search engine optimization 101
DESCRIPTION
Keith Brown, Director of SEO for RealPage, presented at the 2013 NARPM Annual Convention. Here are the slides. Session description: SEO 101 will cover the most important aspects of Search Engine Optimization and how it is relevant to your business’ Internet marketing plan. From in-house marketing to outsourced agencies, this session will define the core parts of SEO and how they work together in today’s customer-focused web to promote your business. Still feel like you don’t fully understand SEO? These three little letters can mean huge growth for your business or a lot of smoke, mirrors and confusion. Fear not, in this session the veil will be pulled back on this highly competitive and widely misunderstood industry.TRANSCRIPT
Search Engine Optimization 101
Property Management Power Hour
Presented by:Keith Brown
Director of SEORealPage, Inc.
Please note that this presentation does not, nor is it intended to, suggest or imply a partnership, sponsorship or endorsement by or between
(i) RealPage, Inc. or its affiliates and (ii) any of the companies or their business applications, products or services described herein.
Session Overview
• Background and History• Emergence of SEO• Understanding Google• Measuring Success• Techniques that Work• Fact vs. Fiction• Determining ROI• Helpful Resources
About Me
• Present: Marketing Director, RealPage, Inc.• RealPage acquired Propertyware in 2009
• Background: SEO Manager for Superpages.com® (Verizon Yellow Pages)• In 2010 my division was responsible for 30,000,000
visitors a month in more than 10,000 cities.• More visitors than ESPN® and LinkedIn® combined
• Hobbies: Basketball, Photography, Non-Profit Work
Questions?
Please submit questions via the question box on your screen.
1997 & the .com Bubble
The Need for “Experts”
“Even the best SEOs are not magicians. They can't simply place a site at the top of the engines when there are hundreds of thousands (if not millions) of others that offer basically the same thing, and provide basically the same information. If they could, you'd see a whole lot more millionaire SEOs.”
-Jill Whalen
Google is the Authority
• Amazon has 3,000 books for sale on SEO
• 13 million blog posts have been published with “SEO” in the title
• Twitter averages almost 250,000 monthly tweets about SEO
The Search Index
“Over the last two years, 90% of global data has been produced by digital, search, and social content.” ~ Jim Yu, CEO, BrightEdge
Data is Valuable
Google’s Mission
Q&A Break #1
SEO (Organic) vs SEM (Paid)
• In a 2012 survey more than half of respondents couldn’t find paid advertising.
• Google makes the majority of it’s revenue from this confusion, 42 billion in 2012.
Your Goal is to be #1
Determine Your ROI
Measure Success
• Traffic• Rankings• Conversions• Reviews• Calls• Social “Likes”
“The success of a website should be measured by one criteria: Does the visitor do what you want them to do?”Aaron Wall, Owner & Founder, SEObook.com
Don’t Be a Ghost Town
Fresh Content Works!
Reviews are Critical
Check Your Text
Q&A Break #2
Quality Links vs. Quantity
“Content comes in many forms; we tend to think of written content when the term is used, but the reality is, video and image content can be more useful when it comes to influencing search and social results.”~ Debra Mastaler, President, Alliance-Link
Social Media Signals
Competition is Constant
"The future of SEO is here: understanding and marketing to specific and defined audiences through search engines." ~ Adam Audette, Chief Knowledge Officer, RKG
Helpful Resources
• Read the Official Google Webmaster Guidelines• Watch Google Webmaster YouTube Videos
• http://www.youtube.com/user/GoogleWebmasterHelp
• Follow the Google Webmaster Blog• http://googlewebmastercentral.blogspot.com/
Thank you for spending part of your afternoon with us!
Keith Brown
Director of SEO
RealPage, Inc.
Final Q&A
Continue the Conversation
Ask questions and learn more about improving your SEO on our Facebook
page:
www.facebook.com/propertyware