In September, Mike Stewart of SMB SEO presented at the MetroTex Association of Realtors in Dallas Tx at the Grapevine Convention Center. The presentation offered practical and simple advice to local real estate agents struggling to rank high on search engines after the recent Google Penguin and Panda algorithm changes. For more information on SEO, visit www.smbSEO.com/blog

1. https://www.facebook.com/DallasInternetMarketing.smbSEO
Presents Twitter: @smbSEO
How to
Dominate
the internet without breaking a sweat
for Real Estate Professionals

2. What Do All of These Things Have in Common????
They became Obsolete!!!!!
(Don’t be obsolete. DotCom 2.0 is now.)

3. The three main parts to online marketing
The search engine
Social Media sites
Your Your online
website connections
Reviews & Ratings
Local Listings
Links to and from
other sites

4. Part 1:
Search Engines

5. SERPS
Search Engine Results PageS
This is
what
the user
sees
when
they
conduct
a search

6. SERPS
Anatomy of a SERP
Paid
Advertising, aka
PPC
(Pay-Per-Click)
Local Listings:
Fed by online
connections
Unpaid search
results, aka
"Organic":
comes from
your website

7. Pay Per Click Advertising
Choose ad Target
Example: 1st time
buyer, age 36,
married, with
children.

8. Pay Per Click Advertising
Keyword Selection
Google lets you search for keywords by your website, competitors website, word or phrase, or category
Don't guess: Use Google Keywords Tool.

9. Pay Per Click Advertising
Ad Creation
Create a Compelling Headline based on target
ex. "Your Dream Home Awaits You"
Create a call to action that invokes your keywords
ex. "Ask us about our FREE guide for first time homebuyers
and our no-hassle home financing program."
Give them a reason to act quickly
ex. "Limited Time Offer. Call now!"

10. Pay Per Click Advertising
Check Results: Google Analytics
Revise your ads as needed.

11. Part 2: Your Website

12. Your Website's Basic Elements
Making your site visible to the search engines
Search
friendly
URL
Title
meta description
Page Content

13. Search Friendly URL's
Remember: If the search engine cannot see you, your website does not
get indexed and does not appear when people search for you.
Search engines can see this URL
http://www.sitepoint.com/search-engine-friendly-urls
Search engines can't see this one
http://example.com/page.php?id=about&section=me

14. Titles & Meta Descriptions
Just like a person, a website has
a head
a body

15. Titles & Meta Descriptions
Every head needs a face
The title of your webpage is
like it's eyes- the first thing a
user notices, and very
important for conveying
what your webpage is all
about.

16. Titles & Meta Descriptions
The description, like a
mouth for your
website's head, tells
the user what great
things they can expect
to get when they come
and visit your
webpage.

17. Titles & Meta Descriptions
A title like this "Dallas Real Estate, Texas | Dallas
Condos & Homes for Sale"
A description like this, "Dallas Real Estate by
VIP Realty. View MLS Listings & Virtual Tours.
Over 60,000 homes for sale. List for 0%
commission! Buying? Receive 1.5% Cash
Rebate."
Gives results
that look like
this!

18. Titles & Meta Descriptions
Remember: Pretty
faces attract more
visitors
Adding a strong title and description to your webpage can
increase the click-through rates by 100%!! It doesn't help
to get your webpage to the top of the search engine
rankings if your listings aren't attracting attention.

19. Page Content:
Three main
questions
Is it
relevant? Is it fresh?
Is it
unique?

20. Is it Relevant?
(and why it matters)
source:
Google.com,
"How
Google
Search
Works"

21. Is it Fresh?
How Google judges freshness
By date

22. Is it Fresh?
How Google judges freshness
By amount of change

23. Is it Fresh?
How Google judges freshness
By frequency of changes

24. Is it Fresh?
How Google judges freshness
By percentage of new pages created

25. Is it Fresh?
How Google judges freshness (continued)
By importance of content changes

26. Is it Fresh?
How Google judges freshness (continued)
By rate of new link growth

27. Is it Fresh?
How Google judges freshness (continued)
By who is linking to you

28. Is it Fresh?
How Google judges freshness (continued)
By how relevant the content is to the links

29. Is it Fresh?
How Google judges freshness (continued)
By length of time visitors spend on your site

30. Is it Fresh?
How Google judges freshness (continued)
By average age of search results

31. Is it Unique?
In part due to low usage, Say NO! to content recycling
the proliferation of
excellent property-
search tools on real
estate websites, and the
infrastructure
challenge posed by the
impending retirement of
the Google Base
API (used by listing
providers to submit
Recycling content makes
listings), we’ve decided
Google a sad Panda.
to discontinue the real
estate feature within
Google Maps on
February 10, 2011.
Replacing low-quality content with fresh, unique content,
contributed to a significant impact on search rankings-- an
improvement of 30% for more than half the pages measured and a
10% or greater improvement for 80% of the pages.
- source: The SEO Impact of Fresh Content on Large Sites by Serv.io

