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Introduction to Search Engine Marketing Ethically and Strategically
 

Introduction to Search Engine Marketing Ethically and Strategically

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An introduction to Search Engine Marketing and building the foundation of a valuable website. Topics include: how search engines work, keyword research, on page optimization, link authority, and the ...

An introduction to Search Engine Marketing and building the foundation of a valuable website. Topics include: how search engines work, keyword research, on page optimization, link authority, and the basics of a PPC campaign.

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  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Crawlers: They follow links and read pages found Text of pages is stored in an “index” When you search, they look for pages with matching text Other factors involved in “ranking” those pages, are… location and frequency of words
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • This slide shows the difference in search engines when using the same term And that they are ALL not alike and have different algorithms for retrieving and ranking SERPs Now you know why search engines give different results, algorithms
  • Google - uses its algorithm to gauge the importance of a web sites content based on a specific query Shows the algorithms at work Just by switching the order of the terms you get different results
  • SEM is the positioning of your website in the search engines so that it is found by your target market. SEM is like direct marketing, so you want to make sure you’re there when someone is ready to buy. Just like how at home you get direct mailings all the time, you save up the ones you think you may use later, and when you’re ready to order that pizza, you have that coupon right there when you need it. In SEM, your targeted prospects are searching for your Website through relevant keywords, instead of you searching for them. SEM is also a cheaper strategy than traditional marketing campaigns that take longer and require more data collection and turnaround. And SEO is making changes to the actual site so that you will show up naturally in the SE. So WHY do you need SEM? If you have a website, then it is important to think about it when you are designing and building your business or organization online. Many people ask if there is a difference between traditional marketing and search engine marketing. There isn’t a big difference, SEM is only a buzz word people use. The only difference is, is that instead of you going out to look for your target market and try to get them come to you, you are already there when your target market is looking for you, you just have to make sure your website is about what they’re looking for. o what SEM and SEO is… it contains two main parts: SEM is the positioning of your website in the search engines so that it is found by your target market. SEM is like direct marketing, so you want to make sure you’re there when someone is ready to buy. Just like how at home you get direct mailings all the time, you save up the ones you think you may use later, and when you’re ready to order that pizza, you have that coupon right there when you need it. In SEM, your targeted prospects are searching for your Website through relevant keywords, instead of you searching for them. SEM is also a cheaper strategy than traditional marketing campaigns that take longer and require more data collection and turnaround. And SEO is making changes to the actual site so that you will show up naturally in the SE. So WHY do you need SEM? If you have a website, then it is important to think about it when you are designing and building your business or organization online. Many people ask if there is a difference between traditional marketing and search engine marketing. There isn’t a big difference, SEM is only a buzz word people use. The only difference is, is that instead of you going out to look for your target market and try to get them come to you, you are already there when your target market is looking for you, you just have to make sure your website is about what they’re looking for.
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
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Introduction to Search Engine Marketing Ethically and Strategically Introduction to Search Engine Marketing Ethically and Strategically Presentation Transcript

