Innotech 2007 Presentation Recap: SEM Building Blocks

Published by Ben | Filed under Amplify-Interactive, SEM / E-marketing, PPC, SEO, Events

As promised, here are some links I wanted to make available for the attendees:

http://del.icio.us/Amplify.Interactive/innotech
http://www.sempdx.org/

The fact that the InnoTech emarketing summit sold out prior to the first day of the event highlights the interest in the business community here. The two-day conference featured plenty of great content regarding not only search engine marketing, but also email, building community, web 2.0, etc. I was excited to give my presentation to a full house, and enjoyed the opportunity.

Along with Kent Lewis’ “eMarketing Introduction” presentation, I helped to kick off the summit with my presentation - Search Engine Marketing Building Blocks. My session was centered on the principles of building search engine marketing campaigns. My goal was to convey the key elements involved in both organic and paid campaigns, and to give attendees real-world examples of these principles at work. Here’s the high-level:

SEO (Search Engine Optimization)

• Architecture & Code: the site’s content has to be accessible to search engines
• Content: the site’s content must be optimized
• Links: the site must have links from trusted sources to build credibility

PPC (Pay-Per-Click)

• Campaign Structure: how to build a campaign for effective management
• Ad Copy Best Practices: use keywords, differentiate yourself, compelling call to action, highlight benefits
• Landing Page Best Practices: must align with query, have a specific clear call to action that matches the ad’s call to action

I will post the presentation to the Amplify-Interactive site ASAP. If you need it now - email me: ben(@)amplify-interactive.com and I’ll send it to you. In the meantime, there are some other presentations you may be interested in on our site that deal more specifically with SEO & content. http://www.amplify-interactive.com/sem_resources/sem_articles.htm

There will be a version of the presentation available on the InnoTech site coming soon (maybe even with sound) - and I’ll link to it when it’s available.