• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Online Marketing Tools for Residential Architects
 

Online Marketing Tools for Residential Architects

on

  • 831 views

This presentation was given to AIA CRAN members at the 2011 CRAN Symposium held in Indianapolis, IN. ...

This presentation was given to AIA CRAN members at the 2011 CRAN Symposium held in Indianapolis, IN.

Presenter, Paul Jauregui, lead the session in a discussion of Online Marketing Tools that Residential Architects can use to promote their business online and increase viability on Search Engines.

The presentation covered:
- The residential architect's website
- Understanding and using keywords
- Search Engine OPtimization (SEO)
- Online Directory Listings (Free/Paid)
- Additional Online Marketing Tips

Statistics

Views

Total Views
831
Views on SlideShare
831
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Thank you Ed... and thank you to CRAN and all the members of the audience of allowing me the opportunity to share some of my experience in Online Marketing.\n\n\n
  • Again, my name is Paul Jauregui... and... My father, Luis Jauregui, is Residential Architect and Builder in Texas... and over the last 30 years, I have had the opportunity to observe his success with clients... I literally grew up in his offices... Over the years, I found that my exposure to his business has provided me the insight needed to develop marketing strategies that suite the particular needs of a Residential Architect’s clients.\n\nOver the last 10-years, I successfully planned, developed, and executed Jauregui’s online marketing strategy, and...\nThe Jauregui website will be in a number of my examples, and I will share a few select pieces of information with you for demonstration purposes. \n\nNow... when I set out to develop this Online Marketing presentation for the CRAN symposium. I asked myself, what is the one thing that people want to know... when it comes to Online Marketing...\n
  • The answer was... How can I help them get to the top of Google.\n\nIf you too have ever asked this question, I recommend you have a pen and paper in front of you during this presentation, because... over the next 30 minutes, I am going to share actionable-steps you can take to achieve this goals. These will be things you can take back and implement on Monday morning, and over the next few months... you’ll see you search engine rankings increase on Google\n\n\n
  • We’ll cover a few basics of what you should know about a Residential Architect’s Website\n\nThen we’ll dive into key strategies, free tools and resources you’ll need to increase your web traffic.\n
  • First... as you probably know, your website is your GATEWAY to NEW CLIENTS. If your website is poorly designed and rarely updated, it may lack the ability to convert those clients, searching for architects, into new business for you.\n\nIf this is the case, getting to the top of Google and increasing your web traffic won’t help you - so don’t bother. Focus on improving your website first.\n
  • Understand, that your website is often the first impression you get to make with a client... What does your website say about your company?\n\nAccording to a study, the “appeal of the overall visual design of a site, including layout, photography, typography, font size, and color schemes,” is the number one factor people use to evaluate a website’s credibility.\n\nThis makes sense. Think about how our personal appearance affects how people perceive us; your website will undoubtable influence people’s perception of your company and services.\n\nFortunately for Architects, there is one \n\n\n
  • This example may help illustration what your website’s aesthetics are saying to possible clients...\nOn the left is a photo from a gas station near my house. Contrast that... with the station shown on the right.\nI’ve stopped filling up at the gas station on the left, even though it’s closer to where I live. Why? This kind of maintenance (or lack of maintenance) leaves me unwilling to trust them with my credit card information. Clearly, appearance does affect credibility and trust.\nNow think about your website, and that of your competitors.... and ask yourself, which one or these is me? and.. How do clients see my company?\n... Hopefully, you’re on the right... and if that’s the case, it’s the perfect time to start driving more traffic to your site\nThe most important advice I can give you is... ALWAYS CONTINUE TO INVEST IN THE QUALITY OF YOUR PORTFOLIO! That means professional photography!\n\nNow... Why does YOUR portfolio matter so much online? Well... let’s look at a few numbers...\n
