RANK HIGHER IN ONLINE SEARCH - Royal...

www.royallepage.ca/Training | Customer Care: 1 877 757 4545

RANK HIGHER IN ONLINE SEARCH

WHAT YOU NEED TO KNOW NOW

TO BE COMPETITIVE

This workbook belongs to _________________________________________

Thank you for attending the FALL 2015 REALTOR® MARKETING WORKSHOP

www.royallepage.ca/Training | Customer Care: 1 877 757 4545 2

Table of Contents

Contents Questions to ask of a Search Engine Marketing Vendor ................................................. 3

What is SEARCH ENGINE MARKETING? ..................................................................... 4

The Three Components of Search Marketing ................................................................. 5

Pay Per Click (PPC) or Sponsored Ads ....................................................................... 5

Search Engine Optimization (SEO) ............................................................................. 5

Local Search ................................................................................................................ 5

The Importance of Local Search ..................................................................................... 7

Various Forms of Search Marketing ................................................................................ 8

Where Do You Rank? ..................................................................................................... 9

How a Search Engine “Sees” a Website ....................................................................... 10

Your 5 Step Search Marketing Strategy ........................................................................ 11

1. The WHO - Determine who your target audience is and what they are searching 11

Google Analytics – google.ca/analytics ..................................................................... 12

2. The HOW - Create a Responsive Website ............................................................ 15

3. The WHAT - Generate good content ..................................................................... 16

Generating Good Content .......................................................................................... 17

Where to Use Keywords ............................................................................................ 18

Image Optimization Best Practices ............................................................................ 19

Creating Engaging Headlines .................................................................................... 19

4. The WHERE - Boost Your Ranking by Being Social .............................................. 20

5. The WHEN - Use Analytics to determine what’s working ...................................... 23

Best Practices for Pay Per Click Ads............................................................................. 24

Next Steps ..................................................................................................................... 25

Marketing Centre: Creating a Single Property Website ................................................. 26


Questions to ask of a Search Engine Marketing

Vendor

Many agents tell us that they intend to hire a company to assist with their Search Engine Marketing. Online marketing agencies can help you design and implement campaigns to increase your website’s visibility on search engines through both optimization and advertising. The following questions help you select a high quality Search Engine Marketing partner.

Refer to the workshop resources section on www.royallepage.ca/training for explanations of each question.

Advertising Questions

❏ Which search engines does your agency support? ❏ Can we buy the #1 ranking? ❏ Who will be assigned to my account? How many other clients do they manage? ❏ Are there any setup costs? How long of a commitment do you request of your

clients? ❏ Will I own the accounts connected to the web analytics? ❏ What kind of reports can I expect and how frequently will I receive them? ❏ Do you track the success of each keyword we purchase? If so, how would we

know if the campaign generates not just leads but closed deals?

Search Engine Optimization Questions

❏ Will you help us develop content to improve our optimization? ❏ From whom do you suggest we get links? Can you help us with this? ❏ How important is social media to you? ❏ How important is it that we consider mobile users? ❏ What kinds of guarantees do you provide?

Some of these terms may be a little odd to you right now, but by the end of our workshop you will have an understanding of why each of these questions is important to selecting a high quality Search Engine Marketing partner and what you can do to increase the visibility and effectiveness of your website.

http://www.royallepage.ca/training


Starting Your ClientClick Trial

We will be using Royal LePage’s Website partner ClientClick to illustrate many of the Search Marketing best practices in today’s workshop. Here is how to get your 60 day trial of ClientClick started:

1. Visit www.rlpnetwork.com and login

2. Click on Marketing

3. Select ClientClick Websites

4. Click on the blue <Get your free 60-day trial today!> button.

Note that you can contact the ClientClick support team at [email protected] or 1-866-315-0142 if you have questions about ClientClick websites.

What is SEARCH ENGINE MARKETING?

Search Engine Marketing (SM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in Search

Engine Results Pages (SERP’s) through optimization and/or advertising.

http://www.rlpnetwork.com/

mailto:[email protected]


The Three Components of Search Marketing

Pay Per Click (PPC) or Sponsored Ads

● Website owners pay an advertising fee to have their website shown above other websites on Search Engine Results Pages.

● Positioning and pricing are dependent on competition for a specific product or keyword. Pricing can range from 5¢ to $50 per click.

