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Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
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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