Schipul Sem Presentation Slideshare


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Intermediate Search Engine Marketing training will cover the basics of planning a successful paid placement campaign in Yahoo! and Google to help you increase your exposure on the Web and build your brand even more.

What we will cover:

* How does a search engine function, what is it's purpose and what are algorithms?
* What is the difference between search engine marketing and search engine optimization?
* How do I optimize my Web site ethically and strategically?
* What are natural listings?
* What strategy is involved in a paid placement campaign setup?
* Why don’t I appear at the “top” in Yahoo! and Google and why is this OK?

Come learn from Schipul’s Search Engine Marketing team member Annisa Chan in the Schipul Office at our new office location: 11757 Katy Freeway, suite 930. This Houston-based search engine marketing training course will prepare you for your own work and bidding in the search engines and help you increase your business leads from the search engines.

There is no charge for Schipul's search engine marketing training in Houston. Seating is limited to 10 for this session and will be assigned on a first-come, first-served basis, so register TODAY! Additional search engine marketing training sessions will be offered in the future to accommodate all who are interested.

For more information about Schipul's search engine marketing training in Houston, please contact Annisa Chan at or call 281-497-6567 Ext. 529.

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  • Schipul Sem Presentation Slideshare

    1. 1. Search Engine Marketing Boost your Presence, Build your Brand Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: Blog:
    2. 2. SEM makes a difference Read more: 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>3. Measuring your success </li></ul>
    4. 4. How does a Search Engine Work?
    5. 5. Who is who?
    6. 8. 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>
    7. 9. CONTENT!
    8. 10. SEM vs. SEO <ul><li>Search Engine Marketing - Positioning of your Web site in the search engines so that it is found by your target market at the right time. </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Link-building </li></ul></ul><ul><li>Search Engine Optimization – SEM technique to optimize site content to improve search engine rank and visibility </li></ul>
    9. 11. How does it fit together?
    10. 12. Mini-Online Marketing Plan <ul><li>Research Your Target Market </li></ul><ul><li>Select 3 prioritized optimization terms </li></ul><ul><li>Set up Hosted Tracking Solution </li></ul><ul><li>Optimize the home page & site map </li></ul><ul><li>Optimize inner pages </li></ul><ul><li>Submit site to search engines and directories </li></ul><ul><li>Research linkback opportunities </li></ul><ul><li>ADD FRESH CONTENT! </li></ul>
    11. 13. Step-by-step SEO Austin-Weston Center for Cosmetic Surgery
    12. 14. 1. 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><ul><li>Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures… </li></ul></ul></ul><ul><ul><li>Are you targeting a geographic area? </li></ul></ul><ul><ul><ul><li>Virginia cosmetic surgeon, Reston Cosmetic Surgery </li></ul></ul></ul>
    13. 15. Keyword Research Suggestion Tools <ul><li>Overture – (free) </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>
    14. 16. 2. Select 3 top search terms <ul><li>Austin-Weston’s 3 prioritized terms: </li></ul><ul><ul><li>Virginia plastic surgeon (ery) </li></ul></ul><ul><ul><li>Cosmetic surgery Virginia </li></ul></ul><ul><ul><li>Virginia cosmetic surgery </li></ul></ul>
    15. 17. 3. Set up hosted web analytics
    16. 18. 4. Optimize Home page & site map <ul><li>Embedded links </li></ul><ul><li>Edit title and meta tags: </li></ul>
    17. 19. Keyword Density <ul><li>Are you writing what you mean to say? </li></ul>
    18. 20. Alt tags = good SEM and good karma Not everyone gets this (ie: )
    19. 21. 5. Optimize inner site pages <ul><li>Unique text and meta information for every page on your Web site! </li></ul>
    20. 22. 6. Submit your site <ul><li>Suggested search engines: </li></ul><ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>Suggested directories: </li></ul><ul><li> (open directory) </li></ul><ul><li>Yahoo Directory ($299/year) </li></ul><ul><li>Google Local & Yahoo Local </li></ul><ul><li>SubmitIt (BCentral) – MSN paid submission service </li></ul><ul><li>Other local & relevant directories </li></ul>
    21. 23. 7. Research Linkback Opportunities
    22. 24. 8. 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>
    23. 25. Let’s take a break Any questions so far?
    24. 26. The Power of PPC
    25. 27. 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. 28. 1. Select Your Terms <ul><li>Use spreadsheet & research to determine which terms to begin campaign with </li></ul>
    27. 29. Are you a billionaire? <ul><li>Don’t pick overly competitive keywords unless you have an unlimited budget </li></ul>
    28. 30. 2. Create paid placement budget When in doubt, align budget allocation with the search engines’ market share
    29. 31. 3. 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. 32. 4. Monitor and Tweak Campaign
    31. 33. 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>
    32. 34. 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>
    33. 35. Track your 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>
    34. 36. Measuring ROI
    35. 37. 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>
    36. 38. Google says: ‘Don’t be evil’
    37. 39. <ul><li>Jason McElweenie </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Schipul – The Web Marketing Company </li></ul><ul><li>Phone: (281) 497.6567 x 520 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Web Site: </li></ul><ul><li>Blog: </li></ul>Thanks for participating! Creators of