Search Engine Marketing - Boost your presence. Build your brand.

Search Engine Marketing

Boost your Presence , Build your Brand

Annisa Chan Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007

SEM makes a difference VS.

Today we’ll cover

Search Engine basics

SEM in the real world

Natural optimization (SEO)

Pay-Per-Click (PPC)

Measuring your success

How does a Search Engine Work?

Who is who ? http://www.bruceclay.com/searchenginerelationshipchart.htm http://www.bruceclay.com/searchenginerelationshipchart.htm

Search Engine Marketing - Positioning of your Web site in the search engines.

Search Engine Optimization – SEM technique

SEM vs. SEO

How does it fit together? Search Engine Optimization Link Building Quick Results $$$ Results take a while More Time Less $ (Google) Search Engine Marketing Pay-Per-Click

What do Search Engines look for?

Readable Text

Fresh, unique content

Relevant inbound links

Good site architecture

Unique meta info

CONTENT!

What Steps can You Take?

Keywords Research

Optimize homepage with location + service/product

Optimize inner pages of site

Submit site to search engines and directories

Research link back opportunities

Add UNIQUE Fresh Content!

Step-by-step SEO Arocha Hair Restoration www.arochahairrestoration.com

Research your target market

Brainstorm:

How will your target market search for you?

Are you targeting a geographic area?

Keyword Research Tools Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com

Keyword Research Suggestion Tools

Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal

Wordtracker www.wordtracker.com (paid)

www.freekeywords.wordtracker.com (free)

Keyword Discovery www.keyworddiscovery.com (paid)

http://www.keyworddiscovery.com/search.html (free)

Select 3 top search terms

Arocha’s 3 prioritized keyword phrases:

Houston Hair Restoration

(Houston) Hair Replacement

(Houston) Hair Restoration Surgery

Optimize the Home Page & Inner Pages

Content is KING !

Title Tag

Meta Info

Alt Tags

Embedded links

Title Tag

Alt Tags

Embedded Links

Keyword Density Are you writing what you mean to say ? www.schipul.com/en/sem/keywords

Set up hosted web analytics www.google.com /analytics

Research Linkback Opportunities

Keep your site fresh

New content ideas:

Press releases

Articles

Events

News updates

Photo galleries

Interviews

Videos

Blogs

The Power of PPC

PPC Step by Step

Choose terms through mini marketing steps

Create a paid placement budget

Campaign Set-up

Monitor and tweak campaign

Select your terms

Are you a billionaire?

Don’t pick overly competitive keywords unless you have an unlimited budget

Create PPC Budget http:// marketshare.hitslink.com/report.aspx?qprid =1

PPC Campaign Set-Up

If possible, put the keyword in the title

Use a Call-to-Action

Consider ad testing

Monitor and Tweak Campaign

Website Optimizer

A/B Testing

Headline

Content

Images

PPC: things to consider

Stay away from general terms unless your campaign is geo-targeted

ex: plastic surgery

Budget, ads, and keywords can be adjusted anytime

Link ads to the most relevant page on your site; don’t dump everyone onto your home page.

Consider persona development

Benefits of SEM

Build brand awareness online

Increase sales/leads/contacts

You don’t have to be rich to participate in pay-per-click!

Easy to measure and track ROI

Track Your PPC Success

Traffic increase?

Paid placement: conversions

Is the phone ringing?

Are your SALES increasing?

Measuring ROI

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

Google says: “Don’t be Evil”

Visit us at… http:// www.thesemblog.com

Thank you! Annisa Chan Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com