Schipul Intro To SEM / SEO Presentation 2009


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An introduction to Search Engine Marketing including how search engines work, how to choose keywords for effectiveness, and how to build a search optimized page. Brief overviews of pay-per-click or PPC advertising for increased web site traffic.

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Schipul Intro To SEM / SEO Presentation 2009

  1. 1. Search Engine Marketing<br />Boost Your Presence, Build Your Brand<br />Search Engine Marketing <br />Site:<br />Blog:<br />
  2. 2. SEM MAKES A DIFFERENCE<br />Read more:<br />
  3. 3. TODAY WE’LL COVER<br />Search Engine basics<br />SEM in the real world<br />Natural optimization (SEO)<br />Pay-Per-Click (PPC)<br />Measuring your success<br />
  4. 4. How Does A Search Engine Work?<br />
  5. 5. What’s Changed?<br /><br />
  6. 6. Search Results Pages - Different Engines<br />
  7. 7. Search Query Results - Same Engine<br />
  8. 8. Google: Paid Ads<br />
  9. 9. Google: Local Listings<br />
  10. 10. 2nd Generation Results<br /><br />
  11. 11. Vertical Search (Blended)<br />Image Search<br />Video Search<br />Local Map Search<br />Blog Search<br />News Search<br />Shopping Search<br />Book Search<br />Reviews Search<br />3rd Generation Results<br />
  12. 12. Universal Search<br />Intent of Search<br />
  13. 13. SEM vs. SEO<br />Search Engine Marketing - Positioning of your Web site in the search engines<br />Search Engine Optimization – SEM technique of generating unpaid traffic<br />PPC - generating Paid Traffic from Search<br /><br />
  14. 14. Search Engine Marketing<br />LinkBuilding<br />(Google)<br />Pay-per-Click<br />Search Engine <br />Optimization<br />QUICK Results $$$<br />Results take time<br />How Does it Fit Together?<br /><br />
  15. 15. What Do Search Engines Look For?<br />Readable Text<br />Fresh, unique content<br />Relevant inbound links<br />Good site architecture<br />Unique meta info<br />
  16. 16. CONTENT is KING<br /><br />
  17. 17. Step-By-Step SEO<br />Research Your Target Market<br />Select 3 Keyword phrases<br />Set up Hosted Tracking Solution<br />Home page & site map<br />Optimize inner pages<br />Submit site to search engines and directories<br />Research link back opportunities<br />ADD FRESH CONTENT!<br />
  18. 18. Research Your Target Market<br />Brainstorm:<br />How will your target market search for you?<br />Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures…<br />Are you targeting a geographic area?<br />Virginia cosmetic surgeon, Reston Cosmetic Surgery<br />1/8<br />
  19. 19. Keyword Research Suggestion Tools<br />Free:<br />Paid:<br />
  20. 20. Austin-Weston’s Prioritized Terms<br />Virginia Plastic Surgeon<br />Cosmetic Surgery Virginia<br />Virginia Cosmetic Surgeon<br />Select 3 Top Search Phrases<br />2/8<br />
  21. 21.<br />Set Up Web Hosted Analytics<br />3/8<br />
  22. 22. Optimize Home Page & Site Map<br />Embedded links<br />Edit title and meta tags:<br />4/8<br />
  23. 23. Are you writing what you mean to say?<br />Keyword Density<br /><br />
  24. 24. Optimize Inner Site Pages<br />EVERY PAGE!<br />5/8<br />
  25. 25. Alt Tags = Good SEM & Good Karma <br />Not everyone gets this (ie: )<br />
  26. 26. Suggested search engines:<br />Google<br />Yahoo<br />MSN<br />Suggested directories:<br /> (open directory)<br />Yahoo Directory ($299/year)<br />Google Local & Yahoo Local<br />SubmitIt (BCentral) – MSN paid service<br />Other local & relevant directories<br />Submit Your Site<br />6/8<br />
  27. 27. Research LinkBack Opportunities<br />Link Quantity<br />Link Quality / Authority<br />Keyword Rich Anchor Links<br />Linking Neighborhood<br />7/8<br />
  28. 28. Keep Your Site Fresh<br />New content ideas:<br />Press releases<br />Articles<br />Events<br />News updates<br />Photo galleries<br />Interviews<br />Videos<br />Blogs<br />8/8<br />
  29. 29. The Power of PPC<br />
  30. 30. PPC Step-By-Step<br />Create a paid placement budget<br />Campaign Set-up<br />Monitor and tweak campaign<br /><br />
  31. 31. When in doubt, align budget allocation with the search engines’ market share<br />Create Paid Placement Budget<br /><br />
  32. 32. Don’t pick overly competitive keywords unless you have an unlimited budget<br />Are You a Billionaire?<br />Chris Anderson: The Long Tail<br />
  33. 33. Use spreadsheet & research to determine which terms to begin campaign with<br />Select Your Terms<br /><br />
  34. 34. Ad CampaignSet-Up<br />If possible, put the keyword in the title<br />Use a Call-to-Action<br />Consider ad testing<br />
  35. 35. Monitor and Tweak Campaign<br />
  36. 36. Stay away from general terms unless your campaign is geo-targeted<br />ex: plastic surgery<br />Budget, ads, and keywords can be adjusted anytime<br />Link ads to the most relevant page on your site; don’t dump everyone onto your home page.<br />Consider persona development<br />PPC: Things to Consider<br />
  37. 37. Benefits of SEM<br />Build brand awareness online<br />Increase sales/leads/contacts<br />You don’t have to be rich to participate in pay-per-click! <br />Easy to measure and track ROI<br />
  38. 38. Track Your Success<br />Traffic increase?<br />Paid placement: conversions<br />Is the phone ringing?<br />Are your SALES increasing?<br />
  39. 39. Let’s Review<br />Content is King<br />Keep it fresh<br />Keep it original<br />Links are powerful – be generous!<br />Keep a healthy SEO and PPC balance<br />Watch and tweak your campaign<br />
  40. 40. Google Says ‘Don’t BE EVIL’<br />
  41. 41.<br />
  42. 42. Search Engine Marketing<br />Schipul – The Web Marketing Company<br />Phone: (281) 497.6567 x 533<br />Email:<br />Web Site:<br />Blog:<br />