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Medicare Advantage Plans SEO Guide
- 1. Medicare Advantage Plans Getting Found on the Internet Case Study: Humana-Medicare Winning the SEO Lottery
- 2. Agenda Changes in Purchasing Behavior Outbound Marketing (Direct Response) Inbound Marketing (Social Media) Publish & Syndicate Content What is SEO? What to Publish? Where to Publish? Why Publish? Humana Results Lessons Learned Measurement
- 3. Changes in Purchasing Behavior When was the last time when you were considering making a purchase over $1000 that you did the following? Used the yellow pages Attended a sales seminar Responded to a print advertisement Responded to a direct mail advertisement Asked a friend for advice, and they emailed you a URL Did a search on Google or another search engine Today, the goal of marketing needs to be to “get found” by customers when they are looking vs. “in their face” when they are not looking.
- 5. Inbound Marketing Blog SEO SEM Social Media • Adwords & Tools • Content Ads • Display Ads • Google TV • Web Optimizer • JumpStart Program
- 6. Publish & Syndicate Content Outbound Marketing Inbound Marketing Telemarketing SEO/SEM Events Blogging Direct Mail Social Media Print Ads/FSAs RSS TV/Radio Free tutorials/tools Community Dev. Viral Marketing
- 7. What is SEO? Google uses more than 200 signals in their PageRank™ algorithm to determine which pages on your site are most important. Google then conducts matching analysis to determine which pages are relevant to the specific search being conducted. Google combines this data so they are able to put the most relevant and reliable results first. Keyword decisions should be based on the consumers of your content. Use Hubspot’s Website Grader to analyze your site for possible improvements. Use Google’s SEO Starter Guide to Learn More.
- 8. What is SEO? Visible On Page 25% Page Title “Medicare Benefits & Plans” Limit to 70 characters URL What you do in URL Domain name, subdomain, folder H1, H2, H3 Tags Limit to only one primary heading Page Text
- 9. What is SEO? Invisible On Page Continued Description Meta Tag “Medicare Benefits & Plans” Limit to 150 characters Keyword Meta Tags Limit to 10 or less Alt Text Behind Images Behind all images
- 10. What is SEO? Page Rank Off Page – 75% More than a linking strategy between sites Recommendations from Other Sites Industry Blogs that include your site: www.humana-medicare.com Social Bookmarking Sites (Digg, Delicious, etc.) Anchor Text links within Blogs: Humana Medicare Your Page Rank score from Google is about “trust” & “importance” Links are hard to get that’s why search engines measure them Humana-Medicare’s Page Rank Score = 6 (0 to 10) Your score determines placement in organic search Are the keywords used by consumers placing you in top 10? Only 10 positions on each “results page”
- 11. What to Publish? Blog Podcast Videos Presentations eBooks Tools News Releases
- 12. What to Publish? Blog Podcast Videos Presentations eBooks Tools News Releases
- 13. What to Publish? Blog Podcast Videos Presentations eBooks Tools News Releases
- 14. What to Publish? Blog Podcast Videos Presentations eBooks Tools News Releases
- 15. What to Publish? Blog Podcast Videos Presentations eBooks Tools News Releases
- 16. Where to Publish Meeting and Socializing Online 1000s of Web sites
- 17. Why Publish?
- 18. Why Publish? Humana-Medicare – Winning the SEO Lottery You Tube Channel: 3,263 viewings You Tube Videos: 25,000 viewings StaySmartStayHealthy: 26,000 visits StaySmartStayHealthy: 1,200 bookmarks Facebook SSSH Group: 109 friends Humana-Medicare: Page Rank 6 out 10 Humana-Medicare: Traffic Rank Top 1% Humana-Medicare: Web site Grade Top 80% Google Search: Medicare Benefits, position 7 Google Search: Medicare Plans, position 3
- 19. Lessons Learned – Get Found Search Engine Optimization On Page and Off Page Publishing Content Linking Strategy Social Media/Social Networking Sites Search Engine Marketing Keyword Strategy PPC Advertising Display Ads within Google Content Network
- 20. Measurement
- 21. Thank You Free Tools: Website.Grader.com PressRelease.Grader.com Twitter.Grader.com Dana Cutter Marketing Communications Manager Tufts Health Plan Medicare Preferred LinkedIn: linkedin.com/in/danacutter Twitter: twitter.com/flipsidejourney Blog: flipsidejourney.com Web site: medicare-sherpa.com