  • We analysis 100’s of THOUSANDS of pageviews from the last 4-years from jaureguiarchitect.com\n\nEach pageview from visitors to the site was tracked with Google Analytics, a free tool which I highly recommend you setup on your site... if you haven’t already done so.\n\nNow.. Excluding the homepage... we wanted to find out what pages made up the majority of pageviews throughout the site... Or... What were visitors most interested in... We found that the PORTFOLIO constitutes almost 3-quarters of all pageviews, when compared to the top 5 most visited pages on the site.\n\nWith the portfolio getting this much attention, it was critical to invest high quality photographs. Plus, Jauregui is able to use those same images in print advertising, displays, and client meetings... there is a lot of value in professional photographs...\n\n\n\n\n
  • If you’re not professionally documenting your projects... here are some tips for you:\n\nArchitectural photography for your jobs _can_ cost THOUSANDS of dollars, so budget for it\n\nFind and compare local Architectural photographers... Understand how they price their service\n\nIf possible, consider partnering with builders, interior designers, or other venders to share the expense.\n\nWait until the home is furnished before photographing it.\n\n
  • Okay.... Today, let’s assume your website is great... so, how do we increase traffic and attract new clients?\n
  • This is a small sample of the many components found in a successful online marketing plan. There is never a shortage of things to be doing or keeping up with. The key for residential architects, is to prioritize what matters - particularly if time & resources are limited.\n\nSince time is definitely limited today, let’s focus on the steps needed to succeed with ORGANIC (SEO).\n
  • Assuming the website is well put-together... SEO is typically the first place I would start\n\nAs you probably know... SEO stands for Search Engine Optimization, and it is the process of improving the visibility of your website in search engines within the un-paid (or organic) search result listings. \n\nLet’s briefly talk about Search Engines in general...\n
  • Here are some more Google Analytic stats from JaureguiArchitect.com over the last four years...\n\nAs you’ll notice, Google takes a commanding share of the referrals the website receives from search engines\n\nIt’s important to note that Google’s average US search market share is only 65% (which is still huge)... and the 84% you see here represents Google’s share when only looking at one site.\n\n\n
  • So, this looks pretty familiar...\n
  • Let’s search for luxury home architects...\n
  • This was a real search... and here are our search result listings...\n
  • As you know... the page is divided into both PAID and ORGANIC listings\n\nDid you know that... 80% of clicks happen within the ORGANIC Search listings, when compared to paid-listings... ORGANIC is definitely where you want to be!\n
  • \nNow, it’s important to know that both Organic and Paid links are typically influenced by geography. This search, for example, was done from my house in Austin, TX... and it may not be what you see when you search for this specific search phrase in your cities.\n\nSo, in three months when you’re bragging to your out-of-town colleagues about becoming #1 on Google... Don’t be surprised if they don’t believe you. They may not be seeing the same thing in other cities.\n
  • So... as we see here... “Luxury home architects” was the keyword phrase we used, and we see that JAUREGUI’s site is shown in the #1 ORGANIC Search Results listing for this specific search.\n\nAgain... number #1 is where you want to be... #2 is okay... #3 is fine... but then, even if you appear on Google’s first page listings, it’s down hill from there...\n
  • Here we see a graphic representing the spots on Google’s first page listings.\n\nThere are 10 ORGANIC search listings on the first page of Google, and as you see here, on average, over 80% of clicks occur within the top 4 positions of the ORGANIC search.\n\nTop 4 is good, but #1 great...\n\n------------------------\n\nOver 1,000 unique keywords were analyzed... \n\nData was pulled from eight top-tier companies in the retail, financial services, travel/hospitality, and entertainment industries\n
  • So... let’s get on with it already... what do I need to know? right?\n
  • Again... in our limited time we will focus on a few strategies to increase ORGANIC Search engine rank\n
  • First, let’s talk about KEYWORDS... and how to maximize your success using them\n\nKeywords are what people type into the search engine... figure out what specific keyword searches you want to increase your search engine visibly for...\n\nIn the one example I just showed you, we looked at the keywords, “LUXURY HOME ARCHITECTS”\n\nNow let’s see how we targeted those keywords...\n
  • Here we are... at Jauregui’s Homepage... Looks good... Looks credible... Visually, you’re starting to trust them right?\n
  • Okay... so first area to leverage keywords is the DOMAIN NAME... Google gives you maximum credit for including the specific keywords in your domain name... I’m sure if you type in your domain name in a Google search, you come up first (at least, you should).\n\nNow don’t go crazy... this doesn’t mean you want to cram in as many keywords as possible. The shorter the domain, the better. This domain is actually pretty long, which isn’t a good thing.\n
  • In addition to the your main domain... the names of interior pages matter too... plug those keywords in there... This is another top area that Google gives you credit for keywords.\n
  • The third area I will tell you to focus on is a Page’s Title... which appears at the top of your browser and can be see between the tags in your page’s source code.\n\nPlease, oh, please... don’t name your HOMEPAGE... Homepage... Even titling your homepage “Welcome to [your company name]” you’re in trouble.\n\nDon’t cram too many in there... keyword density is important... that means if the keyword, “Architect” was used... it would be more powerful to use it next to 5 other words, rather than 15\n\n
  • The next place to focus on is the content on the page... \n
  • You’ll notice that we strategically place keyword-rich Headings, and body text on the page.\n
  • See the words “Best Luxury Homes in Texas” highlighted in the heading above the paragraph in the lower right?\n\n“BEST” doesn’t seem like a “Good” or creative descriptive word for the “Fabulous”, “World-class” services that Jauregui provides... but, oddly enough... “best” is what people use when they Search. So, because of this... we use it on the web.\n\n\n
  • Next... ANCHOR TEXT LINKS....\n\nThis refers to the words used in the text in a link leading to another page. Always use keywords over the default, “Click Here” text for text links.\n\nThis is extremely important in text links to you site that are on other very high ranking sites. That is what we call a inbound back-link... the more you have the better... and back-links from high profile sites are ofter the most important determinate of how Google sees you. High profile sites, could be something like residentialarchitect.com for example.\n
  • So, to recap...\n\nGet the most out of keywords by including them in your domain name, web address, page-title...\n\nAnd be sure that each one of your pages has a unique page-title with keywords specific to the page content...\n
  • So, how do you know it’s working?\n
  • Well... I recommend you setup Google WebMaster Tools...\n\nIt basically tells you how Google sees you\n\nIt’s easy to setup... and if you don’t already use it... I’ll walk you through the setup process.\n\n\n
  • It’s an easy 3-step process...\n\nFirst setup an account \n\nClick the Add a Site button\n\nand follow the site verification instructions... you can either upload a file to your web server or insert a small bit of code on your homepage. If you’re not familiar with doing either of those things, don’t worry... It walks you through both of those options in detail. \n\nIt’s that easy, you’re done.\n
  • Use this tool to Track you progress with keywords over time, track specific keyword:\n - Impressions\n - Clicks\n - Change\n - and your Avg. position on Google\n\nUse this tool, to check-in from time to time... there’s no maintainance required... it runs its self, and just serves you the info when you curious enough to check in.\n\nThere is much more you can do with Google Webmaster Tools... including, submitting a SITEMAP, which tells Google what pages are on your site, so that it can go index them.\n\nI encourage you to explore more areas of Google WebMaster tools when you get it up and running.\n
  • Now let’s talk about ASSESSING & MEASURING your current SEO standings and those of your competitors.\n
  • I highly recommend you explore the free TOOL found at WEBSITEGRADER.com\n\nAll you have to do is plus your website name into the form and any of your competitors... and just a note, if asks for your email address, but you don’t have to put it in to move forward.\n\nPlug in your details and hit the GENERATE REPORT button... that’s it...\n\n\n
  • A few seconds later, your site will be graded and you’ll receive a detailed SEO report on your website.\n\nWhat I love about this report, is that it explains the different areas that need attention on your site and recommends ways to fix them in order to improve your SEO.\n\nThe FREE report is offered by a company called HUB SPOT... They also offer paid solutions that can run several hundred to several thousand dollars per month. I have not use, nor do I indorse their paid offerings.\n\nI do however, love their FREE stuff\n\nWe don’t have time to go into the details of a FULL report, but it is pretty detailed and easy to read. I highly recommend you grade your website today at websitegrader.com\n\n\n
  • It’s an extremely valuable and comprehensive assessment report of the current state of your website.\n\nReview the report to better understand the SEO problems you may have on your site.\n\nFollow recommendations, or use the report to hold your hired web designer or developer accountable for implementing SEO best practices\n
  • It’s an extremely valuable and comprehensive assessment report of the current state of your website.\n\nReview the report to better understand the SEO problems you may have on your site.\n\nFollow recommendations, or use the report to hold your hired web designer or developer accountable for implementing SEO best practices\n
  • \n

