Search Engine MarketingBoost Your Presence, Build Your BrandSearch Engine Marketing Site: http://www.schipul.comBlog: http://www.thesemblog.com

SEM MAKES A DIFFERENCERead more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

TODAY WE’LL COVERSearch Engine basicsSEM in the real worldNatural optimization (SEO)Pay-Per-Click (PPC)Measuring your success

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

2nd Generation Resultshttp://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan

Vertical Search (Blended)Image SearchVideo SearchLocal Map SearchBlog SearchNews SearchShopping SearchBook SearchReviews Search3rd Generation Results

Universal SearchIntent of Search

SEM vs. SEOSearch Engine Marketing - Positioning of your Web site in the search enginesSearch Engine Optimization – SEM technique of generating unpaid trafficPPC - generating Paid Traffic from Searchhttp://www.flickr.com/photos/55569773@N00/2446888265//

Search Engine MarketingLinkBuilding(Google)Pay-per-ClickSearch Engine OptimizationQUICK Results $$$Results take timeHow Does it Fit Together?http://www.flickr.com/photos/99796131@N00/329334377/

What Do Search Engines Look For?Readable TextFresh, unique contentRelevant inbound linksGood site architectureUnique meta info

CONTENT is KINGhttp://www.flickr.com/photos/66164549@N00/2080363220/

Step-By-Step SEOResearch Your Target MarketSelect 3 Keyword phrasesSet up Hosted Tracking SolutionHome page & site mapOptimize inner pagesSubmit site to search engines and directoriesResearch link back opportunitiesADD FRESH CONTENT!

Research Your Target MarketBrainstorm: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 Surgery1/8

Keyword Research Suggestion ToolsFree: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com

Austin-Weston’s Prioritized TermsVirginia Plastic SurgeonCosmetic Surgery VirginiaVirginia Cosmetic SurgeonSelect 3 Top Search Phrases2/8

www.google.com/analyticsSet Up Web Hosted Analytics3/8

Optimize Home Page & Site MapEmbedded linksEdit title and meta tags:4/8

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

Optimize Inner Site PagesEVERY PAGE!5/8

Alt Tags = Good SEM & Good Karma Not everyone gets this (ie: www.target.com )

Suggested search engines:Googlehttp://www.google.com/addurl/Yahoo http://search.yahoo.com/info/submit.htmlMSN http://submitit.bcentral.com/msnsubmit.htmSuggested directories:www.dmoz.org (open directory)Yahoo Directory ($299/year)Google Local & Yahoo LocalSubmitIt (BCentral) – MSN paid serviceOther local & relevant directoriesSubmit Your Site6/8

Research LinkBack OpportunitiesLink QuantityLink Quality / AuthorityKeyword Rich Anchor LinksLinking Neighborhood7/8

Keep Your Site FreshNew content ideas:Press releasesArticlesEventsNews updatesPhoto galleriesInterviewsVideosBlogs8/8

The Power of PPC

PPC Step-By-StepCreate a paid placement budgetCampaign Set-upMonitor and tweak campaignhttp://houstonist.com/2008/10/01/cupcakes_for_a_cure.php

When in doubt, align budget allocation with the search engines’ market shareCreate Paid Placement Budgethttp://marketshare.hitslink.com/report.aspx?qprid=4

Don’t pick overly competitive keywords unless you have an unlimited budgetAre You a Billionaire?Chris Anderson: The Long Tail

Use spreadsheet & research to determine which terms to begin campaign withSelect Your Termshttp://www.wordtracker.com

Ad CampaignSet-UpIf possible, put the keyword in the titleUse a Call-to-ActionConsider ad testing

Monitor and Tweak Campaign

Stay away from general terms unless your campaign is geo-targetedex: plastic surgeryBudget, ads, and keywords can be adjusted anytimeLink ads to the most relevant page on your site; don’t dump everyone onto your home page.Consider persona developmentPPC: Things to Consider

Benefits of SEMBuild brand awareness onlineIncrease sales/leads/contactsYou don’t have to be rich to participate in pay-per-click! Easy to measure and track ROI

Track Your SuccessTraffic increase?Paid placement: conversionsIs the phone ringing?Are your SALES increasing?

Let’s ReviewContent is KingKeep it freshKeep it originalLinks are powerful – be generous!Keep a healthy SEO and PPC balanceWatch and tweak your campaign

Google Says ‘Don’t BE EVIL’

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Search Engine MarketingSchipul – The Web Marketing CompanyPhone: (281) 497.6567 x 533Email: jbolles@schipul.comWeb Site: www.schipul.comBlog: www.thesemblog.com