http://placester.com/academy

Seth PriceDirector Marketing and Sales

sprice@placester.com!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 micaroni@gmail.com

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

Thank You!Questions: sprice@placester.com

follow me @sethstuff