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Search Engine Marketing For Office Websites

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    • 1. Search Engine Marketing for Your Office 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 Deputy Editor, Information and Communication Technology Clinical Orthopaedics and Related Research Email: orthonet@gmail.com
    • 2. Objectives
      • Understand the basics of search engines
      • Describe what SEM is and how it is done
        • Natural optimization (SEO)
        • Pay-Per-Click (PPC)
      • 3. Learn how to measure the success of SEM
    • 3. How does a Search Engine Work?
    • 4. Who is who? http://www.bruceclay.com/searchenginerelationshipchart.htm
    • 5.  
    • 6.  
    • 7. Overlapping Links http://ranking.thumbshots.com
    • 8. Why do we care?
    • 9. Location! Location! http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm
    • 10. Health Consumers Online
      • 80% of online Americans have turned to the internet for medical answers
      • Most start with a general search engine, rather than a medical vertical.
      • 71% of online consumers use search engines to find health-related information.
        • 46% use the internet to get answers
        • 83% use the internet to seek out a medical professional
        • Pew Internet 2007 - http://www.pewinternet.org/PPF/r/231/report_display.asp
        • Jupiter Research 2006 - http://www.jupiterresearch.com/bin/item.pl/research:concept/103/id=97419
    • 11. 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.
        • Pay-per-click
        • Search Engine Optimization
        • Link-building
      • Search Engine Optimization (SEO) – SEM technique to optimize site content to improve search engine rank and visibility
    • 12. How does it fit together? Search Engine Optimization Link Building Quick Results $$$ Results take a while More Time Less $ Google Search Engine Marketing Pay-Per-Click
    • 13. What do Search Engines look for?
      • Readable Text
      • Fresh, unique content
      • Relevant inbound links
      • Good site architecture
      • Unique meta info
    • 14. CONTENT!
    • 15. What Steps Can You Take Mini-Online Marketing Plan
      • 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!
    • 16. Step-by-Step SEO David L. Nelson, MD http://www.davidlnelson.md/
    • 17. 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
    • 18. Keyword Research Suggestion Tools
      • Google Keyword Tool
        • https://adwords.google.com/select/KeywordToolExternal
      • Nichebot
        • www.nichebot.com (free + paid)
      • Wordtracker
        • www.wordtracker.com (paid)
        • www.freekeywords.wordtracker.com (free)
      • Keyword Discovery
        • www.keyworddiscovery.com (paid)
        • www.keyworddiscovery.com/search.html (free)
    • 19. Keyword Research Tools http://adwords.google.com/select/KeywordToolExternal
    • 20. 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
    • 21. 3. Set up hosted web analytics www.google.com/analytics
    • 22. Google Webmaster Tools
      • Setup Google Webmaster Tools
      • Include screenshot and URL
    • 23. 4. Optimize home page
      • Title Tag
      • Meta Info
      • Alt Tags
      • H1 Tags
      • Javascript
      • Embedded links
      • Footer
    • 24. Keyword Density
      • Are you writing what you mean to say?
      www.schipul.com/en/sem/keywords
    • 25. 5. Optimize inner site pages
      • Unique text and meta information for every page on your site!
      • Title Tag
      • Meta Info
      • Alt Tags
      • H1 Tags
      • Javascript
      • Embedded links
    • 26. Internal Linking (aka Information Architecture)
    • 27. 90% of the Rankings in 4 Factors
      • #1 - Keyword Usage & Content Relevance
    • 28. 90% of the Rankings in 4 Factors
      • #2 - Raw Link Juice
    • 29. 90% of the Rankings in 4 Factors
      • #3 - Anchor Text Weight
    • 30. 90% of the Rankings in 4 Factors
      • #4 - Domain Authority
    • 31. 6. Submit your site
      • Suggested search engines:
      • Google http://www.google.com/addurl/
      • Yahoo http://search.yahoo.com/info/submit.html
      • MSN Live http://search.msn.com/docs/submit.aspx
      • Suggested directories:
      • Yahoo Directory ($299/year)
      • Google Local & Yahoo Local
      • WebMD Blogs, RevolutionHealth Blogs
      • Orthopaedic Directories
        • Orthopaedic Web Links, Spine Universe
      • Local Directories
    • 32. Google Local
      • Submit your site to Google Local
    • 33. 7. Research Link Building Opportunities http://www.marketleap.com/publinkpop/default.htm
    • 34. 8. Keep your site fresh
      • New content ideas:
      • Press releases
      • Articles
      • Events
      • News updates
      • Photo galleries
      • Interviews
      • Videos
      • Blogs
    • 35. Let’s take a break Any questions so far?
    • 36. The Power of PPC
    • 37. PPC Step by Step
      • Choose terms through mini-marketing steps
      • Create a paid placement budget
      • Campaign Set-up
      • Monitor and tweak campaign
    • 38. 1. Select Your Terms
      • Use spreadsheet & research to determine which terms to begin campaign with
    • 39. Are you a billionaire?
      • Don’t pick overly competitive keywords unless you have an unlimited budget
    • 40. 2. Create paid placement budget When in doubt, align budget allocation with the search engines’ market share
    • 41. 3. Campaign Set-up
      • If possible, put the keyword in the title
      • Use a Call-to-Action
      • Consider ad testing
    • 42. 4. Monitor and Tweak Campaign
    • 43. PPC: things to consider…
      • Stay away from general terms unless your campaign is geo-targeted
        • ex: orthopedic surgery
      • Turn off Content Network searches
      • Budget, ads, and keywords can be adjusted anytime
      • Link ads to the most relevant page on your site; don’t dump everyone onto your home page
    • 44. Track your success
      • Traffic increase
      • Paid placement  Conversions
      • Is the phone ringing?
      • Is your practice growing?
    • 45. Let’s Review
      • Content is king
        • Keep it fresh
        • Keep it original
      • Links are powerful – be generous!
      • Keep a healthy SEO and PPC balance
      • Watch and tweak your campaign
    • 46. Google says: “Don’t be Evil”
    • 47. Thank you The Orthopaedic Internet: A Collaborative Resource

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