1. Keeping Up With Google
Entering a New Age of SEO for Healthcare Marketing
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
2. Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist
Geonetric, Inc.
Ben is a vice president at Geonetric. He writes and speaks
extensively about healthcare technology trends, everything from
social media strategies to accountable care organizations. Ben is
a SHSMD board member, a member of the HIMSS Personal
Health Information Taskforce chairs the eHealth Special Interest
Group, is an inaugural judge of the Healthcare Internet Hall of
Fame and has judged the eHealth Leadership Awards for the
past ten years.
He’s also a Twitter junkie – follow him at @benatgeo.
4. About Geonetric
Geonetric is a healthcare marketing agency and software
developer providing leading hospitals and health systems
with marketing services and content management systems
designed specifically for the healthcare industry.
5. Video Of This Webinar
Watch the Video
Interested in learning more and hearing the content
experts talk about healthcare content that performs?
Visit our website to watch a free recording of our
popular webinar.
Watch the Keeping Up With Google webinar!
6. Keeping Up With Google
Entering a New Age of SEO for Healthcare Marketing
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
8. SEO Fundamentals From Ages
Past
• Content
• Keywords and keyword density
• Links from other sites and within the site (Pagerank)
• Proper page structure
– Page names and URLs
– Proper use of heading tags (H1/H2)
– Metatags & page descriptions
• Freshness vs. established authority
9. Research
keywords
How SEOs Once Labored
Track
keyword
rankings
Track
inbound
traffic by
keyword
Rinse and
repeat
Create and
tweek
pages,
garner
links, etc.
10. To Be Fair, Google’s been Sparring
with SEO Abusers for a Long Time
13. On Healthcare Sites, This
Equals: 36% of Visits &
38% of Unique Visitors
Some individual sites seeing >60%
of traffic from Google Organic…
14. Google Wags the Dog
Monthly Changes in Organic Traffic from Google
15000
Adventist Healthcare
10000
Advocate Medical Gro
Alexian Brothers Healt
Altru Health System
Asante Health System
5000
Baptist Memorial Heal
Cone Health
Crozer-Keystone Healt
Dean
0
Genesis Health System
Genesis Ohio Healthca
Lubbock Heart Hospita
-5000
Mary Greeley Medical
Mercy Medical Center
Mercy PA
Methodist Medical Ce
-10000
MidMichigan Health
Overlake Hospital Med
Owensboro Medical H
-15000
23. Search Beyond the SERP
• Google.com
• Chrome Omnibox (the search bar)
• Google App/Geolocation (mobile)
• Google Maps
• Rating site (Zagat)
• Google Now
25. How Google+ Drives the New
Google
• Google Authorship "requires" a Google+ account for
users
• Google Publisher "requires" a Google+ page for business
• Google’s In-Depth Articles ”require” a Google+ page for
business for additional branding
• Google’s Direct Connect "requires" a Google+ page for
business (or a Google+ personal account)
• Google+ Pages can affect search rankings
41. Bot Accessible
• URL, page title, meta description
• No on-demand load of important information
• No duplicate content (canonicalize dups)
• Appropriate redirects
• Robots.txt
• XML site map
43. Phenomenal UX
• Simple and meaningful navigation
• Avoid ad clutter
• Good design
• Pagespeed
• Responsive design
44. Built to be Shared
• Sharing-friendly content
• Useful URL for sharing
• Meaningful visual (image, infographic or video)
• Social tagging as appropriate
– Facebook Open Graph
– Twitter Cards
– Google+ Authorship
– Google+ Publisher
– Schema.org (as appropriate)
45. Keyword Targeted
• Page has a single intent
• Keyword used in URL, page title, meta description, H1
• Page is content appropriate to the targeted
keywords
• JUST DON’T OVERDO IT!
47. Meta Data Inclusive
• Meta description, but so much more!
• Google is inviting you to enhance the rich snippets
• Google Authorship/Publishing
• Schema.org
48. Uniquely Valuable
• Quality content
– Well written
– Original thinking
– Remarkable text, images and multimedia
• Google does not value that you have licensed or
syndicated content. Only the things that, across the wide
expanse of the internet, you uniquely add to the
discussion.
51. New White Paper Available
Fill out the survey at the end of the
webinar and we’ll send one your way.
Request your free copy!
52. Next Month’s Webinar
New Strategies for Using Paid Search Effectively
November 21, 2013 – 3:00 p.m. CT
Noticing a decrease in your pay–per–click (PPC) results? You’re not the
only one. Paid search is still a great way to reach your organization’s
Web-savvy health consumers, but new strategies and new options are
emerging. Join us to learn where all your paid traffic is going and how
to connect with — and convert! — those users. From reevaluating how
online advertising works to learning about new advertising platforms
like Pandora, we’ll help you take a fresh approach to your paid search
efforts.
Register!
Keeping Up with GoogleOptimizing your sites for search engines isn’t as easy as it used to be. It’s almost impossible to keep up with Google’s constant improvements. When faced with refining algorithms, new branding techniques like Google Authorship and Google Publisher and new features for structured data, where do you start? Attend this webinar to learn all about the latest changes to search engine optimization and what you need to do today to take advantage of the opportunities available to you. In addition, we’ll discuss the importance of creating user–friendly content — and why that’s the best driver of organic search.In this webinar, you’ll learn:The latest changes in Google and other search engines and how to stay on their good side (Hint: Don’t try to cheat the system!)What Google Authorship and Google Publisher are and why both may be important to your website and blogThe inside scoop on Google+, Google+ Local, and Google’s new ‘in–depth articles’ feature — and what it all means to your organizationHow to structure your hospital’s website content to improve the likelihood of better rankingsThe benefits offered by Google maps and what you need to know about local listingsSome of Google’s lesser known recommendations rules, such as ‘nofollow’ and Schema.org markup, to help improve results
This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2013/keeping-up-with-google/
Keeping Up with GoogleOptimizing your sites for search engines isn’t as easy as it used to be. It’s almost impossible to keep up with Google’s constant improvements. When faced with refining algorithms, new branding techniques like Google Authorship and Google Publisher and new features for structured data, where do you start? Attend this webinar to learn all about the latest changes to search engine optimization and what you need to do today to take advantage of the opportunities available to you. In addition, we’ll discuss the importance of creating user–friendly content — and why that’s the best driver of organic search.In this webinar, you’ll learn:The latest changes in Google and other search engines and how to stay on their good side (Hint: Don’t try to cheat the system!)What Google Authorship and Google Publisher are and why both may be important to your website and blogThe inside scoop on Google+, Google+ Local, and Google’s new ‘in–depth articles’ feature — and what it all means to your organizationHow to structure your hospital’s website content to improve the likelihood of better rankingsThe benefits offered by Google maps and what you need to know about local listingsSome of Google’s lesser known recommendations rules, such as ‘nofollow’ and Schema.org markup, to help improve results
Changesfor the past few years have been very punitive. Throwing too much energy there rather than the consumer experience. Loosing ground in an increasingly complex mobile search space.
Google is still 2/3 of the space and seems to be the driver. Bing follows their lead to a large extent. Also far ahead on mobile, where all the growth is occurring (depending, of course, on how you look at it…)
STAT!
STAT!36% of Visits, 38% of unique visitors w/ some individual sites seeing >60% of traffic from Google Organic…Your marketing, seasonality and Google’s whims swing the needleIn general, search volumes are holding steady over timeBut traffic overall isn’t steadyYou have to play the Google game
Certain regions devoted to each – I don’t know of any search engines not distinguishing between paid and organic today.
Google Authorship: http://geovoices.geonetric.com/2013/08/google-authorship-faq/Google Publisher: http://geovoices.geonetric.com/2013/09/google-publisher/Google+ Pages: http://geovoices.geonetric.com/2013/09/google-plus-digital-strategy/
Make search less linear. More tied to context and knowledge graph.Amorphous and amoeba-like – more like we think and discover information as humansAlso, less subject to manipulation
SEO used to be easy. Well, maybe not easy, but straight forward.Pick some keywords. Jam your page full of them. Score some inbound links. Done!But Google has been changing things. You can easily be penalized for overstuffing keywords. Where your inbound links come from matters in ways it never did before.And Google is now shutting off the data you’ve been depending on to know what you’re ranking for and what not.Bottom line, Google is trying to fundamentally change the Organic search ranking game. If you’re still doing what you did a few years ago, you’re going to lose out!
The Hummingbird update will put less emphasis on matching keywords and more emphasis on understanding what a user is most likely hoping to obtain in their search results.
The goal of most searches isn’t to find a webpage. It’s to find the answer to a question.Google Knowledge GraphA massive “Graph” (web?) or real-world things and their connections to bring you more meaningful results
Google answers health questions. Links to pubmed.
The principles per Rand Fishkin
Responsive design!Stand-alone mobile is a fall-backGoogle wants it to work well when you click it
New Strategies for Using Paid Search EffectivelyNovember 21, 2013 – 3:00 p.m. CTNoticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.In this webinar, you’ll learn how to:Determine if traditional PPC is still workingUnderstand how today’s users are interacting online advertisementsExamine PPC metrics and make educated decisions on the value of paid searchEvaluate the latest in paid search options and find the right outlets for your organizationBetter use social media and learn why its gaining credibility as a paid search optionRegister for the New Strategies for Using Paid Search Effectively webinar.