Search engines have become an essential part of how people find care provision.
Let’s look at how Sarah approaches SEO and Website Analytics. She is the Head of Communications at Constant Care.
Constant Care serves a potential community of 100,000 with a particular learning disability. A rough estimate at the total community affected by this condition puts it at 1,000,000. To day Sarah’s monthly unique visitors are only 10,000 a month which means she is routinely only reaching 1% of the total community.
With 5% annual growth in website visitors,,,,
Sarah is facing a 95 year wait before she reaches all the community via digital.
On top of this, Sarah has a full workload of newsletters, emails, publications and fact sheets to manage. Her CEO has also just popped into find out why they aren’t No1 in Google for Learning Disability…..
Sarah dreams of her far off simmer holiday and her attention turns to her withered pot plant on the windowsill. She spends the rest of the day bringing the plant back to life.
After considering the best environment for the plant, moving the plant into the light, adding water, giving the plant food, propping it up with proper support, making notes of what works best for the plant, managing the pests around the plant Sarah brings the plant back to life. She also realises that she needs to repeat all these steps on a daily basis to keep the plant healthy on an ongoing basis.
Could her plant be a bit like her website? Sarah begins by considering the environment her website lives within – her community of 1,000,000 people.
She does some community research.
These are some of her findings.
Sadly her website is not well suited to the environment of her community.
She starts an action list of what to do with her website.
Could sunlight be a little like audience insight?
She considers key questions that her audience ask and writes down the language they use. She then asks the same questions of her website and sees if the answers are the same – a little like Mr and Mrs.
She finds that they are talking a different language.
Sarah adds to her to do list.
Sarah uses incognito browsing to test out the search results for the key terms that her audiences are searching for.
Again Sarah concludes that her website is not matching to the sunlight conditions of her community.
Sarah considers whether content is as vital to her website as water is to her plant.
She assesses all her content for usage and quality.
She talks to her friend Zak Costperclick who is an SEO consultant.
Zak has a number of golden rules for how to create content optimised for search engines.
Sarah creates a content schedule to help her overhaul her content.
Zak has feelings for Sarah and sends her some flowers!
This makes Sarah wonder whether she can add some instant colour and traffic to her website through Google Grants.
Sarah wonders whether getting people to link to her website could boost traffic like plantfood.
Providing support to her plant is like ensuring her website has the right technical support to ensure search engines can crawl around the site.
Sarah ask Zak to help her out once more.
Zak produces a site audit and identifies a number of things which need to be fixed in her site.
Sarah adds to her agency’s to do list.
Sarah considers the next time she tenders her website ensuring that the brief ensures key SEO technical requirements.
Sarah considers whether other people competing for the same audience are like pests?
Sarah considers how to respond….
Sarah likes to keep an eye on things and write them down. Analytics is like keeping a journal to see what works and what doesn’t work.
Sarah considers how to best read statistics.
Sarah decides that these factors are the most important stats to consider.
So Sarah has gone from being overwhelmed…
To day dreaming…
To bringing her plant and her website back to life.
Time to kick back and relax.
But not so fast…her website needs tending just like her plant.
Just like a gardener gets into good habits…
So Sarah needs to adopt good SEO habits.
Sarah’s traffic growth goes from 5% to
50% which means instead of…
Reaching all her community in 95 years…
She can reach them in 12 years!
What sort of growth are you getting in traffic and outcomes? When do you reach all your commmunity?
How do you improve your SEO skills. You could learn more, you could employ more staff or you could engage an outside expert.
Good starting points for learning.
Answers to some VODG member’s questions.
Ideas around staffing up.
Or go to an external expert. Here are three I would recommend.
To recap, Sarah is good at bringing plants back to life.
The same goes for bringing her website back to life.
Vodg seo and website analytics presentation jim raymond 13 november 2013 to share
SEO and website analytics
7th November 2013
• Research what you already know by looking at
your supporter and service user databases.
Their likelihood to use digital
Their connection with the condition
What help they want from you
What support they want to provide to you
• Find out about the people you don’t already reach
Use your contacts who work for local authorities,
experts in the condition and people in the NHS.
• Awareness of the condition is low particularly in people
• People affected by the condition are typically in their
50s and upwards.
• People connected by the condition are also in their
50s and upwards but children of those affected use
the internet to find out information about the condition.
• Some Healthcare professionals are looking to improve
their knowledge of the condition
• People with the condition are scattered across the UK
and people in rural areas in particular find it hard to get
referred by their GPs to specialist care centres
Community - to do list
• Research community
• Make things easy to
• Simplify language &
• Provide content for
• Adopt a friendly tone
• Stop Jeff in policy ever
writing content ever
1) A service user has just been
diagnosed with a learning
difficulty. What is the first thing
available to them on your
2) A 16 year old's Dad has a
learning difficulty. In a particularly
low point, they want to find
someone to talk with or some
information on how to cope. What
is available on your website?
3) A GP suspects that her patient
has a learning dfficulty and is
looking for a specialist care
provider to refer them to. What
information is available on your
website for the GP?
1) You have just been diagnosed
with a learning difficulty. What is
the first thing you are going to
search on Google for?
2) You are a 16 year old and your
Dad has a learning difficulty. In a
particularly low point, you want to
find someone to talk with or some
information on how to cope. What
are you going to search for on
3) You are a GP and you suspect
that your patient has a learning
difficulty. You are looking for a
specialist care provider to refer
them to. What are you going to
search for on Bing?
Insight - to do list
• Sign up for Google
• Review keywords on your
• Use other sites such as
Bing, Yahoo, Youtube
• Analyse your enquiry forms
- what questions are people
asking, what words are they
• Review what people are
searching for on your site
• Be a bit more careful what I
search for on the web
Zak’s content guidelines
• What is the user’s
Eg What are the symptoms of
• Extract the keywords
Pancreatic cancer symptoms
Zak’s content guidelines
Use the keywords in:
Repeat in copy
Use in subheadings
Zak’s other ideas
• Add a blog and create
• Provide a moderated
forum and open your
forum to Google
• If you can’t create
relevant content that
is interesting think
• Go for dinner with Zak
Links - social to do list
• Tweet and post about
your own content
• Add social sharing tools
to your site
• Encourage all staff to
tweet and post
• Engage with people
and include links in
• Apart from Jeff in policy
• Date range – three months
• Compare against last year not last month –
like for like
• All it can tell you is up, down, or the same –
don’t look for accuracy that isn’t there
• Aim for “up and to the right”
• 5 mins every day, 10 mins once a week, 1
hour every month, 3 hours every 3 months.
• Remember external effects – usage inflation,
marketing activities, wider events.
Pages per visit
Top 30 pages
Answers to queries
• Ask an expert
• Ask an expert
• Employ a gardener
• Someone who knows
what they are doing
and has the time.
• A good compromise is
to have an external
expert and a volunteer.
• Or you may employ an
apprentice or intern.
• Ask an expert
• Initial work to improve
• Ongoing activity
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