Online Marketing Tools for Residential Architects Online Marketing Tools for Residential Architects Presentation Transcript

  • O NL I NE by Paul West JaureguiM A R K E T I N G ONLINE MARKETING TOOLS Strategies for Residential Architects to attract new “customers”
  • O N LI NEM A R K E T I N G ABOUT PAUL ‣ Son of Renowned Residential Architect-Builder, Luis Jauregui (Austin, Houston, Dallas - TX) ‣ Planned, developed, and executed Jauregui’s online marketing strategy for over 10-years ‣ Recipient of numerous state/local “Best Web Site” awards for his work ‣ Holds a Degree in Communications, and MBA with a focus in Marketing
  • O N LI NEM A R K E T I N G How do Iget to How to get to the top of the top of
  • O N LI NEM A R K E T I N G WE’LL COVER Basics ‣ The Residential Architect’s Website ‣ Understanding and using Keywords Steps to ‣ Search Engine Optimization (SEO) Increasing Web Traffic ‣ Online Directory Listings (Free/Paid) ‣ Additional Online Marketing Tips
  • O N LI NEM A R K E T I N G YOUR WEBSITE is your gateway to new clients
  • O N LI NEM A R K E T I N G AESTHETICS ‣ Your website is often the first impression you get to make with a client ‣ Overall visual design appeal of a site is the #1 factor clients use to evaluate credibility* ‣ Website aesthetics will influence perception of your architectural services ‣ Everything starts and finishes with you portfolio Source: Report on how do people evaluate a website’s credibility http://www.consumerwebwatch.org/news/report3_credibilityresearch/stanfordPTL.pdf
  • O N LI NEM A R K E T I N G Photo (right) by Sean Munson.
  • Top 5 Most Visited PagesO N LI NE Portfolio Properties Our Team Contact Us RecognitionM A R K E T I N G Traffic Stats From: www.jaureguiarchitect.com 11% Jul 8, 2007 - Oct 8, 2011 Total Pageviews: 389,074 Portfolio Top 5 pages include those 74% 7% pages with the highest pageviews. Homepage was 5% not included in the top 5. 3% Source: Google Analytics
  • O N LI NEM A R K E T I N G PHOTOGRAPHY ‣ Include photography in an annual or project- based marketing budget ‣ Seek out & develop relationships with professional Architectural Photographers ‣ Partner with the builders, interior designers, or other venders to share photography expenses ‣ Understand photo usage-rights offered by your photographer - Are they unlimited?
  • O N LI NE Okay...M A R K E T I N G WEBSITE IS READY So how do I increase web traffic?
  • O NL I NEM A R K E T I N GSource: Adapted from, TheNoob Guide to Online Marketinghttp://unbounce.com/noob-guide-to-online-marketing-infographic/
  • O NL I NEM A R K E T I N G Organic (SEO/SEM)Search EngineOptimization (SEO)the process ofimproving the visibilityof your website insearch engines via“natural” or un-paid(“organic”) searchresult listings.Source: Adapted from, TheNoob Guide to Online Marketinghttp://unbounce.com/noob-guide-to-online-marketing-infographic/
  • Traffic from Search EnginesO N LI NE Google Yahoo Bing AOLM A R K E T I N G Traffic Stats From: www.jaureguiarchitect.com 10% Jul 8, 2007 - Oct 8, 2011 Google Total Pageviews: 389,074 84% 3% Google’s US Search Market 2% Share is 65.3% (ComScore) Source: Google Analytics
  • L O R EMI P S U M
  • L O R EMI P S U M
  • L O R EMI P S U M
