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If you're an estate agent (or any other business) this presentation makes essential reading on how your website design can be optimised to improve your overall web presence.Chris Haines, MD of the Evolvin and part of the Forward Thinking Estate Agent team gave this presentation to over 200 estate agents at the Property Drum Social Media Seminar on the 14th of June.http://www.evolvin.com
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Making your web presence work
Presented by Chris HainesMD of the Evolvin Group of companies
Your web presence is made up of several facets :
• Your website• Blogs by you and your key staff• Your social networking sites
They are all important.
Making your web presence work
Part 1
Website design and content
Making your web presence work
Making your web presence work
• Design is important• First impressions count• You have 3 seconds to impress• This is your brand• Pay attention to the detail• Generate lots of content
Making your web presence work
The psychology of web design:• The users eye works left to right, top to bottom…
Making your web presence work
The psychology of web design:• No more than 3 clicks to get to results…
Making your web presence work
Get the most out of your stock:• Multiple photos• Floorplans• PDF documents• Video
Search engines like lots of mixed content…
Making your web presence work
Have regular content updates:• News and articles pages• Include images and links• Have a regular pattern
Tips on content:• Make the news positive• Keep it personal• Raise your staff profile
Other things you need to do with your website:
• Use Google Webmaster tools• Produce and publish a sitemap• Have good page titles and meta tags• Push your domain to directory listings• Tell the search engines your site exists• Tell all your clients….
Making your web presence work
Part 1b
Things not to do...
Making your web presence work
Making your web presence work
Don’t use framed content to show your property from other sites
Making your web presence work
Host your own website and use your own links for images and content
Other things not to do:
• Don’t point more than one domain at the same site– This is seen as a duplicate and you will be penalised
• Setup your domain correctly– www.domain.com and domain.com – Use a permanent redirect
• Don’t use duplicated content in more than one place– This includes feeds from news sites etc– Articles should link to their source
Making your web presence work
Part 2
Creating your social content
Making your web presence work
Create profiles and pages on the social sites:
• Twitter– Create a page for your company
• Facebook– Create a page for your company– Get lots of friends to like and follow the page– Set a friendly name for the page once you have 25+ likes
• LinkedIn– Create a group for your company– Register your company– Get your key staff to sign in and register against the company– Get your clients to post recommendations
Making your web presence work
Making your web presence work
Populate your feeds:Push new, featured property and price reductions to Twitter, Facebook & LinkedInGet your news and articles distributed to the social sites
Making your web presence work
Publish video or image animations:Generate YouTube content from your property, via videos, or animated image setsCreate a branded channel for your own videos, with your logos and branding
Making your web presence work
Creating blog content:
Use a blog platform, or amend your website to do the job
Raise your profile through specific blogs for your niches
Always provide links back to your website
Push these articles to your Twitter, Facebook and LinkedIn
Making your web presence work
Creating blog content:
Use mixed media – images, documents, videos etc
Consume your YouTube videos directly in your blog content
Allow users to recommend, share, like and bookmark your articles
Track the content with Google Analytics (more later)
But does this mean I need to spend time updating lots of sites with content?
Making your web presence work
Making your web presence work
TotalSocialHub:
• push content to multiple sites in one go
• manage multiple profiles and brands
• allow multiple users access to manage
• integrates with all the major sites
• works the way you do, so you don’t need to be a techy!
Other things you need to do with your social:
• Register all your offices with Google Places• Get your clients to comment on review sites• Tell everyone about your sites and profiles
– Amend your email signatures– Add instructions to your standard letters
Making your web presence work
Part 3
Make sure your site is visible
Making your web presence work
Making your web presence work
See where you stand:
• http://uitest.com
These links will provide insight into how the search engines see your website, and allow you to measure and tweak the content and output.
Making your web presence work
Make your web content accessible and friendly:
• http://validator.w3.org
Make sure your website is compliant and well formatted HTML.
Making your web presence work
Make your website load quickly:
• http://pingdom.com
Search engines like sites that load quickly and reward you accordingly
Making your web presence work
Get suggestions on changes:
• http://nibbler.silktide.com
See how you can amend your website and content to perform better.
Part 4
Reporting and analytics
Making your web presence work
Making your web presence work
Google Analytics
It is simply criminal not to integrate with Google Analytics.
The service is free, amazingly powerful, and provides valuable insights into traffic.
Making your web presence work
Making your web presence work
Making your web presence work
Questions and Answers
Making your web presence work
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