Optimizing Your Practice for Online Visibility

Optimize Your Practice for Online VisibilitySAC-CAMFT
Dana Lookadoo . @YoYoSEO . YoYoSEO.com
November 19, 2010

Introduction
Online visibility means people can find you online when they search.
People use various forms of “search” to look for marriage & family therapy help.
You’ll learn basics about optimizing your website and social profiles to be “visible”and be found.
Poll:
Who has a website?
Social profiles?
Google Profile?
LinkedIn?
Twitter?
Facebook?

Outcomes
Understand people go to “search” to find information that meets their needs and questions.
Understand search as a business process that may redefine your marketing efforts (and possibly your “messaging”).
Engage online, when possible, given confidentiality and licensing requirements.
Know the basics of website optimization.
Know how and where to set up social profiles & list your business in directory listings.

Agenda
Defining Search
How To Get Found In Search
Social Media Overview
Defining Online Visibility
Social Profiles
Marketing Channels
Exercises
Website Content Worksheet
Online Visibility Worksheet
Review: Social Profile Information

Defining Search
What is Search?
Local Results & Google Places
Google, Bing & Yahoo! Search Results

What is Search?
Search Engines
Google
Yahoo!
Bing
Links
Other Websites
Directory Listings
Social Profiles
Word-of-Mouth Marketing
In-person, Email, Phone Referrals
Reviews, LinkedIn Recommendations, Facebook “Likes”

What is Search?
Search Engines
Google
Yahoo!
Bing
Facebook
Twitter
LinkedIn
Directories
Search is anywhere there are search barswhere people can look for information.

Search Bars
Facebook Search
http://www.facebook.com/srch.php/

Search Bars
Search Social Conversations
http://search.twitter.com/
http://socialmention.com/
http://topysy.com/

Search Bars
LinkedIn Search
http://www.linkedin.com/
Why show up in search on LinkedIn?
LinkedIn Profiles
& Events
also show up in
Search Results
such as Google.

Facebook Search – Marriage Family Therapy

Twitter Search – Marriage Family Therapy

Twitter Search – Marriage Family Counseling

Twitter Search – Marriage Family Therapist

LinkedIn Search – Marriage Family Therapist

Citysearch – Marriage Family Therapist

Best of the Web – Marriage Family Therapist

Yahoo! Search – Marriage Family Therapist
Reviews Rank

Bing Search – Marriage Family Therapist
Local results above organic, 1st below paid

Search Results
Pages of “results”displayed by search engines, when a person searches, are called…
SERPS:
Search Engine Results Pages

Search Results Snippets
Each listing in the search results is called a…
3 non-paid (organic) snippets:
Snippet

SERPs – Universal Results
SERPs, especially in Google, are a mixture of snippets from website pages that rank in addition to Local, News, Video, Images, and more.
“Mixed SERPs” are known as:
Universal Results
or
Blended Results

Google SERPSs – Marriage Family Therapist
ISP Location
Paid
Organic
News
Places

Google Suggest – Marriage…
Google “suggests” phrases based off how people search.
# of results
for “marriage”

Google Suggest– Marriage F…
# of results
for “marriage f*”

Google Suggest – Marriage Family C…

How To Get Found In Search
SEO, Search Snippets & Website Optimization
Defining Keywords to Get Found
Type & Number of Results
Local Directories
Keyword Research

How to Get Found – Organic & Social Search
Put target keyword phrases into your content, conversations, and digital assets:
Website (body copy, page titles, file names, meta tags)
Social Profiles
Directory Listings
Images (file names, ALT tags, captions)
Video (titles, description, file names, etc.)
Get reviews in search and directory listings
Social signals can rank above well-optimized websites.
Use keyword phrased in textual links within your website & incoming links to site.

SEO Defined
SEO is an acronym for Search Engine Optimization.
The “art and science” of SEO involves:
Understanding your target audience (searcher persona);
Researching terms your audience “speak” - keywords they search for and use in conversation;
Researching your marketand your competition;
Knowing the search results space - number and type (organic, local, news, video);
Planning website structure, design, code, and copy that’s “attractive” to people and “accessible” to search spiders;
Creating contentthat captures attention, meets audience needs - content people want to talk about, share and link to;
Optimizing titles, tags, text and links.

