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Intermediate Search Engine Marketing training will cover the basics of planning a successful paid placement campaign in Yahoo! and Google to help you increase your exposure on the Web and build your brand even more. What we will cover: * How does a search engine function, what is it's purpose and what are algorithms? * What is the difference between search engine marketing and search engine optimization? * How do I optimize my Web site ethically and strategically? * What are natural listings? * What strategy is involved in a paid placement campaign setup? * Why don’t I appear at the “top” in Yahoo! and Google and why is this OK? Come learn from Schipul’s Search Engine Marketing team member Annisa Chan in the Schipul Office at our new office location: 11757 Katy Freeway, suite 930. This Houston-based search engine marketing training course will prepare you for your own work and bidding in the search engines and help you increase your business leads from the search engines. There is no charge for Schipul's search engine marketing training in Houston. Seating is limited to 10 for this session and will be assigned on a first-come, first-served basis, so register TODAY! Additional search engine marketing training sessions will be offered in the future to accommodate all who are interested. For more information about Schipul's search engine marketing training in Houston, please contact Annisa Chan at [email protected] or call 281-497-6567 Ext. 529. Website http://www.schipul.com SEM http://www.schipul.com/sem Blog http://www.thesemblog.com
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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: [email protected]
Web Site: www.schipul.com
Blog: www.thesemblog.com
Thanks for participating!
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