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© 2008 Paul J. Clark social-media-blueprint.blogspot.com sirpauljamesclark@gmail.com
Web Marketing
Search Engine Marketing (SEM) - Presentation
Paul Clark
Internet Strategist

Paul Clark – Internet Strategist
“Stand Out in a Crowded Space”
“Introduction”
Paul Clark is an internet strategist. Since 1995, Mr. Clark has been
providing internet marketing, and information technology solutions to
organizations.
Mr. Clarks past experience has included working with government and
law enforcement agencies, real estate firms, mortgage companies, law
firms, internet service providers, engineering firms, public policy research
companies, and educational institutions.

Benefits of Internet Marketing
 Easier to segment and
target market
 Niche marketing creates
high ROI opportunities
 Interactive opportunities
– higher conversion rates

Four Elements of Internet Marketing
 Search Engine Optimization (SEO)
 Link Building (LKB)
 Paid Search Marketing (PPC)
 Social Media Optimization (SMO)

What is (SEO)
 Tactics to get high natural search
rankings for keywords that are
important to your business
 Significantly increase targeted traffic to
your website
 Not social media marketing, link
building, or paid search marketing
 Business process that discovers cost
efficient social media marketing
strategies

What is Paid Search Marketing (PPC)
 Pay Per Click (PPC) is a
search marketing pricing
structure, where advertiser
pays the publishing
site/engine each time a
prospect clicks on his ad
 Larger Budget = More Traffic
 Easily Geo-target Visitors

What is Link Building (LKB)
 Links pointing to your site from other relevant sites, denotes the
importance of your site to search engines
 Relevant links drives targeted traffic directly to your site
 Tactical methods include industry related article distribution,
presentation distribution, social bookmarking, directory submission,
posting responses on other blogs, forums, Social Media Press
Releases and question and answer portals

What is Social Media Optimization
 Communicate with and gain insights from target
customers
 Social media provides tremendous reach at a
fraction of the cost of traditional marketing
methods
 Create awareness and buzz around your brand,
service, or product
 Include, RSS feeds, blogs postings, news
forums, social bookmarking, social networking,
video creation, optimized press release.

What are Natural Rankings
 Natural unpaid search engine results.

Why Are Natural Rankings Important
 39% of searchers think that companies with high search engine
rankings are the best in their field
 People using search engines click on natural results 86% of the
time
 70% of searchers only look at the first page of search results
 45% of users click on the top search result
 Only 8% of searches go past the 3rd page of results
-iProspect, (April, 2008)

5 Critical Factors of High Ranking
 SEM Campaign (30 days)
1. SEO Planning, and Strategy
2. Index inclusion and coverage
3. On-page optimization
 Social Media Marketing Campaign
4. Link-building (internal and external)
5. Social Media Marketing

Factor 1: SEO planning and strategy
Develop a structured plan to evaluate and improve SEO
 Goal Setting
 Competitor Benchmarking
 Keyphrase Analysis
– Keyword discovery
– Gap Analysis
– Selection
 Tracking and improvement process

Factor 2: Index Inclusion
 Site submission – including search engines and directory inclusion
 Dynamic XML Site Map Generation and Submission
 Evaluating robot indexing activity - use of Robots.txt
 Domain strategy – approaches to distribute content including domain
variants, sub-domains, geolocation, and canonicalization
 Google sandbox effect, content freshness, content duplication and
link velocity
 Indexing of dynamic content including problems with URL rewriting
and Session ids

Factor 3: On-page optimization
 Keyphrase factors
– Keyphrase factors include keyword density, relevancy, synonyms and
position
 Page markup factors
– Page markup keyphrase factors including syntactical accuracy,
HTML/CSS page code structure, <title> tags, <meta> tags, <a href=>
hyperlink tags and <img> alt tags.
 Relevancy Searching
– The most basic test of relevance is the number of times the search phrase
appears on the page

Factor 4: Link-building
 Link Building is the process of creating inbound links to
ones own website.
– Link building helps in getting quality traffic from relevant sites
which increases traffic, sales, and brand awareness
– Link building helps in creating awareness, visibility and
credibility of your site
– The site also obtains wider search engine exposure.
– Popular sources include blogs, forums, press releases, user
generated content

Factor 5: Social Media Marketing (SMM)
 Social Media Marketing is designed to
help companies create a brand, market their
products and services and manage their
online reputation through social networks
 Tactical methods include, corporate blog
management, micro-blogging, social
bookmarking, social news, video & photo
sharing, online press release, wikis, forums,

Resources
 http://www.virante.com/seo-tools/duplicate-content.php
 http://www.copyscape.com/
 Live HTTP Headers add-on for Firefox to check if site is facing duplicate content issue
 SEO Book tools – Crawl Test tool and website health check tool
 Check Redirects if they are search friendly http://webconfs.com/redirect-check.php
 SEO Moz – Crawl Test Tools
 http://website.grader.com
 Broken Links - Xenu's Link Sleuth and http://validator.w3.org/checklink/
 Keyword Research Tools:
– https://adwords.google.com/select/KeywordToolExternal/
– http://righton-nobull.com/free-seo-tools/

Thank you!
Paul Clark
Internet Strategist
(517) 574-5278
sirpauljamesclark@gmail.com
http://social-media-blueprint.blogspot.com
http://twitter.com/pauljamesclark

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