On-Page SEO
Optimizing content both on & off your website:
Digital Assets: Body content (text) & assets (images, videos, PDFs)
Internal Links: Navigation, text linked to other site pages in your site (anchor text)
Titles, Tags, URLs: (HTML code, meta tags, page names)
Structure & Accessibility:Spiders & Speech Readers
External Links (not shown):Links from other websites
Title: Primary Keyword Phrase – Key Message for Page
http://domain-name.com/marriage-therapy.html
LOGO (916) 555-1212 . About . Contact
tagline: Marriage & Family Therapy serving Sacramento Area
NAV Menu
Licensed Therapist . Marriage & Family Resources . Location
<h1>Headline – Primary Message
Provide key message to primarytarget audience above the fold in text. Summarize using yourprimary keywords - what you want them to understand about your practice. Link to a page aboutmarriage and family therapy in Sacramento, California.
Write including at least one more instance of keyword modifiers or related words. Answer primary audience questions and needs.
This copy is critical and will be used by various properties & search engines, often as your practice description.
Sidebar
Call to Action
Download Tips for a Healthy Marriage PDF (## K)
Subscribe to Newsletter
Link to Map
Image w keyword-rich –file-name.jpg
ALT tag
Caption
Footer: Links to key pagesCity & maybe County location, (916) 555-1212

How HTML Elements & Keywords Show in Snippets
Results for “licensed marriage family therapist sacramento”
Titleof each page is MOST IMPORTANT to have keywords.
Meta Description convinces searcher this is THE result they want to “click through” because page is relevant to their search.
URL: Page name or hierarchy displays. Keywords increase CTR (click through rate).
Title Tag
Meta Description
URL: Domain Name + Page Name

Website Optimization: On-Page SEO
Title Tag:
Tells search engines page is about “Home.”
<h1> Headline

Website Optimization: On-Page SEO
Title Tag:
Tells search engines page is about “Serviced Provided.”
URL
<h1> Headline
Body copy:
1st paragraph is most important to have targeted keywords.
Bold & italicize words send signals .
3 paragraphs start out with “I” – doesn’t tell visitor what they’ll get. “I” is not their search term.

HTML Code Shows in Search Snippet
HOME PAGE: http://www.fishertherapy.com/index.html
<html>
<head>
<title>Home</title>
<meta name="description" content="Introduction to Kari Lloyd-Fisher, MFT ">
<meta name="keywords" content=" Sacramento, Kari Fisher, Carrie Fisher, Carrie Lloyd-Fisher, Loyd-Fisher, Kari Lloyd-Fisher, Counseling, Therapy, MFT, Marriage and Family Therapist, Therapist, couples, individuals, family, families, adults, teens, children, kids, adolescents. ">
keywords tag not used for ranking – don’t stuff
SERVICES PAGE: http://www.fishertherapy.com/services.html
<html>
<head>
<title>Services Provided</title>
<meta name="description" content="marriage and family therapy for couples, individuals, families, children and teens, adolescents">
<meta name="keywords" content="therapy, counseling, couples,
individuals, families, family, children, kids, teens, adolescents, treatment">

Microformats –hCard (Advanced On-Page SEO)
hCard is a type of HTML markup that sends “signals” about people, companies, and locations.
Tells search engines which blocks of code represent your contact information.
Where to use?
Use hCard to “mark up” your “About” and “Contact” pages.
Resources:
http://microformats.org/wiki/hcard
http://microformats.org/code/hcard/creator
Example: http://transitionsmft.org/contact.php
Sean Slevin can be reached directly at: <a class="org url" href="http://transitionsmft.org">Transitions Marriage and Family Therapy and Counseling</a> 250 East Market Street, Suite D Harrisonburg, Virginia 22801 (540) 908-2792. Download <a href="http://transitionsmft.org/vcard-sean-slevin.vcf" title="This is a vCard file that can be imported into your address book application.">Sean's contact information</a>
gray= HTML code
red = microformat
orange = body text

Defining Keywords to Get Found
Know the number of search results and who ranks for target phrase. THEY are your competition!
Are there a few thousand or a few million results?
What modifiers can you add to your target search terms to narrow competition and results?
“marriage family therapist folsom ca”
“christian marriage family therapist”
“marriage counselor yolo county”
Know types of content SERPs show for your terms, i.e. News results? Local listings? Video? Images?

