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Royal LePage ClientClick – 2010
Contents
Search Engine Optimization (SEO)
What is Search Engine Optimization?
Where to Begin Optimizing a Website
Best Practices for Search Engine Optimization
Keywords ................................................................
Links ................................................................
Think Locally ................................................................
Refresh the Content ................................
An Optimized Page ................................
SEO and Social Media ................................
Integrate, Don’t Separate ................................
Put the Customer First ................................
Tools and Resources for your SEO
Optimizing your ClientClick website for SEO
Getting Started ................................
Site Statistics ................................................................
Site Content ................................................................
Header ................................................................
Keywords ................................................................
Site Description ................................
Editing Content ................................
Other Optimizations ................................
Domain Name ................................
Things to remember… ................................
Search Engine Optimization (SEO)
Being located near the top of the search results is important
because people do not search multiple pages to find your
page. Your website is a portal into your listings, and the easier it
is for someone to find your site, the easier it is for them to find
your listings.
Search Engine Optimization (SEO) ................................................................................................
What is Search Engine Optimization? ................................................................................................
Where to Begin Optimizing a Website ................................................................................................
r Search Engine Optimization ................................................................
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Tools and Resources for your SEO ................................................................................................
Optimizing your ClientClick website for SEO ................................................................................................
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Being located near the top of the search results is important
because people do not search multiple pages to find your
page. Your website is a portal into your listings, and the easier it
site, the easier it is for them to find
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Royal LePage ClientClick – 2010
What is Search Engine Optimization?Simply stated, Search Engine Optimization (SEO) is the process of improving the placement of
your website during searches on websites such as Google, Yahoo, Bing, etc. This placement
results in an increased volume of traffic to your site from search engin
achieved either through Organic SEO,
site drives its ranking, or Search Engine Marketing (SEM)
“sponsored” search result that appears near the top
To ensure that your website is found during a search, we must think about
“decide” what content fits what words (ex. What kind of website should associate with
for “Real Estate”?). We must also consider that users may use search sites to find your website
two, three, even four times before they bookmark your page (they may even rely on searching
for your site every time). So designing a website with th
incredibly valuable.
Organic
SEO
What is Search Engine Optimization? Simply stated, Search Engine Optimization (SEO) is the process of improving the placement of
your website during searches on websites such as Google, Yahoo, Bing, etc. This placement
results in an increased volume of traffic to your site from search engines. Top ranking can be
Organic SEO, a process through which the content and quality of your
Search Engine Marketing (SEM), whereby people pay to have a
“sponsored” search result that appears near the top of the results page.
To ensure that your website is found during a search, we must think about how search engines
“decide” what content fits what words (ex. What kind of website should associate with
for “Real Estate”?). We must also consider that users may use search sites to find your website
two, three, even four times before they bookmark your page (they may even rely on searching
for your site every time). So designing a website with the search engine results in mind is
Search Engine Marketing (SEM)
Simply stated, Search Engine Optimization (SEO) is the process of improving the placement of
your website during searches on websites such as Google, Yahoo, Bing, etc. This placement
es. Top ranking can be
a process through which the content and quality of your
, whereby people pay to have a
search engines
“decide” what content fits what words (ex. What kind of website should associate with a search
for “Real Estate”?). We must also consider that users may use search sites to find your website
two, three, even four times before they bookmark your page (they may even rely on searching
e search engine results in mind is
Royal LePage ClientClick – 2010
Where to Begin Optimizing a Website
Optimizing a website involves editing its content and code to increase its association with
certain words (these are called keywords) and to better allow search
site (i.e. scan your site to see what is on it). SEO techniques fall into two categories:
• White Hat SEO refers to techniques that search engines (like Google, Yahoo and Bing)
recommend as part of good website design. It involves
ensuring that the content a search engine finds and ranks is the same content a user will
see (i.e. not hidden).
• Black Hat SEO refers to techniques that are not approved by search engines
techniques involves tricking search engines into finding more content on your site and
thus making the search engine believe your site is more relevant. This can be achieved
through hidden text (text coloured the same colour as the background so as
invisible) or text positioned off screen. Black Hat SEO poses a major risk: Once a search
engine discovers you are using Black Hat techniques they will severely penalize your
website and rank it significantly
We will focus on White Hat SEO techniques and the number one rule for proper SEO is:
Customer First!
