Transcript Template - UHN Presentation

Search engine marketing for
your orthopaedic website
Boost your Presence, Build your Brand
Christian Veillette M.D., M.Sc., FRCSC
Assistant Professor, University of Toronto
Shoulder & Elbow Reconstructive Surgery
University Health Network
Affiliated Faculty, Techna Institute
Email: [email protected]
Disclosure
My disclosure is in the Final Program
Book and in the AAOS database.
I have no potential conflicts
with this presentation.
Objectives
• Understand the basics of search engines
• Describe what SEM is and how it is done
– Natural optimization (SEO)
– Pay-Per-Click (PPC)
• Learn about social media optimization
(SMO) and its role in SEM
• Learn how to measure the success of
SEM
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
Google Inside Search
http://www.google.com/insidesearch/howsearchworks/
Who is who?
Jan 2012
http://www.bruceclay.com/searchenginerelationshipchart.htm
Who is who?
March 2013
http://www.bruceclay.com/searchenginerelationshipchart.htm
http://www.seomoz.org/google-algorithm-change
Why do we care?
Location! Location! Location!
http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm
Click through rates
Health Consumers Online
• 59% of all adults in the U.S. look for health
information online
• 80% of Internet users look online for
health information
– making it third most popular online activity
• Most start with a general search engine,
rather than a medical vertical
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
Looking online for doctors is 3rd!
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
SEM vs. SEO
• Search Engine Marketing (SEM) - Positioning
of your web site in the search engines so that
it is found by your target market at the right
time.
– Search Engine Optimization
– Link building
– Pay per click
• Search Engine Optimization (SEO) – SEM
technique to optimize site content to improve
search engine rank and visibility
How does it fit together?
Search Engine
Marketing
SEO
Search Engine
Optimization
“Organic”
Pro:
• Great Long-term ROI
• More exposure/awareness
• High ceiling and volume
Con:
• Tough to quantify
• Lots of work (design/dev)
• Takes a while
PPC
Pay-Per-Click
“Search Advertising”
Pro:
• Quick setup
• Highly measureable/quantifiable
• Less development resources
Con:
• More expensive
• Lower ceiling/volume potential
• Subject to “Ad Blindness”
Organic vs Paid Search
Paid
Organic
Organic vs Paid Search
10% of
Clicks
90% of
Clicks
Search Engine Marketing – Next Gen
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SEO
Search Engine
Optimization
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Increase linkability
Make tagging and
bookmarking easy
Reward inbound
links
Help content travel
SMO
Social Media
Optimization
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Target keywords
Link Building
ALT/TITLE
attributes
Keyword density
Sitemap
Reporting/Analytics
PPC
Pay Per Click
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Campaign design
Google Adwords
Facebook Ads
Microsoft
AdCenter
What do Search Engines look for?
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Readable Text
Fresh, unique content
Relevant inbound links
Good site architecture
Unique meta info
Social connections
Site Health
Google Webmaster Tools – http://www.google.com/webmasters
CONTENT!
SEO Pyramid
SEO Workflow
Keyword
research &
analysis
Analyze site for
crawl /
performance
issues
Monitor
results
Implement
optimization
What Steps Can You Take
Mini-Online Marketing Plan
1.
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Keyword research for target market
Select 3 prioritized optimization terms
Set up hosted tracking solution
Optimize the home page with location
+ service/product
Optimize inner pages of site and
sitemap
Submit site to search engines and
directories
Research link building opportunities
ADD UNIQUE FRESH CONTENT
AND GOOGLE+ BUTTON!
Step-by-Step SEO - David L. Nelson, MD
http://www.davidlnelson.md/
Step-by-Step SEO - David L. Nelson, MD
http://www.davidlnelson.md/
1. Research your target market
• Brainstorm:
– How will your target market
search for you?
• Hand surgeon, hand surgery, wrist
surgery
– Are you targeting a geographic
area?
