Schipul Sem Presentation Slideshare

Search Engine MarketingBoost your Presence, Build your Brand

Jason McElweenieSearch Engine Marketing Director

Schipul – The Web Marketing Company

Site: http://www.schipul.com

Blog: http://www.thesemblog.com

SEM makes a difference

Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

VS.

Today we’ll cover

1. Search Engine basics

2. SEM in the real world• Natural optimization (SEO)• Pay-Per-Click (PPC)

3. Measuring your success

How does a Search Engine Work?

Who is who?

http://www.bruceclay.com/searchenginerelationshipchart.htm

What do Search Engines look for?

• Readable Text• Fresh, unique content• Relevant inbound links• Good site architecture• Unique meta info

CONTENT!

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

1. Research Your Target Market2. Select 3 prioritized optimization terms 3. Set up Hosted Tracking Solution4. Optimize the home page & site map5. Optimize inner pages6. Submit site to search engines and

directories7. Research linkback opportunities8. ADD FRESH CONTENT!

Step-by-step SEO Austin-Weston Center for Cosmetic Surgery

www.austin-weston.com

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

• 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

Austin-Weston’s 3 prioritized terms:

1. Virginia plastic surgeon (ery)

2. Cosmetic surgery Virginia

3. Virginia cosmetic surgery

3. Set up hosted web analytics

www.google.com/analytics

4. Optimize Home page & site map

• Embedded links

• Edit title and meta tags:

Keyword DensityAre you writing what you mean to say?

www.schipul.com/en/sem/keywords

Alt tags = good SEM and good karma

Not everyone gets this (ie: www.target.com )

5. Optimize inner site pages

Unique text and meta information for every page on your Web 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

8. Keep your site fresh

New content ideas:1. Press releases2. Articles3. Events4. News updates5. Photo galleries6. Interviews7. Videos8. Blogs

Let’s take a breakAny questions so far?

The Power of PPC

PPC Step by Step

1. Choose terms through mini marketing steps

2. Create a paid placement budget

3. Campaign Set-up

4. Monitor and tweak campaign

1. Select Your Terms

Use spreadsheet & research to determine which terms to begin campaign with

Are you a billionaire?

Don’t pick overly competitive keywords unless you have an unlimited budget

2. Create paid placement budget

Yahoo!23%

Google49%

AOL7%

MSN10%

Other8%

Ask.com2%

When in doubt, align budget allocation with the search engines’ market share

3. Campaign Set-up

1. If possible, put the keyword in the title

2. Use a Call-to-Action

3. Consider ad testing

4. Monitor and Tweak Campaign

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

1. Build brand awareness online

2. Increase sales/leads/contacts

3. You don’t have to be rich to participate in pay-per-click!

4. Easy to measure and track ROI

Track your success• Traffic increase?

• Paid placement: conversions

• Is the phone ringing?

• Are your SALES increasing?

Measuring ROI

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’

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!

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