[Webinar] Keyword Research Explained

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As a real estate professional, competing with the likes of Zillow, Trulia, and Realtor.com for the attention of online consumers can be a daunting task. However, even small real estate companies with limited marketing budgets have the potential to beat the big guys in one critically important area: search.

Today, search is the number one driver of traffic to content sites, beating social media by more than 300 percent. By ranking highly on search engines like Google and Bing, you can drive qualified leads to your website and win new customers. The key to search marketing success? Keyword research: A set of strategies for discovering the words and phrases your customers are typing into search engines in order to drive more and better traffic to your website.

This webinar will cover everything you need to know to get started with keyword research, including:

What keywords are and why they’re important
Best and worst practices for keyword research
The importance of long tail keywords
The best tools for keyword discovery and competitive analysis
How to construct a “keyword pyramid”

Published in: Real Estate, Technology, Business
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[Webinar] Keyword Research Explained

  1. 1. 800-728-8391 KEYWORDS EXPLAINED “You can spend every penny you have on a website, but it will all be for nothing if nobody knows your site is there.” ! ! -Marc Ostrofsky, author of Get Rich Click!: The Ultimate Guide to Making Money Online
  2. 2. #keyword2013 The Importance of Keywords ∞ • 9 out of 10 real estate firms now have a web presence. • 62 percent of Realtors have a personal marketing website. • Agents and brokers are competing with big publishers like Zillow, Trulia, and Realtor.com for attention. SEARCH IS THE ANSWER.
  3. 3. #keyword2013 What Is Keyword Research? ? √ “A practice used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search.” (Wikipedia) A set of strategies for discovering the words and phrases your customers are typing into search engines in order to drive more and better traffic to your website.
  4. 4. 800-728-8391 THE BASICS The basics of keyword research
  5. 5. #keyword2013 Bad Keyword Practices “the nealon group” x “fantastic apratments” x Subjective Company name! words!
  6. 6. #keyword2013 Good Keyword Practices “columbus ohio apartments” “new homebuyer’s guide” √ Length! √ Service keywords! √ Location information! √ Content descriptors
  7. 7. #keyword2013 The Long Tail º • placeholder copy! • placeholder copy! • placeholder copy! √ Less competitive √ More qualified leads √ Contributes to all keywords
  8. 8. 800-728-8391 KEYWORD TOOLS The best tools for keyword discovery and competitive analysis
  9. 9. #keyword2013 Google Search Bar √ Keyword suggestions √ Actual competition
  10. 10. #keyword2013 Google Analytics
  11. 11. #keyword2013 Google AdWords Keyword Tool
  12. 12. #keyword2013 Google Trends FORECAST FILTER SUGGEST
  13. 13. #keyword2013 Advanced Tools * • Keyword Discovery! • Keyword Expansion! • Keyword Competitiveness! • Competitive Analysis
  14. 14. #keyword2013
  15. 15. #keyword2013 More Advanced Tools
  16. 16. 800-728-8391 GOING FORWARD “I don’t think writers are sacred, but words are. They deserve respect. If you get the right ones in the right order, you can nudge the world a little.”! ! -Tom Stoppard, playwright
  17. 17. #keyword2013
  18. 18. #keyword2013 On-Site Optimization ∆ • Title Tag! • Headers! • Meta Descriptions! • Body Content! • URLs! • Anchor text
  19. 19. #keyword2013 Thanks for joining our webinar TO LEARN MORE ABOUT KEYWORD RESEARCH AND COMPETITIVE ANALYSIS Contact Us: Ask Me a Question: sales@placester.com seth@placester.com @placester @sethstuff 800-728-8391 Ω

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