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Scott GrayReal Estate Tomato Virtual REBar
CampNovember 17th, 2009
Introductory SEO and Internet Marketing Strategies
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IntroductionWho am I?
Scott GrayDirector of SEO Operations @
Real Estate SEO ProsAnd I’m a geek
What are we going to talk about?SEO- Search Engine OptimizationDifferent Techniques you can use to rank
higher
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OverviewImportance of SEOOnsite Optimization
MetakeywordsPage Titles
Offsite OptimizationContentSocial Networks
Real Estate Specific SEOMLS
Black Hat SEOFuture of SEO
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Why do you need SEO?National Association of Realtors Home
Buyers Study 200784% of Home Buyers Are Searching For
Homes Online
58% of Real Estate Purchases Begin on Search Engines
70% of Searchers NEVER leave Page 1
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PPC [SEM] vs. SEOPay-Per-Click
Sponsored LinksPay for TrafficRenting someone
else’s audience30%
Search Engine Optimization
Organic TrafficOwn your own
trafficOwn your own
audience70%
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Onsite vs. OffsiteAnything done
locally on your siteIncludes metatags,
content, HTML optimization, etc.
Very important in the late 90’s
Only 20-30% of the battle
Anything done off your sites
Includes social networks, article submission sites, directories submissions, etc
Becoming more and more important
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Onsite OverviewMetas
Things the computers seeIncludes metatags, metakeywords,
metadescriptions, etc.Content
Things that viewers seeIncludes texts, pictures, videos
StructuralIncludes navigation, internal linking, page
titles
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Keyword Research Consistent Marketing MessageKeywords and Search TermsSERP
Search Engine Results Page
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Keyword TypesThree Levels/Type of Keywords:
Head- “real estate”Hard to Rank forPoor quality lead
Body- “Dallas Real Estate”Relevant termStill highly competitive
Tail- “Foreclosed Condos in Dallas TX”Very relevantLower volume lower competitionHigh quality lead
Google Keyword Tool
High Traffic
Low Traffic
High Competition
BAD BAD
Low Competition
GOOD! GOOD!
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What do I do with my Keywords?Add to Page TitlesPut them in EVERY Meta
MetakeywordMetatagsMetadescription
ContentRepeat as often as possible
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Good Sites vs. Bad SitesPoorly Optimized SiteProperly Optimized Site
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Other OnsiteKeyword-Friendly URLs XML Sitemap
Onsite + Google Webmaster toolsRich Content
BloggingPhoto Slideshows
Flash and Javascript
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Off-siteLink building
Think of them like RecommendationsQuality=RelevantLinkjuice
Social mediaBuild an audience
ArticlesContent
Blogs & ForumsStart a conversation
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ContentLink Bait:
ToolsQuizzesContests
ArticlesSubmission SitesAnchor Tags
BlogsQuality Content
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Convergence of Social Media and SEOLots of Statements vs. a ConversationGoogle CaffeineReal Time SearchingIncreased Search DiscoveryAttract LinksMedia SharingReviews
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Link Wheel:Tier 4
Bookmark
Tier 4 Bookmar
kTier 4
Bookmark
Home Home Blog
Tier 2 Network
Tier 2 Network
Tier 2 Network
Tier 1 Site
Tier 3 Directory Tier 3
Directory
Tier 3 Directory
Tier 1 SiteTier 1 Site
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MultimediaGoogle loves Multimedia!!What do we mean?
VideosImages
Where can we put those?Your websiteYoutubeFlickrYour Social Networks
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Real Estate Specific SEOGoogle Maps
Becoming a new interactive MLSGoogle Maps API
Optimizing for:Zip CodesMLS Numbers
Content:Video Walkthroughs
Social Networks:Active RainRealtown
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Real Estate Template Sites
Pros ConsEasy to SetupNo in house
webmaster neededEasy to maintainSome Built-in
FunctionalityLess work
Lack of CustomizationLimited Ability to Optimize
StructurePossible fees for Analytics
installsDifficult to upload XML filesHard to setup website features:
BlogsPhoto galleries
Who owns it?
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BrokeragesOptimizing
subdomainsLoss of linkjuiceSimilar problems
with Template SitesHard to differentiate
from the pack
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Final Quick TipsCreate a Quick Wordpress blog
Post and maintainCreate a Flickr Account
Upload photos from housesUpload Listings to Google MapsCreate Social Network Accounts:
TwitterActive RainLinkedIn
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Black Hat “No No”sLink Exchange
“I’ll give you a link if you give me one”Stealth Pages
Very sophisticated liesDuplicate ContentLink FarmsPaid Links
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Future of SEOEver changing playing fieldMore and more sophisticated search
algorithmsSocial Networks becoming more relevant
Google CaffeineSocial GraphMultimedia content linkingReviews/RecommendationsIncreased reliance by buyers
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Contact UsReal Estate SEO Pros
1-888-221-2826My direct: [email protected] email: [email protected]
www.realestateseopros.com/blogwww.realestateopros.com/blog/forumFollow us on Twitter: real_estate_seo