Sem Schipul-Evatt Barcamp Houston

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search engine marketing and application development presentation from Houston Barcamp August 2007.

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Sem Schipul-Evatt Barcamp Houston

  1. Search Engine Marketing Boost your Presence, Build your Brand Search Engine Optimization Practical Application Steven Evatt, Chron.com & Ed Schipul, Schipul
  2. Today we’ll cover: 1.Search Engine basics 2. SEM in the real world • Natural optimization (SEO) • Pay-Per-Click (PPC) 3. Building SEO Into your App
  3. Research your target market! • Brainstorm: – How will your target market search for you? • Flowers, flower delivery, florist, special occasion flowers, birthday flowers, Valentine’s flowers, funeral flowers, bridal flowers, flower shop, etc. – Are you targeting a geographic area? Source: http://flickr.com/photos/cunisdiabolis/139234237/ • Houston Florist, Houston flower shop, Katy TX Florist, Victoria Florist, Austin Florist, Barton Springs Flower shop, etc.
  4. How does a Search Engine work?
  5. Keyword Density Are you writing what you mean to say? www.schipul.com/en/sem/keywords
  6. Content is King • Lets talk about the News Business! 6
  7. Newsroom Adoption  Top down ‘Buy-In’  Visionaries in VP and EVP of Online Editorial  Automation of SEO Basics  Provide tangible tracking and benchmarking results
  8. Newsroom Editors: Their Role  Page Text  Education: SEO best practices to newsroom  Promo Graphics  Easy editing tools so both graphic and text changes are within content management system
  9. Page Title Automation  Automatically insert Headline  Leads the Title  Includes metro area – “Houston”  Includes Site and Publication Name
  10. Meta Keywords and Description  Refining to ensure primary keywords are included  Provide mechanism for editorial staff to avoid code editing
  11. Cross Linking (Internal)  Site search results and resource tool links on story pages  Cross linking with Chron.com Blog posts
  12. Research External Link back Opportunities! http://www.marketleap.com/publinkpop Help file: http://www.tendenci.com/en/cms/?1470
  13. Site Discoverability  File Structure Hierarchy and Taxonomy  Maintain Site Maps  Nav, Links, Story redirection on Error pgs  RSS throughout site
  14. Back End Configurations  Robots.TXT  404 Error Page  Server Side Redirects  Configure multiple URLs to avoid returning the exact same content.  ie www.chron.com == www.houstonchronicle.com == chron.com == etc.
  15. Tracking and Benchmarking Feb 2007: #7 Feb 2007: #6
  16. Inspect what you expect with Web Analytics www.google.com/analytics
  17. Care and Feeding of SEO  Use keyword-rich content,  Updated constantly with less graphical text  Topical Meta Data  meta descriptions  keywords  limited to six-to-eight
  18. Paid Placement
  19. PPC Step by Step 1. Choose terms: keyword research 2. Create a paid placement budget 3. Campaign Set-up 4. Monitor and tweak campaign
  20. Keyword Research Suggestion Tools • Overture - www.overture.com (free) • Wordtracker - www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free) • Keyword Discovery - http://www.keyworddiscovery.com/search.html (free) www.keyworddiscovery.com (paid)
  21. 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
  22. Thanks  Steven Evatt  www.chron.com  Ed Schipul  www.brandtobedetermined.com
  23. Web 2.0 in your SEM campaign
  24. Social Media Optimization (SMO) • Web 2.0 = KEYWORDS!! • Optimize your Social Media content • Enable Social bookmarking and badging • Track the buzz 24
  25. Technorati - a new kind of search www.technorati.com
  26. Be a participant in the conversation • Flickr (www.flickr.com) • Facebook (www.facebook.com) • MySpace (www.myspace.com) • Twitter (www.twitter.com) • Del.icio.us (http://del.icio.us) • Wikipedia (www.wikipedia.org) • Ning (www.ning.com) – Look for online communities in your industry (or make your own...)

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