Search Engine Marketing - Boost your presence.  Build your brand.
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The Schipul SEM team shares search engine tips and tricks for Web gurus and Tendenci software users.

The Schipul SEM team shares search engine tips and tricks for Web gurus and Tendenci software users.

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

  • 1. Search Engine Marketing
    • Boost your Presence , Build your Brand
    Annisa Chan Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007
  • 2. SEM makes a difference VS.
  • 3. Today we’ll cover
    • Search Engine basics
    • SEM in the real world
      • Natural optimization (SEO)
      • Pay-Per-Click (PPC)
    • Measuring your success
  • 4. How does a Search Engine Work?
  • 5. Who is who ? http://www.bruceclay.com/searchenginerelationshipchart.htm http://www.bruceclay.com/searchenginerelationshipchart.htm
  • 6.  
  • 7.  
  • 8.
    • Search Engine Marketing - Positioning of your Web site in the search engines.
    • Search Engine Optimization – SEM technique
    SEM vs. SEO
  • 9. 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
  • 10. What do Search Engines look for?
    • Readable Text
    • Fresh, unique content
    • Relevant inbound links
    • Good site architecture
    • Unique meta info
  • 11. CONTENT!
  • 12. 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!
  • 13. Step-by-step SEO Arocha Hair Restoration www.arochahairrestoration.com
  • 14. Research your target market
    • Brainstorm:
      • How will your target market search for you?
      • Are you targeting a geographic area?
  • 15. Keyword Research Tools Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
  • 16. 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)
  • 17. Select 3 top search terms
    • Arocha’s 3 prioritized keyword phrases:
      • Houston Hair Restoration
      • (Houston) Hair Replacement
      • (Houston) Hair Restoration Surgery
  • 18. Optimize the Home Page & Inner Pages
    • Content is KING !
    • Title Tag
    • Meta Info
    • Alt Tags
    • Embedded links
  • 19. Title Tag
  • 20.  
  • 21. Alt Tags
  • 22. Embedded Links
  • 23. Keyword Density Are you writing what you mean to say ? www.schipul.com/en/sem/keywords
  • 24. Set up hosted web analytics www.google.com /analytics
  • 25. Research Linkback Opportunities
  • 26. Keep your site fresh
    • New content ideas:
    • Press releases
    • Articles
    • Events
    • News updates
    • Photo galleries
    • Interviews
    • Videos
    • Blogs
  • 27. The Power of PPC
  • 28. PPC Step by Step
    • Choose terms through mini marketing steps
    • Create a paid placement budget
    • Campaign Set-up
    • Monitor and tweak campaign
  • 29. Select your terms
  • 30. Are you a billionaire?
    • Don’t pick overly competitive keywords unless you have an unlimited budget
  • 31. Create PPC Budget http:// marketshare.hitslink.com/report.aspx?qprid =1
  • 32. PPC Campaign Set-Up
    • If possible, put the keyword in the title
    • Use a Call-to-Action
    • Consider ad testing
  • 33. Monitor and Tweak Campaign
  • 34. Website Optimizer
    • A/B Testing
    • Headline
    • Content
    • Images
  • 35. 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
  • 36. 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
  • 37. Track Your PPC Success
    • Traffic increase?
    • Paid placement: conversions
    • Is the phone ringing?
    • Are your SALES increasing?
  • 38. Measuring ROI
  • 39. 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
  • 40. Google says: “Don’t be Evil”
  • 41. Visit us at… http:// www.thesemblog.com
  • 42. 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