Jennie LaneSearch Engine Marketing Team

Schipul – The Web Marketing CompanyPhoto credit: flickr.com/photos/fontfont/4243500031/

1. Search Engine Basics2. SEO in the Real World3. Measuring Your Success4. Pay Per Click Broad

Overview

http://bruceclay.com/serc.htm

1. Claim & verify your listing

2. Fill out the entire profile

3. Ask for reviews

http://bruceclay.com/seo-hierarchy-of-needs.htm

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

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1. Research Your Target Market2. Select 3 prioritized optimization

terms 3. Set up Hosted Tracking Solution

(i.e. Google Analytics)4. Optimize the home page & site

map5. Optimize inner pages6. Submit site to search engines

and directories7. Research link back opportunities8. ADD FRESH CONTENT!

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www.austin-weston.com

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

Free: adwords.google.com/select/KeywordToolExternalPaid: www.wordtracker.com

Don’t pick overly competitive keywords

Long Tail Keywords

Austin-Weston’s 3 prioritized terms:Austin-Weston’s 3 prioritized terms:

1. Virginia plastic surgeon (surgery)2. Cosmetic surgery Virginia3. Virginia cosmetic surgery

Find ways to incorporate your keywords, including title & meta tags.Unique text and meta information for every page.

schipul.com/sem-tools

Suggested search engines:Google http://www.google.com/addurl/Yahoo http://search.yahoo.com/info/submit.htmlBing https://ssl.bing.com/webmaster/SubmitSitePage.aspx

Suggested directories:www.dmoz.org (open directory)Google Local & Bing LocalOther local & relevant directories

New content ideas1. Press releases2. Articles3. Events4. News updates5. Photo galleries6. Interviews7. Videos8. Blogs9. Podcasts10. Whatever

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google.com/analytics

• Visits– Visits from Search– Non-branded

keywords (keywords that don’t include your brand name)

• Conversions– Online contact forms– Is the phone ringing?

• Content is king• Optimize Current Content• Write new content – be

creative!• Links are powerful – be generous• Watch and tweak

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1. Google Places2. Google Fresh3. Duplicate Content

Crack Down4. What’s next?

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PAY PER CLICK ADVERTISING

SEM vs. SEO

The Power of PPC

• Market: Millenials & Baby Boomers

• Less expensive• Interface Issues

• More like a Billboard• Great for events or

social content• Get creative

Other Paid Placement

Web Site: www.schipul.com Blog: www.thesemblog.com

Jennie LaneSearch Engine Marketing Team

Schipul – The Web Marketing Company