Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Search Engine Marketing <ul><li>Boost your  Presence , Build your  Brand </li></ul>Annisa Chan Presented at Tendenci User ...
SEM makes a  difference VS.
Today we’ll cover <ul><li>Search Engine basics </li></ul><ul><li>SEM in the real world </li></ul><ul><ul><li>Natural optim...
How does a Search Engine Work?
Who is  who ? http://www.bruceclay.com/searchenginerelationshipchart.htm http://www.bruceclay.com/searchenginerelationship...
 
 
<ul><li>Search Engine Marketing  - Positioning of your Web site in the search engines. </li></ul><ul><li>Search Engine Opt...
How does it fit together? Search Engine Optimization Link Building Quick  Results $$$ Results take a while More Time Less ...
What do Search Engines look for? <ul><li>Readable  Text </li></ul><ul><li>Fresh,  unique content </li></ul><ul><li>Relevan...
CONTENT!
What  Steps  can  You  Take? <ul><li>Keywords Research   </li></ul><ul><li>Optimize  homepage  with location + service/pro...
Step-by-step SEO Arocha Hair Restoration   www.arochahairrestoration.com
Research your target market   <ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li><...
Keyword Research Tools Free:   http://adwords.google.com/select/KeywordToolExternal Paid:   http://www.keyworddiscovery.com
Keyword Research Suggestion Tools <ul><li>Google Keyword Tool   https://adwords.google.com/select/KeywordToolExternal   </...
Select 3 top search terms <ul><li>Arocha’s 3 prioritized keyword phrases: </li></ul><ul><ul><li>Houston Hair Restoration <...
Optimize the Home Page & Inner Pages <ul><li>Content is  KING !   </li></ul><ul><li>Title Tag </li></ul><ul><li>Meta Info ...
Title Tag
 
Alt Tags
Embedded Links
Keyword Density Are you  writing  what you  mean to  say ? www.schipul.com/en/sem/keywords
Set up hosted web analytics www.google.com /analytics
Research Linkback Opportunities
Keep your site  fresh <ul><li>New content ideas: </li></ul><ul><li>Press releases </li></ul><ul><li>Articles </li></ul><ul...
The Power of PPC
PPC Step by Step <ul><li>Choose terms through mini marketing steps </li></ul><ul><li>Create a paid placement budget </li><...
Select your terms
Are you a billionaire? <ul><li>Don’t pick overly competitive keywords unless you have an unlimited budget </li></ul>
Create PPC Budget http:// marketshare.hitslink.com/report.aspx?qprid =1
PPC Campaign Set-Up <ul><li>If possible, put the keyword in the title </li></ul><ul><li>Use a Call-to-Action </li></ul><ul...
Monitor and Tweak Campaign
Website Optimizer <ul><li>A/B Testing </li></ul><ul><li>Headline </li></ul><ul><li>Content </li></ul><ul><li>Images  </li>...
PPC: things to consider <ul><li>Stay away from general terms unless your campaign is geo-targeted </li></ul><ul><ul><li>ex...
Benefits of SEM <ul><li>Build brand awareness online </li></ul><ul><li>Increase sales/leads/contacts </li></ul><ul><li>You...
Track Your PPC Success <ul><li>Traffic increase? </li></ul><ul><li>Paid placement:  conversions </li></ul><ul><li>Is the p...
Measuring ROI
Let’s Review <ul><li>Content is king </li></ul><ul><ul><li>-Keep it fresh </li></ul></ul><ul><ul><li>-Keep it original </l...
Google says: “Don’t be Evil”
Visit us at… http:// www.thesemblog.com
Thank you! Annisa Chan Presented at the  Tendenci User Conference 2007 Find all presentations at:  www.tendenci.com/uc2007...
Upcoming SlideShare
Loading in …5
×

Search Engine Marketing - Boost your presence. Build your brand.

3,930 views

Published on

The Schipul SEM team shares search engine tips and tricks for Web gurus and Tendenci software users.

Published in: Business, Technology
  • Be the first to comment

Search Engine Marketing - Boost your presence. Build your brand.

