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Optimizing Your Practice for Online Visibility



An overview of search, SEO and social media for getting found - how to optimize and engage for online visibility. Presentation was delivered to SAC-CAMFT, an organization of marriage and family ...

An overview of search, SEO and social media for getting found - how to optimize and engage for online visibility. Presentation was delivered to SAC-CAMFT, an organization of marriage and family therapists.



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Optimizing Your Practice for Online Visibility Optimizing Your Practice for Online Visibility Presentation Transcript

  • 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.
    Who has a website?
    Social profiles?
    Google Profile?
  • 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
    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
    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
    Search is anywhere there are search barswhere people can look for information.
  • Search Bars
    Facebook Search
  • Search Bars
    Search Social Conversations
  • Search Bars
    LinkedIn Search
    • 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…
    Search Engine Results Pages
  • Search Results Snippets
    Each listing in the search results is called a…
    3 non-paid (organic) snippets:
  • 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
    Blended Results
  • Google SERPSs – Marriage Family Therapist
    ISP Location
  • 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
    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.
    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
    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.”
    <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
    <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
    <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.
    Example: http://transitionsmft.org/contact.php
    <p class="vcard"><span class="fn">Sean Slevin</span> can be reached directly at: <span class="ns_meno_print"><br/><a class="org url" href="http://transitionsmft.org">Transitions Marriage and Family Therapy and Counseling</a><br/><span class="adr"><span class="street-address">250 East Market Street, Suite D</span><br/><span class="locality">Harrisonburg</span>, <span class="region">Virginia</span> <span class="postal-code">22801</span> </span><br/></span><b class="tel">(540) 908-2792</b>.<br/>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”
    is now
  • “Marriage Family Therapist” w/o City Modifier
  • 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
    Help Guide: http://www.google.com/support/places/?hl=en&rd=1
    Yahoo! Local
    Bing Local
    Best of the Web (Directory)
    Citysearch (Directory)
    GetListed.org (Service to list across directories)
    Therapist Locator (Niche Directory)
  • 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
    WordTracker Free Keyword Tool
    WordStream Free Keyword Tool
    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
    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
  • 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 & Social Footprint
    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
  • Search & Social Footprint
    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:
    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
    but I also use…
    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
  • Google Profile
    Your Google profile allows you to be found on Google while increasing visibility for your name & your practice.
    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
    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.
    <= 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