This document provides an overview of search engine marketing (SEM) strategies. It discusses search engine optimization (SEO) techniques like keyword research, optimizing pages with relevant content and metadata, and gaining backlinks. Paid search or pay-per-click (PPC) advertising is also covered, including setting budgets, campaigns, and monitoring performance. The key takeaways are that content is important for organic rankings, while paid ads allow targeting specific keywords; both require ongoing monitoring and refinement.

1. Search Engine Marketing Boost Your Presence, Build Your Brand Search Engine Marketing Site: http://www.schipul.com Blog: http://www.thesemblog.com

2. SEM MAKES A DIFFERENCE Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

3. TODAY WE’LL COVER Search Engine basics SEM in the real world Natural optimization (SEO) Pay-Per-Click (PPC) Measuring your success

4. How Does A Search Engine Work?

5. What’s Changed? http://www.bruceclay.com/searchenginerelationshipchart.htm

6. Search Results Pages - Different Engines

7. Search Query Results - Same Engine

8. Google: Paid Ads

9. Google: Local Listings

10. 2nd Generation Results http://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan

11. Vertical Search (Blended) Image Search Video Search Local Map Search Blog Search News Search Shopping Search Book Search Reviews Search 3rd Generation Results

12. Universal Search Intent of Search

13. SEM vs. SEO Search Engine Marketing - Positioning of your Web site in the search engines Search Engine Optimization – SEM technique of generating unpaid traffic PPC - generating Paid Traffic from Search http://www.flickr.com/photos/55569773@N00/2446888265//

14. Search Engine Marketing LinkBuilding (Google) Pay-per-Click Search Engine Optimization QUICK Results $$$ Results take time How Does it Fit Together? http://www.flickr.com/photos/99796131@N00/329334377/

15. What Do Search Engines Look For? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info

16. CONTENT is KING http://www.flickr.com/photos/66164549@N00/2080363220/

17. Step-By-Step SEO Research Your Target Market Select 3 Keyword phrases Set up Hosted Tracking Solution Home page & site map Optimize inner pages Submit site to search engines and directories Research link back opportunities ADD FRESH CONTENT!

18. Research Your Target Market Brainstorm: How will your target market search for you? Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures… Are you targeting a geographic area? Virginia cosmetic surgeon, Reston Cosmetic Surgery 1/8

19. Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com

20. Austin-Weston’s Prioritized Terms Virginia Plastic Surgeon Cosmetic Surgery Virginia Virginia Cosmetic Surgeon Select 3 Top Search Phrases 2/8

21. www.google.com/analytics Set Up Web Hosted Analytics 3/8

22. Optimize Home Page & Site Map Embedded links Edit title and meta tags: 4/8

23. Are you writing what you mean to say? Keyword Density www.schipul.com/en/sem/keywords

24. Optimize Inner Site Pages EVERY PAGE! 5/8

25. Alt Tags = Good SEM & Good Karma Not everyone gets this (ie: www.target.com )

26. Suggested search engines: Googlehttp://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 service Other local & relevant directories Submit Your Site 6/8

27. Research LinkBack Opportunities Link Quantity Link Quality / Authority Keyword Rich Anchor Links Linking Neighborhood 7/8

28. Keep Your Site Fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs 8/8

29. The Power of PPC

30. PPC Step-By-Step Create a paid placement budget Campaign Set-up Monitor and tweak campaign http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php

31. When in doubt, align budget allocation with the search engines’ market share Create Paid Placement Budget http://marketshare.hitslink.com/report.aspx?qprid=4

32. Don’t pick overly competitive keywords unless you have an unlimited budget Are You a Billionaire? Chris Anderson: The Long Tail

33. Use spreadsheet & research to determine which terms to begin campaign with Select Your Terms http://www.wordtracker.com

34. Ad CampaignSet-Up If possible, put the keyword in the title Use a Call-to-Action Consider ad testing

35. Monitor and Tweak Campaign

36. Stay away from general terms unless your campaign is geo-targeted ex: plastic surgery Budget, ads, and keywords can be adjusted anytime Link ads to the most relevant page on your site; don’t dump everyone onto your home page. Consider persona development PPC: Things to Consider

37. Benefits of SEM Build brand awareness online Increase sales/leads/contacts You don’t have to be rich to participate in pay-per-click! Easy to measure and track ROI

38. Track Your Success Traffic increase? Paid placement: conversions Is the phone ringing? Are your SALES increasing?

39. 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

40. Google Says ‘Don’t BE EVIL’

41. www.thesemblog.com

42. Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: jbolles@schipul.com Web Site: www.schipul.com Blog: www.thesemblog.com