Search Engine Marketing

Site: http://www.schipul.comBlog:

http://www.thesemblog.com

Search Engine Marketing

Gulf Coast Medical Device Manufacturers

SEM MAKES A DIFFERENCE

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

• Search Engine basics

• SEM in the real world

• Natural optimization (SEO)

• Directories Module

TODAY WE’LL COVER

How Does A Search Engine Work?

What’s Changed? http://www.bruceclay.com/searchenginerelationshipchart.htm

Search Query Results - Same Engine

Google: Paid Ads

Vertical Search (Blended)

Image SearchVideo SearchLocal Map SearchBlog SearchNews SearchShopping SearchBook SearchReal-Time Search

3rd Generation Results

Universal Search Intent of Search

SEM vs. SEO

• Search Engine Marketing - Positioning of your Web site in the search engines

• Search Engine Optimization – SEM technique of generating unpaid traffic

• PPC - generating Paid Traffic from Search

http://www.flickr.com/photos/55569773@N00/2446888265//

What Do Search Engines Look For?

Readable Text

Fresh, unique content

Relevant inbound links

Good site architecture

Unique meta info

http://www.bruceclay.com/blog/2009/08/seo-hierarchy-of-needs/

Step-By-Step SEO

1. Research Your Target Market

2. Select 3 Keyword phrases

3. Set up Hosted Tracking Solution

4. Home page & site map

5. Optimize inner pages

6. Submit site to search engines and directories

7. Research link back opportunities

8. ADD FRESH CONTENT!

CONTENT is KING http://www.flickr.com/photos/66164549@N00/2080363220/

Research Your Target Market

Brainstorm:How will your target market search for you?

Medical Devices, bio technology, device manufacturers…

Are you targeting a geographic area?Houston, Gulf Coast

1/8

Free: http://adwords.google.com/select/KeywordToolExternal

Keyword Research Suggestion Tools

Use spreadsheet & research to

determine which terms to begin campaign with

Select Your Terms http://www.wordtracker.com

• Medical device manufacturers

• Medical device companies

• Medical device industry

Select 3 Top Search Phrases

2/8

Optimize Home Page & Site Map

Embedded linksEdit title and meta tags:

4/8

Optimize Directory Pages EVERY PAGE!

5/8

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

Alt Tags = Good SEM & Good Karma

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

Research LinkBack Opportunities

Link Quantity

Link Quality / Authority

Keyword Rich Anchor Links

Linking Neighborhood

7/8

Benefits of SEM

• Build brand awareness online

• Increase sales/leads/contacts

• You don’t have to be rich!

• Easy to measure and track ROI

• www.google.com/analytics

Set Up Web Hosted Analytics

3/8

Track Your Success

• Traffic increase?

• Paid placement: conversions

• Is the phone ringing?

• Are your SALES increasing?

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

www.thesemblog.comwww.twitter.com/semblog

Search Engine MarketingSchipul – The Web Marketing Company

Phone: (281) 497.6567 x 533Email: jbolles@schipul.comWeb Site: www.schipul.com Blog: www.thesemblog.com

Tools in Presentation

• Keyword Research = https://adwords.google.com/select/KeywordToolExternal

• Social Media Training Videos =

1. http://www.vimeo.com/schipul - Vimeo Channel

2. http://www.vimeo.com/4200000 - Twitter Training

3. http://www.vimeo.com/2826509 - Social Media Training

• Schipul SEO Tools = http://www.schipul.com/en/sem/tools/

Bonus Tools Not in Presentation

• Google Insights for Search = http://www.google.com/insights/search/#q=medical%20device%2Cmedical%20devices&geo=US&cmpt=q

• Google Webmaster Tools = Http://www.google.com/webmasters/tools/

• Keyword Database Tool = http://www.wordtracker.com Paid service