sem schipul-evatt barcamp houston
DESCRIPTION
search engine marketing and application development presentation from Houston Barcamp August 2007.TRANSCRIPT
Search Engine MarketingBoost your Presence, Build your Brand
Steven Evatt, Chron.com & Ed Schipul, Schipul
Search Engine OptimizationPractical Application
Today we’ll cover:
1.Search Engine basics
2. SEM in the real world• Natural optimization
(SEO)• Pay-Per-Click (PPC)
3. Building SEO Into your App
Research your target market!
• Brainstorm:
– How will your target market search for you?
• Flowers, flower delivery, florist, special occasion flowers, birthday flowers, Valentine’s flowers, funeral flowers, bridal flowers, flower shop, etc.
– Are you targeting a geographic area?
• Houston Florist, Houston flower shop, Katy TX Florist, Victoria Florist, Austin Florist, Barton Springs Flower shop, etc.
Source: http://flickr.com/photos/cunisdiabolis/139234237/
How does a Search Engine work?
Keyword DensityAre you writing what you mean to say?
www.schipul.com/en/sem/keywords
Content is King
• Lets talk about the News Business! 6
Newsroom Adoption Top down ‘Buy-In’
Visionaries in VP and EVP of Online Editorial
Automation of SEO Basics
Provide tangible tracking and benchmarking results
Newsroom Editors:Their Role
Page Text Education: SEO best
practices to newsroom Promo Graphics
Easy editing tools so both graphic and text changes are within content management system
Page Title Automation Automatically insert
Headline Leads the Title
Includes metro area – “Houston”
Includes Site and Publication Name
Meta Keywords and Description
Refining to ensure primary keywords are included
Provide mechanism for editorial staff to avoid code editing
Cross Linking (Internal) Site search
results and resource tool links on story pages
Cross linking with Chron.com Blog posts
Research External Link back Opportunities!
http://www.marketleap.com/publinkpopHelp file: http://www.tendenci.com/en/cms/?1470
Site Discoverability File Structure Hierarchy
and Taxonomy Maintain Site Maps Nav, Links, Story
redirection on Error pgs RSS throughout site
Back End Configurations Robots.TXT 404 Error Page Server Side Redirects
Configure multiple URLs to avoid returning the exact same content.
ie www.chron.com == www.houstonchronicle.com == chron.com == etc.
Tracking and Benchmarking
Feb 2007: #7 Feb 2007: #6
Inspect what you expect with Web Analytics
www.google.com/analytics
Care and Feeding of SEO Use keyword-rich content, Updated constantly with less graphical text Topical Meta Data
meta descriptions keywords limited to six-to-eight
Paid Placement
PPC Step by Step
1. Choose terms: keyword research2. Create a paid placement budget3. Campaign Set-up4. Monitor and tweak campaign
Keyword Research Suggestion Tools
• Overture - www.overture.com (free)• Wordtracker - www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free)
• Keyword Discovery - http://www.keyworddiscovery.com/search.html (free) www.keyworddiscovery.com (paid)
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
Thanks Steven Evatt
www.chron.com Ed Schipul
www.brandtobedetermined.com
Web 2.0 in your SEM campaign
Social Media Optimization (SMO)
• Web 2.0 = KEYWORDS!!• Optimize your Social Media
content• Enable Social bookmarking
and badging• Track the buzz
24
Technorati - a new kind of search
www.technorati.com
Be a participant in the conversation
• Flickr (www.flickr.com) • Facebook (www.facebook.com) • MySpace (www.myspace.com) • Twitter (www.twitter.com) • Del.icio.us (http://del.icio.us) • Wikipedia (www.wikipedia.org)• Ning (www.ning.com)
– Look for online communities in your industry (or make your own...)