search engine marketing by schipul - boost your presence, build your brand
TRANSCRIPT
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: [email protected] Site: www.schipul.com Blog: www.thesemblog.com