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


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

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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
  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 ?
  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
  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: Paid:
  14. 16. Keyword Research Suggestion Tools <ul><li>Google Keyword Tool </li></ul><ul><li>Wordtracker (paid) </li></ul><ul><li> (free) </li></ul><ul><li>Keyword Discovery (paid) </li></ul><ul><li> (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 ?
  21. 24. Set up hosted web analytics /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:// =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://
  39. 42. Thank you! Annisa Chan Presented at the Tendenci User Conference 2007 Find all presentations at: Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA