Google And The New SEO [WEBINAR]

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  • Keeping Up with GoogleOptimizing your sites for search engines isn’t as easy as it used to be. It’s almost impossible to keep up with Google’s constant improvements. When faced with refining algorithms, new branding techniques like Google Authorship and Google Publisher and new features for structured data, where do you start? Attend this webinar to learn all about the latest changes to search engine optimization and what you need to do today to take advantage of the opportunities available to you. In addition, we’ll discuss the importance of creating user–friendly content — and why that’s the best driver of organic search.In this webinar, you’ll learn:The latest changes in Google and other search engines and how to stay on their good side (Hint: Don’t try to cheat the system!)What Google Authorship and Google Publisher are and why both may be important to your website and blogThe inside scoop on Google+, Google+ Local, and Google’s new ‘in–depth articles’ feature — and what it all means to your organizationHow to structure your hospital’s website content to improve the likelihood of better rankingsThe benefits offered by Google maps and what you need to know about local listingsSome of Google’s lesser known recommendations rules, such as ‘nofollow’ and Schema.org markup, to help improve results
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
  • Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/keeping-up-with-google/
  • Keeping Up with GoogleOptimizing your sites for search engines isn’t as easy as it used to be. It’s almost impossible to keep up with Google’s constant improvements. When faced with refining algorithms, new branding techniques like Google Authorship and Google Publisher and new features for structured data, where do you start? Attend this webinar to learn all about the latest changes to search engine optimization and what you need to do today to take advantage of the opportunities available to you. In addition, we’ll discuss the importance of creating user–friendly content — and why that’s the best driver of organic search.In this webinar, you’ll learn:The latest changes in Google and other search engines and how to stay on their good side (Hint: Don’t try to cheat the system!)What Google Authorship and Google Publisher are and why both may be important to your website and blogThe inside scoop on Google+, Google+ Local, and Google’s new ‘in–depth articles’ feature — and what it all means to your organizationHow to structure your hospital’s website content to improve the likelihood of better rankingsThe benefits offered by Google maps and what you need to know about local listingsSome of Google’s lesser known recommendations rules, such as ‘nofollow’ and Schema.org markup, to help improve results 
  • Changesfor the past few years have been very punitive. Throwing too much energy there rather than the consumer experience. Loosing ground in an increasingly complex mobile search space.
  • Google is still 2/3 of the space and seems to be the driver. Bing follows their lead to a large extent. Also far ahead on mobile, where all the growth is occurring (depending, of course, on how you look at it…)
  • STAT!
  • STAT!36% of Visits, 38% of unique visitors w/ some individual sites seeing >60% of traffic from Google Organic…Your marketing, seasonality and Google’s whims swing the needleIn general, search volumes are holding steady over timeBut traffic overall isn’t steadyYou have to play the Google game
  • Certain regions devoted to each – I don’t know of any search engines not distinguishing between paid and organic today.
  • Google Authorship: http://geovoices.geonetric.com/2013/08/google-authorship-faq/Google Publisher: http://geovoices.geonetric.com/2013/09/google-publisher/Google+ Pages: http://geovoices.geonetric.com/2013/09/google-plus-digital-strategy/
  • Make search less linear. More tied to context and knowledge graph.Amorphous and amoeba-like – more like we think and discover information as humansAlso, less subject to manipulation
  • SEO used to be easy. Well, maybe not easy, but straight forward.Pick some keywords. Jam your page full of them. Score some inbound links. Done!But Google has been changing things. You can easily be penalized for overstuffing keywords. Where your inbound links come from matters in ways it never did before.And Google is now shutting off the data you’ve been depending on to know what you’re ranking for and what not.Bottom line, Google is trying to fundamentally change the Organic search ranking game. If you’re still doing what you did a few years ago, you’re going to lose out!
  • The Hummingbird update will put less emphasis on matching keywords and more emphasis on understanding what a user is most likely hoping to obtain in their search results. 
  • The goal of most searches isn’t to find a webpage. It’s to find the answer to a question.Google Knowledge GraphA massive “Graph” (web?) or real-world things and their connections to bring you more meaningful results
  • Google answers health questions. Links to pubmed.
  • The principles per Rand Fishkin
  • Responsive design!Stand-alone mobile is a fall-backGoogle wants it to work well when you click it
  • New Strategies for Using Paid Search EffectivelyNovember 21, 2013 – 3:00 p.m. CTNoticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.In this webinar, you’ll learn how to:Determine if traditional PPC is still workingUnderstand how today’s users are interacting online advertisementsExamine PPC metrics and make educated decisions on the value of paid searchEvaluate the latest in paid search options and find the right outlets for your organizationBetter use social media and learn why its gaining credibility as a paid search optionRegister for the New Strategies for Using Paid Search Effectively webinar.
  • Google And The New SEO [WEBINAR]

