logicclassroom sem 101
DESCRIPTION
Presentation on the basics of search engine marketing for the real estate industry.TRANSCRIPT
Search Engine Marketing 101
Complete Online Sales Process
Your website
CRM
SEO, SEM, PPC…What does it all mean?
Today we’ll go over the basics…
SEO=Search Engine Optimization The process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid search results.
Strategy
Technology
Content
PPC= Pay-Per-ClickSponsored results that appear along with other relevant results for searches. PPC advertisements generate revenue for Search engines each time a visitor clicks on an ad.
SEM=Search Engine MarketingProcess and Methods used to promote your site to Search Engines. Examples include:
Search Engine Optimization (SEO)
Social Media Marketing
Pay-Per-Click Advertising (PPC)
Why participate in Search Engine Marketing?
• Need to stand out! (Estimated 25.21 billion websites source: wiki answers)
• Google receives several hundred million queries each day through its various services
• Highly accountable
• Cost efficient
• The user tells you what they want• The user may not have heard of you or your competitors
• Level playing field
So how do you make your site stand out?
Make sure it is properly optimized!
Before SEO After SEOYour Website:
Search engine algorithms demystified1. Of all the pages on the internet, to what page
shall I direct the user?• What page on the entire internet is most
relevant to this search term?2. Popularity, Voting
The fundamentals of an optimized page
Page Code and Content Details
<Head> (Mostly Invisible)
▫ Title Tag▫ Description Tag▫ Keyword Tag (Less
important)
<Body> ▫ <H1> Headline Tag▫ <H2> Sub-headline▫ Paragraph Text
Bold Underlined
▫ Links▫ Link Text
Voting/Counting• Keyword density• Keyword Prominence
Blogs and SEO
• Post regularly▫ Fresh content▫ Content volume▫ Brings users back for
regular visits
• Categories & Tags▫ Internal links
• Comments▫ Content volume
Examine Blog pages
• Blogging Techniques▫ Be provocative▫ Be Timely▫ Start a discussion▫ Reply to comments▫ Ask questions of and
survey your readers▫ Engage the audience▫ Even be controversial
Other factors affecting your rankingVolume of content
Search engines can’t see pictures
Sitemap
Static links to all pages on your site
How long your site has been in existence?
and about 80 others…
PPC vs. SEOSEO• More clicks• Traffic is not limited
by budget• Once you have
placement, it’s yours for a while.
• Takes time and some technical knowledge to achieve ranking
• You are not in control, the search engines are.
PPC• Ads start running
instantly• The most cost
accountable marketing medium
• You have complete control
• When you stop paying, your traffic stops coming
• It’s easy for someone else to rank above you
Pros
Cons
Recap:Search engine marketing
encompasses SEO and PPC
A properly optimized website helps you stand out in the
crowd
Blogs generate fresh content for your site-very important
for SEO
With PPC, your ads start running instantly, SEO takes
time
QUESTIONS???
Need Help: Visit our blogs: RealEstateSEO1.com & BostonLogic.com/blog
Upcoming LogicClassroom Sessions:• Tuesday, March 9, 2010 – Engaged Email Marketing