An introduction to SEO (search engine optimization). Presentation given by Alyssa Richard at REBarCampTO, a real estate bar camp.

1. Title slide
Alyssa Richard
@RateHub_Canada
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4. Organic vs. paid search
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5. SEO ranking factors – the basics
On page factors Off page factors
• Page title • Inbound links
• URL • Web links
• H1 • Tweets
• Meta description • Facebook likes
• Relevant content / • Brand factors
keyword usage • Direct searches
• Credible mentions
BOS Adwords webinar

6. SEO ranking factors – the basics
On page factors Off page factors
• Page title • Inbound links
• URL • Web links
• H1 • Tweets
• Meta description • Facebook likes
• Relevant content / • Brand factors
keyword usage • Direct searches
• Credible mentions
BOS Adwords webinar

7. Organic vs.Page title:
1. paid search “Current mortgage rates in Ontario”
2. URL: www.ratehub.ca/current-mortgage-rates-ontario
3. H1: “Current Mortgage Rates in Ontario”
4. Relevant content: Include keywords BOS Adwords webinar

8. 1. Page titlevs.
Organic paid search
<title>Current Mortgage Rates in Ontario - Find the Best & Lowest
Today!</title>
2. Meta description
<meta name="description" content="Compare current Ontario fixed and
variable mortgage rates with different terms, conditions and prepayment
options."/>
4. Relevant content: Include keywords
<h1>Current Mortgage Rates in Ontario</h1>
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9. Organic vs. paid search
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10. Source: www.seomoz.org
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11. SEO ranking factors – the basics
On page factors Off page factors
• Page title • Inbound links
• URL • Social media links
• H1 • Tweets
• Meta description • Facebook likes
• Relevant content / • Brand factors
keyword usage • Direct searches
• Credible mentions
BOS Adwords webinar

12. Hold on! What is an inbound link?
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13. Not all links are created equally
• High trust
• Use page rank as a judge
• News papers
• Large websites
• Anchor text
• Home page
• Close to top of page
• The less links the better (flow more PR to you)
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14. Not all links are created equally
• High trust Anchor Text Example
Good
• Use page rank as a judge
Sandra Rinomato owns a full service brokerage.
• News papers
• Large websites
Best
•Sandra Rinomato owns a full service brokerage.
Anchor text
• Home page
• Close to top of page
• The less links the better (flow more PR to you)
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15. Naturally vary your anchor text
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16. The SEO basics
Source: www.seomoz.org BOS Adwords webinar

17. The SEO basics
Inbound
links:
43%
Source: www.seomoz.org BOS Adwords webinar

18. The SEO basics
Keyword
usage:
25%
Source: www.seomoz.org BOS Adwords webinar

19. Types of keywords
Example
Toronto real estate
Broad
• Real estate in Toronto
• Estate in Toronto real life
Exact
• Toronto real estate
Phrase
• Toronto real estate agent
• Todays Toronto real estate
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20. Source: www.seomoz.org BOS Adwords webinar

21. Source: www.seomoz.org BOS Adwords webinar

22. Source: www.seomoz.org BOS Adwords webinar

23. Where do you get started?
• Keyword tool
• Industry knowledge
• Analytics account
• What’s working?
• Adwords account
• What’s working?
• Strong competitors
• Don’t reinvent the wheel
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24. Keyword research sources
What are the search volumes?
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25. Keyword research sources
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28. www.ratehub.ca/thankyou.php
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30. Don’t stop here. Keep learning.
Tools: Google keyword tool
SEOMoz’s open site explorer
Google analytics
Google adwords
Book: Outsmarting Google
Blogs: http://www.seomoz.org/blog
http://www.rosshudgens.com/
Twitter: @rosshudgens
@randfish
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