Sem Schipul-Evatt Barcamp Houston
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Sem Schipul-Evatt Barcamp Houston



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

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



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Sem Schipul-Evatt Barcamp Houston Sem Schipul-Evatt Barcamp Houston Presentation Transcript

  • Search Engine Marketing Boost your Presence, Build your Brand Search Engine Optimization Practical Application Steven Evatt, & 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: • 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?
  • 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 Blog posts
  • Research External Link back Opportunities! Help file:
  • 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 == == == etc.
  • Tracking and Benchmarking Feb 2007: #7 Feb 2007: #6
  • Inspect what you expect with Web 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 - (free) • Wordtracker - (paid) (free) • Keyword Discovery - (free) (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   Ed Schipul 
  • 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
  • Be a participant in the conversation • Flickr ( • Facebook ( • MySpace ( • Twitter ( • ( • Wikipedia ( • Ning ( – Look for online communities in your industry (or make your own...)