Presentation for John W. Hansen and Associates Real Estate

1. Search Engines and SEO
By Tanner Petroff
For

2. Indexation
 Search engines store what they can find in an
index
 Search engines are smart, but they can’t find
everything on their own

3. How Search Engines Pick Results
 Search engines sort through the pages stored in
their index to find the best results
 Example search result – ‘Real estate’
 Does this page have ‘real estate agent’ in the title?
 Does this page have ‘real estate agent’ in the page content?
 Are there other pages on this website that talk about ‘real
estate’?
 Are there other websites that link to this page?
 How many? Are they high or low quality sites?
 Do those websites talk about real estate?
 Many, many more factors

4. What Search Engines Can Read
 Text, like what I’m typing now
 Image ‘alt text’
 Other code

5. What Search Engines Can’t Read
 Images
 Flash animation

6. Where Does SEO Come In?
 Two kinds of SEO
 On-Page Optimization
 Everything on your website that you control
 Off-site Optimization
 Everything on other peoples websites that affect you

7. On-site Optimization
 Content
 More is better, but it needs to be focused on
keywords
 Keywords should ideally be decided before building
a website, but it’s never too late to start
 Page Titles
 Meta Descriptions
 URLs & URL Structure
 Schema.org Markup

8. Off-Page SEO
 Links pointing to your site
 Quality links
 From a relevant website
 Editorial links in blogs & articles
 Press mentions
 Bad links
 Link farms
 Comment spam

9. So Where Do I Start?
 SEO can be confusing
 The landscape is always evolving

10. Keyword Research
 Use tools to help
 Google AdWords Keyword Planner
 https://adwords.google.com/ko/KeywordPlanner/Home
 Übersuggest
 http://www.ubersuggest.org

11. Audit Your Website
 Edit page titles and meta descriptions to have
keywords & variations
 Important! No Keyword Stuffing!
 Check URL structure and update to follow best
practices
 Fix any broken links or other technical issues

12. Create Content
 Create interesting, informative content designed
to solve the problems of potential buyers
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Blogs
Infographics
eBooks
Whitepapers
Videos
 Remember your site’s keywords when creating
content, but don’t worry about it too much
 Add pages to your site focused on any keywords
you don’t already have on your site

13. Use That Content to Attract Links
 Content aggregators
 Digg.com
 Delicious.com
 Guest blogging
 Ask for social shares
 Ask for links
 Reach out to authorities & thought leaders

14. Use ‘Anchortext’ When Possible
 Anchortext is the text used to link to a new page
or website
 Anchortext tells search engines what a link is about
 Use keywords as anchortext for most SEO benefit

15. Measure and Monitor Performance
 Google Analytics
 http://www.google.com/analytics
 Google Webmaster Tools
 http://www.google.com/webmasters/tools
 Moz Metrics
 http://www.moz.com/

16. Expectations
 Here are two real world examples of SEO results

17. Expectations (continued)

18. Expectations (continued)

19. Expectations
 The original graphs may look mostly flat, but both
cases show great results
 (redacted) saw a 55% increase in total
traffic, leading to a 111% increase in online revenue
 (redacted) saw a 69% increase in total traffic over
an eight month period

20. Summary
 Find who you are marketing to, how they search
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and what they search for
Optimize your website to meet those needs
Create content your audience will find
interesting, and search engines can index
Use that content to acquire links to your website
Measure
Repeat

21. Questions?
 Don’t be shy!
 This presentation is on SlideShare
 Link
 I’ll send out a copy to anyone who may want it
 Let’s go through a real world example and audit
one of your websites!