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Our Goals Today• Why search engines work the way they do
• How search engines serve up results
• Understand the competitive real estate landscape
• Stock our SEO toolbox
• The critical nature of content
• Social media, listings, offline networking
Why rank pages?
• Search engines are advertising platforms first
• Google, Yahoo!, and Bing sell access to purchasers when they’re shopping
• Results at the top and right of searches are paid advertising slots
• Paying for advertising does not boost your ranking
• Relevance is rewarded above everything else because it…
A few ranking factors• Domain Authority
• Lots of relevant inbound links
• Low bounce rate
• Unique content
• Photos & videos
• Fast
• Mobile
The Long Tail of Search
• Lower traffic, but higher quality
• Easier to compete
• Perfectly suited for the real estate industry
• Easier to produce content
Long Tail Content
• Start with what you know. Be the expert.
• Make it local
• Put yourself in their shoes, pretend you don’t know what you’re doing
• You don’t have to write exclusively about real estate
• Your e-mail inbox is an excellent resource
Other factors influencing your rank
• Offline networking for relevant backlinks
• Social Networking to boost your content
• IDX, Listings, and Search Rank
Tools of the trade
• Website (required)
• Reporting software (required)
• 30 minutes, three times a week (required)
• Blog platform (optional)
• Social network accounts (optional, but recommended)
You can get penalized
• Black hat tactics
• Don’t stuff keywords
• Don’t use invisible content
• Don’t join link farms
• If a vendor can’t clearly tell you what they’re doing, be careful
Resources
• moz.com
• Google webmaster Tools - http://www.google.com/webmasters/
• Hubspot - blog.hubspot.com
• Our Blog - blogs.alamode.com/agent
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