intro to search presentation for gulf coast medical device manufacturers
DESCRIPTION
Introduction to Search Engine Marketing and optimizing Directories for Gulf Coast Medical Device Manufacturers. Presented by Jonti Bolles of Schipul - The Web Marketing Company.TRANSCRIPT
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: [email protected] 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