This document provides an overview of search engine marketing (SEM) and how to boost website presence and build a brand online. It discusses key aspects of SEM including search engine optimization (SEO), pay-per-click (PPC) advertising, keyword research, optimizing web pages, submitting sites to search engines, and measuring success. The document also covers setting up and monitoring PPC ad campaigns and balancing SEM and SEO strategies.

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

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

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

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 Google Places / Bing Local Business Listings

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

11. Universal Search Intent of Search

12. 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//

13. What Do Search Engines Look For? Unique Content Easy to crawl (good user experience) Authoritative Content http://www.bruceclay.com/seo-hierarchy-of-needs.htm

14. Step-By-Step SEO Research Your Target Market Select top Keyphrases Home page Site map Optimize inner pages Set up Hosted Tracking Solution Submit to search engines and directories Research link back opportunities ADD FRESH CONTENT!

15. Research Your Target Market Brainstorm: How will your target market search for you? Terms – SEO, SEO Agency, SEO Firm in Houston… Location - Are you targeting a geographic area? Houston, Katy, Sugarland - Texas 1/8

16. Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Free: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com

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

18. Optimize Home Page & Site Map Embedded links Edit title and meta tags: 3/8

19. Keyword Density www.schipul.com/en/sem/keywords Not everyone gets this (ie: www.target.com ) Are you writing what you mean to say?

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

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

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

23. www.google.com/analytics Key Performance Indicators Goals Time Comparison Set Up Web Hosted Analytics 6/8

24. Submit Your Site Suggested search engines: Google http://www.google.com/addurl/ Yahoo http://search.yahoo.com/info/submit.html Bing http://www.bing.com/docs/submit.aspx Suggested Major Directories: www.dmoz.org (open directory) Google Local, Yahoo Local, Bing Local Other local & relevant directories, reviews Consider social media (YouTube, Slideshare, Flickr) 7/8

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

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

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

28. Create a paid placement budget Campaign(s) Set-up Monitor and tweak campaigns Power of PPC http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php

29. Create Paid Placement Budget http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4 When in doubt, align budget allocation with the search engines’ market share

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

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

32. Ad Campaign Set-Up Write Ad Copy If possible, put the keyword in the title Use a Call-to-Action Consider ad testing Landing Pages - URL

33. Monitor and Tweak Campaign Review Click Through Rates (CTR) Quality Scores Test Conversion Rates Run Search Query Reports A/B testing of Ad copy

34. Pay Per Click: Things to Consider Demographics – advertise where your customers are: state, city, zipcode Budget, ads, and keywords can be adjusted anytime Link ads to the most relevant page on your site

35. 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

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

37. 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

38. Google Says ‘Don’t BE EVIL’ http://en.wikipedia.org/wiki/Don't_be_evil Webmaster Guidelines

39. Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog. com