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TRANSCRIPT
Search Engine Marketing
What is…
About this class
1. Good for all agents (with or without a website)
2. Free internet marketing tips3. Paid options to consider4. Webinar special discounts on
CRMLS Smart Siteswww.getsmartsites.com/pages/presentations
Hello, it’s…
Search Engine Marketing (SEM)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages(SERPs) through optimization and advertising.
http://en.wikipedia.org/wiki/Search_engine_marketing
SEM Defined by wikipedia
Get your brand here!
Search Engine Optimization
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
http://en.wikipedia.org/wiki/Search_engine_optimization
What is SEO?
Get your brand here!
SEM: Pay Per Click1. Auction marketplace :: Costs vary depending on the
search term – you pay to be here!2. Only pay when your ad gets clicked
PPC Pay-per-click
Organic SEO1. Google SEO ranking based largely on relevancy and
authority (algorithm consists of 200+ factors)2. No cost for these clicks.
Organic SEO
Pay Per Click1. Pay Google every time your ad gets clicked2. Auction marketplace :: Costs vary depending on the
search term 3. Only pay when your ad gets clicked
Key differences
Organic SEO
1. No cost for each click2. Google SEO ranking based largely on relevancy and
authority (algorithm consists of 200+ factors)
Pay Per ClickPro’s:• Quick setup fastest route to achieve goals• Highly measurable & quantifiable• Less development resources needed• Can be on page 1 of Google for hundreds of keywords
Con’s:• Pay for each and every click• Stop your ad campaign and you’re no longer on page 1 of Google
Pro’s and Con’s
SEOPro’s:• If successful, can provide strong long-term ROI• Good exposure, awareness• Can increase credibility
Con’s:• Slow and unpredictable• Expensive if you hire a good SEO company / consultant • Takes a long time to get meaningful results• Lot’s of work, highly competitive• Tough to quantify• Smaller # of keywords with Google page 1 ranking
Average # of competing pages in organic search results
8,656,000
When Google’ing “[city name] real estate”
How are you planning to be found?
My personal recommendation…
Do both, if you can afford it but ...
PPC is the priority!
Google AdWords
• Proven Lead Generation Method• Targeted• Controllable• Measurable• Do it yourself or outsource it
Fastest & Easiest way to get website traffic!
Best Practices
• One campaign per city• Link the ad to a relevant page
– See Example• Daily budget of $15 - $20• Schedule it for 4 – 5 days/week• Follow up with leads immediately
Fastest & Easiest way to get website traffic!
Advertising Case Study
MurrietaHomes.com & TemeculaHomes.com
Using SmartSites Gold Website
How many of you have a IDX website?
Question…
Resource for your clients:1. Get accurate listing data2. Neighborhood and school data3. Mortgage calculator / monthly payment estimator
No longer a question of “if”
Marketing tool for you:
1. Capture all referrals who Google your name 2. Capture new leads who don’t know you
Your websites needs to be act as a resource for your clients and a marketing tool for you!
Your website is a destination for referrals.
40% of sellers used an agent they had previously used or were referred to.
When referred – nearly all google’d the agents name!
Referrals
Adwords is the name of Google’s advertising program.
You can setup your ownAdwords account yourself.
Google Adwords
But be prepared for…
Adwords settings & options:Keyword researchKeyword match typeNegative keywordsCampaign settings
A lot to learn…
Display NetworkGeo-targetingAd schedulingConversion tracking
Device settingsSplit TestingQuality ScoreAd ExtensionsAd copy
The complete “done for you”Google Advertising Campaign!
Welcome to Traffic Accelerator
Reach in-market prospects
Low monthly budget (approx $4/day)
Page 1 of Google in a few days!
Traffic Accelerator
1. Nearly instantaneous visibility and branding on Google2. Targets online searchers actively looking for service in your area3. Drives traffic to your website right away (quicker than SEO) 4. Generate leads (quicker than SEO)5. Use with your existing website 6. No long-term commitment. 3 month renewal periods.7. Capped monthly spending8. Impression and click data provided bi-weekly
Benefits
1. All campaign settings are taken care of2. All keyword match types are utilized 3. Your ad will display on all device types (phones, tablets, pc’s)4. Your ad will be geo-targeted
Everything “done for you”
Average # of competing pages in organic search results
8,656,000
When Google’ing “[city name] real estate”
How are you planning to be found?
Pricing
3 month minimum requirement
Can upgrade anytime
Can downgrade after 3’rd month
GetSmartSites.com/pages/trafficaccelerator
Actual Cost Per Click Data
Landing pages for all cities in the MLS are included with CRMLS Smart Sites IDX websites.
$55 Setup Fee
SmartSites Pricing
Platinum$55 /month
Gold$35 /month
Add new prospects into your website (this also adds them into the Smart Desk CRM)
Set your prospects up on email and or text message listings alerts
Add favorite properties and searches to their account
Link to any listing using your domain name followed by the MLS listing ID# (ex: www.SmartSitesDemo.com/IV14183840)
Click to watch the “How to…” video…
Customize your website; add video, pictures, upload PDF’s even add widgets from 3rd party companies!
You, the agent, can…
