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The Schipul SEM team shares search engine tips and tricks for Web gurus and Tendenci software users.
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Search Engine Marketing
Boost your Presence, Build your Brand
Annisa ChanPresented at Tendenci User Conference
2007www.tendenci.com/uc2007
SEM makes a difference
VS.
Today we’ll cover
•Search Engine basics
• SEM in the real world
• Natural optimization (SEO)
• Pay-Per-Click (PPC)
• Measuring your success
How does a Search Engine
Work?
Who is who?
http://www.bruceclay.com/searchenginerelationshipchart.htm
http://www.bruceclay.com/searchenginerelationshipchart.htm
SEM vs. SEO• Search Engine Marketing - Positioning of your Web site
in the search engines.
• Search Engine Optimization – SEM technique
How does it fit together?
Search Engine Marketing
Pay-Per-Click Search EngineOptimization
Link Building
Quick Results
$$$
Results take a while
More TimeLess $
(Google)
What do Search Engines look for?
•Readable Text
•Fresh, unique content
•Relevant inbound links
•Good site architecture
•Unique meta info
CONTENT!
What Steps can You Take?
• Keywords Research
• Optimize homepage with location + service/product
• Optimize inner pages of site
• Submit site to search engines and directories
• Research link back opportunities
• Add UNIQUE Fresh Content!
Step-by-step SEOArocha Hair Restoration
www.arochahairrestoration.com
Research your target market
•Brainstorm:
• How will your target market search for you?
• Are you targeting a geographic area?
Keyword Research Tools
Free: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com
Keyword ResearchSuggestion Tools
• Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
• Wordtracker www.wordtracker.com (paid)
• www.freekeywords.wordtracker.com (free)
• Keyword Discovery www.keyworddiscovery.com (paid)
• http://www.keyworddiscovery.com/search.html (free)
Select 3 top search terms
Arocha’s 3 prioritized keyword phrases:
• Houston Hair Restoration
• (Houston) Hair Replacement
• (Houston) Hair Restoration Surgery
Optimize the Home Page & Inner Pages
•Content is KING!
•Title Tag
•Meta Info
•Alt Tags
•Embedded links
Title Tag
Alt Tags
Embedded Links
Keyword DensityAre you writing what you mean to say?
www.schipul.com/en/sem/keywords
Set up hosted web analytics
www.google.com/analytics
Research Linkback Opportunities
Keep your site fresh
• New content ideas:
• Press releases
• Articles
• Events
• News updates
• Photo galleries
• Interviews
• Videos
• Blogs
The Power of PPC
PPC Step by Step
• Choose terms through mini marketing steps
• Create a paid placement budget
• Campaign Set-up
• Monitor and tweak campaign
Select your terms
Are you a billionaire?•Don’t pick overly competitive
keywords unless you have an unlimited budget
Create PPC Budget
http://marketshare.hitslink.com/report.aspx?qprid=1
PPC Campaign Set-Up
•If possible, put the keyword in the title
•Use a Call-to-Action
•Consider ad testing
Monitor and Tweak Campaign
Website Optimizer
•A/B Testing
•Headline
•Content
• Images
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
• 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 PPC 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”
Visit us at…
http://www.thesemblog.com
Thank you!
Annisa ChanPresented at the Tendenci User Conference 2007Find all presentations at: www.tendenci.com/uc2007
Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930Houston, TX 77079 USA
www.schipul.com