Sem Schipul-Evatt Barcamp Houston

Search Engine Marketing Boost your Presence, Build your Brand Search Engine Optimization Practical Application Steven Evatt, Chron.com & Ed Schipul, Schipul

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

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.

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 of SEO Basics  Provide tangible tracking and benchmarking results

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

Page Title Automation  Automatically insert Headline  Leads the Title  Includes metro area – “Houston”  Includes Site and Publication Name

Meta Keywords and Description  Refining to ensure primary keywords are included  Provide mechanism for editorial staff to avoid code editing

Cross Linking (Internal)  Site search results and resource tool links on story pages  Cross linking with Chron.com Blog posts

Research External Link back Opportunities! http://www.marketleap.com/publinkpop Help file: http://www.tendenci.com/en/cms/?1470

Site Discoverability  File Structure Hierarchy and Taxonomy  Maintain Site Maps  Nav, Links, Story redirection on Error pgs  RSS throughout site

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.

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 Data  meta descriptions  keywords  limited to six-to-eight

Paid Placement

PPC Step by Step 1. Choose terms: keyword research 2. Create a paid placement budget 3. Campaign Set-up 4. Monitor and tweak campaign

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)

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

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 Social bookmarking and badging • Track the buzz 24

Technorati - a new kind of search www.technorati.com

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...)

http://www.brandtobedetermined.com	33
http://www.evatt.com	23
http://evatt.com	8
http://schipul.typepad.com	4
http://www.netvibes.com	1
http://brandtobedetermined.com	1
http://cibelix.blogspot.com	1

Sem Schipul-Evatt Barcamp Houston

by Ed Schipul on Aug 25, 2007

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 71

Statistics

Sem Schipul-Evatt Barcamp Houston — Presentation Transcript