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search engine marketing (sem) for start-ups: how to get prospects to visit your website

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Local, Global and Green Conference University of Illinois – Chicago March 28, 2009 Presenter: Rey Villar Online Marketing Manager Norvax/GoHealth

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Page 1: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Local, Global and Green ConferenceUniversity of Illinois – ChicagoMarch 28, 2009

Presenter: Rey VillarOnline Marketing ManagerNorvax/GoHealth

Page 2: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Search Engine Marketing: an internet marketing approach that promotes website traffic and online sales — by increasing visibility on search engine results pages (SERPs).

Page 3: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Paid placement (pay per click)

Contextual banner advertising

Paid index inclusion

Search Engine Optimization (SEO)

Page 4: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website
Page 5: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website
Page 6: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website
Page 7: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website
Page 8: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Successful SEO begins with an understanding of the Google search engine

Web crawlers

Indexing the Internet

Secret algorithms constantly being tweaked

Primacy of keywords and links

Google is focused on the user experience…and they reward websites that share that philosophy

Page 9: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

1. Onsite: Build Your Site for SEO

2. Onsite: Keyword Targeting

3. Onsite: Keyword Placement

4. Offsite: Get Free Links

5. Beware Google Hell

Page 10: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Positive Influences on Page RankLarger site sizes…but smaller file sizesOlder site ages…but fresher content updates

Add a site map Internal links that workCohesive page themesNo copyright violationsGive people a reason to visit

Page 11: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Determine Your Target KeywordsGet keyword ideas at: https://adwords.google.com/select/KeywordToolExternal

Check out the competition at: www.spyfu.com and http://adlab.msn.com/Online-Commercial-Intention/OCI.aspx

Prioritize your keywordsPay attention to local keywordsConsider modifiers and word variations

Page 12: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Put Keywords in Tags

Title URL Description Header (H1 and H2) Emphasized text Picture Alt Link Anchor

Page 13: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Prominent placement

Think like an online shopper

Don’t bother with keyword stuffing

Write copy for your prospects and clients — not the web crawler

Page 14: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Relevant links rank best

Some links are worthless

Many links are bad for you

Page 15: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Trade Links With…

Friends and family

Vendors

Local businesses

Clients

Clubs and alumni groups

Professional associations

Member organizations

Page 16: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Work To Get Links With…

Your own blogArticles (EzineArticles, ArticlesFactory, Buzzle, ArticleDashboard, BusinessKnowHow, ArticleBiz, SearchGuild, Self-Growth, SearchWarp…)

Free Classified Ads (CraigsList)Press releasesBusinesses directories

Page 17: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Quality Links at a Price

BBB accreditation

PRweb

Paid directories

Sponsored organizations

Page 18: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

You risk banishment from SERP pages

Avoid link farms

Avoid “black hat” tactics

The best approach — create websites with your customer in mind!

Page 19: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

1. Commit to a customer focus

2. Determine what kind of help you need

3. Update your website structure

4. Brainstorm keywords

5. Strategically place priority keywords

6. Dedicate 2 hours a week to getting free links

7. Set up a budget for PPC?

Page 20: Search Engine Marketing (SEM) for Start-Ups: How to Get Prospects to Visit Your Website

Local, Global and Green ConferenceUniversity of Illinois – ChicagoMarch 28, 2009

Presenter: Rey VillarOnline Marketing ManagerNorvax/GoHealth


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