Search Engine Marketing by Schipul - Boost Your Presence, Build Your Brand

Slideshow Transcript

1. Slide 1: Jason McElweenie Search Engine Marketing Director Schipul – The Web Marketing Company Site: http://www.schipul.com Blog: http://www.thesemblog.com
2. Slide 2: Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
3. Slide 3: 1. Search Engine basics 2. SEM in the real world • Natural optimization (SEO) • Pay-Per-Click (PPC) 3. Measuring your success
4. Slide 6: http://www.bruceclay.com/searchenginerelationshipchart.htm
5. Slide 7: http://www.bruceclay.com/searchenginerelationshipchart.htm
6. Slide 12: •Readable Text •Fresh, unique content •Relevant inbound links •Good site architecture •Unique meta info
7. Slide 14: 1. Research Your Target Market 2. Select 3 prioritized optimization terms 3. Set up Hosted Tracking Solution 4. Optimize the home page & site map 5. Optimize inner pages 6. Submit site to search engines and directories 7. Research linkback opportunities 8. ADD FRESH CONTENT!
8. Slide 15: www.austin-weston.com
9. Slide 16: 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
10. Slide 17: Free: http://adwords.google.com/select/KeywordToolExternal Paid: http://www.keyworddiscovery.com
11. Slide 19: www.google.com/analytics
12. Slide 20: •Embedded links •Edit title and meta tags:
13. Slide 21: Are you writing what you mean to say? www.schipul.com/en/sem/keywords
14. Slide 22: Not everyone gets this (ie: www.target.com )
15. Slide 24: Suggested search engines: Google http://www.google.com/addurl/ Yahoo http://search.yahoo.com/info/submit.html MSN http://submitit.bcentral.com/msnsubmit.htm Suggested directories: www.dmoz.org (open directory) Yahoo Directory ($299/year) Google Local & Yahoo Local SubmitIt (BCentral) – MSN paid submission service Other local & relevant directories
16. Slide 26: New content ideas: 1. Press releases 2. Articles 3. Events 4. News updates 5. Photo galleries 6. Interviews 7. Videos 8. Blogs
17. Slide 28: 1. Create a paid placement budget 2. Campaign Set-up 3. Monitor and tweak campaign
18. Slide 29: Use spreadsheet & research to determine which terms to begin campaign with
19. Slide 30: Don’t pick overly competitive keywords unless you have an unlimited budget
20. Slide 31: http://marketshare.hitslink.com/report.aspx?qprid=4 When in doubt, align budget allocation with the search engines’ market share
21. Slide 32: 1. If possible, put the keyword in the title 2. Use a Call-to-Action 3. Consider ad testing
22. Slide 34: •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
23. Slide 35: 1. Build brand awareness online 3. Increase sales/leads/contacts 5. You don’t have to be rich to participate in pay- per-click! 7. Easy to measure and track ROI
24. Slide 36: •Traffic increase? •Paid placement: conversions •Is the phone ringing? •Are your SALES increasing?
25. Slide 37: •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
26. Slide 39: www.thesemblog.com
27. Slide 40: Search Engine Marketing Director Schipul – The Web Marketing Company Phone: (281) 497.6567 x 520 Email: jmcelweenie@schipul.com Web Site: www.schipul.com Blog: www.thesemblog.com