Search Engine Marketing
Boost your Presence, Build your Brand



               Search Engine Optimization
               ...
Today we’ll cover:

    1.Search Engine basics

    2. SEM in the real world
       • Natural optimization
         (SEO)
...
Research your target market!

•   Brainstorm:

    –   How will your target market
        search for you?
        •   Flo...
How does a
      Search Engine work?
Keyword Density
Are you writing what you mean to say?


             www.schipul.com/en/sem/keywords
Content is King




• Lets talk about the News Business!   6
Newsroom Adoption
   Top down ‘Buy-In’
      Visionaries in VP
       and EVP of Online
       Editorial
   Automation ...
Newsroom Editors:
              Their Role
   Page Text
      Education: SEO best
       practices to newsroom
   Promo...
Page Title Automation
   Automatically insert
    Headline
      Leads the Title
   Includes metro area –
    “Houston”...
Meta Keywords and Description
   Refining to ensure
    primary keywords are
    included
   Provide mechanism for
    e...
Cross Linking (Internal)
   Site search
    results and
    resource tool
    links on story
    pages
   Cross linking
...
Research External Link back
      Opportunities!




           http://www.marketleap.com/publinkpop
     Help file: http:...
Site Discoverability
   File Structure Hierarchy
    and Taxonomy
   Maintain Site Maps
   Nav, Links, Story
    redire...
Back End Configurations
   Robots.TXT
   404 Error Page
   Server Side Redirects
       Configure multiple URLs to
   ...
Tracking and Benchmarking




Feb 2007: #7   Feb 2007: #6
Inspect what you expect with
        Web Analytics




  www.google.com/analytics
Care and Feeding of SEO
   Use keyword-rich content,
   Updated constantly with less graphical text
   Topical Meta Dat...
Paid Placement
PPC Step by Step

1.   Choose terms: keyword research
2.   Create a paid placement budget
3.   Campaign Set-up
4.   Monito...
Keyword Research
           Suggestion Tools

• Overture - www.overture.com (free)
• Wordtracker -
  www.wordtracker.com (...
Let’s Review!

• Content is king
  – Keep it fresh
  – Keep it original
• Links are powerful – be generous!
• Keep a healt...
Thanks
   Steven Evatt
      www.chron.com
   Ed Schipul
      www.brandtobedetermined.com
Web 2.0 in your SEM campaign
Social Media Optimization
             (SMO)

• Web 2.0 = KEYWORDS!!
• Optimize your Social Media
  content
• Enable Socia...
Technorati - a new kind of
        search




        www.technorati.com
Be a participant in the
               conversation
•   Flickr (www.flickr.com)
•   Facebook (www.facebook.com)
•   MySpac...
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Sem Schipul-Evatt Barcamp Houston

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search engine marketing and application development presentation from Houston Barcamp August 2007.

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Sem Schipul-Evatt Barcamp Houston

  1. Search Engine Marketing Boost your Presence, Build your Brand Search Engine Optimization Practical Application Steven Evatt, Chron.com & Ed Schipul, Schipul
  2. Today we’ll cover: 1.Search Engine basics 2. SEM in the real world • Natural optimization (SEO) • Pay-Per-Click (PPC) 3. Building SEO Into your App
  3. Research your target market! • Brainstorm: – How will your target market search for you? • Flowers, flower delivery, florist, special occasion flowers, birthday flowers, Valentine’s flowers, funeral flowers, bridal flowers, flower shop, etc. – Are you targeting a geographic area? Source: http://flickr.com/photos/cunisdiabolis/139234237/ • Houston Florist, Houston flower shop, Katy TX Florist, Victoria Florist, Austin Florist, Barton Springs Flower shop, etc.
  4. How does a Search Engine work?
  5. Keyword Density Are you writing what you mean to say? www.schipul.com/en/sem/keywords
  6. Content is King • Lets talk about the News Business! 6
  7. Newsroom Adoption  Top down ‘Buy-In’  Visionaries in VP and EVP of Online Editorial  Automation of SEO Basics  Provide tangible tracking and benchmarking results
  8. Newsroom Editors: Their Role  Page Text  Education: SEO best practices to newsroom  Promo Graphics  Easy editing tools so both graphic and text changes are within content management system
  9. Page Title Automation  Automatically insert Headline  Leads the Title  Includes metro area – “Houston”  Includes Site and Publication Name
  10. Meta Keywords and Description  Refining to ensure primary keywords are included  Provide mechanism for editorial staff to avoid code editing
  11. Cross Linking (Internal)  Site search results and resource tool links on story pages  Cross linking with Chron.com Blog posts
  12. Research External Link back Opportunities! http://www.marketleap.com/publinkpop Help file: http://www.tendenci.com/en/cms/?1470
  13. Site Discoverability  File Structure Hierarchy and Taxonomy  Maintain Site Maps  Nav, Links, Story redirection on Error pgs  RSS throughout site
  14. Back End Configurations  Robots.TXT  404 Error Page  Server Side Redirects  Configure multiple URLs to avoid returning the exact same content.  ie www.chron.com == www.houstonchronicle.com == chron.com == etc.
  15. Tracking and Benchmarking Feb 2007: #7 Feb 2007: #6
  16. Inspect what you expect with Web Analytics www.google.com/analytics
  17. Care and Feeding of SEO  Use keyword-rich content,  Updated constantly with less graphical text  Topical Meta Data  meta descriptions  keywords  limited to six-to-eight
  18. Paid Placement
  19. PPC Step by Step 1. Choose terms: keyword research 2. Create a paid placement budget 3. Campaign Set-up 4. Monitor and tweak campaign
  20. Keyword Research Suggestion Tools • Overture - www.overture.com (free) • Wordtracker - www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free) • Keyword Discovery - http://www.keyworddiscovery.com/search.html (free) www.keyworddiscovery.com (paid)
  21. Let’s Review! • Content is king – Keep it fresh – Keep it original • Links are powerful – be generous! • Keep a healthy SEO and PPC balance • Watch and tweak your campaign
  22. Thanks  Steven Evatt  www.chron.com  Ed Schipul  www.brandtobedetermined.com
  23. Web 2.0 in your SEM campaign
  24. Social Media Optimization (SMO) • Web 2.0 = KEYWORDS!! • Optimize your Social Media content • Enable Social bookmarking and badging • Track the buzz 24
  25. Technorati - a new kind of search www.technorati.com
  26. Be a participant in the conversation • Flickr (www.flickr.com) • Facebook (www.facebook.com) • MySpace (www.myspace.com) • Twitter (www.twitter.com) • Del.icio.us (http://del.icio.us) • Wikipedia (www.wikipedia.org) • Ning (www.ning.com) – Look for online communities in your industry (or make your own...)
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