Where to Begin Optimizing a Website
Optimizing a website involves editing its content and code to increase its association with
certain words (these are called keywords) and to better allow search engines to “index” your
site (i.e. scan your site to see what is on it). SEO techniques fall into two categories:
refers to techniques that search engines (like Google, Yahoo and Bing)
recommend as part of good website design. It involves following the guidelines and
ensuring that the content a search engine finds and ranks is the same content a user will
refers to techniques that are not approved by search engines
techniques involves tricking search engines into finding more content on your site and
thus making the search engine believe your site is more relevant. This can be achieved
through hidden text (text coloured the same colour as the background so as
invisible) or text positioned off screen. Black Hat SEO poses a major risk: Once a search
engine discovers you are using Black Hat techniques they will severely penalize your
significantly lower than others.
on White Hat SEO techniques and the number one rule for proper SEO is:
Optimizing a website involves editing its content and code to increase its association with
engines to “index” your
site (i.e. scan your site to see what is on it). SEO techniques fall into two categories:
refers to techniques that search engines (like Google, Yahoo and Bing)
following the guidelines and
ensuring that the content a search engine finds and ranks is the same content a user will
refers to techniques that are not approved by search engines. These
techniques involves tricking search engines into finding more content on your site and
thus making the search engine believe your site is more relevant. This can be achieved
through hidden text (text coloured the same colour as the background so as to make it
invisible) or text positioned off screen. Black Hat SEO poses a major risk: Once a search
engine discovers you are using Black Hat techniques they will severely penalize your
on White Hat SEO techniques and the number one rule for proper SEO is: Put the
Royal LePage ClientClick – 2010
Best Practices for Search Engine Optimization
The benefits of incorporating proper SEO go beyond simply having your website ranked first in
search results; it means that your website users will find more relevant content to them. They
may come back more often, keeping you top of mind, and they may even refer others to your
website.
Keywords Simply stated, keywords are the words people use in their searches. For example, while
searching for a Royal LePage office in Medicine Hat, Alberta, users might search for “Royal
LePage Medicine Hat” thus, the keywords would be: Royal LePage and Medicine Hat.
Identify important keywords: Finding good keywords is the most important step in optimizing your
website. Keywords should be used throughout your site and each page should include a short
article around 300 to 1000 words long that uses the keywords as a natural part of the language.
There is a long list of keywords that you could use, so focus on your Target Audience: Perhaps
specific keywords to them (e.g. Buying a First House), to their area (e.g. Montreal) or to their
neighbourhood (e.g. Anjou).
Recommended: Get someone who is not in real estate (a friend, neighbour,
relative etc,) sit them down in front of the computer and ask them to search (via
Google, Yahoo, Bing, etc...) for Real Estate in your area. Take the keywords they
typed and use them on your website and Social Media.
Royal LePage ClientClick – 2010
Links There are two types of links you can have on your website:
1. External Links: Links to websites other than yours but that are still related.
2. Internal Links: Links to pages within your own website.
Never copy content: Finding great content on-line can be good for your website. But if you
copy and paste that good content in your website, you will split the SEO for both sites in half!
Instead, paraphrase and add your own spin to the piece, then link to the original article. That
will greatly benefit the SEO of both websites.
Keep in mind that inbound links to your website from other reputable sites will help your SEO too.
1. Make sure your website is displayed on your Royal LePage Profile (as
on the right). To do so:
a. Log in to RLPNetwork.com and click on the REALTORS tab >
Manage your business (just below the REALTORS tab) >
Manage your profile (left side). Make changes and click
Save near the bottom.
b. Customer Care (1-877-757-4545) can also help you with this.
2. Great content may lead to other sites linking to your website which, again, increases
your SEO.
Also make sure that your links, whether internal or external, complement the article or
information that you are linking from.
Think Locally Search engines want users to find relevant content. As such, search engines generally try to find
local results before looking elsewhere. That’s why having rich local keywords and a local flavour
can really help with your SEO.
1. Keywords: When evaluating keyword options think about the local area and
neighbourhoods.
2. Links: Think not just of local Real Estate websites, but local websites that you can link to.
a. Many cities have their own website with a lot of information that could be useful
as an external link on your website.
b. Local events and attractions also make great external links to your website.
Refresh the Content The way search engines look through sites is constantly changing as they search for new and
fresh material. Changing the content of your site is important to do from time to time (which is
why blogs are so popular). This doesn’t mean you have to redesign the whole site every few
months, but the content or articles on the site should be brought up to date on occasion.
