Strategies to Drive Web Traffic in the Real Estate World
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Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.
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Strategies to Drive Web Traffic in the Real Estate World
- 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 4 Essential Strategies to Drive High Value Web Traffic in 2017
- 2. What Channels Send Traffic to the Real Estate World?
- 3. Via SimilarWeb #1: Search #2: Direct (type-in, bookmarks, app referrals, or no referral data) #3: Other Websites #4: Email #5: Social
- 4. Spending most of your budget & time on these? You’re missing out!
- 5. Mobile, Desktop, Apps, Winners, & Losers
- 6. Desktop search is plateauing, while mobile search growth accelerates Via Wordstream
- 7. Ignore these, it’s just the holiday slowdown Good news – the top five sites account for only 17% of the industry’s visits. There’s a long, long tail. Real estate is a more mobile activity than most, but we can’t ignore desktop either.
- 8. Helpful to see how your site’s engagement metrics stack up against the winners.
- 9. How Do People Find an Agent, Expert, Company, Consultant, or Broker?
- 10. I need “X” to help me with “Y” Search Engine Friends Prior, Positive Experience Social Media Trusted Resource
- 11. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
- 12. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
- 13. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
- 14. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
- 15. One of the Real Estate Market’s Biggest Challenges…
- 16. These 5 sites own the top 3 organic results for every one of these queries (+ 1000s more like them)
- 17. Want to compete? Gotta go long tail.
- 18. You’ve got a real shot to rank for keywords like these But it’s looking near impossible to rank for keywords like these Via Keyword Explorer
- 19. 4 Strategies to Pursue for Traffic Growth
- 21. Molly has built a recognizable personal & professional brand association with a unique niche—houseboats
- 22. Thanks to content, outreach, and experience, she earns press & rankings
- 23. The “Maps + Local Rankings” Strategy#3
- 25. Results like these (organic web results) are driven by inputs like: Keyword choices & placement On-page content optimization Engagement & user satisfaction Link diversity, quality, & quantity Site crawl accessibility Load speed & site security
- 26. But results like these (local/maps rankings) are driven by inputs like: Quantity & diversity of citations Business name Location in relation to searcher Listing consistency & coverage Link diversity, quality, & quantity Popularity of business
- 27. The “Pay to Play” Strategy#2
- 28. Google now shows up to 4 ad results above the organic results, and they’ve made these ads more subtle. They may get up to 50% of all the clicks on this page. The other 50% go to organic results (hard to rank, but free)
- 29. Though expensive, FB ads can be incredibly well-targeted
- 30. The best ads target people who already know you & like you. hence re-marketing via display ads (AdWords, AdRoll, Retargeter) with search through RLSA or on social via audiences that have liked your (or using uploaded emails) tend to have the best click & conversion rates for the lowest cost Geraldine looked at boot… Now boot follows me around Internet like lost puppy.
- 32. Matt Goyer’s Urbnlivn gets traffic, links, and mentions from all over
- 33. Over time, he’s built a brand that gets cited & linked-to
- 34. He has active social audiences across Facebook, Twitter, & Instagram
- 35. Unfortunately, he’s made some SEO mistakes… Outranking the site itself, but with an awful title Fine posts, but targeting words & phrases no one uses in their searches
- 36. The Flywheel KWResearch+ Industry Intuition PublishContent Promotevia Social Channels Pushtoemail +RSS subscribers EarnLinks+ Amplification Growsocial, email, RSS,& WoM channels GrowDomain Authority EarnSearch&Referral Traffic RankforMoreCompetitive KWs
- 37. The Right Approach for You: Matches your strengths Fits how your audience finds you Leverages your unique competitive advantage(s)
- 38. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!