LogicClassroom SEM 101


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Presentation on the basics of search engine marketing for the real estate industry.

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LogicClassroom SEM 101

  1. 1. Search Engine Marketing 101<br />
  2. 2. CRM<br />Complete Online Sales Process<br />Your website<br />
  3. 3. SEO, SEM, PPC…What does it all mean?<br />Today we’ll go over the basics…<br />
  4. 4. SEO=Search Engine OptimizationThe process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid search results. <br />
  5. 5. PPC= Pay-Per-ClickSponsored results that appear along with other relevant results for searches. PPC advertisements generate revenue for Search engines each time a visitor clicks on an ad.<br />
  6. 6. SEM=Search Engine MarketingProcess and Methods used to promote your site to Search Engines. Examples include: <br />
  7. 7. Why participate in Search Engine Marketing?<br /><ul><li> Need to stand out! (Estimated 25.21 billion websites source: wiki answers)
  8. 8. Google receives several hundred million queries each day through its various services
  9. 9. Highly accountable
  10. 10. Cost efficient
  11. 11. The user tells you what they want
  12. 12. The user may not have heard of you or your competitors
  13. 13. Level playing field</li></li></ul><li>So how do you make your site stand out?<br />Make sure it is properly optimized!<br />
  14. 14. Search engine algorithms demystified<br />Of all the pages on the internet, to what page shall I direct the user?<br /><ul><li>What page on the entire internet is most relevant to this search term?</li></ul>Popularity, Voting<br />Your Website: <br />After SEO<br />Before SEO<br />
  15. 15. The fundamentals of an optimized page<br />
  16. 16. Page Code and Content Details<br />&lt;Head&gt; (Mostly Invisible)<br />Title Tag<br />Description Tag<br />Keyword Tag (Less important)<br />&lt;Body&gt; <br />&lt;H1&gt; Headline Tag<br />&lt;H2&gt; Sub-headline<br />Paragraph Text<br />Bold<br />Underlined<br />Links<br />Link Text<br />Voting/Counting<br />Keyword density<br />Keyword Prominence<br />
  17. 17. Blogs and SEO<br />Post regularly<br />Fresh content<br />Content volume<br />Brings users back for regular visits<br />Categories & Tags<br />Internal links<br />Comments<br />Content volume<br />Examine Blog pages<br />Blogging Techniques<br />Be provocative<br />Be Timely<br />Start a discussion<br />Reply to comments<br />Ask questions of and survey your readers<br />Engage the audience<br />Even be controversial<br />
  18. 18. Other factors affecting your ranking<br />
  19. 19. PPC vs. SEO<br />SEO<br />More clicks<br />Traffic is not limited by budget<br />Once you have placement, it’s yours for a while.<br />Takes time and some technical knowledge to achieve ranking<br />You are not in control, the search engines are.<br />PPC<br />Ads start running instantly<br />The most cost accountable marketing medium <br />You have complete control<br />When you stop paying, your traffic stops coming<br />It’s easy for someone else to rank above you<br />Pros<br />Cons<br />
  20. 20. Recap:<br />
  21. 21. QUESTIONS???<br />Need Help:<br /> Visit our blogs: RealEstateSEO1.com & BostonLogic.com/blog<br />Upcoming LogicClassroom Sessions:<br /><ul><li>Tuesday, March 9, 2010 – Engaged Email Marketing </li>