Search Engine Marketing by Schipul - 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

Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

Search Engine basics

SEM in the real world

Natural optimization (SEO)

Pay-Per-Click (PPC)

3. Measuring your success

http://www.bruceclay.com/searchenginerelationshipchart.htm

Readable Text

Fresh, unique content

Relevant inbound links

Good site architecture

Unique meta info

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!

www.austin-weston.com

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

Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com

www.google.com/analytics

Embedded links

Edit title and meta tags:

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

Not everyone gets this (ie: www.target.com )

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

New content ideas:

Press releases

Articles

Events

News updates

Photo galleries

Interviews

Videos

Blogs

Create a paid placement budget

Campaign Set-up

Monitor and tweak campaign

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

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

When in doubt, align budget allocation with the search engines’ market share http://marketshare.hitslink.com/report.aspx?qprid=4

If possible, put the keyword in the title

Use a Call-to-Action

Consider ad testing

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

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

Traffic increase?

Paid placement: conversions

Is the phone ringing?

Are your SALES increasing?

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

www.thesemblog.com

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