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7 Search Engine Marketing

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7 Search Engine Marketing Powered By Docstoc
					     Search Engine
       Marketing:
Easy Tactics and Tools to
    Rise Above the
      Competition
        Thursday, April 29
         8:30AM – 10AM


         Presenter(s):
         David Carnes
                                                          4/24/2010




                SEM for PMs at CAI
               Serving Property Managers & Associations
                              Since 1997




 What is SEM / SEO?

 Search Engine Marketing

Search Engine Optimization




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                 4/24/2010




Source: SEOMoz




Source: SEOMoz




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                                            4/24/2010




          Search Engine Basics
A. Spider – Collect data
B. Index – Store to retrieve quickly
C. Rank – Determined by formula

 Content Relevance + Popularity = Ranking




      Core Components for PMs
Audience / Objectives
Keywords
Content
On Page Tactics
Off Page Tactics – LINKS!
Measurement




         Objectives / Audience




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           Keyword Research
• Term Relevant to Your Target Audience?

• Try the term in Google – is there PPC?

• Check in Google’s Keyword Tool

• Mix Fat Head and Long Tail - 3 Fat / 10 Long




          Fat Head / Long Tail?




          Fat Head / Long Tail?




                                             Source: SEOMoz




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          Best Keyword Tool
https://adwords.google.com/select/KeywordToo
                   lExternal




   CONTENT




                On Page
                  •   Title
                  •   Meta description, keywords
                  •   Heading Tags
                  •   Contextual Links
                  •   Alt Tags
                  •   Domain / URL Related




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                                            4/24/2010




                     Title
<head>
<title>
  Keyword > Category | Website Title
</title>
</head>
(No more than 70 Characters in the title)




               Heading Tags
                   H1, H2, H3




                 Meta Tags
Meta Description
<meta name="description" content=“ ”/>

Meta Keywords – don’t bother….




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             Contextual Links
Very Important!

The keyword phrase makes up the link…
Example
Austin Condo Management




                   Alt Tags
Text for handicapped accessibility.

Can be seen when hovering over an image.

Use the phrase in the image file name too.




                     URLS

The further left the better…

Keep them (relatively) short!

Hyphenate if needed.




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                                                                4/24/2010




             The Perfect Page




                                               Source: SEOMoz




                   Off Page
• Link bait – Generate links

• Press releases

• Directories

• Vendor Web Sites

• Social Media




                 Social Media
• A whole ‘nother ball of wax
• LinkedIn, ActiveRain, Twitter, Facebook,
  YouTube, etc.
• Don’t jump in without a plan
• Leverage website / search presence, email,
  and PPC first.
• May want to reserve name / group
• Importance of video




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                                   4/24/2010




       Will it blend?




          Analytics
http://www.google.com/analytics/




 Google Dashboard + 5




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                    4/24/2010




Visitors Overview




Traffic Overview




 Referring Sites




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                  Keywords




                Top Content




                Core Review
Audience / Objectives
Keywords
Content
On Page Tactics
Off Page Tactics – LINKS!
Measurement




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                           4/24/2010




    A Baker’s Dozen




1. A Gardener’s Attitude




2. Create a Task Force X




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                3. Keywords for PMs
HOA Management
Minnesota HOA Management
Hennepin County HOA Management, Ramsey County HOA Management
Minneapolis HOA Management, St. Paul HOA Management, Bloomington….


                                 Fat Head


                                                    Long Tail




   4. CONTENT




           5. Content Management




                       WordPress.org




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            6. Must Have Listings
•   Google local – claim business listings
•   Bing local
•   Yahoo local
•   City Search
•   Insider Pages
•   Merchant Circle
•   Localeze
•   Yelp
•   BBB




                                 7. Happy Feet
                             Don’t Ignore the Footer!

                                      Address
                                       Phone
                                     Copyright
                                  Contextual Links




            8. Encourage Reviews
                                 • City Search

                                 • Insider Pages

                                 • Yelp

                                 • Google Local




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             9. Google Alerts
         http://www.google.com/alerts




       10. Online Press Releases
An excellent legitimate link building strategy….




      12. Scope the Competition
Don‘t be afraid to view source.

Check their links
http://www.backlinkwatch.com/




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                                                                                 4/24/2010




                              13. Crazy Egg
      http://www.crazyegg.com/demo#overlay




                 Site Review Lab / Q & A




THANK YOU!


       David Carnes, CEO HOAWEB

       CONTACT
             •    866-381-9951
             •    Product: HOAWEB.NET
             •    Web: ArcStone.com
             •    dcarnes@arcstone.com
             •    Twitter.com/dcarnes or twitter.com/arcstone

       OUR PRIMARY SERVICES
             •    Property Management Internet Consulting / Technology Partner
             •    HOA Web Sites
             •    Websites & Custom Application Development
             •    Search Engine Marketing and Optimization (SEM & SEO)
             •    User Interface Design and Brand Extension


       OUR CORE VALUES:   SERVICE > EVOLUTION > CRAFTSMANSHIP > HAPPINESS




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