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 @sethstuff
5 Steps to Demystifying SEO and Inbound Marketing for Real Estate - Agent Reboot
1.
2. Webinar: SEO for Real Estate
Seth Price
Director Marketing and Sales
sprice@placester.com!
http://twitter.com/sethstuff
Placester
Company Blog: http://placester.com/blog/
Marketing Academy: http://placester.com/academy/
3. Before we dive into SEO, we have to talk
about the online marketing landscape
4. 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.
7. 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
8. “SEO is the way the content gets found,
consumed and shared on the internet”
9. The Whole Picture
SEO has evolved from just
keywords to include an
integrated view from the
consumers perspective and
encompasses content, social
and search
Lee Odden describes Holistic SEO in his book: http://optimizebook.com
37. 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
38. 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-thebest-blogging-platform-for-seo/
47. 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/
48. 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/guideto-creating-killer-content-for-real-estate-marketing/
49. 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.
50. “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
51. What Attributes Effects “PR”
http://www.vaughns-1-pagers.com/internet/googleranking-factors.htm
52. 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.
!
54. 5 Key Audits to Establish a Baseline
https://placester.com/real-estate-marketing-academy/seth-priceinterview-lee-odden-author-of-optimize-and-ceo-oftoprankmarketing-com/
61. 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-enjoylower-cost-per-lead-21269/hubspot-avg-cost-per-leadfeb-2012jpg/
63. 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
65. 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
At it’s core, online marketing is about talking online. It’s the conversation that occurs between your audience and and your business\n
The new normal, is that the customer has power and that power will continue to grow. if companies find a way to be a part their customers online conversation they will always pay some else for their customers. It's the difference between renting and owning. You may not lose money renting but you won't benefit any longterm gain. \n
Marketing used to be solely about advertising or interruption marketing. I’m going to interrupt you from what you want to do with an advertising message and hopefully earn your awareness, trust and business. Inbound marketing is about earning you customers attention and awareness by providing information that they are already interested in. \n
We’ll I can tell you, It’s not a widget that you can say you have. Oh yeah, I’ve got SEO. It’s a process with a silly name.\n
Optimizing and orchestrating all of your online activities around your customers and potential customers desires. Making it easy for them to discover relevant, useful and high quality content when they want it and where they actually happen to be.\n
So, here’s the big picture\n
The consumer is at the center of of SEO\n
We want answers, we expect them now, we want them to be relevant and we want to know that we can trust them \n
Google currently has over 80% of the worldwide search market. This number is climbing steadily and doesn’t include searches into other portals, like yahoo, Baidu, Yandex, Ask and AOL\nBaidu has 60% of the search in China / Yandex has 60% of the search in russia\n
We can break search down into two categories\n
With Google you can pay for clicks also called CPC, with Bing and yahoo, you can pay for clicks or impressions CPM. The trouble with Paid is that the moment you stop paying business stops.\n\nOrganic, you earn, but there is no limit to the number of people \n\n\n
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Google uses over 200 attributes to measure page rank. Since Page rank is Google’s measurement of how popular or authoritative a website is, on a 1 to 10 scale. It’s important to know what moves the needle.\n
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If you don’t create your own lead source, you will always pay someone else to\nget customers\n