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Search Engine MarketingBoost 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
SEM makes a difference
Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
VS.
Today we’ll cover
1. Search Engine basics
2. SEM in the real world• Natural optimization (SEO)• Pay-Per-Click (PPC)
3. Measuring your success
How does a Search Engine Work?
Who is who?
http://www.bruceclay.com/searchenginerelationshipchart.htm
What do Search Engines look for?
• Readable Text• Fresh, unique content• Relevant inbound links• Good site architecture• Unique meta info
CONTENT!
SEM vs. SEO
• Search Engine Marketing - Positioning of your Web site in the search engines so that it is found by your target market at the right time.– Pay-per-click– Search Engine Optimization– Link-building
• Search Engine Optimization – SEM technique to optimize site content to improve search engine rank and visibility
How does it fit together?
Mini-Online Marketing Plan
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!
Step-by-step SEO Austin-Weston Center for Cosmetic Surgery
www.austin-weston.com
1. Research your target market
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
Keyword ResearchSuggestion Tools
• Overture – www.overture.com (free)
• Wordtracker www.wordtracker.com (paid)
www.freekeywords.wordtracker.com (free)
• Keyword Discovery www.keyworddiscovery.com (paid)
http://www.keyworddiscovery.com/search.html (free)
2. Select 3 top search terms
Austin-Weston’s 3 prioritized terms:
1. Virginia plastic surgeon (ery)
2. Cosmetic surgery Virginia
3. Virginia cosmetic surgery
3. Set up hosted web analytics
www.google.com/analytics
4. Optimize Home page & site map
• Embedded links
• Edit title and meta tags:
Keyword DensityAre you writing what you mean to say?
www.schipul.com/en/sem/keywords
Alt tags = good SEM and good karma
Not everyone gets this (ie: www.target.com )
5. Optimize inner site pages
Unique text and meta information for every page on your Web site!
6. Submit your site
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
7. Research Linkback Opportunities
8. Keep your site fresh
New content ideas:1. Press releases2. Articles3. Events4. News updates5. Photo galleries6. Interviews7. Videos8. Blogs
Let’s take a breakAny questions so far?
The Power of PPC
PPC Step by Step
1. Choose terms through mini marketing steps
2. Create a paid placement budget
3. Campaign Set-up
4. Monitor and tweak campaign
1. Select Your Terms
Use spreadsheet & research to determine which terms to begin campaign with
Are you a billionaire?
Don’t pick overly competitive keywords unless you have an unlimited budget
2. Create paid placement budget
Yahoo!23%
Google49%
AOL7%
MSN10%
Other8%
Ask.com2%
When in doubt, align budget allocation with the search engines’ market share
3. Campaign Set-up
1. If possible, put the keyword in the title
2. Use a Call-to-Action
3. Consider ad testing
4. Monitor and Tweak Campaign
PPC: things to consider…
• 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
Benefits of SEM
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
Track your success• Traffic increase?
• Paid placement: conversions
• Is the phone ringing?
• Are your SALES increasing?
Measuring ROI
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
Google says: ‘Don’t be evil’
Jason McElweenie
Search Engine Marketing
Schipul – The Web Marketing Company
Phone: (281) 497.6567 x 520
Email: [email protected]
Web Site: www.schipul.com
Blog: www.thesemblog.com
Thanks for participating!
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