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Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site:  http://www.schipul.com Blog: ...
Read more:  http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
<ul><li>Search Engine basics </li></ul><ul><li>SEM in the real world </li></ul><ul><ul><li>Natural optimization (SEO) </li...
 
 
http://www.bruceclay.com/searchenginerelationshipchart.htm
http://www.bruceclay.com/searchenginerelationshipchart.htm
 
 
 
 
<ul><li>Readable Text </li></ul><ul><li>Fresh, unique content </li></ul><ul><li>Relevant inbound links </li></ul><ul><li>G...
 
<ul><ul><li>Research Your Target Market </li></ul></ul><ul><ul><li>Select  3  prioritized optimization terms  </li></ul></...
www.austin-weston.com
<ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li></ul></ul><ul><ul><ul><li>Cosme...
Free:   http://adwords.google.com/select/KeywordToolExternal Paid:   http://www.keyworddiscovery.com
 
www.google.com/analytics
<ul><li>Embedded links </li></ul><ul><li>Edit title and meta tags: </li></ul>
Are you writing what you mean to say? www.schipul.com/en/sem/keywords
Not everyone gets this (ie:  www.target.com  )
 
Suggested search engines: Google  http://www.google.com/addurl/ Yahoo  http://search.yahoo.com/info/submit.html MSN  http:...
 
<ul><li>New content ideas: </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul...
 
<ul><li>Create a paid placement budget </li></ul><ul><li>Campaign Set-up </li></ul><ul><li>Monitor and tweak campaign </li...
Use spreadsheet & research to determine which terms to begin campaign with
Don’t pick overly competitive keywords unless you have an unlimited budget
When in doubt, align budget allocation with the search engines’ market share http://marketshare.hitslink.com/report.aspx?q...
<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 tes...
 
<ul><li>Stay away from general terms unless your campaign is geo-targeted </li></ul><ul><ul><li>ex:  plastic surgery </li>...
<ul><li>Build brand awareness online </li></ul><ul><li>Increase sales/leads/contacts </li></ul><ul><li>You don’t have to b...
<ul><li>Traffic increase? </li></ul><ul><li>Paid placement:  conversions </li></ul><ul><li>Is the phone ringing? </li></ul...
<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...
 
www.thesemblog.com
Search Engine Marketing Director Schipul – The Web Marketing Company Phone:  (281) 497.6567 x 520 Email:  [email_address] ...
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Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand

  1. 1. Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: http://www.schipul.com Blog: http://www.thesemblog.com
  2. 2. Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
  3. 3. <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. 6. http://www.bruceclay.com/searchenginerelationshipchart.htm
  5. 7. http://www.bruceclay.com/searchenginerelationshipchart.htm
  6. 12. <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. 14. <ul><ul><li>Research Your Target Market </li></ul></ul><ul><ul><li>Select 3 prioritized optimization terms </li></ul></ul><ul><ul><li>Set up Hosted Tracking Solution </li></ul></ul><ul><ul><li>Optimize the home page & site map </li></ul></ul><ul><ul><li>Optimize inner pages </li></ul></ul><ul><ul><li>Submit site to search engines and directories </li></ul></ul><ul><ul><li>Research linkback opportunities </li></ul></ul><ul><ul><li>ADD FRESH CONTENT! </li></ul></ul>
  8. 15. www.austin-weston.com
  9. 16. <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>
  10. 17. Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
  11. 19. www.google.com/analytics
  12. 20. <ul><li>Embedded links </li></ul><ul><li>Edit title and meta tags: </li></ul>
  13. 21. Are you writing what you mean to say? www.schipul.com/en/sem/keywords
  14. 22. Not everyone gets this (ie: www.target.com )
  15. 24. Suggested search engines: Google http://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 submission service Other local & relevant directories
  16. 26. <ul><li>New content ideas: </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News updates </li></ul></ul><ul><ul><li>Photo galleries </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  17. 28. <ul><li>Create a paid placement budget </li></ul><ul><li>Campaign Set-up </li></ul><ul><li>Monitor and tweak campaign </li></ul>
  18. 29. Use spreadsheet & research to determine which terms to begin campaign with
  19. 30. Don’t pick overly competitive keywords unless you have an unlimited budget
  20. 31. When in doubt, align budget allocation with the search engines’ market share http://marketshare.hitslink.com/report.aspx?qprid=4
  21. 32. <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>
  22. 34. <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>
  23. 35. <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>
  24. 36. <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>
  25. 37. <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>
  26. 39. www.thesemblog.com
  27. 40. Search Engine Marketing Director Schipul – The Web Marketing Company Phone: (281) 497.6567 x 520 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog.com

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