  • L O R EMI P S U M PAID • t PAID ORGANIC
  • L O R EMI P S U M
  • L O R EMI P S U M Rank #1 for this Keyword Phrase Organic (SEO/SEM)
  • Click-Through Rates by Position Non-brand, by natural search position on Google Source: The Real Impact of Search Engine Rank - August 30th, 2011 http://greatfinds.icrossing.com/the-real-impact-of-search-engine-rank/
  • O N LI NE Okay...M A R K E T I N G GETTING TO THE TOP Steps to become #1 on Google
  • O NL I NEM A R K E T I N G Organic (SEO/SEM)Search EngineOptimization (SEO)the process ofimproving the visibilityof your website insearch engines via“natural” or un-paid(“organic”) searchresult listings.Source: Adapted from, TheNoob Guide to Online Marketinghttp://unbounce.com/noob-guide-to-online-marketing-infographic/
  • L O R EMI P S U M What is your next client searching for? Using Keywords for Success
  • L O R EMI P S U M
  • #1 Domain NameL O R EMI P S U M
  • ourprocess/architecture #2 Web AddressL O R EMI P S U M Text
  • #2 Page TitleL O R EMI P S U M
  • L O R EMI P S U M
  • L O R EMI P S U M
  • L O R EMI P S U M
  • L O R EMI P S U M Anchor Text Links Good Bad Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit Austin Architect. Quisque adipiscing elit Click Here. Quisque dignissim dignissim sodales vehicula. Fusce velit leo, sodales vehicula. Fusce velit leo, faucibus nec faucibus nec ultrices eu, gravida sit amet nulla. ultrices eu, gravida sit amet nulla.
  • O N LI NEM A R K E T I N G KEYWORD RECAP 1. Use Keywords in domain name, if possible, and web address 2. Add to Page-Title, and be sure each pages has a unique title 3. Maximize keyword density in body content, particularly in headings tags 4. On- and Off-Page anchor text
  • GOOGLEO N LI NEM A R K E T I N G WEBMASTER TOOLS ‣ Find out how Google sees your site ‣ Analyze search data How do I know it’s working? ‣ Check who links to you ‣ Tell Google about your site ‣ Start by adding your site to: www.google.com/webmasters
  • GOOGLEO N LI NEM A R K E T I N G WEBMASTER TOOLS ‣ Find out how Google sees your site ‣ Analyze search data ‣ Check who links to you ‣ Tell Google about your site ‣ Start by adding your site to: www.google.com/webmasters
  • ‣ Step 1: Setup an account atO N LI NE www.google.com/webmastersM A R K E T I N G (you’ll need a Google account) ‣ Step 2: Add your site ‣ Step 3: Verify your site To do this you will be asked to upload an HTML file to your site or to add a short code snippet to your homepage. Once you’ve done this you’ll get a green checkmark when Google sees what you did.
  • O N LI NEM A R K E T I N G
  • Use FREE Tool at: websitegrader.comO N LI NEM A R K E T I N G Assessing & Measuring SEO Your’s and your competitors
  • Use FREE Tool at: websitegrader.comO N LI NEM A R K E T I N G
  • O N LI NEM A R K E T I N G
  • Use FREE Tool at: websitegrader.comO N LI NEM A R K E T I N G ‣ How well is your website doing? ‣ Is it getting traffic? ‣ Does it have SEO problems? ‣ How popular is it in social media? ‣ Follow Recommendations
  • O N LI NEM A R K E T I N G THANK YOU paul@myover.com Twitter: @myover LinkedIn.com/in/myover
  • ONLINE DIRECTORYO N LI NEM A R K E T I N G LISTINGS 1. ADD DIRECTORY INFO 2. OR END HERE... CHECK TIMING