Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
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  • Site: http://www.schipul.com Blog: http://www.thesemblog.com

Transcript

  • 1. Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • 2. Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
  • 3.
    • Search Engine basics
    • SEM in the real world
      • Natural optimization (SEO)
      • Pay-Per-Click (PPC)
    • 3. Measuring your success
  • 4.  
  • 5.  
  • 6. http://www.bruceclay.com/searchenginerelationshipchart.htm
  • 7. http://www.bruceclay.com/searchenginerelationshipchart.htm
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.
    • Readable Text
    • Fresh, unique content
    • Relevant inbound links
    • Good site architecture
    • Unique meta info
  • 13.  
  • 14.
      • 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!
  • 15. www.austin-weston.com
  • 16.
    • 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
  • 17. Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
  • 18.  
  • 19. www.google.com/analytics
  • 20.
    • Embedded links
    • Edit title and meta tags:
  • 21. Are you writing what you mean to say? www.schipul.com/en/sem/keywords
  • 22. Not everyone gets this (ie: www.target.com )
  • 23.  
  • 24. 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
  • 25.  
  • 26.
    • New content ideas:
      • Press releases
      • Articles
      • Events
      • News updates
      • Photo galleries
      • Interviews
      • Videos
      • Blogs
  • 27.  
  • 28.
    • Create a paid placement budget
    • Campaign Set-up
    • Monitor and tweak campaign
  • 29. Use spreadsheet & research to determine which terms to begin campaign with
  • 30. Don’t pick overly competitive keywords unless you have an unlimited budget
  • 31. When in doubt, align budget allocation with the search engines’ market share http://marketshare.hitslink.com/report.aspx?qprid=4
  • 32.
    • If possible, put the keyword in the title
    • Use a Call-to-Action
    • Consider ad testing
  • 33.  
  • 34.
    • 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
  • 35.
    • 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
  • 36.
    • Traffic increase?
    • Paid placement: conversions
    • Is the phone ringing?
    • Are your SALES increasing?
  • 37.
    • 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
  • 38.  
  • 39. www.thesemblog.com
  • 40. Search Engine Marketing Director Schipul – The Web Marketing Company Phone: (281) 497.6567 x 520 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog.com