Search Engine Marketing

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Search Engine Marketing

• Boost your Presence, Build your Brand

Katie ThoresonDirector Search Engine
MarketingSchipul The Web Marketing Company
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SEM makes a difference
VS.
Read more http//www.mattcutts.com/blog/ramping-
up-on-international-webspam/
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Today well cover

• The basics
• SEM in the real world
• Natural optimization (SEO)
• Pay-Per-Click (PPC)
• Measuring your success

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How does a Search Engine Work?
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Who is who?
http//www.stung.co.uk/images/search-engine-map.gi
f
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What do Search Engines look for?

• Readable Text
• Fresh, unique content
• Relevant inbound links
• Good site architecture
• Unique meta info

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CONTENT!
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SEM vs. SEO

• Search Engine Marketing - Positioning of your Web
  site in the search engines
• Pay-per-click
• Search Engine Optimization
• Link-building
• Search Engine Optimization SEM technique to
  optimize site content to improve search engine
  rank and visibility

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How does it fit together?
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Mini-Online Marketing Plan

• Research Your Target Market
• Select 3 prioritized optimization terms
• Set up Hosted Tracking Solution
• Optimize the home page site map
• Optimize inner pages
• Submit site to search engines and directories
• Research linkback opportunities
• ADD FRESH CONTENT!

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Step-by-step SEO Austin-Weston Center for
Cosmetic Surgery
www.austin-weston.com
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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

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Keyword Research

• Overture free!(www.overture.com)
• Wordtracker (www.wordtracker.com)
• Keyword Discovery (www.keyworddiscovery.com)

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2. Select 3 top search terms

• Austin-Westons 3 prioritized terms
• Virginia plastic surgeon (ery)
• Cosmetic surgery Virginia
• Virginia cosmetic surgery

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3. Set up hosted web analytics
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4. Optimize Home page site map

• Embedded links
• Edit title and meta tags

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Keyword Density

• Are you writing what you mean to say?

www.schipul.com/en/sem/tools/
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Alt tags good SEM and good karma
Not everyone gets this (ie www.target.com )
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5. Optimize inner site pages

• Unique text and meta information for every page
  on your Web site!

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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

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7. Research Linkback Opportunities
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8. Keep your site fresh

• New content ideas
• Press releases
• Articles
• Events
• News updates
• Photo galleries
• Interviews

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Lets take a break
Any questions so far?
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The Power of PPC
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PPC Step by Step

• Choose terms through mini marketing steps
• Create a paid placement budget
• Campaign Set-up
• Monitor and tweak campaign

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1. Select Your Terms

• Use spreadsheet research to determine which
  terms to begin campaign with

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Are you a billionaire?

• Dont pick overly competitive keywords unless you
  have an unlimited budget

www.thelongtail.com/
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2. Create paid placement budget
When in doubt, align budget allocation with the
search engines market share
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3. Campaign Set-up

• If possible, put the keyword in the title
• Use a Call-to-Action
• Consider ad testing

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4. Monitor and Tweak Campaign
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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
  dont dump everyone onto your home page.
• Consider persona development

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Benefits of SEM

• Build brand awareness online
• Increase sales/leads/contacts
• You dont have to be rich to participate in
  pay-per-click!
• Easy to measure and track ROI

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Track your success

• Traffic increase?
• Paid placement conversions
• Is the phone ringing?
• Are your SALES increasing?

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Measuring ROI
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Lets 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

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Google says Dont be evil
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Thanks for participating!

• Katie Thoreson
• Director Search Engine Marketing
• Schipul The Web Marketing Company
• Phone [phone]
• Email kthoreson_at_schipul.com
• Web Site www.schipul.com/SEM