Introductory SEO and Internet

Marketing Strategies
Scott Gray
Real Estate Tomato Virtual REBar Camp
November 17th, 2009
Introduction
Who am I?
Scott Gray
 Director of SEO Operations @
Real Estate SEO Pros
 And I’m a geek

What are we going to talk about?

SEO- Search Engine Optimization
Different Techniques you can use to rank higher
Overview
Importance of SEO
Onsite Optimization
 Metakeywords
 Page Titles
Offsite Optimization
 Content
 Social Networks
Real Estate Specific SEO
 MLS
Black Hat SEO
Future of SEO
Why do you need SEO?
National Association of Realtors Home Buyers
Study 2007
84% of Home Buyers Are Searching For Homes Online

58% of Real Estate Purchases Begin on Search Engines

70% of Searchers NEVER leave Page 1

 PPC [SEM] vs. SEO
Pay-Per-Click Search Engine
Sponsored Links Optimization
Pay for Traffic Organic Traffic
Renting someone else’s Own your own traffic
audience Own your own audience
30% 70%
 Onsite vs. Offsite
Anything done locally Anything done off your
on your site sites
Includes metatags, Includes social
content, HTML networks, article
optimization, etc. submission sites,
Very important in the directories submissions,
late 90’s etc
Only 20-30% of the Becoming more and
battle more important
Onsite Overview
Metas
Things the computers see
Includes metatags, metakeywords,
metadescriptions, etc.
Content
Things that viewers see
Includes texts, pictures, videos
Structural
Includes navigation, internal linking, page titles
Keyword Research
Consistent Marketing Message
Keywords and Search Terms
SERP
Search Engine Results Page
Keyword Types
Three Levels/Type of Keywords:
Head- “real estate” High Low
Traffic Traffic
 Hard to Rank for
High BAD BAD
 Poor quality lead Competition
Body- “Dallas Real Estate” Low GOOD! GOOD!
 Relevant term Competition
 Still highly competitive
Tail- “Foreclosed Condos in Dallas TX”
 Very relevant
 Lower volume lower competition
 High quality lead

Google Keyword Tool

What do I do with my Keywords?
Add to Page Titles
Put them in EVERY Meta
Metakeyword
Metatags
Metadescription
Content
Repeat as often as possible
Good Sites vs. Bad Sites
Poorly Optimized Site
Properly Optimized Site
Other Onsite
Keyword-Friendly URLs
XML Sitemap
Onsite + Google Webmaster tools
Rich Content
Blogging
Photo Slideshows
Flash and Javascript
Off-site
Link building
Think of them like Recommendations
Quality=Relevant
Linkjuice
Social media
Build an audience
Articles
Content
Blogs & Forums
Start a conversation
Content
Link Bait:
Tools
Quizzes
Contests
Articles
Submission Sites
Anchor Tags
Blogs
Quality Content
Convergence of Social Media and SEO
Lots of Statements vs. a Conversation
Google Caffeine
Real Time Searching
Increased Search Discovery
Attract Links
Media Sharing
Reviews
 Tier 4

Link Wheel:
Bookmark

Tier 3
Tier 2 Tier 3
Directory
Network Directory

Tier 1 Site Tier 1 Site

Home
Home Blog

Tier 1 Site
Tier 2 Tier 2
Network Network

Tier 4 Tier 4
Bookmark Bookmark
Tier 3
Directory
Multimedia
Google loves Multimedia!!
What do we mean?
Videos
Images
Where can we put those?
Your website
Youtube
Flickr
Your Social Networks
Real Estate Specific SEO
Google Maps
Becoming a new interactive MLS
Google Maps API
Optimizing for:
Zip Codes
MLS Numbers
Content:
Video Walkthroughs
Social Networks:
Active Rain
Realtown
Real Estate Template Sites
Pros Cons
Easy to Setup Lack of Customization

No in house webmaster Limited Ability to Optimize


Structure
needed Possible fees for Analytics installs
Easy to maintain Difficult to upload XML files
Some Built-in Hard to setup website features:
Blogs
Functionality Photo galleries
Less work Who owns it?
Brokerages
Optimizing subdomains
Loss of linkjuice
Similar problems with
Template Sites
Hard to differentiate from
the pack
Final Quick Tips
Create a Quick Wordpress blog
Post and maintain
Create a Flickr Account
Upload photos from houses
Upload Listings to Google Maps
Create Social Network Accounts:
Twitter
Active Rain
LinkedIn
Black Hat “No No”s
Link Exchange
“I’ll give you a link if you give me one”
Stealth Pages
Very sophisticated lies
Duplicate Content
Link Farms
Paid Links
Future of SEO
Ever changing playing field
More and more sophisticated search algorithms
Social Networks becoming more relevant
Google Caffeine
Social Graph
Multimedia content linking
Reviews/Recommendations
Increased reliance by buyers
Contact Us
Real Estate SEO Pros

1-888-221-2826
My direct: 406-532-3746
contact@realestateseopros.com
My email: scott@realestateseopros.com
www.realestateseopros.com/blog
www.realestateopros.com/blog/forum
Follow us on Twitter: real_estate_seo