Search Engine Marketing: Search Engine Marketing Boost your Presence, Build your Brand Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: http://www.schipul.com Blog: http://www.thesemblog.com


SEM makes a difference: SEM makes a difference Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/ VS.


Today we’ll cover: Today we’ll cover Search Engine basics SEM in the real world Natural optimization (SEO) Pay-Per-Click (PPC) 3. Measuring your success


How does a Search Engine Work?: How does a Search Engine Work?


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


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


Slide9: CONTENT!


SEM vs. SEO: SEM vs. SEO 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. Pay-per-click Search Engine Optimization Link-building Search Engine Optimization – SEM technique to optimize site content to improve search engine rank and visibility


Slide11: How does it fit together?


Mini-Online Marketing Plan: Mini-Online Marketing Plan Research Your Target Market Select 3 prioritized optimization terms Set up Hosted Tracking Solution Optimize the home page & site map Optimize inner pages Submit site to search engines and directories Research linkback opportunities ADD FRESH CONTENT!


Step-by-step SEO  Austin-Weston Center for Cosmetic Surgery: Step-by-step SEO Austin-Weston Center for Cosmetic Surgery www.austin-weston.com


1. Research your target market : 1. Research your target market Brainstorm: How will your target market search for you? Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures… Are you targeting a geographic area? Virginia cosmetic surgeon, Reston Cosmetic Surgery


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


2. Select 3 top search terms: 2. Select 3 top search terms Austin-Weston’s 3 prioritized terms: Virginia plastic surgeon (ery) Cosmetic surgery Virginia Virginia cosmetic surgery


3. Set up hosted web analytics: 3. Set up hosted web analytics www.google.com/analytics


4. Optimize Home page & site map: 4. Optimize Home page & site map Embedded links Edit title and meta tags:


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


Alt tags = good SEM and good karma: Alt tags = good SEM and good karma Not everyone gets this (ie: www.target.com )


5. Optimize inner site pages: 5. Optimize inner site pages Unique text and meta information for every page on your Web site!


6. Submit your site: 6. Submit your site 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


7. Research Linkback Opportunities: 7. Research Linkback Opportunities


8. Keep your site fresh: 8. Keep your site fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs


Let’s take a break: Let’s take a break Any questions so far?


The Power of PPC: The Power of PPC


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


1. Select Your Terms: 1. Select Your Terms Use spreadsheet & research to determine which terms to begin campaign with


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


2. Create paid placement budget: 2. Create paid placement budget When in doubt, align budget allocation with the search engines’ market share


3. Campaign Set-up: 3. Campaign Set-up If possible, put the keyword in the title Use a Call-to-Action Consider ad testing


4. Monitor and Tweak Campaign: 4. Monitor and Tweak Campaign


PPC: things to consider…: 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


Benefits of SEM: 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


Track your success: Track your success Traffic increase? Paid placement: conversions Is the phone ringing? Are your SALES increasing?


Measuring ROI: Measuring ROI


Let’s Review: 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


Google says: ‘Don’t be evil’: Google says: ‘Don’t be evil’


Thanks for participating!: Jason McElweenie Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 520 Email: jmcelweenie@schipul.com Web Site: www.schipul.com Blog: www.thesemblog.com Thanks for participating! Creators of