Schipul Intro To SEM / SEO Presentation 2009

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An introduction to Search Engine Marketing including how search engines work, how to choose keywords for effectiveness, and how to build a search optimized page. Brief overviews of pay-per-click or …

An introduction to Search Engine Marketing including how search engines work, how to choose keywords for effectiveness, and how to build a search optimized page. Brief overviews of pay-per-click or PPC advertising for increased web site traffic.

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  • 1. Search Engine Marketing
    Boost Your Presence, Build Your Brand
    Search Engine Marketing
    Site: http://www.schipul.com
    Blog: http://www.thesemblog.com
  • 2. SEM MAKES A DIFFERENCE
    Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
  • 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. What’s Changed?
    http://www.bruceclay.com/searchenginerelationshipchart.htm
  • 6. Search Results Pages - Different Engines
  • 7. Search Query Results - Same Engine
  • 8. Google: Paid Ads
  • 9. Google: Local Listings
  • 10. 2nd Generation Results
    http://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan
  • 11. Vertical Search (Blended)
    Image Search
    Video Search
    Local Map Search
    Blog Search
    News Search
    Shopping Search
    Book Search
    Reviews Search
    3rd Generation Results
  • 12. Universal Search
    Intent of Search
  • 13. 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//
  • 14. Search Engine Marketing
    LinkBuilding
    (Google)
    Pay-per-Click
    Search Engine
    Optimization
    QUICK Results $$$
    Results take time
    How Does it Fit Together?
    http://www.flickr.com/photos/99796131@N00/329334377/
  • 15. What Do Search Engines Look For?
    Readable Text
    Fresh, unique content
    Relevant inbound links
    Good site architecture
    Unique meta info
  • 16. CONTENT is KING
    http://www.flickr.com/photos/66164549@N00/2080363220/
  • 17. Step-By-Step SEO
    Research Your Target Market
    Select 3 Keyword phrases
    Set up Hosted Tracking Solution
    Home page & site map
    Optimize inner pages
    Submit site to search engines and directories
    Research link back opportunities
    ADD FRESH CONTENT!
  • 18. Research Your Target Market
    Brainstorm:
    How will your target market search for you?
    Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures…
    Are you targeting a geographic area?
    Virginia cosmetic surgeon, Reston Cosmetic Surgery
    1/8
  • 19. Keyword Research Suggestion Tools
    Free: http://adwords.google.com/select/KeywordToolExternal
    Paid: http://www.keyworddiscovery.com
  • 20. Austin-Weston’s Prioritized Terms
    Virginia Plastic Surgeon
    Cosmetic Surgery Virginia
    Virginia Cosmetic Surgeon
    Select 3 Top Search Phrases
    2/8
  • 21. www.google.com/analytics
    Set Up Web Hosted Analytics
    3/8
  • 22. Optimize Home Page & Site Map
    Embedded links
    Edit title and meta tags:
    4/8
  • 23. Are you writing what you mean to say?
    Keyword Density
    www.schipul.com/en/sem/keywords
  • 24. Optimize Inner Site Pages
    EVERY PAGE!
    5/8
  • 25. Alt Tags = Good SEM & Good Karma
    Not everyone gets this (ie: www.target.com )
  • 26. Suggested search engines:
    Googlehttp://www.google.com/addurl/
    Yahoo http://search.yahoo.com/info/submit.html
    MSN http://submitit.bcentral.com/msnsubmit.htm
    Suggested directories:
    www.dmoz.org (open directory)
    Yahoo Directory ($299/year)
    Google Local & Yahoo Local
    SubmitIt (BCentral) – MSN paid service
    Other local & relevant directories
    Submit Your Site
    6/8
  • 27. Research LinkBack Opportunities
    Link Quantity
    Link Quality / Authority
    Keyword Rich Anchor Links
    Linking Neighborhood
    7/8
  • 28. Keep Your Site Fresh
    New content ideas:
    Press releases
    Articles
    Events
    News updates
    Photo galleries
    Interviews
    Videos
    Blogs
    8/8
  • 29. The Power of PPC
  • 30. PPC Step-By-Step
    Create a paid placement budget
    Campaign Set-up
    Monitor and tweak campaign
    http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php
  • 31. When in doubt, align budget allocation with the search engines’ market share
    Create Paid Placement Budget
    http://marketshare.hitslink.com/report.aspx?qprid=4
  • 32. Don’t pick overly competitive keywords unless you have an unlimited budget
    Are You a Billionaire?
    Chris Anderson: The Long Tail
  • 33. Use spreadsheet & research to determine which terms to begin campaign with
    Select Your Terms
    http://www.wordtracker.com
  • 34. Ad CampaignSet-Up
    If possible, put the keyword in the title
    Use a Call-to-Action
    Consider ad testing
  • 35. Monitor and Tweak Campaign
  • 36. 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
    PPC: Things to Consider
  • 37. 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
  • 38. Track Your Success
    Traffic increase?
    Paid placement: conversions
    Is the phone ringing?
    Are your SALES increasing?
  • 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. www.thesemblog.com
  • 42. Search Engine Marketing
    Schipul – The Web Marketing Company
    Phone: (281) 497.6567 x 533
    Email: jbolles@schipul.com
    Web Site: www.schipul.com
    Blog: www.thesemblog.com