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Seo Webinar_Realtormag_bostonlogic

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Seo Webinar_Realtormag_bostonlogic

  1. 1. Stand Out Online With SEO<br />Oct. 13, 2011<br />Thank you for joining this REALTOR® Magazine webinar. You should hear music beginning at 2:40, Eastern Time, and the webinar will start promptly at 3 p.m., Eastern Time. The audio is being streamed, so if you’re having trouble hearing, try adjusting the volume on your computer. Typically, there are two places to adjust volume: (1) on your monitor or (2) using the Control Panel. Mac users: Use the audio function keys on your keyboard.<br />
  2. 2. www.bostonlogic.com<br />81 Wareham Street<br />Boston, Mass.<br />Presented by: David Friedman<br />President, Founder of Boston Logic Technology Partners<br />dfriedman@bostonlogic.com | 617.266.9166<br />
  3. 3. Agenda Overview<br />
  4. 4. SEO Strategy – Do’s<br />Focus!<br />To start out, pick somewhat niche topics.<br />Neighborhoods<br />Types of housing stock<br />Market idiosyncrasies<br />Start small<br />Produce content regularly. Have a plan.<br />Be aware of ongoing costs vs upfront costs.<br />Ask yourself, how much time can I dedicate to SEO?<br />
  5. 5. SEO Strategy – Common Mistake<br />SEO is not about 10 or 20 terms<br />You want to rank for thousands of terms<br />
  6. 6. The Long Tail<br />20% of Google searches every day have never been performed before<br />You will never be able to guess what people will type into the search engines. <br />
  7. 7. “Long Tail” & “Halo” Terms<br />“Long Tail Keywords” are More Targeted (3+ Word Phrases)(Ex. “Apartments in Beacon Hill” vs. “Boston Apartments”)<br />“Halo Keywords” are Variations of those Keywords.You will naturally rank for these other terms over time by using them in your content.The work required to ranking for a term like “Apartments in Beacon Hill” will help you rank for “Beacon Hill apartments for rent”<br />Examples:<br />Property Addresses<br />Small neighborhoods<br />Developments<br />Subdivisions<br />Building Names<br />
  8. 8. DEVELOPING AN SEO FOCUS<br />BRAINSTORM! Ask Yourself Some Basic Questions<br />
  9. 9. Where Are You?<br />Where is your office located?<br />What geographic areas are you willing to travel to in order to serve your clients?<br />Where are your potential clients located?(Ex: Do you help people relocate from other states / countries?)<br />Are you trying to expand your service area?<br />This will help you begin thinking of location-based keywords.<br />
  10. 10. Who Are Your Clients?<br />Characterize your most common clients<br />Who have been your bestclients in the past? Why?<br />Who have been your worstclients in the past? Why?<br />What words or phrases might a client use while looking for your products / services (or a solution to their problem)?<br />Try to put yourself in a potential client’s shoes! They might not know the industry terminology you do!<br />
  11. 11. Spy On The Competition<br />View the websites and social media profiles of your competitors and Industry leaders.<br />Companies in your area offering similar products / services.<br />Companies in your Industry but in different locations than you.<br />TAKE NOTE:<br /><ul><li> What you like / dislike about each site (as a user at first glance?)
  12. 12. How do they organize their information?</li></li></ul><li>TECHNOLOGYYOUR FOUNDATION<br />
  13. 13. The Best Technology for Your Budget<br />Don’t skimp on the fundamentals<br />You’re going to pay for it one way or another<br />
  14. 14. Demand to See Numbers!<br />Ask your potential provider to:<br />Show you sites that rank using their platform<br />Show you analytics data <br />Show you leads, not just traffic<br />
  15. 15. Blogging<br />Should be integrated into your site!<br />Good:<br />Yoursite.com/blog<br />Yoursite.com/posts<br />Bad:<br />Blog.yoursite.com<br />Yoursite.some-other-site.com<br />Some-other-blog-site-altogether.com<br />
  16. 16. Syndication<br />Syndicate Text Content & Listings<br />
