Search Engine Marketing

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SEARCH ENGINE MARKETINGBoost Your Presence,
Build Your Brand
John-Michael OswaltSearch Engine Marketing
TeamSchipul The Web Marketing Company Site
http//www.schipul.com Blog http//www.thesemblog
.com
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Sem makeS A DIFFERENCE
Read more http//www.mattcutts.com/blog/ramping-
up-on-international-webspam/
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Today Well cover

• Search Engine 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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Search Engine Relations
http//www.bruceclay.com/searchenginerelationshipc
hart.htm
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SEM vs. seo

• Search Engine Marketing - Positioning of your web
  site in the search engines
• Search Engine Optimization SEM technique

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How does it fit together?
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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 IS
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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 Plastic
Surgery
www.austin-weston.com
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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 suggestion tools
Free http//adwords.google.com/select/KeywordTool
External Paid http//www.wordtracker.com
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Select 3 top search terms

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

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Set up hosted web analytics
www.google.com/analytics
www.omniture.com www.clicktracks.com
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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/keywords
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Alt tags good sem good karma
Not everyone gets this (ie www.target.com )
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Optimize inner site pages
Unique text and meta information for every page.
EVERY PAGE
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Submit your site

• Suggested search engines
• Google http//www.google.com/addurl/
• Yahoo http//search.yahoo.com/info/submit.html
• MSN (Bing) http//www.bing.com/docs/submit.aspx
• 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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Research linkback opportunities
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Keep your site fresh

• New content ideas
• Press releases
• Articles
• Events
• News updates
• Photo galleries
• Interviews
• Videos
• Blogs
• Podcasts
• Whatever

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The power of ppc
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Ppc step by step

• Create a paid placement budget
• Campaign Set-up
• Monitor and tweak campaign

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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

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Create paid placement budget
http//marketshare.hitslink.com/report.aspx?qprid
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When in doubt, align budget allocation with the
search engines market share
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Campaign set-up

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

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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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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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Visit us at
www.thesemblog.com
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Thank you!
Search Engine Marketing Schipul The Web
Marketing Company Phone [phone] x
536 Email jmoswalt_at_schipul.com Web Site
www.schipul.com Blog www.thesemblog.com
John-Michael Oswalt
Creators of