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Online Marketing Tools for Residential Architects

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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

Published in: Technology, Business
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Online Marketing Tools for Residential Architects

  1. 1. 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”
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. O N LI NEM A R K E T I N G YOUR WEBSITE is your gateway to new clients
  6. 6. 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
  7. 7. O N LI NEM A R K E T I N G Photo (right) by Sean Munson.
  8. 8. 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
  9. 9. 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?
  10. 10. O N LI NE Okay...M A R K E T I N G WEBSITE IS READY So how do I increase web traffic?
  11. 11. 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/
  12. 12. 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/
  13. 13. 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
  14. 14. L O R EMI P S U M
  15. 15. L O R EMI P S U M
  16. 16. L O R EMI P S U M
  17. 17. L O R EMI P S U M PAID • t PAID ORGANIC
  18. 18. L O R EMI P S U M
  19. 19. L O R EMI P S U M Rank #1 for this Keyword Phrase Organic (SEO/SEM)
  20. 20. 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/
  21. 21. O N LI NE Okay...M A R K E T I N G GETTING TO THE TOP Steps to become #1 on Google
  22. 22. 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/
  23. 23. L O R EMI P S U M What is your next client searching for? Using Keywords for Success
  24. 24. L O R EMI P S U M
  25. 25. #1 Domain NameL O R EMI P S U M
  26. 26. ourprocess/architecture #2 Web AddressL O R EMI P S U M Text
  27. 27. #2 Page TitleL O R EMI P S U M
  28. 28. L O R EMI P S U M
  29. 29. L O R EMI P S U M
  30. 30. L O R EMI P S U M
  31. 31. 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.
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. ‣ 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.
  36. 36. O N LI NEM A R K E T I N G
  37. 37. 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
  38. 38. Use FREE Tool at: websitegrader.comO N LI NEM A R K E T I N G
  39. 39. O N LI NEM A R K E T I N G
  40. 40. 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
  41. 41. O N LI NEM A R K E T I N G THANK YOU paul@myover.com Twitter: @myover LinkedIn.com/in/myover
  42. 42. ONLINE DIRECTORYO N LI NEM A R K E T I N G LISTINGS 1. ADD DIRECTORY INFO 2. OR END HERE... CHECK TIMING

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