    1. 1. Keeping Up With Google Entering a New Age of SEO for Healthcare Marketing BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    2. 2. Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo.
    3. 3. Geonetric Clients
    4. 4. About Geonetric Geonetric is a healthcare marketing agency and software developer providing leading hospitals and health systems with marketing services and content management systems designed specifically for the healthcare industry.
    5. 5. Video Of This Webinar Watch the Video Interested in learning more and hearing the content experts talk about healthcare content that performs? Visit our website to watch a free recording of our popular webinar. Watch the Keeping Up With Google webinar!
    6. 6. Keeping Up With Google Entering a New Age of SEO for Healthcare Marketing BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
    7. 7. A Trip Down Memory Lane…
    8. 8. SEO Fundamentals From Ages Past • Content • Keywords and keyword density • Links from other sites and within the site (Pagerank) • Proper page structure – Page names and URLs – Proper use of heading tags (H1/H2) – Metatags & page descriptions • Freshness vs. established authority
    9. 9. Research keywords How SEOs Once Labored Track keyword rankings Track inbound traffic by keyword Rinse and repeat Create and tweek pages, garner links, etc.
    10. 10. To Be Fair, Google’s been Sparring with SEO Abusers for a Long Time
    11. 11. Why the heavy focus on Google?
    12. 12. On Healthcare Sites, This Equals: 36% of Visits & 38% of Unique Visitors Some individual sites seeing >60% of traffic from Google Organic…
    13. 13. Google Wags the Dog Monthly Changes in Organic Traffic from Google 15000 Adventist Healthcare 10000 Advocate Medical Gro Alexian Brothers Healt Altru Health System Asante Health System 5000 Baptist Memorial Heal Cone Health Crozer-Keystone Healt Dean 0 Genesis Health System Genesis Ohio Healthca Lubbock Heart Hospita -5000 Mary Greeley Medical Mercy Medical Center Mercy PA Methodist Medical Ce -10000 MidMichigan Health Overlake Hospital Med Owensboro Medical H -15000
    14. 14. What’s Google Telling Us?
    15. 15. Goo-Goal 1 More Types of Search
    16. 16. SERP Evolution
    17. 17. Organic Paid Placement SERP Circa 2009
    18. 18. Paid Placement Knowledge Graph Sitelinks Organic The New SERP
    19. 19. Carousel Organic Maps The New New SERP
    20. 20. Where’s the Organic Results? Organic
    21. 21. Search Beyond the SERP • Google.com • Chrome Omnibox (the search bar) • Google App/Geolocation (mobile) • Google Maps • Rating site (Zagat) • Google Now
    22. 22. Goo-Goal 2 More Personalization
    23. 23. How Google+ Drives the New Google • Google Authorship "requires" a Google+ account for users • Google Publisher "requires" a Google+ page for business • Google’s In-Depth Articles ”require” a Google+ page for business for additional branding • Google’s Direct Connect "requires" a Google+ page for business (or a Google+ personal account) • Google+ Pages can affect search rankings
    24. 24. Like This!
    25. 25. Seach History and Context California Iowa
    26. 26. QDF? Wazzat? * Query deserves freshness* Recent Content Authoritative Content
    27. 27. Goo-Goal 3 Organic Will Be More…Organic
    28. 28. There is No White Hat SEO…
    29. 29. Not Provided
    30. 30. Source: NotProvidedCount.com
    31. 31. Enter Hummingbird • Understanding of semantics • Processing more complex queries • Better support of voice queries
    32. 32. Goo-Goal 4 Google is a Destination, Not a Jumping Off Point
    33. 33. The goal of most searches isn’t to find a Web page. It’s to find the answer to a question.
    34. 34. Great, Great. So What Do I Do?
    35. 35. Bot Accessible • URL, page title, meta description • No on-demand load of important information • No duplicate content (canonicalize dups) • Appropriate redirects • Robots.txt • XML site map
    36. 36. Bot Accessible Linking • Appropriate inbound links – Ex. Nofollow for press release links • Social Cues – Facebook, Twitter, Google+, maybe others…
    37. 37. Phenomenal UX • Simple and meaningful navigation • Avoid ad clutter • Good design • Pagespeed • Responsive design
    38. 38. Built to be Shared • Sharing-friendly content • Useful URL for sharing • Meaningful visual (image, infographic or video) • Social tagging as appropriate – Facebook Open Graph – Twitter Cards – Google+ Authorship – Google+ Publisher – Schema.org (as appropriate)
    39. 39. Keyword Targeted • Page has a single intent • Keyword used in URL, page title, meta description, H1 • Page is content appropriate to the targeted keywords • JUST DON’T OVERDO IT!
    40. 40. Multi-Device Ready
    41. 41. Meta Data Inclusive • Meta description, but so much more! • Google is inviting you to enhance the rich snippets • Google Authorship/Publishing • Schema.org
    42. 42. Uniquely Valuable • Quality content – Well written – Original thinking – Remarkable text, images and multimedia • Google does not value that you have licensed or syndicated content. Only the things that, across the wide expanse of the internet, you uniquely add to the discussion.
    43. 43. Bottom Line: Create Great Content!
    44. 44. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
    45. 45. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy!
    46. 46. Next Month’s Webinar New Strategies for Using Paid Search Effectively November 21, 2013 – 3:00 p.m. CT Noticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts. Register!
    47. 47. The End

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