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Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand
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. <ul><li>Search Engine basics </li></ul><ul><li>SEM in the real world </li></ul><ul><ul><li>Natural optimization (SEO) </li></ul></ul><ul><ul><li>Pay-Per-Click (PPC) </li></ul></ul><ul><li>3. Measuring your success </li></ul>
    • 4.  
    • 5.  
    • 6. http://www.bruceclay.com/searchenginerelationshipchart.htm
    • 7. http://www.bruceclay.com/searchenginerelationshipchart.htm
    • 8.  
    • 9.  
    • 10.  
    • 11.  
    • 12. <ul><li>Readable Text </li></ul><ul><li>Fresh, unique content </li></ul><ul><li>Relevant inbound links </li></ul><ul><li>Good site architecture </li></ul><ul><li>Unique meta info </li></ul>
    • 13.  
    • 14. <ul><ul><li>Research Your Target Market </li></ul></ul><ul><ul><li>Select 3 prioritized optimization terms </li></ul></ul><ul><ul><li>Set up Hosted Tracking Solution </li></ul></ul><ul><ul><li>Optimize the home page & site map </li></ul></ul><ul><ul><li>Optimize inner pages </li></ul></ul><ul><ul><li>Submit site to search engines and directories </li></ul></ul><ul><ul><li>Research linkback opportunities </li></ul></ul><ul><ul><li>ADD FRESH CONTENT! </li></ul></ul>
    • 15. www.austin-weston.com
    • 16. <ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li></ul></ul><ul><ul><ul><li>Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures… </li></ul></ul></ul><ul><ul><li>Are you targeting a geographic area? </li></ul></ul><ul><ul><ul><li>Virginia cosmetic surgeon, Reston Cosmetic Surgery </li></ul></ul></ul>
    • 17. Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
    • 18.  
    • 19. www.google.com/analytics
    • 20. <ul><li>Embedded links </li></ul><ul><li>Edit title and meta tags: </li></ul>
    • 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. <ul><li>New content ideas: </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News updates </li></ul></ul><ul><ul><li>Photo galleries </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
    • 27.  
    • 28. <ul><li>Create a paid placement budget </li></ul><ul><li>Campaign Set-up </li></ul><ul><li>Monitor and tweak campaign </li></ul>
    • 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. <ul><li>If possible, put the keyword in the title </li></ul><ul><li>Use a Call-to-Action </li></ul><ul><li>Consider ad testing </li></ul>
    • 33.  
    • 34. <ul><li>Stay away from general terms unless your campaign is geo-targeted </li></ul><ul><ul><li>ex: plastic surgery </li></ul></ul><ul><li>Budget, ads, and keywords can be adjusted anytime </li></ul><ul><li>Link ads to the most relevant page on your site; don’t dump everyone onto your home page. </li></ul><ul><ul><li>Consider persona development </li></ul></ul>
    • 35. <ul><li>Build brand awareness online </li></ul><ul><li>Increase sales/leads/contacts </li></ul><ul><li>You don’t have to be rich to participate in pay-per-click! </li></ul><ul><li>Easy to measure and track ROI </li></ul>
    • 36. <ul><li>Traffic increase? </li></ul><ul><li>Paid placement: conversions </li></ul><ul><li>Is the phone ringing? </li></ul><ul><li>Are your SALES increasing? </li></ul>
    • 37. <ul><li>Content is king </li></ul><ul><ul><li>Keep it fresh </li></ul></ul><ul><ul><li>Keep it original </li></ul></ul><ul><li>Links are powerful – be generous! </li></ul><ul><li>Keep a healthy SEO and PPC balance </li></ul><ul><li>Watch and tweak your campaign </li></ul>
    • 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

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