• California, Greenbrae, San
Francisco, Oakland
Keyword Research Suggestion Tools
• Google Keyword Tool
– https://adwords.google.com/select/KeywordToolExternal
• SEOmoz
– www.seomoz.org/tools (free trial + paid)
• Wordtracker
– www.freekeywords.wordtracker.com (free)
– www.wordtracker.com (paid)
• Keyword Discovery
– www.keyworddiscovery.com (free trial + paid)
Keyword Research Tools
http://adwords.google.com/select/KeywordToolExternal
2. Select 3 top search terms
• David L. Nelson’s 3 prioritized terms:
– California hand surgeon/surgery
– Hand specialist California
– San Francisco/Greenbrae hand specialist
– Consider:
– hand pain, wrist pain, carpal tunnel, trigger
finger
3. Set up hosted web analytics
http://www.google.com/analytics
Setup Google Webmaster Tools
http://www.google.com/webmasters/
4. Optimize home page
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Title Tag
Meta Info
Alt Tags
H1 Tags
Javascript
Embedded links
Footer
Old View Source
New View Source
5. Optimize inner site pages
• Unique text and meta information for every
page on your site!
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Title Tag
Meta Info
Alt Tags
H1 Tags
Javascript
Embedded links
Footer
Internal Linking
(aka Information Architecture)
90% of the Rankings in 4 Factors
• #1 - Keyword Usage & Content Relevance
90% of the Rankings in 4 Factors
• #2 - Global link popularity (PageRank)
90% of the Rankings in 4 Factors
• #3 - Anchor Text Weight
<a href=http://www.davidlnelson.md>Dr. David L. Nelson – Hand Surgeon</a>
90% of the Rankings in 4 Factors
• #4 - Domain Authority
Growing impact of social media
• Helps content get indexed faster
– Tweeting cuts indexation time by 50%
– Reduces time it takes Googlebot to find your
content from hours to seconds
• Increases rankings for terms in the share
– Shares can trigger freshness portions of Google
algorithm, temp. increase ranking
• Increases domains ability to rank
– High levels of social activity shows search
engines that you’re authentic, engaged, valuable
Twitter and SEO
• Use keywords in tweets that link back to
your website
• Use keyword descriptive hashtags
• Optimize your company bio aka
description, URL
Google Plus and SEO
6. Submit your site
Suggested search engines:
• Google http://www.google.com/addurl/
• Yahoo http://siteexplorer.search.yahoo.com/
• Bing http://www.bing.com/webmaster/SubmitSitePage.aspx
Suggested directories:
• Google Local/Places http://www.google.com/local/add
• Yahoo Local http://listings.local.yahoo.com/csubmit/index.php
• Bing Local http://ssl.bing.com/listings/BusinessSearch.aspx
7. Research Link Building Opportunities
http://www.opensiteexplorer.com
Inbound Link Best Practices
• Obtain links only from quality, authoritative
sources related or relevant to your site
– Top sites have good PageRank
• Can view PageRank levels from Google Toolbar
• Links to any page on your site; not just
homepage
– Deep linking
• Do not obtain links from “shady” sources
– Link farms/rings
– Link exchanges from sources of little/no Page
Rank
• Do not purchase links from others
Where else?
• Blogs – WebMD, RevolutionHealth
• Profiles – AAOS, LinkedIn, Twitter, Facebook
• Orthopaedic Directories/Authority Sites
– Orthopaedic Web Links
– Orthogate
– Spine Universe
• Local Directories
– Citysearch, Yellowpages, MD Compare Sites
• Press releases/Topic articles
– Link back to your site
8. Keep your site fresh
New content ideas:
• Press releases
• Articles
• Events
• News updates
• Image galleries
• Interviews
• Videos
• Blogs
• Social Media
SEO Methodology
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Keywords Research & Analysis
Crawlability issues / HTML Optimization
Content Development / Copywriting
Onsite Optimization (body texts, titles, meta tags etc)
Internal Linking, Navigation, Sitemaps
Link Building Campaigns
Analytics, Testing & Refinement
Social Media / Author Rank
Questions?