The document discusses search engine marketing and optimization strategies. It covers the basics of SEO, including natural optimization techniques like keyword research and content optimization as well as paid search like pay-per-click advertising. It provides tips for search engine optimization, such as including keywords in titles, meta tags, and content, maintaining site maps and internal linking, and using analytics to monitor performance. The document also discusses incorporating SEO best practices for news websites and leveraging social media and web 2.0 platforms as part of an SEM strategy.

1. Search Engine Marketing
Boost your Presence, Build your Brand
Search Engine Optimization
Practical Application
Steven Evatt, Chron.com & Ed Schipul, Schipul

2. Today we’ll cover:
1.Search Engine basics
2. SEM in the real world
• Natural optimization
(SEO)
• Pay-Per-Click (PPC)
3. Building SEO Into your
App

3. Research your target market!
• Brainstorm:
– How will your target market
search for you?
• Flowers, flower delivery, florist, special
occasion flowers, birthday flowers,
Valentine’s flowers, funeral flowers,
bridal flowers, flower shop, etc.
– Are you targeting
a geographic area? Source: http://flickr.com/photos/cunisdiabolis/139234237/
• Houston Florist, Houston flower shop, Katy
TX Florist, Victoria Florist, Austin Florist,
Barton Springs Flower shop, etc.

4. How does a
Search Engine work?

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

6. Content is King
• Lets talk about the News Business! 6

7. Newsroom Adoption
 Top down ‘Buy-In’
 Visionaries in VP
and EVP of Online
Editorial
 Automation of SEO
Basics
 Provide tangible
tracking and
benchmarking results

8. Newsroom Editors:
Their Role
 Page Text
 Education: SEO best
practices to newsroom
 Promo Graphics
 Easy editing tools so
both graphic and text
changes are within
content management
system

9. Page Title Automation
 Automatically insert
Headline
 Leads the Title
 Includes metro area –
“Houston”
 Includes Site and
Publication Name

10. Meta Keywords and Description
 Refining to ensure
primary keywords are
included
 Provide mechanism for
editorial staff to avoid
code editing

11. Cross Linking (Internal)
 Site search
results and
resource tool
links on story
pages
 Cross linking
with Chron.com
Blog posts

12. Research External Link back
Opportunities!
http://www.marketleap.com/publinkpop
Help file: http://www.tendenci.com/en/cms/?1470

13. Site Discoverability
 File Structure Hierarchy
and Taxonomy
 Maintain Site Maps
 Nav, Links, Story
redirection on Error pgs
 RSS throughout site

14. Back End Configurations
 Robots.TXT
 404 Error Page
 Server Side Redirects
 Configure multiple URLs to
avoid returning the exact
same content.
 ie www.chron.com ==
www.houstonchronicle.com
== chron.com == etc.

15. Tracking and Benchmarking
Feb 2007: #7 Feb 2007: #6

16. Inspect what you expect with
Web Analytics
www.google.com/analytics

17. Care and Feeding of SEO
 Use keyword-rich content,
 Updated constantly with less graphical text
 Topical Meta Data
 meta descriptions
 keywords
 limited to six-to-eight

18. Paid Placement

19. PPC Step by Step
1. Choose terms: keyword research
2. Create a paid placement budget
3. Campaign Set-up
4. Monitor and tweak campaign

20. Keyword Research
Suggestion Tools
• Overture - www.overture.com (free)
• Wordtracker -
www.wordtracker.com (paid)
www.freekeywords.wordtracker.com (free)
• Keyword Discovery -
http://www.keyworddiscovery.com/search.html (free)
www.keyworddiscovery.com (paid)

21. 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

22. Thanks
 Steven Evatt
 www.chron.com
 Ed Schipul
 www.brandtobedetermined.com

23. Web 2.0 in your SEM campaign

24. Social Media Optimization
(SMO)
• Web 2.0 = KEYWORDS!!
• Optimize your Social Media
content
• Enable Social bookmarking
and badging
• Track the buzz
24

25. Technorati - a new kind of
search
www.technorati.com

26. Be a participant in the
conversation
• Flickr (www.flickr.com)
• Facebook (www.facebook.com)
• MySpace (www.myspace.com)
• Twitter (www.twitter.com)
• Del.icio.us (http://del.icio.us)
• Wikipedia (www.wikipedia.org)
• Ning (www.ning.com)
– Look for online communities in your
industry (or make your own...)