Yankee dental building effective dental pracitc websites
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Today's dental patient is more Internet savvy than ever. With millions of people making demands for information in search engines, are you confident you are showing up where you should be?

Today's dental patient is more Internet savvy than ever. With millions of people making demands for information in search engines, are you confident you are showing up where you should be?

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Yankee dental building effective dental pracitc websites Yankee dental building effective dental pracitc websites Presentation Transcript

  • Understanding Internet Marketing for Dental Practices Kathy Hokunson Vice President Sales and Marketing Siobhan Becker Independent Internet Marketing & Social Media Strategistwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Who are we? •  Founded in 2003 •  Corporate Office in New Hartford NY • Satellite offices in Bloomfield CT, Rochester NY, New Jersey •  20 Employees •  Full Service Internet Marketing Agency • Search Engine Optimization Services • Pay-Per-Click Management Services • Social Media Implementation and Mgmt • Web Design, Development, Applications & Testing •  Analyticswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Fast Track 50 of CNY MV Chamber of Commerce 3 4 2 Top 3 2007 2008 2009 2009 Business of the Year B2B Twitterer of the Year @KatieHokewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • What We Will Cover Part l Building Effective Dental Practice Websites Building the foundation utilizing your website Driving traffic to your website – SEO Part ll Social Media: Google Local Blogging Facebookwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Understanding your audience . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • A Show of Hands How many of you… …are currently attracting new patients from your website? …believe you could be attracting new patients from your website? …are not sure where to start?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Why is the Internet relevant togrowing your practice? •  50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages). •  90% of consumers trust online recommendations from people they know. •  70% trust opinions of unknown users.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice • 94% of respondents take a dentists website into consideration before booking their initial appointment. • Practice success depends on the next generation of patients.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • What patients expect to find online Information relevant to your patient: •  Do you offer the dental services I need? •  Where are you located? •  What do other people think about your dental practice? •  Do you make it easy to be your patient? •  Practice hours •  Online appointment requests •  Email appointment confirmationswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Drive Your Website Convert Measure Cornerstones to a successful Internet marketing strategywww.site-seeker.com © 2010 Site-Seeker, Inc.
  • DRIVEwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Search Engine Marketing (SEM) SEO Pay-Per-Click The process of improving the An Internet advertising strategy volume and quality of traffic to a used on search engines, website from search engines via advertising networks, and “natural” (“organic” or “algorithmic”) content websites, such as blogs, search results. where advertisers bid on keywords to achieve ad placement. •  In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006. • From the emarketer digital intelligence websitewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Search Engine Results Pagewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Search Engine % Google 66.2 Yahoo! 16.4 Bing 11.8 Comscore Numbers 11/2010 - Googlewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Let’s define SEO... Search Engine Optimization or SEO is a multi – phase process. •  To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion. Two Phase Approach Phase 1: Website Structure Phase 2: Ongoing SEO Effortswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • SEO Program – Phase 1 The Basics •  Keyword Research and Selection •  Title, Header, Keyword, Description, Alt Img •  Content rewrite - keyword density •  URL Structure •  Navigation •  Organization of code and link structure •  XML sitemap •  Robots.txt •  Webmaster tools accounts •  Analytics and conversion funnels •  Establish a baselinewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Keyword Research •  What are your main objectives •  New patients •  Increase revenue for particular services •  General dentistry •  How do your patients refer to these services?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Keyword Selectionwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Google Trends – US Searchwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Keyword Selection - Summary •  Keywords tell the search engines what your site is about •  Don’t let the website designer pick your keywords “Keyword” •  Use words and phrases that your customers usewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Content Writing for SEO •  Not the same game •  250 – 500 words •  Use bullets •  Use common language •  One subject per page •  Create Keyword Rich Content •  Body •  Headings •  Image tags •  Meta datawww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Content Writing for SEO Break apart content This is bad Our Dental Services Services Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Service 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Service 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Content Writing for SEO Break apart content This is good Dental Service 1 Service 1 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Service 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Service 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Crucial Elements of SEO – XML Sitemap •  Generate a sitemap - www.xml-sitemaps.com •  Upload to your website. •  Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmasterwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Crucial Elements of SEO – Robots.txt •  Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content •  Upload it to your website.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Establish Baseline & Benchmarks How will you measure the effectiveness of your website? •  Increased visitors to the site •  New patient appointment requests •  Patient referrals •  Phone Callswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • SEO – Phase 2 Ongoing SEO Efforts •  Research and develop inbound links •  Create Authority - Create Content Pages for: •  social media •  micro sites •  301 redirects from alternate domains •  Vertical search •  Addressing website performance, strengths and weaknesses as identified in GA reporting.www.site-seeker.com © 2010 Site-Seeker, Inc.