32. Page Content:
Creating Content that Works
Research Embed
keywords supporting
video or add
pictures
Organize with
tags
Repeat Add title and
Keywords description
in content (use plugin for
WordPress)

33. Part 3: Your Online
Connections
Links are roads to success

34. Building Prominance
Rhymes with Dominance!
Links to and
from your
Citations website
&
Mentions
Local
Listings
Ratings &
Reviews Location
Popularity
Social Media
Indicators

35. Citations & Mentions
Mentions do not include contact information
Citations include business
contact information and
can, but do not always,
include links.

36. Ratings & Reviews
Important note: Google views
Website with more positive sites with only positive
than negative rankings or reviews skeptically. A few
reviews negative reviews can actually
HELP credibility.
Website with neutral rankings or reviews
Website with more negative than positive
rankings or reviews
Website with only negative rankings or reviews
Website with no rankings or reviews

37. Social Media Indicators
Voice: Your brand mentions Engagement: Number of
Pins & repins vs. Your competition's times user talks to you on
social media sites
Sentiment: How
people talking about
Likes & Shares your brand actually
Volume: Total brand feel about it.
mentions over time
Key Influence
Mentions: Mobile Mentions:
Number of mentions Number of mentions
Retweets by users with large on mobile search sites
& Favorites and loyal followings

38. Social Media Indicators
Platform Reach: Number
of social media platforms
Pins & repins
where your brand appears.
Likes & Shares
Social Click-Thrus: How
often people click to follow
your links or to visit your web
properties.
Retweets
& Favorites

39. Links
Ways to build them!
Submit Create a
press Provide
Ask for Submit to RSS contest
Put your releases Give Away
them web
website Email Content
from directories
on all Newsletters such as
sites you & reference
printed eBooks
respect & sites
material
& in blogs you
emails read Have your
website
professionally
translated
Caution: Check out websites before Note: Joining a professional
linking back to them. Make sure organization or chamber of
their content is relevant to yours commerce is a great way to build
and offers value to your visitors. links that gain your site credibility!

40. Local Listings
Local Listings A Few Examples of
Local Listing
“Optimization”
Sites:
Superpages.com
YP.com
Local.com
CitySearch.com
Feed into Google Maps Kudzu.com
No Local listings Brownbook.net
= No Google maps MyHuckleberry.com
= Customers
cannot find you Yellowbot.com
easily.
Yelp.com

41. Location Popularity
Works like property values, with high popularity in one
location increasing popularity in all locations.
$$
$$$$$
More
searches
near your
Popular locations location
get more searches increases
the
$$ number
of
chances
to be
found
online
$$

42. Location Popularity
Ways to Increase Location Popularity
Encourage
Partner with Offer Free WiFi
visitors to use Register
nearby to visitors or
social media location as
businesses to donate to a non-
check-in historic site (if
host special profit or college
services like applicable)
events
foursquare

43. Local Listings Strategies
For Home Based Real Estate Agents

44. Local Listings Strategies
For Home Based Real Estate Agents
Plano
List your business
by its service area,
not by its actual
Keller
address.
Frisco
Allen

45. Local Listings Strategies
For Home Based Real Estate Agents
You can do this
under Google's
service areas and
location settings
tab when filling
out your Google
plus profile.

46. Local Listings Strategies
For Home Based Real Estate Agents
Create trust and
legitimacy through
solid content that
shows you know
your business - and
your customers.

47. Mike Stewart "The Dallas SEO Guru"
Contact Me
Address:
801 Forest Ridge Dr. Ste.
104
Bedford Tx 76022
Cell: 972-998-0050
Email:
mike@smbSEO.com
Twitter: @smbSEO
LinkedIn: Mike Stewart