web presence management & optimization
DESCRIPTION
At the intersection of Real Estate, Marketing, and TechnologyTRANSCRIPT
At the intersection of Real Estate, Marketing, and Technology
Presented by:
David Friedman,
Founder & President
Web Presence Management & Optimization
2/2/09
Overview
• Review Session 1• Search engine marketing strategy –
beyond the basics • Pay Per Click marketing Strategies• Search engine optimization techniques • Blogging basics
• Questionswww.bostonlogic.com
Search Engines
The Math
Conversion Rate = Leads / Visitors
Cost Per Click = Ad Buy / Clicks
CTR = Clicks / Impression
Cost Per Lead = CPC / Conversion Rate
www.bostonlogic.com
Example
Media Imp Clicks CTR CPC CostConversion
Rate Cost/Lead
PPC
- Somerville Condos 2000 100 5.00% $0.75 $75.00 5.00% $15.00
- Somerville homes 3000 300 10.00% $0.40 $125.00 4.40% $9.09
- Arlington Real Estate 4000 40 1.00% $1.00 $40.00 4.00% $25.00
Website 1 5000 20 8.00% $10.00 $200.00 10.00% $100.00
Website 2 4000 80 2.00% $3.75 $300.00 6.60% $56.82
www.bostonlogic.com
Search Engines
Search Engine Strategy
1. It all comes down to cost/lead
2. Choose terms carefully, do your research
1. Volume is not the only indicator!
2. Know your competition
3. Set Benchmarks, track your progress
4. Maintain consistency in the user experience
www.bostonlogic.com
Pay Per Click Ads
• Ad FormatHeadline – 25 Characters
Line 2 – 35 Characters
Line 3 – 35 Characters
Website Address
www.bostonlogic.com
Ad Style 1
Headline – Include Keyword
Line 1 – Features
Line 2 – Benefits
www.bostonlogic.com
Ad Style 2
Headline – Include Keyword
Line 1 – Features/benefits
Line 2 – Call to action
www.bostonlogic.com
Ad Style 3
Headline – Include Keyword
Lines 1 & 2 – One longer statement
www.bostonlogic.com
PPC Management
Split Testing• Run two ads for the
same term• Keep the ad with the
better click through rate.
• Great way to test advertizing copy
Budget Allocation• Adjust bids to achieve
better cost/lead• Remember, placement
isn’t everything.
• Allocate budget for terms that give the best results.
www.bostonlogic.com
Continue to maintain the user experience on the landing page
Example
Media Imp Clicks CTR CPC CostConversion
Rate Cost/Lead
PPC
- Somerville Condos 2000 100 5.00% $0.75 $75.00 5.00% $15.00
- Somerville homes 3000 300 10.00% $0.40 $125.00 4.40% $9.09
- Arlington Real Estate 4000 40 1.00% $1.00 $40.00 4.00% $25.00
Website 1 5000 20 8.00% $10.00 $200.00 10.00% $100.00
Website 2 4000 80 2.00% $3.75 $300.00 6.60% $56.82
www.bostonlogic.com
SEO
1. Page code and content
2. Linking1. Inbound
2. Internal
3. Time
4. Other Factors
www.bostonlogic.com
Page Code and Content
<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
www.bostonlogic.com
Linking
• Internal Link Structure– Links between pages on
your website– Pyramid, tell the search
engines where to do
• Inbound links– Links from other websites
to your site– Link Popularity– Relevancy, you don’t want
just any linkswww.bostonlogic.com
Page 1: Worcester Real Estate
Page 3: Worcester Real Estate
Page 2: Worcester Real Estate
Time
• Fresh Content
• Domain Age
• Sitemap updates– Search engines know how long it’s been since
your last update– Stale content will rank lower
www.bostonlogic.com
Other Factors
• Sitemap – XML sitemap, updates
• Static links to all pages on your site.• Volume of content
– Have more content than the next guy. Pages and text.
What Search Engines cannot do:• See images• Hear sound or watch video• Fill out forms
www.bostonlogic.com
Blogs
• 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
www.bostonlogic.com
Questions
? ? ? ?This presentation will be online at:
RealEstateSEO1.com
www.bostonlogic.com