search engine marketing by schipul - boost your presence, build your brand

Jason McElweenieSearch Engine Marketing Director

Schipul – The Web Marketing Company

Site: http://www.schipul.com

Blog: http://www.thesemblog.com

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

1.1. Search Engine basicsSearch Engine basics2.2. SEM in the real worldSEM in the real world

• Natural optimization Natural optimization (SEO)(SEO)

• Pay-Per-Click (PPC)Pay-Per-Click (PPC)3. Measuring your 3. Measuring your

successsuccess

http://www.bruceclay.com/searchenginerelationshipchart.htm

http://www.bruceclay.com/searchenginerelationshipchart.htm

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

1. Research Your Target Market2. Select 3 prioritized

optimization terms 3. Set up Hosted Tracking

Solution4. Optimize the home page &

site map5. Optimize inner pages6. Submit site to search engines

and directories7. Research linkback

opportunities8. ADD FRESH CONTENT!

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: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com

www.google.com/analytics

•Embedded links

•Edit title and meta tags:

Are you writing what you mean to say?

www.schipul.com/en/sem/keywords

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

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 submission service Other local & relevant directories

New content ideas:1. Press releases2. Articles3. Events4. News updates5. Photo galleries6. Interviews7. Videos8. Blogs

1. Create a paid placement budget

2. Campaign Set-up3. Monitor and tweak campaign

Use spreadsheet & research to determine which terms to begin campaign with

Don’t pick overly competitive keywords unless you have an unlimited budget

When in doubt, align budget allocation with the search engines’ market share

http://marketshare.hitslink.com/report.aspx?qprid=4

1. If possible, put the keyword in the title

2. Use a Call-to-Action

3. Consider ad testing

•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

1. Build brand awareness online

2. Increase sales/leads/contacts

3. You don’t have to be rich to participate in pay-per-click!

4. Easy to measure and track ROI

•Traffic increase?•Paid placement: conversions•Is the phone ringing?•Are your SALES increasing?

•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.com

Search Engine Marketing DirectorSchipul – The Web Marketing Company

Phone: (281) 497.6567 x 520Email: jmcelweenie@schipul.comWeb Site: www.schipul.com Blog: www.thesemblog.com