Archive for the ‘SEO Strategy’ Category

Keyword Research- Part 1

Keyword Research is the building block of any SEO strategy. Formulating an SEO strategy without keyword research is like walking into a maze blindfolded. If you don’t use the words people are actually interested in and actively searching for, you’re missing a lot of traffic.

Keyword Research helps you mainly in two ways:

1. To figure out what people are interested in and what language they are using to search these topics. Your audience might not use the same terms to describe things or not be aware of industry terminology.

2. To rank higher in search engines. With keywords that you decide on you can optimize your website, target phrases for link building and develop content for target audience. All of the factors mentioned help a website achieve better search ranking.

Note that Keyword Research is not just about finding the right words to help you talk to your consumers online- it’s part of a process and requires diligent monitoring and updating to get the best results.

KEYWORD DISCOVERY PHASE

In this post we will cover some initial steps which help you through the keyword discovery phase. People use their familiarity with the products/services to find new word variations or maybe some new relevant words. This might produce a lot of  information, therefore finding the right method to organize and deduct is crucial.

A good way to start would be to write down the top twenty words you associate with your company and product/services. Once you have that go over to Google.com and type in your keywords to see more targeted, suggested searches. You can get more and more detailed and local to see varied suggested keywords.

You can also try tools like wordtracker , sem rush (Paid services with free trials) that offer a quick look at the Keywords your competitors are using.

Let us first set up a spreadsheet to organize all the information you have gathered until now. You can download (click on file, go to download as excel) a simple spreadsheet we use.

GOOGLE  ADWORDS KEYWORD TOOL

The Google free keyword tool is a good start to associate some numbers to your keywords. Enter your core keywords and run the search…

The keyword shows you three columns:

  • Competition: “The number of advertisers worldwide bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high quantitative guide to help you determine how competitive ad placement is for a particular keyword.”
  • Global Monthly Searches: “The approximate 12-month average number of search terms matching each keyword. This statistic includes traffic in all countries and languages but is specific to your keyword match type selection.”
  • Local Monthly Searches: “The approximate 12-month average number of search terms matching each keyword. This statistic is specific to your targeted country and language as well as your match type selection. If we don’t have enough data for a particular keyword, you’ll see this noted within the column.”

If you have logged into the google adwords account you can also see approximate CPC. (CPC- “This is the approximate cost-per-click you might pay if you were to bid on the keyword. The CPC is averaged over all the ad positions.”)

It is here you need to narrow down your keywords and start moving away from generic terms. If you see the left side of adwords you can select three options for specific match types based on broad, exact and phrase. This becomes more relevant if you are looking to run a PPC campaign.

  • Broad- “The sum of the search volumes for the keyword idea, related grammatical forms, synonyms and related words” So PPC ads and Organic search results  for commercial real estate would show up with any searches including commercial or real estate.
  • Phrase- “The sum of the search volumes for all terms that include that whole phrase” Therefore if you were doing PPC and targeted the phrase match for Condo, ads would show for anyone who typed in  commercial real estate with or without additional keywords such as commercial real estate listing . Organic results would include only results including the exact phrase commercial real estate.
  • Exact- “The search volume for that keyword idea” . If you were doing PPC and targeted the exact match for commercial real estate , ads would only show if someone typed in commercial real estate but not any other variation of that phrase.

Generic terms are expensive and hard to get a good ranking for, therefore you need to narrow down your keyword list to 10-15 terms that you can dedicate your budget and time to. We will look further into the details of picking the best terms based on more specific factors other than volume- stay tuned for the next post!

If you would like to learn more about Keyword Research, check out our LogicClassroom video presentation, Master Your Keyword Strategy (Advanced SEO)

The Three Pillars of SEO for Realtors: Strategy, Technology & Content- Part IV

Over the past few weeks we’ve framed what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. We’ve finished up our series with some advice about the Content component of increasing your web presence and remaining competitive online.

CONTENT IS STILL KING – OPTIMIZE IT!

With a strategy set and the right technology, it’s time to create some content! Great content not only engages users, it attracts links, comments, referrals, and search engine traffic. When content you create is optimized, it will be picked up by search engine crawlers and allow visitors who are searching for your content to find it and reach your site. We recommend adding new, unique content to your site at least twice each week- and keep in mind there is a direct correlation between the frequency with which you post content, to how successful that content is in attracting leads!

