This document provides tips and guidance for real estate professionals on conducting keyword research and optimizing a website for search engine rankings. It recommends starting with broad level 1 keywords for the home page and then targeting more specific level 2 and 3 keywords for subpages and niche pages. Key aspects covered include using keyword tools to analyze search volumes, organizing keywords by priority, and assigning keywords to different pages based on their level of specificity. It also discusses measuring the authority and links of a domain to understand search engine rankings, and performing a competitive analysis to identify gaps and niche opportunities. The overall aim is to understand customer search behaviors and optimize a site's structure and content around relevant keywords at different levels of the search funnel.

1. Practical SEOFor the Real Estate Professional

2. Keyword Research WHY? Understand your customers want Discover monthly search volume for various phrases Determine priority phrases to use in your website

3. Keyword Research HOW? Google Adwords Keyword Tool Save to Spreadsheet Organize based on: Search Volume Relevance Priority

5. Highlands Ranch Real Estate (Level 2) *70k population

6. Lone Tree Real Estate ( Level 2,3) *17k population

9. Level 2 (Sub Pages) * 5-20 Pages

12. Condos For Sale in Denver

15. Denver Single Family HomesTIP: Make sure your keyword research backs this up. If there aren’t enough searches for your 2nd specialty, try something else.

16. Level 3 Pages Sub Page (Level 2) Sub Page (Level 2) Sub Page (Level 2) Niche Page (Level 3) Niche Page (Level 3) Niche Page (Level 3) Niche Page (Level 3) Niche Page (Level 3) All pages should be within 2-3 clicks of the home page Blog Posts make great niche pages Start by targeting 50 niche phrases

17. Using the keywords in your pages…

18. Analyzing Website Authority Search engines rank web pages based on authority & Relevance How do search engines measure authority? Incoming Links!

19. Analyzing Authority Domain Authority Total Number of Links to all pages On the domain Number of Linking Domains Quality of Links Domain Age

20. Analyzing Authority Domain Authority Web Page Authority Total Number of Links to all pages On the domain Total Number of Links to page Number of Linking Domains Number of Linking Domains Quality of Links Quality of Links Domain Age Authority of Overall Domain Diversity of links spread across the Domain. Not just to the home page

21. Analyzing Authority Measuring Links Yahoo Site Explorer or Open Site Explorer The Canonicalization problem (http:// vs. www.) Filter out links from your own domain name Search for links to a page vs. links to the entire domain Yahoo general places higher authority sites near the top of the results Open Site Explorer will tell you the general authority of the linking domain

23. Identify key competitors

24. Highlight gaps in your competitors armor

25. What phrases have low competition?

27. Competitive Analysis Links to this page Links to this domain

28. Thank You!