search engine marketing - boost your presence. build your brand

Search Engine Marketing

Boost your Presence, Build your Brand

Annisa ChanPresented at Tendenci User Conference

2007www.tendenci.com/uc2007

SEM makes a difference

VS.

Today we’ll cover

•Search Engine basics

• SEM in the real world

• Natural optimization (SEO)

• Pay-Per-Click (PPC)

• Measuring your success

How does a Search Engine

Work?

Who is who?

http://www.bruceclay.com/searchenginerelationshipchart.htm

http://www.bruceclay.com/searchenginerelationshipchart.htm

SEM vs. SEO• Search Engine Marketing - Positioning of your Web site

in the search engines.

• Search Engine Optimization – SEM technique

How does it fit together?

Search Engine Marketing

Pay-Per-Click Search EngineOptimization

Link Building

Quick Results

$$$

Results take a while

More TimeLess $

(Google)

What do Search Engines look for?

•Readable Text

•Fresh, unique content

•Relevant inbound links

•Good site architecture

•Unique meta info

CONTENT!

What Steps can You Take?

• Keywords Research

• Optimize homepage with location + service/product

• Optimize inner pages of site

• Submit site to search engines and directories

• Research link back opportunities

• Add UNIQUE Fresh Content!

Step-by-step SEOArocha Hair Restoration

www.arochahairrestoration.com

Research your target market

•Brainstorm:

• How will your target market search for you?

• Are you targeting a geographic area?

Keyword Research Tools

Free: http://adwords.google.com/select/KeywordToolExternalPaid: http://www.keyworddiscovery.com

Keyword ResearchSuggestion Tools

• Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal

• Wordtracker www.wordtracker.com (paid)

• www.freekeywords.wordtracker.com (free)

• Keyword Discovery www.keyworddiscovery.com (paid)

• http://www.keyworddiscovery.com/search.html (free)

Select 3 top search terms

Arocha’s 3 prioritized keyword phrases:

• Houston Hair Restoration

• (Houston) Hair Replacement

• (Houston) Hair Restoration Surgery

Optimize the Home Page & Inner Pages

•Content is KING!

•Title Tag

•Meta Info

•Alt Tags

•Embedded links

Title Tag

Alt Tags

Embedded Links

Keyword DensityAre you writing what you mean to say?

www.schipul.com/en/sem/keywords

Set up hosted web analytics

www.google.com/analytics

Research Linkback Opportunities

Keep your site fresh

• New content ideas:

• Press releases

• Articles

• Events

• News updates

• Photo galleries

• Interviews

• Videos

• Blogs

The Power of PPC

PPC Step by Step

• Choose terms through mini marketing steps

• Create a paid placement budget

• Campaign Set-up

• Monitor and tweak campaign

Select your terms

Are you a billionaire?•Don’t pick overly competitive

keywords unless you have an unlimited budget

Create PPC Budget

http://marketshare.hitslink.com/report.aspx?qprid=1

PPC Campaign Set-Up

•If possible, put the keyword in the title

•Use a Call-to-Action

•Consider ad testing

Monitor and Tweak Campaign

Website Optimizer

•A/B Testing

•Headline

•Content

• Images

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

• 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 PPC 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”

Visit us at…

http://www.thesemblog.com

Thank you!

Annisa ChanPresented at the Tendenci User Conference 2007Find all presentations at: www.tendenci.com/uc2007

Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930Houston, TX 77079 USA

www.schipul.com