  17. 17. Proper Coding - Highlights<br />HTML Text<br />HTML Links<br />HTML Navigation<br />No FLASH<br />Unique Page Titles and Descriptions<br />Fast page loads (Google Cares about UX)<br />Clickable links to all of your content, not forms<br />Integrated IDX property search<br />
  18. 18. CONTENTPRODUCE, OPTIMIZE, PROMOTE<br />
  19. 19. Producing Content<br />Produce content regularly:<br />At least 2 – 3 times per week <br />Ideally, you are producing content several times per day<br />Chatter Matters more in most recent Google Update!<br />Have a schedule:<br />30 agents, 1 page/month = 1 page every day<br />Re-use emails:<br />Answers to common questions<br />Make them anonymous, of course<br />
  20. 20. Producing Content – tips & hints!<br />Identify yourself authoritatively<br />Stop talking about yourself<br />Be authentic<br />Don’t be a “debbie downer” – DO be positive <br /> Increase Quantity = Improve Exposure<br />Share interesting content – it gets you views<br />(Don’t obsess about engaging – it doesn’t get you views!)<br />Utilize information voids & combined relevance<br />Best days to publish: Wed, Thurs, Fri<br />Best days to email: when your competitors aren’t<br />
  21. 21. Content Optimization Check List <br /> Content creation AROUND KEYWORDS<br />________________________________________________________<br />Bolding / Italicizing KEyWORDS<br />________________________________________________________<br />HeadINGs (h1) & Subheadings WITH KEYWORDS<br />________________________________________________________<br />Hyperlinks to other pages using keywords _______________________________________________________<br />Add tags and categories<br />(Blog specific)<br />________________________________________________________<br />Photo/other art<br />________________________________________________________<br />META DAta________________________________________________________<br />Create categories sing specific keywords<br />
  22. 22. On-Page Optimization Overview<br />Remember to use relevant keywords throughout<br />
  23. 23. Meta Data Optimization <br /><ul><li>Meta Data Describes the Web Page or Blog Content. </li></ul>Create categories sing specific keywords<br />Keywords: Specific/relevant keywords you want your site to rank for<br />Title: Interesting & Engaging.60 Characters or Less.<br />Description: Describing Your Blog Post or Webpage <br />
  24. 24. Google It!Do What Your Clients Will Do <br />Don’t forget to test your keywords inthe major search engines!<br />View the paid ads andorganic results for each term.<br />Are the results what you expected? Who’s ranking highest? <br />TAKE NOTE:<br /><ul><li> If you live in a city with a common name. Ex. Lexington or Springfield</li></li></ul><li>MONITOR YOUR <br />REFINE YOUR CAMPAIGN AS YOU GO!<br />
  25. 25. Tools To Check Your Progress<br />Firefox Rank Checker – Good for quick checks, data exportable<br />Track referring sites / PPC Ads, and search terms used to bring visitors to your site for FREE with Google Analytics & Google Webmaster Tools!<br />Track what terms people are searching for once on your site, too!<br />Google Places Insights - provide a list of search queries used to reach your listing.<br />Use the ‘Broad Match’ setting in your PPC Ads, then REFINE YOUR KEYWORDS for ADGROUPS by using the ACTUAL KEYWORDS users entered.<br />Ask for help!<br />
  26. 26. To Pay or Not To Pay?<br />SEO takes effort. You can put in the work or pay someone else to do it for you.<br />Best results = DO BOTH!<br />
  27. 27. QUESTIONS?<br />
  28. 28. More Resources<br />BostonLogic’sLogicClassroom Series: www.bostonlogic.com/logic-classroom<br />BostonLogic’sReal Estate SEO Blog: www.realestateseo1.com<br />3 Pillars of SEO for Real Estate Pros: http://realtormag.realtor.org/technology/feature/article/2011/08/3-pillars-seo-for-real-estate-pros<br />Speaking of Real Estate Blog: http://speakingofrealestate.blogs.realtor.org/<br />REALTOR® Magazine Webinars: http://realtormag.realtor.org/webinars<br />@BostonLogic<br />@RealtorMag<br /> /user/BostonLogic<br /> /BostonLogic<br />/RealtorMag<br />

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