  • Search Engine Marketing
    • Site: http://www.schipul.com
    • Blog: http://www.thesemblog.com
    Search Engine Marketing Boost Your Presence, Build Your Brand
  • SEM MAKES A DIFFERENCE
    • Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
    • Search Engine basics
    • SEM in the real world
    • Natural optimization (SEO)
    • Pay-Per-Click (PPC)
    • Measuring your success
    TODAY WE’LL COVER
  • How Does A Search Engine Work?
  • What’s Changed?
    • http://www.bruceclay.com/searchenginerelationshipchart.htm
    • Search Results Pages - Different Engines
    • Search Query Results - Same Engine
  • Google: Paid Ads
  • Google: Local Listings
    • Google Places / Bing Local Business Listings
  • Vertical Search (Blended)
    • Image Search
    • Video Search
    • Local Map Search
    • Blog Search
    • News Search
    • Shopping Search
    • Book Search
    • Reviews Search
    3rd Generation Results
  • Universal Search Intent of Search
  • SEM vs. SEO
    • Search Engine Marketing - Positioning of your Web site in the search engines
    • Search Engine Optimization – SEM technique of generating unpaid traffic
    • PPC - generating Paid Traffic from Search
    http://www.flickr.com/photos/55569773@N00/2446888265//
  • What Do Search Engines Look For?
    • Unique Content
    • Easy to crawl (good user experience)
    • Authoritative Content
    http://www.bruceclay.com/seo-hierarchy-of-needs.htm
  • Step-By-Step SEO
    • Research Your Target Market
    • Select top Keyphrases
    • Home page
    • Site map
    • Optimize inner pages
    • Set up Hosted Tracking Solution
    • Submit to search engines and directories
    • Research link back opportunities
    • ADD FRESH CONTENT!
  • Research Your Target Market
    • Brainstorm:
    • How will your target market search for you?
    • Terms – SEO, SEO Agency, SEO Firm in Houston…
    • Location - Are you targeting a geographic area?
    • Houston, Katy, Sugarland - Texas
    1/8
  • Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Free: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com
    • Austin-Weston’s Prioritized Terms
      • Virginia Plastic Surgeon
      • Cosmetic Surgery Virginia
      • Virginia Cosmetic Surgeon
    Select 3 Top Search Phrases 2/8
  • Optimize Home Page & Site Map
    • Embedded links
    • Edit title and meta tags:
    3/8
  • Keyword Density
    • www.schipul.com/en/sem/keywords
    • Not everyone gets this (ie: www.target.com )
    Are you writing what you mean to say?
  • Optimize Inner Site Pages EVERY PAGE! 5/8
    • Alt Tags = Good SEM & Good Karma
    Not everyone gets this (ie: www.target.com )
  • CONTENT is KING
    • http://www.flickr.com/photos/66164549@N00/2080363220/
    • www.google.com/analytics
    • Key Performance Indicators
    • Goals
    • Time Comparison
    Set Up Web Hosted Analytics 6/8
  • Submit Your Site
    • Suggested search engines:
      • Google http://www.google.com/addurl/
      • Yahoo http://search.yahoo.com/info/submit.html
      • Bing http://www.bing.com/docs/submit.aspx
    • Suggested Major Directories:
      • www.dmoz.org (open directory)
      • Google Local, Yahoo Local, Bing Local
      • Other local & relevant directories, reviews
      • Consider social media (YouTube, Slideshare, Flickr)
    7/8
  • Research LinkBack Opportunities
      • Link Quantity
      • Link Quality / Authority
      • Keyword Rich Anchor Links
      • Linking Neighborhood
    8/8
  • Keep Your Site Fresh
    • New content ideas:
    • Press releases
    • Articles
    • Events
    • News updates
    • Photo galleries
    • Interviews
    • Videos
    • Blogs
    • PPC vs. SEO
    • How Does it Fit Together?
    http://www.flickr.com/photos/99796131@N00/329334377/ Search Engine Marketing Pay Per Click Search Engine Optimization LinkBuilding (Google) QUICK Results $$$ Results take time
    • Create a paid placement budget
    • Campaign(s) Set-up
    • Monitor and tweak campaigns
    Power of PPC http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php
  • Create Paid Placement Budget
    • http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4
    When in doubt, align budget allocation with the search engines’ market share
  • Are You a Billionaire?
    • Chris Anderson: The Long Tail
    Don’t pick overly competitive keywords unless you have an unlimited budget
  • Select Your Terms
    • http://www.wordtracker.com
    Use spreadsheet & research to determine which terms to begin campaign with
  • Ad Campaign Set-Up
    • Write Ad Copy
      • If possible, put the keyword in the title
      • Use a Call-to-Action
      • Consider ad testing
      • Landing Pages - URL
  • Monitor and Tweak Campaign
    • Review Click Through Rates (CTR)
    • Quality Scores
    • Test Conversion Rates
    • Run Search Query Reports
    • A/B testing of Ad copy
  • Pay Per Click: Things to Consider
            • Demographics – advertise where your customers are: state, city, zipcode
    • Budget, ads, and keywords can be adjusted anytime
    • Link ads to the most relevant page on your site
  • 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 Success
    • Traffic increase?
    • Paid placement: conversions
    • Is the phone ringing?
    • Are your SALES increasing?
  • 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’
    • http://en.wikipedia.org/wiki/Don't_be_evil
    Webmaster Guidelines
  • Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog. com