Search Engine Optimization (SEO)

● The component in which you have the least control of ranking. ● The listings that appear in an organic search are there based on merit; the

search engine has determined that those listings do the best job of answering the question being asked in the search inquiry.

Local Search

● Local Search takes a person’s location into consideration when they search; its results are based on proximity to the person doing the search.

● Local Search results include both PPC and Organic sites. According to Google, an estimated 73 percent of all online activity is related to local searches.1

Local Search is more about ranking your entire website, Organic Search is about ranking individual pages.

1 http://searchenginewatch.com

http://searchengineland.com/7-local-web-marketing-infographics-to-overload-your-brain-68444

http://searchenginewatch.com/


PPC vs SEO on Search Engine Results Pages (SERPs)

Pros and Cons of PPC and SEO

Search Engine Optimization (SEO) Pay-per-Click (PPC)

Pros: ● Long term return on investment as a high

ranking site will maintain a flow of

qualified traffic to your website.

● More exposure and increased traffic to

your site

● Free

Pros: ● 5 minutes of setup yields instant qualified

traffic to your website

● Full control over location and

demographic settings

● 24h Support from search engine providers

for questions

Cons: ● Takes more time (and regular

maintenance)

● Results are not instant

Cons: ● Costs can vary depending on competition

● Search results disappear when the Ad

ends or daily max amounts are reached


The Importance of Local Search

With the proliferation of devices that keep people

connected to the internet (e.g. smartphones, wearable

tech, data enabled GPS in cars), people are searching for

products and services within close proximity of where they

are. Local searches affect both organic and paid search

results.

*According to Google, 73 percent of all online activity is related to local searches2

The top 2 reasons for local search:

1. Find a specific business in the area based on location (e.g. “Staples”, “Tim Hortons”).

2. Find a business that offers the product or service desired.

You need to ensure that Search Engines strongly associate your website to your service area, this means using precise local information and keywords (if you’re not entirely sure what we mean here, this will become clear soon).

If you sell real estate across a very broad region, local search can work for you too just keep in mind that the further you move from your physical address the harder it will be to maintain a strong association with the local results.

2 http://searchengineland.com/7-local-web-marketing-infographics-to-overload-your-brain-68444


Various Forms of Search Marketing

To understand how to increase your search engine rankings, it is important to understand:

1. What kinds of results search engines will display.

2. How you currently rank for various searches.

3. How a search engine reviews a website to find content

Search engines used to be known as “web crawlers” as a search engine “crawls” across the content of a website and pulls information from it to help determine if it relates to someone’s search.

When you perform a search, you can find the following four types of content:

1. Text: Can be anything from a page title to descriptions and snippets of content. 2. Videos: Search Engine Results Pages will display related videos from a variety

of websites. (Quick Tip: When people search for video they look at relevance and length, keeping your videos short and on point will increase people viewing your video. 30 seconds to 1 minute clips are a best practice, if you have longer information to share consider breaking it into multiple short videos).

3. Audio/Music files: Audio files can be a great source of content for your site and your clients. Search engines will display audio similarly to how it displays videos.

4. Images: It is possible to optimize images on your website so they will appear in the related image searches on results pages.

And while they all have a search component as to how they can be found online, each comes with a different set of strategies.

Text Video

Audio

Images


Setting Your Search Marketing Goals

Where Do You Rank?

How do you go about effectively using Search Marketing to stay ahead of the competition, gain more visibility online and generate leads and referrals, regardless of where you are in your career?

The first step to effectively using Search Marketing to stay ahead of the competition is determining where you currently rank (if at all!).

ACTIVITY: Launch Google and try finding yourself without using your name or your brokerage name. What specialties, areas, awards can you use to find yourself?

1. Take note of the search terms you used to attempt and find your profile:

2. What search term ultimately found your profile?

3. What type of content did you find on the results pages?

Text Images Video Audio

4. What other competitors were you able to find in your search?


How a Search Engine “Sees” a Website

Understanding how to rank higher in Search Engine Results Pages also means understanding how a search engine “sees” a website. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. Though your website may be visually appealing to a visitor’s eyes, you must also ensure the content is also appealing to search engines.

