Seven Steps to Dominating the Internetkw-sites.s3-us-west-2.amazonaws.com/kw-family... · 18 Seven...

Seven Steps to Dominating the Internet2015 – Search Meets Social

Lori Ballen

Lori Ballen

2

Las Vegas (Summerlin), NevadaREALTOR®

Digital Marketing Strategist

Seven Steps to Dominating the Internet

Tell Keller Williams University what you think!Simply enter

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evaluation for this session.

3 Seven Steps to Dominating the Internet

Step #1Target a Specific Market

Seven Steps to Dominating the Internet4


• 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

Go BIG by Focusing on the Small


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.


Step #2Learn How People Search


Do the Research




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.


Step #3Build a Consumer-Centric,

Comprehensive, Informational, Search Engine-Friendly

yet Product-Driven Website



Give Them What They WantProduct for a Buyer?

IDX Listings

Product for a Seller?Home Values!

Everything else is designed to drive them into thefunnel or drive SEO.


Give Google What It Wants


Quality, unique, long-form content. Unique means content that is not otherwise readily available on the Web.

Think … LOCAL!

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.


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.


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.


Step #4Don’t Create “Content,”

Create VALUE


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


What Do Sellers Find Valuable?1. Property values

2. Neighborhood comparisons

3. Market data that may affect their value


What Do They Both Find Valuable?1. Tips about the process2. Local information3. Suggestions on buying for less or selling for more4. Success stories — so they can compare5. Information that could affect the market6. General real estate data


What They Don’t Find Valuable

1. Spring cleaning tips

2. Anything canned

3. Anything they can get everywhere else


What Google Finds ValuableUnique, quality long-form content

… 1500 words or more!

NO KEYWORD STUFFING!


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.


Paint a Picture of Where They Might Call Home


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.


Step #5Use Social Media to Engage Current,

Past, and Potential Clientsand to Drive SEO


Social Media Drives …1. Search engine rankings2. Traffic to your websites3. Interest in your brand4. Engagement with the people in your database5. Leads … through advertising6. Referrals from other agents!


Social Media Best Practices1. Be authentic.

2. Engage with those that engage with you.

3. Offer value.


Social Media for Business1. Use pages and groups.

2. Run ads.

3. Create viral content.

4. Tell your story.

5. Let people know where to find you.Seven Steps to Dominating the Internet32

Social Media for SEO and SEARCH1. 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.


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.Seven Steps to Dominating the Internet34

Step #6Make Offers … a Lot of Them


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 ______





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.Seven Steps to Dominating the Internet40

Step #7TRACK

Test and Measure thenImprove for Better Results


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?







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.)


“The most valuable visitor is not the one

who ‘registers,’

It’s the one that comes back.”


- Lori Ballen

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To download a free copy of this presentation, GO TO:

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