schipul intro to sem / seo presentation 2009
DESCRIPTION
An introduction to Search Engine Marketing including how search engines work, how to choose keywords for effectiveness, and how to build a search optimized page. Brief overviews of pay-per-click or PPC advertising for increased web site traffic.TRANSCRIPT
Search Engine Marketing
Site: http://www.schipul.comBlog: http://www.thesemblog.com
Search Engine Marketing
Boost Your Presence, Build Your Brand
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)
• Pay-Per-Click (PPC)
• Measuring your success
TODAY WE’LL COVER
How Does A Search Engine Work?
What’s Changed? http://www.bruceclay.com/searchenginerelationshipchart.htm
Search Results Pages - Different Engines
Search Query Results - Same Engine
Google: Paid Ads
Google: Local Listings
2nd Generation Results
http://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan
Vertical Search (Blended)
Image SearchVideo SearchLocal Map SearchBlog SearchNews SearchShopping SearchBook SearchReviews 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//
How Does it Fit Together?http://www.flickr.com/photos/99796131@N00/329334377/
Search Engine Marketing
Pay-per-Click
Search Engine Optimization
LinkBuilding(Google)
QUICK Results $$
$Results take
time
What Do Search Engines Look For?
Readable Text
Fresh, unique content
Relevant inbound links
Good site architecture
Unique meta info
CONTENT is KING http://www.flickr.com/photos/66164549@N00/2080363220/
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!
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
1/8
Free: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com
Keyword Research Suggestion Tools
• Austin-Weston’s Prioritized Terms
• Virginia Plastic Surgeon
• Cosmetic Surgery Virginia
• Virginia Cosmetic Surgeon
Select 3 Top Search Phrases
2/8
Optimize Home Page & Site Map
Embedded linksEdit title and meta tags:
4/8
Are you writing what you mean to say?Keyword Density www.schipul.com/en/sem/keywords
Optimize Inner Site Pages EVERY PAGE!
5/8
Not everyone gets this (ie: www.target.com )
Alt Tags = Good SEM & Good Karma
Suggested search engines:Google http://www.google.com/addurl/Yahoo http://search.yahoo.com/info/submit.htmlMSN http://submitit.bcentral.com/msnsubmit.htm
Suggested directories:www.dmoz.org (open directory)Yahoo Directory ($299/year)Google Local & Yahoo LocalSubmitIt (BCentral) – MSN paid service Other local & relevant directories
Submit Your Site
6/8
Research LinkBack Opportunities
Link Quantity
Link Quality / Authority
Keyword Rich Anchor Links
Linking Neighborhood
7/8
Keep Your Site Fresh
• New content ideas:
• Press releases• Articles• Events• News updates• Photo galleries• Interviews• Videos• Blogs
8/8
The Power of PPC
Create a paid placement budget
Campaign Set-up
Monitor and tweak campaign
PPC Step-By-Step
http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php
When in doubt, align budget allocation with the search engines’ market share
Create Paid Placement Budget
http://marketshare.hitslink.com/report.aspx?qprid=4
Don’t pick overly competitive keywords unless you have an unlimited budget
Are You a Billionaire?
Chris Anderson: The Long Tail
Use spreadsheet & research to
determine which terms to begin campaign with
Select Your Terms http://www.wordtracker.com
Ad CampaignSet-Up
• If possible, put the keyword in the title
• Use a Call-to-Action
• Consider ad testing
Monitor and Tweak Campaign
Stay away from general terms unless your campaign is geo-targetedex: 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
PPC: Things to Consider
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 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
Google Says ‘Don’t BE EVIL’
Search Engine MarketingSchipul – The Web Marketing Company
Phone: (281) 497.6567 x 533Email: [email protected] Site: www.schipul.com Blog: www.thesemblog.com