The right side image (above) displays how royallepage.ca is displayed to a search engine. The layout and images of the website are removed and only the text of the page remains. A poorly optimized website will have little to no content that remains once all the formatting has been removed. If you want to know what your website looks like, visit www.seo-browser.com and input your website address.

http://www.seo-browser.com/


Your 5 Step Search Marketing Strategy

WHO Determine who your target audience is, and what they’re searching.

HOW Create a responsive website.

WHAT Generate good content.

WHERE Boost your ranking by being social.

WHEN Determine what’s working.

1. The WHO - Determine who your target audience is and what they are searching

As mentioned when we first introduced the idea of SEO, websites will rank near the top of a Search Engine Results Page when the search engine determines that those websites do the best job of answering the question being asked in the search inquiry.

Knowing what your website visitors want to know about is critical to getting your website near the top of the search pages.

Why does identifying your target audience matter?

1. Knowing who the people are ensures you are giving them content that is relevant. Are the people on your site first time buyers? First time sellers? Are they luxury buyers? Upsizing, downsizing, seniors, divorcees, investors? For every audience you want to attract on your site, you need to ensure that you have relevant and useful content for them.

2. Knowing what they are searching for ensures that you are providing information that keeps them on your site. Do first time buyers come to your site searching for tips on saving up for a down payment? If so, can they easily find those tips?

Much like a bank, you cater to everyone in your area but even though your business appeals to a broad market of diverse customers you need to identify who precisely your ideal consumer is.


What would you want to know about your online clients?

❏ Age? ____________________ ❏ City/Location? ____________________ ❏ Language they speak? ____________________ ❏ Do they use their phone to view your site? ____________________ ❏ What are they interested in (e.g. home décor, mortgages, renovation, investing)? ❏ What kinds of things do they like to purchase (e.g. real estate, travel, home

improvement, home garden and decor, rental properties) So what if you knew ahead of time what your potential clients were searching for? Do you think that would be valuable information to you? Would that help you greatly in your Search Marketing efforts?

Google Analytics – google.ca/analytics

Google Analytics is like the eyes and ears of your website. Adding Google Analytics to your site will collect helpful data for you so you can better understand, serve and target your online audience. Google Analytics will conclusively answer the questions about your audience we asked above.

Signing Up for Google Analytics:

1. Go to www.google.ca/analytics 2. Click Sign in to Google Analytics on the top right

If you have never used Google Analytics before:

1. Click on sign up 2. Complete the required fields and uncheck the last 4 options on the page 3. Click I Accept 4. Click Admin > Tracking Info > Tracking Code 5. Copy the Google Analytics Code by highlighting it and clicking <CTRL+C>

If you have used Google Analytics previously, you will need to create a new property:

1. Once logged in, click on Admin near the top of the page 2. From the middle tab, select the drop down under Property and select Create

New Property 3. Fill out the name, website URL, category and reporting time zone 4. Click Get Tracking ID 5. Copy the Google Analytics Code by highlighting it and clicking <CTRL+C>

http://www.entrepreneur.com/topic/google-analytics

http://www.google.ca/analytics


Adding Google Analytics to Your ClientClick website:

1. Login to www.rlpnetwork.com and click on Marketing > ClientClick Websites 2. Click on the blue Acccess ClientClick Websites button near the bottom of the

page 3. Click on Edit My Website to enter the ClientClick site builder 4. Click on the first section in the builder: <1. General Information> 5. Scroll to the bottom of the page and you will find section D. Google Analytics.

Paste your code in that section 6. Click on Save 7. Proceed to <Section 4. Preview/Publish> and Publish your website for the

code to be active.

Learning About Your Audience with Google Analytics

With the tracking code for Google Analytics installed on your site, you will now start collecting information about visitors to your site. All the questions we mentioned about the audience will be captured and logged in Google Analytics for you.

Researching Your Market Using Google Analytics: Demographics

Google determines visitors demographic and interest information based on their overall search tendencies.

1. Once logged into Google Analytics, click on the Audience section on the left side of the screen

2. Select Demographics and click on overview you will need to enable the demographic data

3. The Demographics section will show you the age and gender of visitors to your site

4. Click on Interests and overview. Here you will find: a. Affinity category: This will show you what kinds of things visitors to your

site enjoy in their lifestyle (e.g. Movie lovers, TV lovers, Technophiles, Travel buffs, etc.)

b. In-Market Segment: This will show you the types of products and services your visitors are likely to purchase

http://www.rlpnetwork.com/


Researching Your Market Using Google Analytics: Search and Keywords

Google can help you understand how people reached your website and what keywords (i.e. search terms) they used to get to your site.

To see how visitors get to your website:

1. Click on Reporting > Acquisition section on the left side of the screen 2. Select All Traffic and Channels: Here you will see how people are getting to

your website. Are they mostly direct visitors (e.g. clicked a link in your email signature), referral (e.g. from another website), social, organic or paid.

3. Click on Campaigns on the left side of the screen and select Organic keywords. Here you can see which keywords people used to get to your website.

To see what visitors are viewing on your website:

1. Click on the Behavior section on the left side. Select Site Content and All Pages

2. This will show you which pages people are spending their time on. Note that you can click the little question mark to give you information on each piece of data. Here are some that are of particular interest:

a. Average time on page: Tells you if people are reading the content and reviewing it or if they are simply coming and leaving. This can help you determine how much effort to put into a particular page on your site.

b. Entrances: How many times someone entered that page. c. % Exit: What percentage of people left your website for another website

after visiting that particular page.

Google Analytics and Paid Searches

You can also link your Google Analytics and Google AdWords and AdSense accounts. To do so:

1. From Google Analytics click on Admin near the top of the screen 2. In the Property column, look for Product Linking and you will be directed to the

steps on adding your paid campaigns to Google Analytics.

There is significantly more information that can be found using Google Analytics but the above gives you a good foundation of information for you to review and learn about your audience.


2. The HOW - Create a Responsive Website

Everything, including a search engine’s way of ranking websites comes back to the user experience and how positive it is. For example, in April 2015, Google started penalizing websites that are not mobile friendly when someone searches via their mobile device. As such, having a website that works on desktop and mobile is a crucial step to maintaining high search rankings.

How to Test if Your Website is Mobile Friendly?

1. Is your website mobile responsive? YES ◻ NO ◻

2. Go to: https://www.google.ca/webmasters/tools/mobile-friendly (Or Google “

Mobile-friendly test tool) and enter your website address in the search bar.

You definitely do not want to rank lower in the searches due to too many people leaving your site because they are frustrated that they can’t view it properly on their smartphones. If your website isn’t mobile ready, then consider contacting your website provider for further assistance.

https://www.google.ca/webmasters/tools/mobile-friendly


It’s not about getting visitors to your website,

but about getting the right kind of visitors.

3. The WHAT - Generate good content

Search Engines want people to find great information that satisfies their search inquiries. Ensuring that your website ranks for the right keywords is one of the most important, valuable and high return activities in search marketing.

Ask yourself the following questions when you’re using the terms ‘Real Estate’, ‘Homes for Sale’ or ‘Listings’ on your website:

1. Will searchers find what they are looking for when they are using those keywords?

2. Will the traffic that I get from these keywords result in a potential lead?

Some keywords of reference:

http://www.point2homes.com/news/wp-content/uploads/2013/04/Top-20-words-for-under-1-million.png

http://www.point2homes.com/news/wp-content/uploads/2013/04/Top-20-words-for-above-1-million.png


Generating Good Content

Targeting keywords with low competition is the easiest way to increase your free traffic. Generating focused leads and searches with lower competition means focusing on Long tail keywords. Long tail keyword searches are those 3 or more word phrases which are very specific to what someone is searching.

Example:

● Short tail search: “Homes for Sales”

● Long tail search: “2 bedroom condo with a waterfront view for sale”

When someone performs a longer search, they tend to have more specific and higher levels of interests than those searching general phrases. The longer the search term, the more qualified the traffic will be.

Knowing what your audience is looking for means you can build pages that relate to Long Tail keyword searches.

For example, your website might include:

❏ A page that shows the particular listings of interest for a first time buyer

❏ 2 or 3 pages that list luxury listings in a particular part of your city

❏ A page that shows listings and resources for the new family


Where to Use Keywords

Using keywords correctly on your site isn’t the only thing that will help rank, but using them incorrectly will most certainly hurt your chances of ranking high on the searches.