  • SEO Programs... Are NOT a one time deal. Ongoing process that requires • Monitoring for cause and effect • Modification of actions to increase ROI. Many factors affect strength and positioning • Addressed a priority basis • Look for biggest ROI opportunities • Stay abreast of changeswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • A Few Examples of Websiteswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • A Few Examples of Websiteswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Convert & Measurewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • On Page Engagementswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • On Page Engagements – What’s Missing?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • A Few Examples of Websiteswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Web Analytics Is... the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. - Wikipedia “Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”www.site-seeker.com © 2010 Site-Seeker, Inc.
  • What do you measure?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Overall Traffic • We launched the site toward the end of June. • Traffic spiked in August, and has been sporadically up since then.
www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Traffic Sources • Referring sites make up the majority of the site’s traffic, showing good efforts at linking and social media.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Referring Sites • Facebook sent over 28% of the site’s overall traffic this quarter. • We ran Facebook ads to drive traffic to the Facebook page. The Ads received 278 clicks and 862,879 impressions.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Search Engines • Google is the most popular search engine, and its traffic to the site is larger than its market share.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • AdWords Keywords with geo-modifiers such as dentists in Jewett City & dentists in Norwich faired better than general dentistry terms such as family dentistry, dental services and so on.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Paid Keywords • The keyword [dentists] (a phrase match keyword) drives more than 76% of all impressions. • Dentists in CT, brought-in most of the traffic via Google PPC.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Top Keywords • Many visitors are searching for area-based dentistry practices.www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Ranking Analysis Keyword
 Google
Rank
 Bing
Rank
 Yahoo!
Rank
 about
den+sts
in
jewe0
city
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goodwin
family
den+stry
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cosme+c
den+stry
jewe0
city
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cosme+c
den+stry,
new
london,
ct
 1
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 1
 contact
den+sts
in
jewe0
city
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goodwin
family
den+stry
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 den+sts
in
jewe0
city
 1
 9
 9
 dr.
steve
goodwin
lisbon
 1
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top
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in
top
100
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you
dmd
jewe0
city
 1
 1
 1
 general
den+stry
jewe0
city
 1
 4
 4
 preven+ve
care
den+stry
jewe0
city
 1
 1
 1
 preven+ve
care
den+stry
norwich,
ct
 1
 1
 1
 preven+ve
care
den+stry,
new
london,
ct
 1
 1
 1
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dr.
steven
goodwin
 2
 6
 6
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cosme+c
den+stry
norwich,
ct
 2
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www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc. © 2010 Site-Seeker, Inc.
  • Questions or Website Audits . . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Social Mediawww.site-seeker.com © 2010 Site-Seeker, Inc.
  • We hear it everywhere… Social Media “Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. Its a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.) -Brian Soliswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • What are your options? • Facebook • Google Places • Blogging • YouTubewww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Google Placeswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc. 2009
  • Get Listed - Step 1 www.google.com/placeswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Get Listed - Step 2 Create an accountwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Or claim an existing listingwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Google Taggingwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Measuring for Successwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Local Search - Summary •  Free •  Easy •  Trackable •  Gets you there with little to no effortwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • What Can Facebook do for your practice? •  Enhance internal marketing •  Build a patient community and create relationships with your patients •  Promotes you and your practice as current and relevant •  Attract new patients •  Receive patient feedbackwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Facebookwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Facebook Customizationwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • What can happen if you engage?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Or . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Incorporate it onto your website . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Facebook Insights . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Target your audience . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Facebook Ads . . .www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Facebook – what to measure . . •  Page “likes” are - they up or down? •  Conversation & comments - are the growing or flattening out? •  Links to your website – are you engaging people to want to know more?www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Expert Participate in Create Discussion Content Distribute Contentwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • How to Distribute Your Blog Email Campaign Other (links)… Twitter Blog Posts Social Facebook Bookmarking Siteswww.site-seeker.com Other Blogs LinkedIn © 2010 Site-Seeker, Inc.
  • Wordpress.com vs. Wordpress.orgwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Wordpress.com •  Free and Easy to Use •  All setups and upgrades are done by the program •  Extra traffic from blogs of the day and tags •  Easy to find similar bloggers through tagswww.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Online Reputation Management Personal Reviews •  Yelp! •  Google Places •  Healthgrades •  Wellness Relax! Manage them, don’t react!www.site-seeker.com © 2010 Site-Seeker, Inc.
  • Bringing it all together . . . Effective Practice Marketing Is all about ROI Measure, Modify, Move forwardwww.site-seeker.com © 2010 Site-Seeker, Inc.
  • Thank You! Kathy Hokunson Vice President Sales and Marketing Siobhan Becker Independent Dental Consultant (860) 748-4895 siobhan@contractors.site-seeker.com www.site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc.