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

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

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

How does a Search Engine Work?

Who is who? http://www.bruceclay.com/searchenginerelationshipchart.htm

Overlapping Links http://ranking.thumbshots.com

Why do we care?

Location! Location! http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm

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

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

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

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

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

What do Search Engines look for? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info

Readable Text

Fresh, unique content

Relevant inbound links

Good site architecture

Unique meta info

CONTENT!

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!

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!

Step-by-Step SEO David L. Nelson, MD http://www.davidlnelson.md/

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

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

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)

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)

Keyword Research Tools http://adwords.google.com/select/KeywordToolExternal

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

David L. Nelson’s 3 prioritized terms:

California hand surgeon/surgery

Hand specialist California

San Francisco/Greenbrae hand specialist

3. Set up hosted web analytics www.google.com/analytics

Google Webmaster Tools Setup Google Webmaster Tools Include screenshot and URL

Setup Google Webmaster Tools

Include screenshot and URL

4. Optimize home page Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links Footer

Title Tag

Meta Info

Alt Tags

H1 Tags

Javascript

Embedded links

Footer

Keyword Density Are you writing what you mean to say? www.schipul.com/en/sem/keywords

Are you writing what you mean to say?

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

Unique text and meta information for every page on your site!

Title Tag

Meta Info

Alt Tags

H1 Tags

Javascript

Embedded links

Internal Linking (aka Information Architecture)

90% of the Rankings in 4 Factors #1 - Keyword Usage & Content Relevance

#1 - Keyword Usage & Content Relevance

90% of the Rankings in 4 Factors #2 - Raw Link Juice

#2 - Raw Link Juice

90% of the Rankings in 4 Factors #3 - Anchor Text Weight

#3 - Anchor Text Weight

90% of the Rankings in 4 Factors #4 - Domain Authority

#4 - Domain Authority

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

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

Google Local Submit your site to Google Local

Submit your site to Google Local

7. Research Link Building Opportunities http://www.marketleap.com/publinkpop/default.htm

8. Keep your site fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs

New content ideas:

Press releases

Articles

Events

News updates

Photo galleries

Interviews

Videos

Blogs

Let’s take a break Any questions so far?

The Power of PPC

PPC Step by Step Choose terms through mini-marketing steps Create a paid placement budget Campaign Set-up Monitor and tweak campaign

Choose terms through mini-marketing steps

Create a paid placement budget

Campaign Set-up

Monitor and tweak campaign

1. Select Your Terms Use spreadsheet & research to determine which terms to begin campaign with

Use spreadsheet & research to determine which terms to begin campaign with

Are you a billionaire? Don’t pick overly competitive keywords unless you have an unlimited budget

Don’t pick overly competitive keywords unless you have an unlimited budget

2. Create paid placement budget When in doubt, align budget allocation with the search engines’ market share

3. Campaign Set-up If possible, put the keyword in the title Use a Call-to-Action Consider ad testing

If possible, put the keyword in the title

Use a Call-to-Action

Consider ad testing

4. Monitor and Tweak Campaign

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

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

Track your success Traffic increase Paid placement  Conversions Is the phone ringing? Is your practice growing?

Traffic increase

Paid placement  Conversions

Is the phone ringing?

Is your practice growing?

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

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

Google says: “Don’t be Evil”

Thank you The Orthopaedic Internet: A Collaborative Resource