5 steps to demystifying seo and inbound marketing for real estate - agent reboot
DESCRIPTION
As social media and mobile devices continue to reshape the way we communicate and do business online, we need to start thinking differently about how we reach our customers. Buying and begging for attention is a bit like leaving everything up to fate. We need to earn attention. The key to SEO is to create compelling online content and optimize it so that appears on the first page of search results when your customers search for answers that relate to the products and services you sell. This webinar outlines a clear action plan to gain an understanding of where you stand today and what tactics you can apply to real your goals for tomorrow. To find out more about SEO, content marketing and inbound marketing for real estate professionals, visit http://placester.com/academy or send me a tweet @sethstuffTRANSCRIPT
Seth PriceDirector Marketing and Sales
[email protected]!http://twitter.com/sethstuff
PlacesterCompany Blog: http://placester.com/blog/Marketing Academy: http://placester.com/academy/
Webinar: SEO for Real Estate
Before we dive into SEO, we have to talk about the online marketing landscape
A Partial Picture
SEO is not the whole picture. Rather, it’s a key part of the online marketing landscape, which encompasses content, social, email, SEO, seminars and more.
Earned Media
What is SEO (search engine optimization)?
SEO is:
The process of driving traffic by applying tactics to improve the ranking of a web site’s content in search engine results.
Frederick Townes @w3edge
“SEO is the way the content gets found, consumed and shared on the internet”
Lee Odden describes Holistic SEO in his book: http://optimizebook.com
The Whole Picture
SEO has evolved from just keywords to include an integrated view from the consumers perspective and encompasses content, social and search
35,000 Searches are made on Google every second
Search Growth
There are two types of search results in the Search Engines
Paid and Organic Search Results
Paid
Organi
But, there are multiple verticals of search and each requires different yet related tactics to rank well.
Regular Organic Search Results
Local Listings eg: Agents, Schools, Parks etc...!http://www.davidmihm.com/local-search-ranking-factors.shtml
“Search is about fulfilling a need for a person. Search Quality is about better fulfilling the needs of people”
Michael King @ipullrank
Ecommerce Search Results
Image Results
Map Results
News Results in Real Time
Places vs Map
Blog Results
Discussion Results http://searchengineland.com/google-discussion-forum-snippets-now-showing-top-answers-116737
Sometimes it All Comes Together
The Search Demand Curve
Most search results occur in the long tail. http://www.seomoz.org/blog/illustrating-the-long-tail
There are still opportunities to outrank the top dogs
You can outrank
the big guns!
But, there’s more room to play in the long tail
You can dominate
the long tail
So, where do you start?
The complicated answer
No, really ?
It’s Easier Than it Seems
Don’t Wait for Your Kids to Grow Up
Rand Fishkin regarding the SEO Pyramid: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
Get These Right
Then Get These
Right
Start by Building a Solid Foundation
A Good Website
Should be your best unpaid salesperson by creating an intuitive experience for both users and search engines. !Build your site with the audience in mind. Removing roadblocks before they occur is the first step to winning online.
Start by Building a Solid Foundation
With WordPress You’re Half-way There
“(Wordpress is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.”
A Talk given by Google’s Matt Cutts at Wordcamp: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
SEO is not just about key words anymore.
A good place to start
http://www.seomoz.org/beginners-guide-to-seo
Why bother with SEO/Online marketing at all?
Ranking online is uber important
Just Because You Build It!
http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
Search Engine Comparison
First page is usually better, first place is always best
http://training.seobook.com/google-ranking-value
How does it work?
Establishing trust and creditability
Links are the primary way for search engines to determine the value of one site’s content over another. Think of it as the online equivalent of a peer review.
The value of backlinks http://just-ask-kim.com/value-of-backlinks/
You get there by creating real value for your customers. You must create high quality linkable and shareable content with your customers persona and search in mind
https://placester.com/real-estate-marketing-academy/guide-to-creating-killer-content-for-real-estate-marketing/
The higher quality and quantity links you have from other websites to your site and the more social signals your have, the more powerful your site will be and the better your content will rank.
“PageRank” is Google’s Value System
PageRank is an algorithm, used by Google’s search engine, that assigns a numerical weighting to each element or page of the web, with the purpose of "measuring" its relative importance.
http://en.wikipedia.org/wiki/PageRank. Image by Felipe !Micaroni Lalli [email protected]
What Attributes Effects “PR”
http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
This is all lip service if you don’t have awesome content on your site that ranks for your terms and keeps your visitors engaged when they land on your site. !
Figure out where you stand ! !
5 Key Audits to Establish a Baseline
https://placester.com/real-estate-marketing-academy/seth-price-interview-lee-odden-author-of-optimize-and-ceo-of-toprankmarketing-com/
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
5 Key Audits to Establish a Baseline
What does all this get you ! ?
Reduced Lead Cost
Inbound marketing dominated efforts enjoy a dramatically lower cost per lead than their outbound marketing dominated counterparts.
http://www.marketingcharts.com/direct/inbound-marketers-enjoy-lower-cost-per-lead-21269/hubspot-avg-cost-per-lead-feb-2012jpg/
Better quality leads
Higher Conversion Rates
Inbound marketing dominated efforts enjoy a dramatically lower cost per lead than their outbound marketing dominated counterparts.
http://www.marketingsherpa.com2012SearchMBRSEOExcerpt.pdf
Inevitability
Tips
• Not Online? Get a website.!
• Not on WordPress? Get on WordPress.!
• Not ranking? Get an audit.!
• Want to learn more?!
• Read placester.com/academy!
• Read seomoz.org!
• Read Inbound.org
