As a real estate professional, competing with the likes of Zillow, Trulia, and Realtor.com for the attention of online consumers can be a daunting task. However, even small real estate companies with limited marketing budgets have the potential to beat the big guys in one critically important area: search. Today, search is the number one driver of traffic to content sites, beating social media by more than 300 percent. By ranking highly on search engines like Google and Bing, you can drive qualified leads to your website and win new customers. The key to search marketing success? Keyword research: A set of strategies for discovering the words and phrases your customers are typing into search engines in order to drive more and better traffic to your website. This webinar will cover everything you need to know to get started with keyword research, including: What keywords are and why they’re important Best and worst practices for keyword research The importance of long tail keywords The best tools for keyword discovery and competitive analysis How to construct a “keyword pyramid”

2. 800-728-8391
KEYWORDS
EXPLAINED
“You can spend every penny you have on a website,
but it will all be for nothing if nobody knows your site
is there.” !
!
-Marc Ostrofsky, author of Get Rich Click!: The
Ultimate Guide to Making Money Online

3. #keyword2013
The Importance
of Keywords
∞
• 9 out of 10 real estate firms now have a web
presence.
• 62 percent of Realtors have a personal marketing
website.
• Agents and brokers are competing with big publishers
like Zillow, Trulia, and Realtor.com for attention.
SEARCH IS THE ANSWER.

6. #keyword2013
What Is Keyword
Research?
?
√
“A practice used by search engine optimization
professionals to find and research actual search terms
people enter into the search engines when conducting
a search.” (Wikipedia)
A set of strategies for discovering the words and
phrases your customers are typing into search
engines in order to drive more and better traffic to your
website.

7. 800-728-8391
THE BASICS
The basics of keyword research

8. #keyword2013
Bad Keyword Practices
“the nealon group”
x
“fantastic apratments”
x
Subjective
Company name!
words!

9. #keyword2013
Good Keyword
Practices
“columbus ohio apartments”
“new homebuyer’s guide”
√
Length!
√ Service keywords!
√
Location information!
√ Content descriptors

10. #keyword2013
The Long Tail
º
•
placeholder copy!
•
placeholder copy!
•
placeholder copy!
√ Less competitive
√ More qualified leads
√ Contributes to all keywords

11. 800-728-8391
KEYWORD
TOOLS
The best tools for keyword discovery and
competitive analysis

12. #keyword2013
Google Search Bar
√
Keyword suggestions
√
Actual competition

13. #keyword2013
Google Analytics

14. #keyword2013
Google AdWords
Keyword Tool

15. #keyword2013
Google Trends
FORECAST
FILTER
SUGGEST

16. #keyword2013
Advanced Tools
*
• Keyword Discovery!
• Keyword Expansion!
• Keyword Competitiveness!
• Competitive Analysis

17. #keyword2013

18. #keyword2013
More Advanced Tools

19. 800-728-8391
GOING FORWARD
“I don’t think writers are sacred, but words are. They
deserve respect. If you get the right ones in the right
order, you can nudge the world a little.”!
!
-Tom Stoppard, playwright

20. #keyword2013

21. #keyword2013
On-Site Optimization
∆
• Title Tag!
• Headers!
• Meta Descriptions!
• Body Content!
• URLs!
• Anchor text

22. #keyword2013
Thanks for joining our webinar
TO LEARN MORE ABOUT
KEYWORD RESEARCH AND
COMPETITIVE ANALYSIS
Contact Us:
Ask Me a Question:
sales@placester.com
seth@placester.com
@placester
@sethstuff
800-728-8391
Ω