Search Engine Marketing For Office Websites

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  • Search Engine Marketing For Office Websites

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

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