“Marriage Family Therapist Folsom CA”
Reviews
Places
is now
above
Organic

“Marriage Family Therapist” w/o City Modifier
Paid
Organic
News
Places

Google Places: Place Page Ranks w/o Website
Website Down!!
Google Place page
ranks #1
because of 11 reviews.

Local Directories
Google Places – puts your business in Google Maps
http://www.google.com/local/add/businessCenter
Help Guide: http://www.google.com/support/places/?hl=en&rd=1
Yahoo! Local
http://local.yahoo.com
Bing Local
http://ssl.bing.com/listings/ListingCenter.aspx
Best of the Web (Directory)
http://local.botw.org
Citysearch (Directory)
http://citysearch.com
GetListed.org (Service to list across directories)
http://getlisted.org
Therapist Locator (Niche Directory)
www.therapistlocator.net

GetListed.org – How Is Your Business Listed?

Research Keywords People Search & Say
Google Suggest results
Phrases that appear as you search in www.google.com
Google AdWords Keyword Tool
https://adwords.google.com/
WordTracker Free Keyword Tool
https://freekeywords.wordtracker.com/
WordStream Free Keyword Tool
http://www.wordstream.com/keywords/
Listen to clients, making notes of words they use!

Google AdWords Keyword Tool

WordStream Keyword Tool

Website Content Worksheet – Exercise
Tips & best practices for applying keywords, writing copy and optimizing key aspects of your website pages.
Use one worksheet for every page of website.

Social Media Overview
Social Media Properties
Engagement Opportunities
Search & Social Web
Search & Social Footprint
Online Visibility Venn Diagram

Social Media Properties
Social Media is engaging on sites that enable discussions,sharing & voting.
Sharing (Facebook, Twitter)
Networking (LinkedIn)
Bookmarking (Delicious)
Video (YouTube, Vimeo)
Images (Flickr)
Reviews (Yelp)
Forums (Yahoo! Answers)
Music (BLIP.fm)
Blogging (WordPress, Blogger)
News (StumbleUpon, Digg)

Social Media Engagement Opportunities
Blogging (Blogger, WordPress)
Personal Journal, Interests, Hobbies
Marketing & Promotion
Thought Leadership
Forums & Discussion Boards
Birds-of-a-Feather Sharing
Meet others with same interests
Answer questions, demonstrate expertise
Branding
MicroBlogging
Connect with other therapists
Connect with local businesses
Offer promotions
Share relationship tips
Become a thought leader
Share local news, becoming part of community
Provide feedback
Establish your brand
Visibility
Friendships

The Search & Social Web
Social media “signals” are growing in importance to search engines.
Most social media profiles rank well in search engines.
Social profiles can lead visitors back to your site.
Social “presence” helps you be found!
Image credit: Garret Pierson

Search: Your website’s search footprint increases by developing quality content and getting incoming links to your pages.
Social Media: Your social footprint increases your exposure in the SERPs and other forms of search.
Friends on Twitter
Fans on Facebook
Connections in LinkedIn
Reviews in directory listings

People exposed to you, your practice and your website content will, if they like it, share it on Twitter, write a review on LinkedIn, bookmarkit on Delicious, vote on it (thumbs up) in StumbleUpon.
The key to building visibility through your search and social footprint is to offer something of value:
QUALITY CONTENT
Combining “search & social” means more results about you are indexed in search. You get more incoming links, more traffic, and more social media conversations & votes- resulting in higher visibility.