  1. 1. Search Engine Marketing <ul><li>Boost your Presence , Build your Brand </li></ul>Annisa Chan Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007
  2. 2. SEM makes a difference VS.
  3. 3. Today we’ll cover <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>Measuring your success </li></ul>
  4. 4. How does a Search Engine Work?
  5. 5. Who is who ? http://www.bruceclay.com/searchenginerelationshipchart.htm http://www.bruceclay.com/searchenginerelationshipchart.htm
  6. 8. <ul><li>Search Engine Marketing - Positioning of your Web site in the search engines. </li></ul><ul><li>Search Engine Optimization – SEM technique </li></ul>SEM vs. SEO
  7. 9. How does it fit together? Search Engine Optimization Link Building Quick Results $$$ Results take a while More Time Less $ (Google) Search Engine Marketing Pay-Per-Click
  8. 10. What do Search Engines look for? <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>
  9. 11. CONTENT!
  10. 12. What Steps can You Take? <ul><li>Keywords Research </li></ul><ul><li>Optimize homepage with location + service/product </li></ul><ul><li>Optimize inner pages of site </li></ul><ul><li>Submit site to search engines and directories </li></ul><ul><li>Research link back opportunities </li></ul><ul><li>Add UNIQUE Fresh Content! </li></ul>
  11. 13. Step-by-step SEO Arocha Hair Restoration www.arochahairrestoration.com
  12. 14. Research your target market <ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li></ul></ul><ul><ul><li>Are you targeting a geographic area? </li></ul></ul>
  13. 15. Keyword Research Tools Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
  14. 16. Keyword Research Suggestion Tools <ul><li>Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Wordtracker www.wordtracker.com (paid) </li></ul><ul><li>www.freekeywords.wordtracker.com (free) </li></ul><ul><li>Keyword Discovery www.keyworddiscovery.com (paid) </li></ul><ul><li>http://www.keyworddiscovery.com/search.html (free) </li></ul>
  15. 17. Select 3 top search terms <ul><li>Arocha’s 3 prioritized keyword phrases: </li></ul><ul><ul><li>Houston Hair Restoration </li></ul></ul><ul><ul><li>(Houston) Hair Replacement </li></ul></ul><ul><ul><li>(Houston) Hair Restoration Surgery </li></ul></ul>
  16. 18. Optimize the Home Page & Inner Pages <ul><li>Content is KING ! </li></ul><ul><li>Title Tag </li></ul><ul><li>Meta Info </li></ul><ul><li>Alt Tags </li></ul><ul><li>Embedded links </li></ul>
  17. 19. Title Tag
  18. 21. Alt Tags
  19. 22. Embedded Links
  20. 23. Keyword Density Are you writing what you mean to say ? www.schipul.com/en/sem/keywords
  21. 24. Set up hosted web analytics www.google.com /analytics
  22. 25. Research Linkback Opportunities
  23. 26. Keep your site fresh <ul><li>New content ideas: </li></ul><ul><li>Press releases </li></ul><ul><li>Articles </li></ul><ul><li>Events </li></ul><ul><li>News updates </li></ul><ul><li>Photo galleries </li></ul><ul><li>Interviews </li></ul><ul><li>Videos </li></ul><ul><li>Blogs </li></ul>
  24. 27. The Power of PPC
  25. 28. PPC Step by Step <ul><li>Choose terms through mini marketing steps </li></ul><ul><li>Create a paid placement budget </li></ul><ul><li>Campaign Set-up </li></ul><ul><li>Monitor and tweak campaign </li></ul>
  26. 29. Select your terms
  27. 30. Are you a billionaire? <ul><li>Don’t pick overly competitive keywords unless you have an unlimited budget </li></ul>
  28. 31. Create PPC Budget http:// marketshare.hitslink.com/report.aspx?qprid =1
  29. 32. PPC Campaign Set-Up <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>
  30. 33. Monitor and Tweak Campaign
  31. 34. Website Optimizer <ul><li>A/B Testing </li></ul><ul><li>Headline </li></ul><ul><li>Content </li></ul><ul><li>Images </li></ul>
  32. 35. PPC: things to consider <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>
  33. 36. Benefits of SEM <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>
  34. 37. Track Your PPC Success <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>
  35. 38. Measuring ROI
  36. 39. Let’s Review <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>
  37. 40. Google says: “Don’t be Evil”
  38. 41. Visit us at… http:// www.thesemblog.com
  39. 42. Thank you! Annisa Chan Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com

×