Schipul Intro To SEM / SEO Presentation 2009
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This document provides an overview of search engine marketing (SEM) strategies. It discusses search engine optimization (SEO) techniques like keyword research, optimizing pages with relevant content and metadata, and gaining backlinks. Paid search or pay-per-click (PPC) advertising is also covered, including setting budgets, campaigns, and monitoring performance. The key takeaways are that content is important for organic rankings, while paid ads allow targeting specific keywords; both require ongoing monitoring and refinement.
Schipul Intro To SEM / SEO Presentation 2009
- 1. Search Engine MarketingBoost Your Presence, Build Your BrandSearch Engine Marketing Site: http://www.schipul.comBlog: http://www.thesemblog.com
- 2. SEM MAKES A DIFFERENCERead more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
- 3. TODAY WE’LL COVERSearch Engine basicsSEM in the real worldNatural optimization (SEO)Pay-Per-Click (PPC)Measuring your success
- 4. How Does A Search Engine Work?
- 6. Search Results Pages - Different Engines
- 7. Search Query Results - Same Engine
- 10. 2nd Generation Resultshttp://www.slideshare.net/dmc500hats/search-to-social-search-danny-sullivan
- 11. Vertical Search (Blended)Image SearchVideo SearchLocal Map SearchBlog SearchNews SearchShopping SearchBook SearchReviews Search3rd Generation Results
- 12. Universal SearchIntent of Search
- 13. SEM vs. SEOSearch Engine Marketing - Positioning of your Web site in the search enginesSearch Engine Optimization – SEM technique of generating unpaid trafficPPC - generating Paid Traffic from Searchhttp://www.flickr.com/photos/55569773@N00/2446888265//
- 14. Search Engine MarketingLinkBuilding(Google)Pay-per-ClickSearch Engine OptimizationQUICK Results $$$Results take timeHow Does it Fit Together?http://www.flickr.com/photos/99796131@N00/329334377/
- 15. What Do Search Engines Look For?Readable TextFresh, unique contentRelevant inbound linksGood site architectureUnique meta info
- 17. Step-By-Step SEOResearch Your Target MarketSelect 3 Keyword phrasesSet up Hosted Tracking SolutionHome page & site mapOptimize inner pagesSubmit site to search engines and directoriesResearch link back opportunitiesADD FRESH CONTENT!
- 18. Research Your Target MarketBrainstorm: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 Surgery1/8
- 19. Keyword Research Suggestion ToolsFree: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com
- 20. Austin-Weston’s Prioritized TermsVirginia Plastic SurgeonCosmetic Surgery VirginiaVirginia Cosmetic SurgeonSelect 3 Top Search Phrases2/8
- 21. www.google.com/analyticsSet Up Web Hosted Analytics3/8
- 22. Optimize Home Page & Site MapEmbedded linksEdit title and meta tags:4/8
- 23. Are you writing what you mean to say?Keyword Densitywww.schipul.com/en/sem/keywords
- 24. Optimize Inner Site PagesEVERY PAGE!5/8
- 25. Alt Tags = Good SEM & Good Karma Not everyone gets this (ie: www.target.com )
- 26. Suggested search engines:Googlehttp://www.google.com/addurl/Yahoo http://search.yahoo.com/info/submit.htmlMSN http://submitit.bcentral.com/msnsubmit.htmSuggested directories:www.dmoz.org (open directory)Yahoo Directory ($299/year)Google Local & Yahoo LocalSubmitIt (BCentral) – MSN paid serviceOther local & relevant directoriesSubmit Your Site6/8
- 27. Research LinkBack OpportunitiesLink QuantityLink Quality / AuthorityKeyword Rich Anchor LinksLinking Neighborhood7/8
- 28. Keep Your Site FreshNew content ideas:Press releasesArticlesEventsNews updatesPhoto galleriesInterviewsVideosBlogs8/8
- 29. The Power of PPC
- 30. PPC Step-By-StepCreate a paid placement budgetCampaign Set-upMonitor and tweak campaignhttp://houstonist.com/2008/10/01/cupcakes_for_a_cure.php
- 31. When in doubt, align budget allocation with the search engines’ market shareCreate Paid Placement Budgethttp://marketshare.hitslink.com/report.aspx?qprid=4
- 32. Don’t pick overly competitive keywords unless you have an unlimited budgetAre You a Billionaire?Chris Anderson: The Long Tail
- 33. Use spreadsheet & research to determine which terms to begin campaign withSelect Your Termshttp://www.wordtracker.com
- 34. Ad CampaignSet-UpIf possible, put the keyword in the titleUse a Call-to-ActionConsider ad testing
- 35. Monitor and Tweak Campaign
- 36. Stay away from general terms unless your campaign is geo-targetedex: plastic surgeryBudget, ads, and keywords can be adjusted anytimeLink ads to the most relevant page on your site; don’t dump everyone onto your home page.Consider persona developmentPPC: Things to Consider
- 37. Benefits of SEMBuild brand awareness onlineIncrease sales/leads/contactsYou don’t have to be rich to participate in pay-per-click! Easy to measure and track ROI
- 38. Track Your SuccessTraffic increase?Paid placement: conversionsIs the phone ringing?Are your SALES increasing?
- 39. Let’s ReviewContent is KingKeep it freshKeep it originalLinks are powerful – be generous!Keep a healthy SEO and PPC balanceWatch and tweak your campaign
- 40. Google Says ‘Don’t BE EVIL’
- 42. Search Engine MarketingSchipul – The Web Marketing CompanyPhone: (281) 497.6567 x 533Email: jbolles@schipul.comWeb Site: www.schipul.comBlog: www.thesemblog.com