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Search Engine Marketing: 

Search Engine Marketing Boost your Presence, Build your Brand Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: Blog:

SEM makes a difference: 

SEM makes a difference Read more: 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?

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



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


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

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 Research Suggestion Tools: 

Keyword Research Suggestion Tools Overture – (free) Wordtracker (paid) (free) Keyword Discovery (paid) (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

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?

Alt tags = good SEM and good karma: 

Alt tags = good SEM and good karma Not everyone gets this (ie: )

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 Yahoo MSN Suggested directories: (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: Web Site: Blog: Thanks for participating! Creators of

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