Introduction to Search Engine Marketing Ethically and Strategically
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Search Engine Marketing Site: http://www.schipul.com Blog: http://www.thesemblog.com Search Engine Marketing Boost Your Presence, Build Your Brand
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An introduction to Search Engine Marketing and building the foundation of a valuable website. Topics include: how search engines work, keyword research, on page optimization, link authority, and the basics of a PPC campaign.
Transcript of Introduction to Search Engine Marketing Ethically and Strategically
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
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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
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Optimize Home Page & Site Map
Embedded linksEdit title and meta tags:
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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
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
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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
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Research LinkBack Opportunities
•Link Quantity
•Link Quality / Authority
•Keyword Rich Anchor Links
•Linking Neighborhood
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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: [email protected] Site: www.schipul.com Blog: www.thesemblog.com