There are 7 locations within your site that you can use keywords to let Google know which pages on your website rank for which keywords:

1. Page Titles

2. Page Descriptions

3. Page Address URLs

4. Main Page Headings

5. Content

6. Link Text

7. Images


Image Optimization Best Practices

Before you upload your

image, pick a descriptive

filename with keywords.

Text that is entered in the code of a website to give your image an extended

description. Not all websites allow you to enter Alt text for your images but if you see a box that states <Alt Text> when you add an image, don’t leave that space blank, use it to add a keyword rich description of the image.

Keep the size of your images small. This allows your website to load faster and search

engines consider this in their ranking as well. Some websites will automatically resize your images to help you optimize your site for speed.

Creating Engaging Headlines

As mentioned, the headlines of your page are critical to your Search Engine Results Page ranking. A great tool for you to test your website headlines and see that they have impact with your audience is the CoSchedule Headline Analyzer:

http://coschedule.com/headline-analyzer#

The free headline analyzer will score your overall headline quality and rate its ability to result in increased traffic, SEO value and social shares. Use this free tool to compose a Header for your website.


4. The WHERE - Boost Your Ranking by Being Social

Your clients and prospects are interacting with you at any time of day at any place and your Social Media is an important part of your Search Marketing strategy:

1. Grow your followers and connections: The total number of followers and connections your social media profiles contain has a significant influence on your Search Engine Results Page rankings.

2. Encourage external inbound links: Social media encourages people to link to the great content on your website. The more diverse external links you have, the more authority you’ll gain in a search engine’s eyes.

3. Optimize your social media posts for searches: Search engines often give social media posts high ranking for a brief period of time in their Search Engine Results Pages. Though it is short lived, if you regularly employ this tactic you can see great results over time. In order to optimize your post you need:

a. A good anchor: Something that will attract the visitor such as a video, infographic or link to a detailed article.

b. An accurate and descriptive title: If you have created the anchor be sure to use the Headline analyzer mentioned previously to have a great title for your anchor.

c. A keyword rich frame: Use a keyword rich statement to post your content. For example: “Check out this great video that walks first time home buyers through the process of buying their first condo in uptown Waterloo”

d. Add seasonal keywords to maximize your timeliness: If possible add some seasonal words in your post to show search engines that your content is relevant and current.

4. Influence Social Sharing: The more people share your content, the more authority and credibility it will have for a search engine. If your page is shared 1,000 times it will rank better than if it has 100 shares.


Increasing Your Social Media Presence with the Social Marketer Designation

If you are wondering how you can better use social media for your business, then we encourage you to earn your Social Marketer Designation. This designation has been redeveloped to help you focus your social strategy on building your business.

Earning your Social Marketer Designation, means you will:

● Have an effective strategy for 5 major social networks: Facebook, Google+, Instagram, Twitter and Vine.

● Be identified on royallepage.ca and the rlpNetwork with the Social Marketer Designation logo.

● Be able to articulate to your current and prospective buyers and sellers that you are on the pulse of social media marketing and will be capable of leveraging your social network to help them achieve their real estate goals.

The Social Marketer Designation can be earned via the rlpNetwork:

rlpNetwork.com > Training > Designations > Social Marketer Designation


Encourage Reviews

According to Nielsen, 92 percent of customers say that they trust advertisements and recommendations from third parties more than traditional, paid advertising.

Search Engines often use customer reviews to help them find relevant content for their local searches. Whether you are going to use Google, Bing, Facebook, Yelp or some other rating website, you should encourage past clients to leave a brief description of the great service you provided them to help you stand out in Search Engine Results Pages.

How to encourage reviews

● Send an email after a transaction asking them explicitly to rate their experience and provide them with the link (i.e. just as the major hotel chains do).

● Add the URL to your reviews in your email signature: This allows past clients to leave a review and prospects to quickly see how wonderful of an agent you are.

● Link to reviews in your marketing as it showcases to your prospective clients that you care about their experience with you beyond the sale and they will be more likely to add their review afterward.

● Add reviews in your listing presentation and tell prospects that when all is settled you hope to see their review added.

● Run a review contest with a small incentive for leaving a review!

How to get your business listed properly on Google

As Google is our technology provider and is the most important website in the Canadian

market, we encourage you to have your business listed on Google Places.

