Your SlideShare is downloading. ×
  • Like
Schipul Intro To SEM / SEO Presentation 2009
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Schipul Intro To SEM / SEO Presentation 2009

  • 1,760 views
Published

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.

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,760
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
48
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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