Schipul Intro To SEM / SEO Presentation 2009
Upcoming SlideShare
Loading in...5
×
 

Schipul Intro To SEM / SEO Presentation 2009

on

  • 2,931 views

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.

Statistics

Views

Total Views
2,931
Views on SlideShare
2,929
Embed Views
2

Actions

Likes
1
Downloads
48
Comments
0

2 Embeds 2

http://www.slideshare.net 1
http://devel.slideee.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Schipul Intro To SEM / SEO Presentation 2009 Schipul Intro To SEM / SEO Presentation 2009 Presentation Transcript

    • Search Engine Marketing
      Boost Your Presence, Build Your Brand
      Search Engine Marketing
      Site: http://www.schipul.com
      Blog: http://www.thesemblog.com
    • SEM MAKES A DIFFERENCE
      Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
    • 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?
    • 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 Results
      http://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan
    • 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//
    • 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/
    • What Do Search Engines Look For?
      Readable Text
      Fresh, unique content
      Relevant inbound links
      Good site architecture
      Unique meta info
    • CONTENT is KING
      http://www.flickr.com/photos/66164549@N00/2080363220/
    • 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!
    • 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
    • Keyword Research Suggestion Tools
      Free: http://adwords.google.com/select/KeywordToolExternal
      Paid: http://www.keyworddiscovery.com
    • Austin-Weston’s Prioritized Terms
      Virginia Plastic Surgeon
      Cosmetic Surgery Virginia
      Virginia Cosmetic Surgeon
      Select 3 Top Search Phrases
      2/8
    • www.google.com/analytics
      Set Up Web Hosted Analytics
      3/8
    • Optimize Home Page & Site Map
      Embedded links
      Edit title and meta tags:
      4/8
    • Are you writing what you mean to say?
      Keyword Density
      www.schipul.com/en/sem/keywords
    • Optimize Inner Site Pages
      EVERY 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.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
    • Research LinkBack Opportunities
      Link Quantity
      Link Quality / Authority
      Keyword Rich Anchor Links
      Linking Neighborhood
      7/8
    • Keep Your Site Fresh
      New content ideas:
      Press releases
      Articles
      Events
      News updates
      Photo galleries
      Interviews
      Videos
      Blogs
      8/8
    • The Power of PPC
    • 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
    • When in doubt, align budget allocation with the search engines’ market share
      Create Paid Placement Budget
      http://marketshare.hitslink.com/report.aspx?qprid=4
    • Don’t pick overly competitive keywords unless you have an unlimited budget
      Are You a Billionaire?
      Chris Anderson: The Long Tail
    • Use spreadsheet & research to determine which terms to begin campaign with
      Select Your Terms
      http://www.wordtracker.com
    • Ad CampaignSet-Up
      If possible, put the keyword in the title
      Use a Call-to-Action
      Consider ad testing
    • Monitor and Tweak Campaign
    • 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
    • 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’
    • www.thesemblog.com
    • 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