This document summarizes search engine marketing strategies and techniques. It discusses search engine optimization through on-page techniques like keywords, titles, meta info and links as well as off-page techniques like link building. It also discusses pay-per-click advertising, setting up campaigns, choosing keywords, monitoring results and measuring return on investment. The key messages are that content is important, links are powerful, and search engine marketing should be optimized and tweaked over time to improve results.

1. Search Engine Marketing Boost your Presence , Build your Brand Annisa Chan Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007

2. SEM makes a difference VS.

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. Who is who ? http://www.bruceclay.com/searchenginerelationshipchart.htm http://www.bruceclay.com/searchenginerelationshipchart.htm

8. Search Engine Marketing - Positioning of your Web site in the search engines. Search Engine Optimization – SEM technique SEM vs. SEO

9. How does it fit together? Search Engine Optimization Link Building Quick Results $$$ Results take a while More Time Less $ (Google) Search Engine Marketing Pay-Per-Click

10. What do Search Engines look for? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info

11. CONTENT!

12. What Steps can You Take? Keywords Research Optimize homepage with location + service/product Optimize inner pages of site Submit site to search engines and directories Research link back opportunities Add UNIQUE Fresh Content!

13. Step-by-step SEO Arocha Hair Restoration www.arochahairrestoration.com

14. Research your target market Brainstorm: How will your target market search for you? Are you targeting a geographic area?

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

16. Keyword Research Suggestion Tools Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal Wordtracker www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free) Keyword Discovery www.keyworddiscovery.com (paid) http://www.keyworddiscovery.com/search.html (free)

17. Select 3 top search terms Arocha’s 3 prioritized keyword phrases: Houston Hair Restoration (Houston) Hair Replacement (Houston) Hair Restoration Surgery

18. Optimize the Home Page & Inner Pages Content is KING ! Title Tag Meta Info Alt Tags Embedded links

19. Title Tag

21. Alt Tags

22. Embedded Links

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

24. Set up hosted web analytics www.google.com /analytics

25. Research Linkback Opportunities

26. Keep your site fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs

27. The Power of PPC

28. PPC Step by Step Choose terms through mini marketing steps Create a paid placement budget Campaign Set-up Monitor and tweak campaign

29. Select your terms

30. Are you a billionaire? Don’t pick overly competitive keywords unless you have an unlimited budget

31. Create PPC Budget http:// marketshare.hitslink.com/report.aspx?qprid =1

32. PPC Campaign Set-Up If possible, put the keyword in the title Use a Call-to-Action Consider ad testing

33. Monitor and Tweak Campaign

34. Website Optimizer A/B Testing Headline Content Images

35. PPC: things to consider 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

36. 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

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

38. Measuring ROI

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. Visit us at… http:// www.thesemblog.com

42. Thank you! Annisa Chan Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com