The Nitty Gritty

So you know what optimizing does, and you know how often to do it- but what are some day-to-day actions that you should take to actually get more leads? Watch our latest LogicClassroom video, Optimizing Your Content for Search Engines (and People!)- and you’ll be ready to go with a content bag full of techniques!

A great strategy and a great website platform will never be found if the site doesn’t have quality content and if it isn’t updated regularly. Blogging is a great way to publish content, and it’s smart to syndicate that content to sites like Facebook, Twitter, and LinkedIn.

Last Word

Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where your website ranks on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start. With some commitment, and the right foundation, new clients will find you!

If you’re interested in learning more about how Boston Logic can help you with SEO, contact us today for a no-pressure consultation

The Three Pillars of SEO: Strategy, Technology & Content- Part II

Rolled out of a 4 part blog edition, we’d like to breakdown what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. Served up as digestible nuggets of information and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!

Last week, we kicked off with “The What & Why?” of SEO…

Now Let’s Talk Strategy

Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where certain search terms rank on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start, and with due diligence and time, you can compete for a findable spot.

The most common mistake that SEO novices make is to assume that everyone types the same keywords into Google. That’s just not true! In fact, well-optimized websites see visitors who type in tens of thousands of different keywords.

Google Algorithm Trends

Even though you’ll never be able to dream up every term that someone might search on, that’s ok, because you don’t have to. A properly optimized site will rank in the results for tens of thousands of terms. So, your site will be found by people who search on all sorts of keywords, not just the ones you can think of.

Focus, focus, focus!

Still your site should be focused on the markets you serve and the kinds of buyers and sellers you want to work with. For agents, we always recommend to focus, focus, focus! If you work in Los Angeles, for example, there are literally thousands of realtors who might try to rank on page 1 in Google for a term like ‘LA Homes.’ Why set yourself up for all that competition? Pick a few smaller towns and neighborhoods you know. Focus your efforts. Then, you’ll start seeing the leads come in for buyers and sellers who want to own or sell in the markets that you know best.

Now that you’ve done your research, and you’ve got a pretty good strategy mapped out- what’s next? Our next edition will focus on the technology component of SEO. A blueprint isn’t any good without a foundation- like a house built on cement, a good SEO strategy needs to be backed with the right technology.

Learn more about how Boston Logic helps Real Estate professionals map out successful SEO strategies and run online marketing campaigns that produce results!

The Three Pillars of SEO: Strategy, Technology & Content- Part I

Rolled out of a 4 part blog edition, we’d like to breakdown what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. Served up as digestible nuggets of information and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!

Let’s Start with the “What” & “Why”

Search Engines are the single biggest source of traffic for most websites. Search Engine Optimization (SEO) can be simply defined as the process of getting found on search engine sites like Google, Bing, and Yahoo! On the technical level, SEO considers how search engines work, what people search for, the actual search terms typed into a search bar, and which searches are preferred by your targeted audience.

Why is it Important?

Well, h2001 pie chart imageere are the facts: According to NAR’s 2010 “Profile of Home Buyers and Sellers”, 89% of home buyers searched the internet ‘frequently’ for a home in 2010. And the share of home buyers who found their home on the internet jumped from 8% in 2001 to 37% 2010. Not surprisingly, these numbers are continuing to grow.2010 pie chartWhat Does it Get Me?

The next logical question is, “what exactly does SEO get me?” It gets you LEADS. And not just any leads…but qualified leads. These are the buyers or renters searching for specific types of properties in specific markets – and when they do search you want to be found right at the top of the search engine results.Capturing LEADS

Finally, SEO is a rare marketing medium. For most marketing media, consistent investment will get you consistent, flat returns. This is much like renting a home. You pay a fixed rent and you get a place to live. When you invest in SEO, you’re constantly building on your earlier investments. This is like buying a home instead of renting. Your dollars build equity. A well implemented SEO campaign sees better and better results as time goes on. Your website traffic and lead count goes up and up and up!

Stay tuned for the next edition, and we’ll talk STRATEGY.

Want to learn more about how Boston Logic helps Realtors deploy a comprehensive and successful Online Marketing campaign? Contact our Marketing Team today! (There’s no pressure, we promise).

8 Types of People to Connect With on LinkedIn

Chances are that when you first joined, only a few people in your “circle” were on LinkedIn- but it’s popularity has steadily increased creeping towards the popularity of Facebook. It’s become a pretty user-friendly interface with options to import your contacts and integrate your social media profiles as much (or as little) as you want. So if you haven’t done so already, take a morning off the Social Network to sync your circle with LinkedIn.

Two things to keep in mind before taking the plunge…

BE SELECTIVE with your professional network. Take the time to go through all your contacts before inviting them to connect. Don’t import people from your various accounts that may be detrimental to your image; like business ventures that didn’t go well, or that ex of yours you don’t talk to anymore, or that person from high school that posts inappropriate anecdotes to his Twitter Feed (which he has syndicated with LinkedIn). Your connections reflect upon who you are. While LinkedIn is becoming more ‘socialized’- leave the merely social to Facebook and be selective of your ‘professional network’.

BE CREATIVE with your network, too. Think outside the box! Your LinkedIn NetworReading List on LinkedIn Profilek should be a lot more than just the people you worked with at the last few jobs. Fill out your Reading List (by Amazon), join interesting Groups, write a unique Summary (with some of your resume keywords of course), and add impactful Experiences outside of your career track.

Here’s some suggestions to start widening your circle:

1. Teachers. Find and connect with teachers you had good relationships with in  school. Or, if you’re still in school- get it while it’s hot! It’s a great place to start with asking for Recommendations if you haven’t yet entered the workforce full time.

2. Fellow Students. If you had group projects, or were in a cooperative setting, having a classmate or two vouch that you’re a team player who can meet or beat expectations is something prospective employers will notice.

3. Successful Friends and Relatives (i.e. your “mentors”)- there’s a ‘friends’ option to request a connection on LinkedIn for a reason. It doesn’t matter what industry they’re in or what kind of job of they have- it’s always good to be connected to people with lots of connections! The six degrees of LinkedIn separation never cease to impress me. Oh, and the, “I saw on LinkedIn that you know so-and-so” makes for great office chit-chat or an ice-breaker on an interview!

4. Clients. Request a recommendation for your work on their accounts now, while it’s fresh in their mind and you’re fresh in theirs! Your company might even use it as a testimonial & it certainly reflects well on them too. It will also be a nice accumulation of recommendations over time naturally, instead of a mad-rush if you’re unemployed later.

5. Your ‘Freebies’. This is especially important for consultants, and often overlooked! Make sure to connect with the people you give your advice, support and/or guidance to (i.e. your “mentees”). Maybe it’s a local diner you love, or a charity group you volunteer for- whomever benefits from your knowledge (or simple ambition to be a good person) can repay the favor ten-fold with a recommendation on LinkedIn!

6. Co-workers. It doesn’t need to be an obvious swap- but pay attention to who you enjoy working with and why, and start giving recommendations. Link Karma will surely come your way.

7. Subcontractors, Vendors, Partnerships. If your company hired another company to do work, and you coordinated frequently with someone on their team, send them a ‘connect’ request! Provide or request a referral from them, depending what the relationship was. You never know when your NEW boss will ask you if you know someone that does ______; and it would be nice to say ‘Yes, I’ll email them now’.

8. People You Don’t Know…Yet. Under your profile Settings, set your privacy controls to be open. It’s beneficial to let anyone and everyone  browse and find you- you never know who might be looking. Also, be sure to carefully indicate who can contact you for what (i.e. reconnecting, business opportunities, consulting, job offers, etc.)- there is an unspoken rule of the acceptance of these intentions.

** Helpful Tip **

A lot of people aren’t sure what to write in their recommendation, even though they enjoyed working with you and are happy to give you one.  Maybe writing is just not their thing, so help them out. Instead of just sending the auto request, give them tips on what to write by saying things like:

“I was hoping you could write a recommendation for me based on the work I did for you on xyz project, particularly about ________ and how we handled ____________.”

OR, if your relationship is more casual, feel free to provide them with a list of bullet points to touch on (i.e. punctuality, organization, creativity, plays well with others, etc.)

Take a little time to get creative and connect. Continuously building your online reputation will establish you as a leader in your space, and as someone who is passionate about who you are and what you do. Chances are you will strengthen your current relationships and job prospects for the future, too.

Is there a group of people to connect with that I’m forgetting? Add them to the comments below!

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