Royal LePage ClientClick – 2010
An Optimized Page
Utilizing keywords, links and local content is integral to a properly optimized webpage. In this
example, Mike works in AnyTown. He has identified industry related keywords such as: Buyers,
Real Estate, first time buyer, etc… Mike has also identified local keywords: AnyTown, Downtown
and Uptown. He then used those keywords in the titles, headings, and content of each page on
his website. He also includes links to internal and external sites when possible and makes sure the
content is up to date.
Extra Notes on the use of keywords:
• The most important keywords should be near the beginning of the title/heading/content.
• Keywords should be used throughout the site, and use different keywords depending on
the topic of each specific page.
Page URL
Title with Keywords
Main Page Headline has Keywords
Related,
Keyword
Rich Content
Internal Link to a page
about AnyTown
Neighbourhoods
Royal LePage ClientClick – 2010
SEO and Social Media
A question that is often asked in regards to Social Media is “How will
people find my Facebook fan page, LinkedIn profile or Twitter account?”
Social Media and SEO work hand in hand to get you more page visits and
more fans, connections or followers.
they will also visit your Social Media profiles and vice versa.
Integrate, Don’t SeparateIt is often the case that people do not lin
though they have a link to their website from Social Media.
profiles into your website will encourage potential clients to join your Social Media networks and
will can open communication channels with them.
At the same time, being involved with Social Media can assist you in
“owning the first page.” When someone searches your name, the results
could include your website, your LinkedIn profile, your Twitter account an
your Facebook Fan Page, thus letting them decide how they want to
connect with you.
Put the Customer First Having a customer first attitude is beneficial to your Search Engine
Optimization and it can also help with Social Media. With your Target
Market in mind, it is important to think about what kind of information
they want to read. With Social Media, your posts are being displayed
adjacent to posts from the user’s parents, siblings and friends. So,
having a customer first attitude and thinking abou
to read can help you build your following on Social Media. Of course,
this same attitude is vital for White Hat SEO.
A question that is often asked in regards to Social Media is “How will
people find my Facebook fan page, LinkedIn profile or Twitter account?”
k hand in hand to get you more page visits and
more fans, connections or followers. As more people visit your website,
they will also visit your Social Media profiles and vice versa.
Integrate, Don’t Separate It is often the case that people do not link their website with their Social Media profiles, even
though they have a link to their website from Social Media. Integrating your Social Media
profiles into your website will encourage potential clients to join your Social Media networks and
open communication channels with them.
At the same time, being involved with Social Media can assist you in
“owning the first page.” When someone searches your name, the results
could include your website, your LinkedIn profile, your Twitter account an
your Facebook Fan Page, thus letting them decide how they want to
connect with you.
Having a customer first attitude is beneficial to your Search Engine
Optimization and it can also help with Social Media. With your Target
in mind, it is important to think about what kind of information
they want to read. With Social Media, your posts are being displayed
adjacent to posts from the user’s parents, siblings and friends. So,
having a customer first attitude and thinking about what the user wants
to read can help you build your following on Social Media. Of course,
this same attitude is vital for White Hat SEO.
k their website with their Social Media profiles, even
your Social Media
profiles into your website will encourage potential clients to join your Social Media networks and
At the same time, being involved with Social Media can assist you in
“owning the first page.” When someone searches your name, the results
could include your website, your LinkedIn profile, your Twitter account and
your Facebook Fan Page, thus letting them decide how they want to
Royal LePage ClientClick – 2010
Tools and Resources for your SEO
Search Engine Optimization is an organic process, it is not something that can be done once
and forgotten about. As search engines update their methods of indexing sites, it is important to
try and reflect those changes. However, having a website with good and useful content is what
search engines always want to find. Keeping your Target Audience in mind will go a long way to
maintaining that coveted #1 spot.
Client Click Websites
All of the SEO tips discussed in this section are easily done with
Client Click websites. Client Click websites allow for simple
customisation and will soon automatically update with your
listings. Client Click sites start from $169 (for a 1 year Agent Pro
Site).
For More information, visit: www.rlpnetwork.com > Realtors >
Client Click or Call Patrick Rioux at 1-877-757-4545
Google Adwords Keyword tool
https://adwords.google.com/select/KeywordToolExternal
(Note that this web address is case sensitive, you can also find
it by searching for “Google Adwords Keyword Tool.”)
Try different keywords or see what keywords your website
associates with. Compare keywords by search volume and
generate ideas for further keywords.
