Schipul's ( www.schipul.com ) Search Engine Marketing (SEM) is focused on aligning an organization's Web site and advertising investment with the way prospects use the major search engines to gather information and make buying decisions.
Variables in SEM include:
• Organic Search Engine Optimization – This is the optimization of a Web site using targeted key terms that may be searched in the search engines and incorporating them into the body text, title tags, image ALT tags, and META tags of each page of the site. Example: If you sold water fountains located in Houston you would like for the term “ Houston water fountain” to appear in all of these places.
• Paid Placement Advertisement – This marketing technique allows a company to pay-per-click for a chosen search term (they are charged when a user clicks on an advertisement). Many terms can be used, but they must all be relevant to the web site's information as a whole.
• Link Popularity - If your site has many relevant quality sites linking to it and linking out of it, then its “page rank” will be larger than most, and the search engines will deem it more valuable than one with a lower “page rank” of relevant information. Avoid link farms.
• Site Architecture – The design of a Web site is very important to search engine spiders. If the spiders can not read the Web content because it is all one graphic image or uses Flash, this will hurt the SEM of the site.
• Unique Content – It is very important that all content on the site be unique and key term rich. Copied content will hurt a site's ranking position in a search engine. PDFs, articles and newsletters all perform very well because they usually contain rich content. There must be plenty of visible relevant quality text used throughout the site.
• Submission of Your Site – A site optimized for search engines must be submitted to the crawlers to be spidered and distributed across the internet through several outlets. Once the site has been submitted, the search engines will have records of pages that have been indexed.
• Measuring Success Through Conversions – If you are in the market to generate online leads, you will find it easy to measure the success rate of your Web site in converting visitors into customers/users. Tracking URLs, different phone numbers and script code can all be used to create reports of success and failures of your SEM.
Because of the time and expertise needed to devote to SEM, many organizations and companies outsource this service to a qualified agency. Schipul measures all of its SEM, including ROI, so that clients receive value and are successful on the Web.
Want to know more about Schipul's SEM services? Contact:
Lauren Hall
Director of Search Engine Marketing
lhall@schipul.com
281.497.6567 x 510
