The True Power of Internet Marketing 2015: 3rd Annual Build Your Business Expo
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This is the slide deck from the 3rd Annual Business Expo. Follow Casey Meraz as he covers the True Power of Internet Marketing 2015 for realtors. In this presentation Casey covers an actionable strategy that you can use to help dominate your area and increase your web presence. Find out how the search engines treat Realtors and where it's important to show up. Casey Meraz is the founder of Ethical SEO Consulting http://www.ethicalseoconsulting.com Event Description: Realtor's are you "in it to win it," for 2015? Let Eagle Home Mortgage formally Pinnacle Mortgage Group help prepare you for a successful year. Join us for our complementary event. We are offering a gourmet breakfast, educational presenters, classes, vendors, raffles and a silent auction. Join us this upcoming Thursday February 5th from 8:00 am to 1:30 pm.
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The True Power of Internet Marketing 2015: 3rd Annual Build Your Business Expo
- 1. Presented By: Casey Meraz. THE TRUE POWER OF INTERNET MARKETINGFOR 2015 1 @CaseyMeraz
- 2. CASEY MERAZ FOUNDER OFETHICAL SEOCONSULTING 2 Author Awards Founder SEO On The Radio Denver Radio Show @CaseyMeraz Only Trusted Provider In Denver Area
- 3. My Online Strategy 3 @CaseyMeraz 1. Start with a solid platform 2. Be the best in one geographic area 3. Become the authority
- 4. 4 HOW DOYOU FIND POTENTIAL CLIENTS? @CaseyMeraz
- 8. 8
- 9. 9 MOST OF THESE HAVE A BENEFIT @CaseyMeraz
- 10. 10 TODAY WE’RE GOING TO FOCUS ON INBOUND MARKETING @CaseyMeraz
- 15. 15 A SNAPSHOT Let’s get a realistic picture of how Google treats realtors in the results
- 17. 17 No More Local Results
- 18. 18 @CaseyMeraz 2 Types of Results On This Page
- 22. 22
- 23. 23
- 24. 24
- 25. 25 HowDoes Google Decide WhoTo Rank? 200 Signals but… Content, Links, and Technical
- 26. YOU HAVE TO BEDIFFERENT 26 @CaseyMeraz
- 27. DON’T FOCUS ON THE HEAD TERMS 27 @CaseyMeraz
- 28. 28 @CaseyMeraz
- 29. 29 @CaseyMeraz
- 30. 30
- 31. 31 @CaseyMeraz These are not even Optimized for this Keyword!
- 32. MyWebsite Strategy 32 @CaseyMeraz 1. Start with a solid platform 2. Be the best in one geographic area 3. Become the authority
- 33. 1. Start with a solidplatform 33 @CaseyMeraz
- 34. 34 @CaseyMeraz Ninety-two percent of buyers use the internet in some way in their home search process and 50 percent of buyers use a mobile website or application in their home search. – Realtor.com, 2014 Profile of Home Buyers and Sellers
- 35. 35 @CaseyMeraz
- 36. 36 @CaseyMeraz
- 37. Best Option: 37 @CaseyMeraz WithintegratedIDX About $7 a month + IDX Costs
- 38. Need a CheapDesign? 38 @CaseyMeraz Themeforest ~ $25- $99
- 39. Make it mobile friendly39 @CaseyMeraz https://www.google.com/webmasters/tools/mobile-friendly/
- 40. This is what a PASS looks like40 @CaseyMeraz https://www.google.com/webmasters/tools/mobile-friendly/
- 41. But JustHavinga Site Does NOT GetYou Found 41 @CaseyMeraz
- 42. 2. Be The Best In One GeographicArea 42 @CaseyMeraz
- 43. 43 @CaseyMeraz
- 44. 44 @CaseyMeraz
- 45. Sending GoodSignals 45 @CaseyMeraz • Address and local phone number on every page • A brand or locally focused domain name • Locally focused text content • Locally focused video content • Links to local resources • A map that shows the areas you serve
- 48. ContentGuidelines 48 @CaseyMeraz • Needs to be unique • Should be substantial • Don’t think about word counts • Think about the best possible way to address the users primary need. • 1 GOOD post is better than 100 bad posts
- 50. Potential BuyerContent 50 @CaseyMeraz Fun Things to Do Crime Rates Best Restaurants Upcoming Events Transportation for Travelers Estimates on Property Values Subdivision Amenities School Reviews Future Values Historical Values Neighborhoods Clickbait HOA Reviews Rates
- 51. Potential Seller Content 51 @CaseyMeraz Average Close Time in City Fastest Close Time in City Days on Market in City Case Studies. Purchased at $XX and Sold for $XXXX
- 52. 52
- 53. 3. BECOME THE AUTHORITY 53 @CaseyMeraz
- 54. 1. Get Interviewed 2. Be Social 3. BuildReputation 4. OwnYour Visibility 54 @CaseyMeraz
- 55. 55 @CaseyMeraz Sign up for HARO
- 56. 56 @CaseyMeraz Sign up for HARO
- 57. 57 @CaseyMeraz You Will Get DailyEmails • Respond to relevant inquiries • Include a link to your website • Get free publicity if they pick you • www.HelpAReporter.com
- 58. 58 @CaseyMeraz
- 59. 59
- 60. Get Reviews Here • Yelp (can’t ask) • Zillow • Yahoo Local • Facebook (Business page not personal page)
- 61. 61 @CaseyMeraz Be Social 1. Claim your social profiles. Focus on 1. Google Plus 2. Facebook 3. Twitter 4. LinkedIn 2. Fill them out completely 1. Use your real name 2. Fill out the bio section 3. Search yourself and click on the results. Fix negative issues.