Google Analytics Introductory How-to
Google Analytics is a free tool that allows you to see a number
of statistics about your web page, including how long
someone is on your page, how they found your page, etc...
In order to help you get started with Google Analytics, we
have created an introductory how-to document that will help
you leverage the benefits of Google Analytics.
Visit: www.rlpnetwork.com > Realtors > Increase Your Skills >
Staying Current > 2010 Workshop Resources
SEO: A need to know game
The indexing processes that websites like Google, Yahoo and Bing use are closely
guarded secrets and these processes are constantly being revised (For example,
Google’s indexing process went through 4 major changes in 2009 and minor changes
occurred every few weeks.) As such, SEO is not written in stone, it is an organic process.
We must remember however that search engines want their users to find valuable and
relevant information to them.
Royal LePage ClientClick – 2010
Optimizing your ClientClick website for SEO
To find out if your ClientClick website is optimized, you can do a search on the Internet and see
where you stand in the results. If you cannot find your website, you will more than likely have to
spend some time refreshing your content.
ClientClick websites comes with lots of great articles and content. However, this content is
shared with hundreds of other ClientClick users that may have not personalized their site too.
Getting Started
If you have a ClientClick site, logon to www.rlpnetwork.com > Realtors > Grow your business >
ClientClick. Select ClientClick Agent or Team depending on your subscription. Click on "Manage
your Agent or Team site". Once there, you should see the 3 tabs below.
Site Statistics
The Site Statistics feature allow you to see how times your pages have been viewed. Use this info
to help you decide where to concentrate your content writing efforts.
For example, if your "About Me" page has only 2 views in the last month, you are maybe not
capturing people's attention. You may think about reviewing the content on this page.
Royal LePage ClientClick – 2010
Site Content
The site content section allows you to edit all aspects of your website. To get started, simply click
on the "Edit" option.
By clicking on "Edit", you will be automatically on "Step 3 – Edit Content".
What we want to do first is go to "Step 1 – General Info".
In the section, we will see how we can improve SEO by adding a Header, keywords and a site
description.
Header
The Header allows you to personalize the top section of your website. This section will help with
SEO, so enter either a slogan or something about where you work. This can be something like
"Call Mike to all your Anytown Real Estate Needs." Or "Helping YOU buy or sell in Anytown".
Keywords
This section allows you to enter words terms that you think people will use when searching the
Internet. These words or terms should be about you, your area of service and include terms that
you think Internet users will use when searching on the Web. Separate these with commas.
Royal LePage ClientClick – 2010
Site Description
The site description is also important for SEO. This will show in search results. Here, you want
Internet users to see the result and know what the website should be about before entering it.
Google Search Results Example:
Editing Content
This section will highlight how you can change the content of your site to improve SEO. This is
done through "Step 3 – Edit Content".
Once in Step 3, you can change not only the content of your pages, but also change Section
Name, Sub-Section Names, and Page Titles. You will see this option at the top of all your pages
(except the homepage). Changing these will help with SEO.
Royal LePage ClientClick – 2010
Other Optimizations
Although ClientClick websites come loaded with lots of content and articles that make things a
little easier to get your web presence started, it is important for you to spend a bit of time and
replace some of this content with your own. Without these personalizations, you will be sharing
your SEO with all other ClientClick users who have not personalized their website. Go through all
the pages and make sure you put in your personal touch!
Header from "Step 1"
Page Title
Sub-Section Name
Section Name
Royal LePage ClientClick – 2010
Example of Personalized content:
Domain Name
Although it may sound cool to get your name on the Internet, www.johnsmith.com may not
mean much to someone doing a search for Real Estate on the web. Think of getting a name
that highlights what your site is about and try to include your area of service in there. For
example: www.anytownrealestate.com or www.anytownhomes.com.
Tips: Think short! Search Engines, just like people, tend to remember shorter words.
www.anytownhomes.com will be easier to remember and type than
www.buyandsellhomeinanytownrealestate.com (It will also fit better on your business cards!)
For some Search Engines, domain name age is also important, so try to purchase your domain
for a long period of time.
Don’t forget to link your website on all the things you have access to, such as your RLP Network
profile, Brokerage website, email signature, Feature Sheets, Real Estate Board profile, business
cards, etc…
Things to remember…
Don’t be alarmed if you have spent some time optimizing your site and see SEO improvements
right away! It can take search engines weeks or months before they discover your website.
Site age, traffic, content and links are all important factors to remember.