Online Visibility

Social Profiles
Optimizing Your Profiles
Google Profile
Securing Profiles
Getting Started Checklist & Worksheet

Optimizing Your Profiles
How do you want to be found? Your profile name will show up in search results.
Aim for a consistent user name across networks. Decide alternate user name if primary is not available.
Use a photo as your avatar, a cropped headshot is best. A graphic can work for business.
Create large & small versions, 300x300 & 80x80 pixels. Most sites will scaled down larger file, but some require smaller image. Avatar must be square!
Personal User Name
BusinessUser Name
lookadoo
but I also use…
danalookadoo
pixelbella
YoYoSEO
PersonalAvatar Photo
BusinessAvatar Graphic

Optimizing Your Profiles – Twitter
Your bio & website URL help friends and followers know something about you. Bio text influences how you get listed in search engines.
Create a bio, approx. 160 characters in length. Use keyword-rich descriptions to summarize your strengths, career, interests.
Link to your site, blog or your LinkedIn profile.
Personal Bio
Business Bio

Google Profile
http://www.google.com/profiles/lookadoo#

Google Profile
Your Google profile allows you to be found on Google while increasing visibility for your name & your practice.
www.google.com/profiles
Details you can add to your profile:
A short bio
Links to your practice website, LinkedIn profile, Twitter profile
Places you've lived
Where you've worked
Where you grew up
Schools you've attended
Photos from Flickr & Picasa
TIPS:
The more information you add, the easier it will be for people to find you. (And the more Google will know about you…)
Set your full name to show publicly.

Edit Google Profile

Secure Social Profiles - options
Go to each social media website to see if your user name is available.
Only secure a few sites and leave others up to chance.
Use KnowEm to check availability of your user name or vanity URL on 400 Social Media websites. Secure all for profiles for$99 or $249.http://knowem.com

Getting Started Checklist
First Name & Last Name – Most sites require both.
User Name – 6-15 characters. Consider alternate User Name?
Avatar – Square headshot photo or logo preferred over picture of pet.
Bio – Use words (keywords) for how you want to be found and show up in search results. Put most important phrases at front of bio.
Website URL – Link to site/blog. Format: http://websitename.com
Website Name – Some sites will ask for name - linked anchor text.
Password – 6-10 characters, secure, memorable with at least 2 #s.
Birthday,Gender – Many ask for info. Are companies male/female?
Address – Some ask for mailing address. Do not display publicly.
Twitter Backgrounds - http://www.tweetbacks.com/ & http://twitterbackgroundsgallery.com/
Vanity URL – Customize your profile URL on LinkedIn & Facebook.

Online Visibility Worksheet – Exercise
Social Profile Information
Create and optimize bio.
Keyword-rich
<= 160 char

Online Visibility Worksheet – Checklist
Social Profiles & Directories Checklist
Review select social networks, email services & directories.
Determine priority for your practice.
Google profile is essential to claim business listing in Google Places.

Marketing Channels
Overview of Marketing Channels for Online Visibility
Integrated Marketing

Marketing Channels for Getting Found
Website development and optimization (on-site SEO)
Sharing and building links to your website and/or online profiles (off-site SEO)
Local SEO (NEW: Google Places)
Pay-Per-Click Advertising
Social Media Engagement
Video Marketing
Niche Directory Listings
Ask for Reviews (when appropriate)

Integrated Marketing
Business Cards, Post Card Mailers, Phone Book Ads
Include your online profiles on all materials:
Website address, your domain URL
Twitter profile
LinkedIn personal or company page
Facebook URL

Summary
Searchis more than Google.
Know your audienceand your target search terms.
Optimize your website code and content.
Claim your business listing in Google Places.
List your practice in local and niche directories.
Social media signals are growing stronger.
Increase your search & social footprint. (Presence builds presence!)
Optimize your website content.
Optimize your social profiles.
Get listed in directories.
Engage in online conversations.
It’s Word-of-MouthSEO!

Formula for Being Found in Search
SEO (Search Engine Optimization)
Links, Listings & Reviews
+ Social Media
Online Visibility

Dana Lookadoo
Dana Lookadoo, SEO ConsultantYo! Yo! SEOWord-of-Mouth SEO . Optimize your online conversationdana@yoyoseo.com . 831.901.5225http://yoyoseo.com . http://twitter.com/YoYoSEO
Personal Profiles & Blog
http://twitter.com/lookadoo
http://www.linkedin.com/in/lookadoo
http://www.danalookadoo.com

Optimizing Your Practice for Online Visibility

by Dana Lookadoo on Nov 24, 2010

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