Seven Steps to Dominating the Internet 2015 Search Meets Social Lori Ballen
Lori Ballen Las Vegas (Summerlin), Nevada REALTOR Digital Marketing Strategist 2
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Step #1 Target a Specific Market 4
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Go BIG by Focusing on the Small Geographic / Hyperlocal Niche (short sales, investments, luxury) Style (farm and ranch, Victorian, historic) Homes on the water, on the golf course Homes in gated communities School zones 55-plus communities Zip codes 6
Tips for This Strategy Choosing a target does not mean you are limited. Build community pages and content on the target. Get your designation and any training you may need. Although you start with one target, you can build others after you rank for the first target. 7
Step #2 Learn How People Search 8
Do the Research 9
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Tips for This Strategy Use the Google Keyword Planner. Use Google itself (Google Suggest, Google Trends). Use SEMrush.com (look up your competitors). Choose low competition keywords to rank faster. 12
Step #3 Build a Consumer-Centric, Comprehensive, Informational, Search Engine-Friendly yet Product-Driven Website 13
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Give Them What They Want Product for a Buyer? IDX Listings Product for a Seller? Home Values! Everything else is designed to drive them into the funnel or drive SEO. 15
Give Google What It Wants Quality, unique, longform content. Unique means content that is not otherwise readily available on the Web. Think LOCAL! 16
What Else Does Google Want? 1. Fast page load (page speed score of 85 or better) http://developers.google.com/speed/pagespeed/insights/ 2. Low bounce rates (work for less than 25% per page) 3. Engagement (time on site, average is less than a minute) 4. Action Clicks, monitor your average over time and work to increase. 17
Tips for This Strategy Build for your local or target market. Build out every community page you can find. What the community offers Home styles and floor plans Average price ranges Schools, etc. and offer home values and IDX listings. 18
More Tips Create a page for market data Use KW Video market videos and/or create local videos of your own. Include articles for seller and buyer tips Blog if you have it. Use KW video to make your articles more interesting. 19
Step #4 Don t Create Content, Create VALUE 20
What Do Buyers Find Valuable? 1. Homes they can t find anywhere else 2. Properties listed by neighborhoods, schools, zip codes, price ranges, and features 3. Information about the area, best schools, market data, statistics 21
What Do Sellers Find Valuable? 1. Property values 2. Neighborhood comparisons 3. Market data that may affect their value 22
What Do They Both Find Valuable? 1. Tips about the process 2. Local information 3. Suggestions on buying for less or selling for more 4. Success stories so they can compare 5. Information that could affect the market 6. General real estate data 23
What They Don t Find Valuable 1. Spring cleaning tips 2. Anything canned 3. Anything they can get everywhere else 24
What Google Finds Valuable Unique, quality long-form content 1500 words or more! NO KEYWORD STUFFING! 25
Valuable to Search and Consumers Manually entered listings that offer more than the price of the home. Don t be every other agent that syndicates their listings. Tell a story about the area and you will find a dedicated buyer who trusts you and wants to spend time on your site. 26
Paint a Picture of Where They Might Call Home 27
Tips for This Strategy Use a Blog People read news and local content more than they read evergreen content. They want TIMELY information that is relevant to them now. Create press releases that tell a story of success. Use video and infographics to break up long-form content. 28
Step #5 Use Social Media to Engage Current, Past, and Potential Clients and to Drive SEO 29
Social Media Drives 1. Search engine rankings 2. Traffic to your websites 3. Interest in your brand 4. Engagement with the people in your database 5. Leads through advertising 6. Referrals from other agents! 30
Social Media Best Practices 1. Be authentic. 2. Engage with those that engage with you. 3. Offer value. 31
Social Media for Business 1. Use pages and groups. 2. Run ads. 3. Create viral content. 4. Tell your story. 5. Let people know where to find you. 32
Social Media for SEO and SEARCH 1. Facebook now has a search option and by keyword will pull posts by friends and groups. 2. Links that generate a lot of traffic send a social signal to the search engines that indicate that page has value based on visits and time on site. 3. Links may be searchable on Google and may provide quality backlinks known to increase rankings on Google. 33
Tips for This Strategy Use Facebook Insights and learn your customer. Measure your social traffic and social influence. Use tools such as Hootsuite or Sprout Social to properly create a social calendar of quality posts. Use Sniply to create a call to action on all of your shared content. 34
Step #6 Make Offers a Lot of Them 35
Your Website, Blog Posts, Videos, etc. Should Offer Value 1. Use a call to action. Click Here, Call For, Register, Download 2. Offer an item of value. Free Report, ebook, Home Value, Homes 3. Create urgency. Won t Last, Act Now, Expires on 36
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Tips for This Strategy Always deliver what you promise. Use a great blog post as a free report by simply copying the text of the blog to a doc and printing to PDF. Offer FREE LISTS and use auto-responder software to include a LINK to your IDX page that matches the list. Use software like Leadpages.net to create pop-up lead magnets. 40
Step #7 TRACK Test and Measure then Improve for Better Results 41
What You Focus on Expands (BOLD Law) If you track it, then you know. If you don t, it s a guess. Do you want to make big business decisions on a guess? 42
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Tips for This Strategy Use Google Analytics to measure. Try Clicky.com for at-a-glance, in-depth, real-time data. Set a goal for a page or site and track it such as: Get user to take THIS action Reduce bounce rate on this page Increase visitor time on page Get visitor to register (landing pages, offer, etc.) 49
The most valuable visitor is not the one who registers, It s the one that comes back. - Lori Ballen 50
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