Search Engine Marketing Boost your Presence, Build your Brand Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company 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/ VS.

Today we’ll cover Search Engine basics SEM in the real world Natural optimization (SEO) Pay-Per-Click (PPC) 3. Measuring your success

Search Engine basics

SEM in the real world

Natural optimization (SEO)

Pay-Per-Click (PPC)

3. Measuring your success

How does a Search Engine Work?

Who is who? http://www.bruceclay.com/searchenginerelationshipchart.htm

What do Search Engines look for? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info

Readable Text

Fresh, unique content

Relevant inbound links

Good site architecture

Unique meta info

CONTENT!

SEM vs. SEO Search Engine Marketing - Positioning of your Web site in the search engines so that it is found by your target market at the right time. Pay-per-click Search Engine Optimization Link-building Search Engine Optimization – SEM technique to optimize site content to improve search engine rank and visibility

Search Engine Marketing - Positioning of your Web site in the search engines so that it is found by your target market at the right time.

Pay-per-click

Search Engine Optimization

Link-building

Search Engine Optimization – SEM technique to optimize site content to improve search engine rank and visibility

How does it fit together?

Mini-Online Marketing Plan Research Your Target Market Select 3 prioritized optimization terms Set up Hosted Tracking Solution Optimize the home page & site map Optimize inner pages Submit site to search engines and directories Research linkback opportunities ADD FRESH CONTENT!

Research Your Target Market

Select 3 prioritized optimization terms

Set up Hosted Tracking Solution

Optimize the home page & site map

Optimize inner pages

Submit site to search engines and directories

Research linkback opportunities

ADD FRESH CONTENT!

Step-by-step SEO Austin-Weston Center for Cosmetic Surgery www.austin-weston.com

1. 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

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

Keyword Research Suggestion Tools Overture – www.overture.com (free) Wordtracker www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free) Keyword Discovery www.keyworddiscovery.com (paid) http://www.keyworddiscovery.com/search.html (free)

Overture – www.overture.com (free)

Wordtracker www.wordtracker.com (paid)

www.freekeywords.wordtracker.com (free)

Keyword Discovery www.keyworddiscovery.com (paid)

http://www.keyworddiscovery.com/search.html (free)

2. Select 3 top search terms Austin-Weston’s 3 prioritized terms: Virginia plastic surgeon (ery) Cosmetic surgery Virginia Virginia cosmetic surgery

Austin-Weston’s 3 prioritized terms:

Virginia plastic surgeon (ery)

Cosmetic surgery Virginia

Virginia cosmetic surgery

3. Set up hosted web analytics www.google.com/analytics

4. Optimize Home page & site map Embedded links Edit title and meta tags:

Embedded links

Edit title and meta tags:

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

Are you writing what you mean to say?

Alt tags = good SEM and good karma Not everyone gets this (ie: www.target.com )

5. Optimize inner site pages Unique text and meta information for every page on your Web site!

Unique text and meta information for every page on your Web site!

6. Submit your site Suggested search engines: Google http://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 submission service Other local & relevant directories

Suggested search engines:

Google http://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 submission service

Other local & relevant directories

7. Research Linkback Opportunities

8. Keep your site fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs

New content ideas:

Press releases

Articles

Events

News updates

Photo galleries

Interviews

Videos

Blogs

Let’s take a break Any questions so far?

The Power of PPC

PPC Step by Step Choose terms through mini marketing steps Create a paid placement budget Campaign Set-up Monitor and tweak campaign

Choose terms through mini marketing steps

Create a paid placement budget

Campaign Set-up

Monitor and tweak campaign

1. Select Your Terms Use spreadsheet & research to determine which terms to begin campaign with

Use spreadsheet & research to determine which terms to begin campaign with

Are you a billionaire? Don’t pick overly competitive keywords unless you have an unlimited budget

Don’t pick overly competitive keywords unless you have an unlimited budget

2. Create paid placement budget When in doubt, align budget allocation with the search engines’ market share

3. Campaign Set-up If possible, put the keyword in the title Use a Call-to-Action Consider ad testing

If possible, put the keyword in the title

Use a Call-to-Action

Consider ad testing

4. Monitor and Tweak Campaign

PPC: things to consider… 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

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

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

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?

Traffic increase?

Paid placement: conversions

Is the phone ringing?

Are your SALES increasing?

Measuring ROI

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

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’

Jason McElweenie Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 520 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog.com Thanks for participating! Creators of

Jason McElweenie

Search Engine Marketing

Schipul – The Web Marketing Company

Phone: (281) 497.6567 x 520

Email: [email_address]

Web Site: www.schipul.com

Blog: www.thesemblog.com