- 63. 63 @CaseyMeraz That Doesn’t Exist • You know your social audience best • You can respond better than anyone else • Only share GOOD content • Don’t worry about posting everyday • Minimal is fine until you graduate
- 64. 64 @CaseyMeraz OWN YOUR VISIBILITY • Consider Yext at about $500 /yr $500/yr
- 66. CASEY MERAZ Thanks for listening. www.EthicalSEOConsulting.com 66 Author Contributor Founder SEO On The Radio Denver Radio Show @CaseyMeraz + 5 Other Companies
Editor's Notes
- What we are going to be talking about primarily today is influencing online marketing. We are primarily talking about your own website and things you can leverage.
- Why you should listen to what I have to say. Author, Contributor to major industry studies. We are the only Moz Local Trusted Provider in the Denver area and one of only two companies in Colorado. I specialize in organic and local rankings. I am an inbound marketer.
- I’m not saying you shouldn’t just focus on one area forever. But don’t move on until you’re the best.
- How to potential clients find you?
- Yellow pages are dying
- Postcards
- Sponsored listings on websites
- Most of these have their benefit.
- Inbound marketing is where customers are actively looking for you. Specifically websites and online visibility to generate new clients.
- Google is still the biggest search engine and will be for quite some time.
- Let’s get a realistic picture of how Google treats realtors in the results
- Pre pigeon local results formerly referred to as Google Places or Google My Business results. Before july 2014 you had a great time. Life was good. As you could easily compete against some of the bigger guys.
- Post Pigeon however there are no local results to be found.
- These are the types of search results. Lets look at each one individually here.
- You can pay to show up here. They get less clicks. It costs more money. Some clicks are $10 So 1,000 organic visits = $10,000
- Organic listings are free
- Let’s get a realistic picture of how Google treats realtors in the results
- 5/6 listings are bigger national brands.
- The people showing up on a lot of head keyword searches are the bigger guys. Zillow, Homes.com, Realtor.com, Homefinder.com, Trulia.com. Well dang. But can we compete?
- Google is delivering what people want for these keywords. How are you different. How are you better than Zillow? For a home search these companies are huge monsters. We need to beat them a different way.
- How does Google decide to rank websites?
- You have to be different these days with SEO.
- You have to be different these days with SEO.
- Long tail keywords are going to be key. How many big guys do we see here? Just a couple. Much less.
- No big real estate aggregators here
- How fast do homes sell in Colorado?
- Videos, other information. Websites are not optimized for this
- I’m not saying you shouldn’t just focus on one area forever. But don’t move on until you’re the best.
- Start with a solid platform
- This study was done from Realtor.com
- The best option out there is to have a wordpress site with an SEO Friendly IDX or MLS Plugin.
- Page 10 is not cool
- Start with a solid platform
- Its better not to cheap out but sometimes you need to bootstrap. Just don’t shoot yourself in the foot. Read more online.
- Websites that are not mobile friendly are actually penalized in Google search results.
- Websites that are not mobile friendly are actually penalized in Google search results. TRY THIS With your webiste or we will have it at a booth.
- Now that you have a site it needs content.
- Start with a solid platform
- Laser focus in one area, Most realtors I know expand to as many areas as possible. You can still work there but set your web presence as a certain authority.
- Maybe that’s a city or an area or a subdivision
- Every aspect of your website should send positive signals. Your website should have your address and phone number.
- Address and phone should be on every page
- Locally focused can be a good approach or brand. There are a lot of way to fuck this up.
- Just write
- What is Good Content? Not duplicative content. It may not be worth your time to optimize home listings but your website needs content. If I’m searching for a home this might work. If im not selling this home it may justify a page on my website.
- Potential buyer content ideas.
- Potential buyer content ideas.
- None of this. It takes work. This is a thin content page.
- These are average searches in the United States
- These are average searches in the United States
- What is HARO
- Actual Query
- Get recommendations on LinkedIn. Start building your profile.
- Get reviews. Don’t ignore them. Yelp, Yahoo.com, Zillow, etc. People are doing reputation searches
- Explain who is using and looking at each social network individually
- There is no easy button. You’re the expert. Minimal participation is fine.
- Consider Yext. For about $500 a year you get listed on 40+ directories. IT builds links and controls more SERPs for your brand.
- Consider Yext. For about $500 a year you get listed on 40+ directories. IT builds links and controls more SERPs for your brand.
- Why you should listen to what I have to say. Author, Contributor to major industry studies. Here you should talk about your past experiences. You’re an author. You have helped start over 8 companies. You no longer had to work at 29 years old.