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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.
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.
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
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
24. Social Media Optimization
(SMO)
• Web 2.0 = KEYWORDS!!
• Optimize your Social Media
content
• Enable Social bookmarking
and badging
• Track the buzz
24
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...)