Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Introductory SEO and Internet Marketing Strategies


Published on

This is the ppt presentation that Scott Gray gave at the Nov 17 2009 Real Estate Tomato Virtual REBar talking about introductory SEO techniques and ways to join the internet marketing movement

  • Be the first to comment

Introductory SEO and Internet Marketing Strategies

  1. 1. Scott Gray<br />Real Estate Tomato Virtual REBar Camp<br />November 17th, 2009<br />Introductory SEO and Internet Marketing Strategies<br />
  2. 2. Introduction<br />Who am I?<br />Scott Gray<br />Director of SEO Operations @<br /> Real Estate SEO Pros<br />And I’m a geek<br />What are we going to talk about?<br />SEO- Search Engine Optimization<br />Different Techniques you can use to rank higher<br />
  3. 3. Overview<br />Importance of SEO<br />Onsite Optimization<br />Metakeywords<br />Page Titles<br />Offsite Optimization<br />Content<br />Social Networks<br />Real Estate Specific SEO<br />MLS<br />Black Hat SEO<br />Future of SEO<br />
  4. 4. Why do you need SEO?<br />National Association of Realtors Home Buyers Study 2007<br />84% of Home Buyers Are Searching For Homes Online<br />58% of Real Estate Purchases Begin on Search Engines<br />70% of Searchers NEVER leave Page 1<br />
  5. 5. PPC [SEM] vs. SEO<br />Pay-Per-Click<br />Sponsored Links<br />Pay for Traffic<br />Renting someone else’s audience<br />30%<br />Search Engine Optimization<br />Organic Traffic<br />Own your own traffic<br />Own your own audience<br />70%<br />
  6. 6. Onsite vs. Offsite<br />Anything done locally on your site<br />Includes metatags, content, HTML optimization, etc.<br />Very important in the late 90’s<br />Only 20-30% of the battle<br />Anything done off your sites<br />Includes social networks, article submission sites, directories submissions, etc<br />Becoming more and more important<br />
  7. 7. Onsite Overview<br />Metas<br />Things the computers see<br />Includes metatags, metakeywords, <br /> metadescriptions, etc.<br />Content<br />Things that viewers see<br />Includes texts, pictures, videos<br />Structural<br />Includes navigation, internal linking, page titles<br />
  8. 8. Keyword Research <br />Consistent Marketing Message<br />Keywords and Search Terms<br />SERP<br />Search Engine Results Page<br />
  9. 9. Keyword Types<br />Three Levels/Type of Keywords:<br />Head- “real estate”<br />Hard to Rank for<br />Poor quality lead<br />Body- “Dallas Real Estate”<br />Relevant term<br />Still highly competitive<br />Tail- “Foreclosed Condos in Dallas TX”<br />Very relevant<br />Lower volume lower competition<br />High quality lead<br />Google Keyword Tool<br />
  10. 10. What do I do with my Keywords?<br />Add to Page Titles<br />Put them in EVERY Meta<br />Metakeyword<br />Metatags<br />Metadescription<br />Content<br />Repeat as often as possible<br />
  11. 11. Good Sites vs. Bad Sites<br />Poorly Optimized Site<br />Properly OptimizedSite<br />
  12. 12. Other Onsite<br />Keyword-Friendly URLs <br />XML Sitemap<br />Onsite + Google Webmaster tools<br />Rich Content<br />Blogging<br />Photo Slideshows<br />Flash and Javascript<br />
  13. 13. Off-site<br />Link building<br />Think of them like Recommendations<br />Quality=Relevant<br />Linkjuice<br />Social media<br />Build an audience<br />Articles<br />Content<br />Blogs & Forums<br />Start a conversation<br />
  14. 14. Content<br />Link Bait:<br />Tools<br />Quizzes<br />Contests<br />Articles<br />Submission Sites<br />Anchor Tags<br />Blogs<br />Quality Content<br />
  15. 15. Convergence of Social Media and SEO<br />Lots of Statements vs. a Conversation<br />Google Caffeine<br />Real Time Searching<br />Increased Search Discovery<br />Attract Links<br />Media Sharing<br />Reviews<br />
  16. 16. Link Wheel:<br />Tier 4 Bookmark<br />Tier 3 Directory<br />Tier 3 Directory<br />Tier 2 Network<br />Tier 1 Site<br />Tier 1 Site<br />Home<br />Home Blog<br />Tier 1 Site<br />Tier 2 Network<br />Tier 2 Network<br />Tier 4 Bookmark<br />Tier 4 Bookmark<br />Tier 3 Directory<br />
  17. 17. Multimedia<br />Google loves Multimedia!!<br />What do we mean?<br />Videos<br />Images<br />Where can we put those?<br />Your website<br />Youtube<br />Flickr<br />Your Social Networks<br />
  18. 18. Real Estate Specific SEO<br />Google Maps<br />Becoming a new interactive MLS<br />Google Maps API<br />Optimizing for:<br />Zip Codes<br />MLS Numbers<br />Content:<br />Video Walkthroughs<br />Social Networks:<br />Active Rain<br />Realtown<br />
  19. 19. Real Estate Template Sites<br />Pros<br />Cons<br />Easy to Setup<br />No in house webmaster needed<br />Easy to maintain<br />Some Built-in Functionality<br />Less work<br />Lack of Customization<br />Limited Ability to Optimize Structure<br />Possible fees for Analytics installs<br />Difficult to upload XML files<br />Hard to setup website features:<br />Blogs<br />Photo galleries<br />Who owns it?<br />
  20. 20. Brokerages<br />Optimizing subdomains<br />Loss of linkjuice<br />Similar problems with Template Sites<br />Hard to differentiate from the pack<br />
  21. 21. Final Quick Tips<br />Create a Quick Wordpress blog<br />Post and maintain<br />Create a Flickr Account<br />Upload photos from houses<br />Upload Listings to Google Maps<br />Create Social Network Accounts:<br />Twitter<br />Active Rain<br />LinkedIn<br />
  22. 22. Black Hat “No No”s<br />Link Exchange<br />“I’ll give you a link if you give me one”<br />Stealth Pages<br />Very sophisticated lies<br />Duplicate Content<br />Link Farms<br />Paid Links<br />
  23. 23. Future of SEO<br />Ever changing playing field<br />More and more sophisticated search algorithms<br />Social Networks becoming more relevant<br />Google Caffeine<br />Social Graph<br />Multimedia content linking<br />Reviews/Recommendations<br />Increased reliance by buyers<br />
  24. 24. Contact Us<br />Real Estate SEO Pros<br />1-888-221-2826<br /> My direct: 406-532-3746<br /><br /> My email:<br /><br /><br />Follow us on Twitter: real_estate_seo<br />