To learn how to get your business properly established on Google Places, visit:

www.royallepage.ca/training (click on the workshop resources link in the left menu)


5. The WHEN - Use Analytics to determine what’s working

In step 1 of the 5 step process we installed the Google Analytics tracking code on your website and gave you instructions on how to learn more about the demographics and interests of visitors to your site.

At the very least, check your analytics on a monthly basis. You can set Google Analytics to provide you with a scheduled email of any available report in Google Analytics.

Setting up Scheduled Report Emails in Google Analytics

1. Login to your Google Analytics account: www.google.ca/analytics

2. Open the report you wish to have emailed. For example, to receive the Search Engine keyword report, click on Acquisition > Campaigns > Organic Keywords from the left menu.

3. Near the top of the report, you will see a small Email button.

http://www.google.ca/analytics


Best Practices for Pay Per Click Ads

The same 5 step process should be employed for you to get the most out of your paid ads. If you have a good understanding of optimizing your website, you need only apply these practices to your ad. The only difference is that you are explicitly setting your paid ads for the criteria you want:

1. Who is your audience? You will be required to choose a specific target audience for your ads, consider this carefully as the more generic you are the more it will cost and the less likely you will be to obtain conversions.

2. How are they landing on your site? Your ad can display on desktop and mobile versions, is your page ready to convert traffic in both formats?

3. What will they see?

a. The keywords in your ad determines if someone clicks on your ad instead of a competitors ad.

b. The page that they land on when they click the ad and the format of that landing page is crucial to converting that paid click. The landing page should give information that directly relates to the ad and must include a lead capture form.

4. When will they see your ad? You will often have the opportunity to set the specific timing on your ad to optimize it for your target audience. You don’t want your ad being displayed at 4am (unless you do!). You also have a range of options for where to place your ad, all search engines and the major social media sites allow you to place advertising.

5. Where is it working for you? Measuring the success of your ads means being able to quantify exactly how many people are converting on your Ad. If you’ve set up your Google Analytics you will be able to see the specific number of people who are landing on your site and compare this to the number of meetings and client acquisitions. It is often also possible to perform A/B tests on your ads to help you determine what works best for you.


Next Steps

Now that you are able to optimize your site and increase your Search Engine Results Page rankings. What else can you do to increase your website visibility?

1. Claim your business on Google: As search engines increasingly add relevance to local search having your business on Google Places is going to help keep you near the top. Visit royallepage.ca/training and click on ‘workshop resources’ in the left column to find our resource and help you get your business on Google My Business properly.

2. Aim for consistency: If you have your business in multiple places online (e.g. Facebook, Google Places, Yellowpages, YouTube, etc.) it will help your search rankings to ensure that the information found on each of these is exactly the same:

a. Your business name: Is it listed as ‘John Shrives – REALTOR®’ on one site and ‘John Shrives Your Bay Area Expert’ on another? Keep your business name as consistent as possible.

b. Your address and contact information: Maintain the same address, email and phone numbers across all publicly available websites.

3. Optimize your website for speed: The faster your site loads, the better. People will only wait 3 seconds before they leave your website for another so take time to optimize the size of images, to reduce the amount of “loading” content. If you want to know what loads quickly or slowly on your site, visit the Pingdom Website Speed Test (tools.pingdom.com) and enter your website address. It will provide you with data to show how long it takes to load your page and display, as you scroll down, any elements that slow the load time. We recommend you perform the test a few times as load times can vary greatly.


Marketing Centre: Creating a Single Property Website

The Royal LePage Marketing Centre is a robust online marketing resource to help separate you from the competition, build your business and better serve your clients. Choose from hundreds of professionally designed print, email and multimedia templates to create your own personalized marketing materials.

Login to the Marketing Centre

1. Open www.rlpnetwork.com and enter your Username and Password.

2. Select the Marketing tab in the top navigation.

3. Click on Marketing Centre located in the bottom navigation menu.

4. Click on (center of the page).

Choose your project:

1. From the main Marketing Centre window, select the Create New Project button located in the left side navigation.

2. To browse the various categories of projects, scroll down towards the bottom half of the screen (see below).


3. To create a new Single Property Website, click on the Website category.

4. To narrow and filter your search (language, theme etc…), use the drop-down menu items located towards the top of the projects section (in red).


Tip: At any time, to view a layout of the project you’re creating, click the View Layout link located to the left of the screen.

