Search Engine Marketing

Site: http://www.schipul.comBlog:

http://www.thesemblog.com

Search Engine Marketing

Boost Your Presence, Build Your Brand

SEM MAKES A DIFFERENCE

Read more: http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

• Search Engine basics

• SEM in the real world

• Natural optimization (SEO)

• Pay-Per-Click (PPC)

• Measuring your success

TODAY WE’LL COVER

How Does A Search Engine Work?

What’s Changed? http://www.bruceclay.com/searchenginerelationshipchart.htm

Search Results Pages - Different Engines

Search Query Results - Same Engine

Google: Paid Ads

Google: Local Listings

Google Places / Bing Local Business Listings

Vertical Search (Blended)

Image SearchVideo SearchLocal Map SearchBlog SearchNews SearchShopping SearchBook SearchReviews Search

3rd Generation Results

Universal Search Intent of Search

SEM vs. SEO

• Search Engine Marketing - Positioning of your Web site in the search engines

• Search Engine Optimization – SEM technique of generating unpaid traffic

• PPC - generating Paid Traffic from Search

http://www.flickr.com/photos/55569773@N00/2446888265//

What Do Search Engines Look For?Unique Content

Easy to crawl (good user experience)

Authoritative Content

http://www.bruceclay.com/seo-hierarchy-of-needs.htm

Step-By-Step SEO

1. Research Your Target Market

2. Select top Keyphrases

3. Home page

4. Site map

5. Optimize inner pages

6. Set up Hosted Tracking Solution

7. Submit to search engines and directories

8. Research link back opportunities

9. ADD FRESH CONTENT!

Research Your Target Market

Brainstorm:How will your target market search for you?

Terms – SEO, SEO Agency, SEO Firm in Houston…

Location - Are you targeting a geographic area?Houston, Katy, Sugarland - Texas

1/8

Free: http://adwords.google.com/select/KeywordToolExternalFree: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com

Keyword Research Suggestion Tools

• Austin-Weston’s Prioritized Terms

1. Virginia Plastic Surgeon

2. Cosmetic Surgery Virginia

3. Virginia Cosmetic Surgeon

Select 3 Top Search Phrases

2/8

Optimize Home Page & Site Map

Embedded linksEdit title and meta tags:

3/8

Are you writing what you mean to say?

Keyword Density www.schipul.com/en/sem/keywords Not everyone gets this (ie: www.target.com )

Optimize Inner Site Pages EVERY PAGE!

5/8

Alt Tags = Good SEM & Good Karma Not everyone gets this(ie: www.target.com )

CONTENT is KING http://www.flickr.com/photos/66164549@N00/2080363220/

• www.google.com/analytics

• Key Performance Indicators

• Goals

• Time Comparison

Set Up Web Hosted Analytics

6/8

Suggested search engines:•Google http://www.google.com/addurl/•Yahoo http://search.yahoo.com/info/submit.html•Bing http://www.bing.com/docs/submit.aspx

Suggested Major Directories:•www.dmoz.org (open directory)•Google Local, Yahoo Local, Bing Local•Other local & relevant directories, reviews•Consider social media (YouTube, Slideshare, Flickr)

Submit Your Site

7/8

Research LinkBack Opportunities

•Link Quantity

•Link Quality / Authority

•Keyword Rich Anchor Links

•Linking Neighborhood

8/8

Keep Your Site Fresh

• New content ideas:

• Press releases• Articles• Events• News updates• Photo galleries• Interviews• Videos• Blogs

PPC vs. SEOHow Does it Fit Together?

http://www.flickr.com/photos/99796131@N00/329334377/

Search Engine Marketing

Pay PerClick

Search Engine Optimization

LinkBuilding(Google)

QUICK Results $$$

Results take time

1. Create a paid placement budget

2. Campaign(s) Set-up

3. Monitor and tweak campaigns

Power of PPC

http://houstonist.com/2008/10/01/cupcakes_for_a_cure.php

When in doubt, align budget allocation with the search engines’ market share

Create Paid Placement Budget

http://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4

Don’t pick overly competitive keywords unless you have an unlimited budget

Are You a Billionaire?

Chris Anderson: The Long Tail

Use spreadsheet & research to

determine which terms to begin campaign with

Select Your Terms http://www.wordtracker.com

Ad CampaignSet-Up

• Write Ad Copy

• If possible, put the keyword in the title

• Use a Call-to-Action

• Consider ad testing

• Landing Pages - URL

Monitor and Tweak Campaign

1. Review Click Through Rates (CTR)2. Quality Scores3. Test Conversion Rates4. Run Search Query Reports5. A/B testing of Ad copy

Pay Per Click: Things to Consider•Demographics – advertise where your customers are: state, city, zipcode

•Budget, ads, and keywords can be adjusted anytime

•Link ads to the most relevant page on your site

Benefits of SEM

• Build brand awareness online

• Increase sales/leads/contacts

• You don’t have to be rich to participate in pay-per-click!

• Easy to measure and track ROI

Track Your Success

• Traffic increase?

• Paid placement: conversions

• Is the phone ringing?

• Are your SALES increasing?

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’

http://en.wikipedia.org/wiki/Don't_be_evil

Webmaster

Guidelines

Search Engine MarketingSchipul – The Web Marketing Company

Phone: (281) 497.6567 x 533Email: jbolles@schipul.comWeb Site: www.schipul.com Blog: www.thesemblog.com