Is there a niche you can exploit?
  • Competitive Analysis
    Helpful Tools:
  • 27. Competitive Analysis
    Links to this page
    Links to this domain
  • 28. Thank You!