5. To create a new Single Property Website:

a) Click any one of the thumbnails which will place you in preview window

b) If you are already in the preview window, click on <Select This Design>

Project Info (name, description and folder):

1. Give your project a name and add a brief project description. (project descriptions are optional and will only be visible to you).

2. Once you’ve named your project, you’ll need to place it into a folder. (similar to how you would organize files and folders on your own computer)

o Existing folders: Select a Project Folder by using the drop-down menu

located to the right of the project and choosing an existing folder.

o Create a new folder: click on the arrow to the right of the Project Folder

section and from the drop-down menu, select Create New Folder. Add a new

folder name.

3. Click


If you are adding multiple new images from your

computer (by holding down the <Ctrl> key), images will

be added in alphabetical order.

Note: The characters remaining located in each text field is only an estimate. The number of characters that you can enter may increase or decrease based on if spaces and/or capital letters are added.

Add Images:

1. Add pictures or logos to your project by selecting:

o Add Photos: click the option (right

side) to browse, select and add images from

your own computer, from existing projects you’ve

created, stock photos or from Dropbox.

2. To re-order any of the photos, simply click and drag on any of the pictures and move them to the appropriate location.

3. Click

Update Text:

1. Complete the text fields for your project and don’t

forget to incorporate keyword best practices when

adding the Welcome/Property Address:

o View 1 – 50 (bottom half of the page) gives you

fields for naming each photo in your project.

2. Click


Update Agent Info:

1. If not already filled in from your Marketing Centre profile (located on the top right of

the page next to your name), complete or edit the fields for:

o Name, Title, Phone 1, Phone 2 and URL (Web site)

2. Click

Distribution Options:

There are multiple options available from the Marketing Centre to help you distribute your projects to your clients, colleagues and prospects.

Select any one of the following to distribute your project:

1. Publish to Web: a. Link - Copy and paste a link

provided into an Email, Blog, Tweet, Facebook status, your Website, etc.

b. Advanced options: i. Text link - you can

rename, and then copy and paste the link to your project.

ii. Embed: Copy and paste the HTML code to embed your project in your

blog or personal website and the project will display within the body of the

web page. 2. Share on Facebook: Lets you add a personalized message to the link before you

share your project on your Facebook timeline. 3. Tweet: Will post a link which includes the title to your project onto your Twitter feed.

If you’re not logged into Twitter, you will be asked to log into your account. 4. Share on Google+: Add your project to your Google+ profile and share it with your

circles.

www.royallepage.ca/Training | Customer Care: 1 877 757 4545

GLOSSARY

Search Marketing (SEM/SM): the process of gaining traffic and visibility from search engines (Google, Yahoo, Bing etc…) through both paid and unpaid efforts. That includes paid searches, optimization, mobile searches, social media postings etc…

SEO (Search Engine Optimization): the natural (organic) process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine PPC (Pay per Click) : a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement

SERP (Search Engine Results Page): the listing of results returned by a search engine in response to a keyword query. The results normally include a list of items with titles, a reference to the full version, and a short description showing where the keywords have matched content within the page

Local Search: this is about getting found by searchers in your local area

Google Analytics: web analytics service offered by Google that tracks and reports website traffic

Long-tail keywords: 3-4 keyword phrases which are very, very specific to whatever you are selling

Responsive website: in a responsive web design, the device does the work and automatically adjusts the view of your main website according to a device’s screen size (large or small) and may adjust orientation (landscape or portrait). This switch happens on-the-fly.

Organic search: free ‘natural’ search ranking

Qualified traffic: people who are actively seeking or in the market for the product or service that you offer. Society today relies heavily on social media and their search engines to provide them with accurate information and only the highest quality businesses in their newsfeed and search engine results page

HTML (Hypertext Markup Language): hidden code that helps websites communicate with others on the Internet. When writing HTML, you add “tags” to the text in order to create structure. HTML is a standardized system for tagging text files to achieve font, colour, graphic, and hyperlink effects on web pages.

Meta description: keywords (usually maximum 150 characters) that describe your website page to search engines. They appear as line 3 and 4, after the website address in search results

URL: an acronym for Uniform Resource Locator and is a reference (an address) to a resource on the Internet

ALT text: extra text that helps search engine crawlers to recognize images based on keywords

A/B testing: (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!

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