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Sean Hart - Healthcare SaaS Client SEM - SEO Plan


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Sean Hart - Healthcare SaaS Client SEM - SEO Plan

  1. 1. Healthcare SaaS client SEO & Website Construct Improvement Project by Sean Patrick Hart December 2014 SEO/SEM Strategy Plan & Gaps Current State Implement SEO & SEM and website construct tune - (SEO) can be described as strategies and tactics used to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. SEM is a broader term than SEO, and is used to encompass different options available to use a search engine’s technology, including paid ads. SEO and SEM are not competing services. SEO is considered a subset of SEM services. If you want to conduct business on the Internet you need to be visible in both organic and advertised links, which means you need both SEO and SEM a. Increase search engine optimization – the more prospects that can find us quickly and widely - the greater the opportunities b. Add basic SSL certification to our website to increase sales conversion and boost SEO in Google rankings c. Balance SEO and Sales Copy to Turn More Visitors into Customers SEM – Search Engine Marketing encapsulates the idea of amplifying the overall reach and results of content creation. SEM has two distinct areas of focus: 1. External optimization 2. On-site optimization External optimization refers to traffic generated to our site, and the research and refinement necessary to improve its quantity and quality. The external part of SEM includes numerous traffic sources — search engines, social media sites, blogs, as well as aggregation sites like and content syndication sources like Business Insider. On-site optimization makes the most of these external efforts. This matters because improving the quantity and quality of our traffic only helps if our visitors take the action we want when they find our site. Load times, usefulness of content, responsive design, and ease of conversion are all encompassed within the on-site portion of SEM. Here’s what SEM looks like in practice – Google SEM Best Practices 1. White hat SEO design - In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. o For example, a website that is optimized for search engines, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices. o Some examples of White Hat SEO techniques include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content for human readers. o White Hat SEO is more frequently used by those who intend to make a long-term investment on their website. Also called Ethical SEO. 2. Improve content symmetry - All pieces of content on our website should work seamlessly together. • Edit headlines — we need to modify and manage our headlines and routinely edit published headlines on Copyblogger. For our under-performing articles (like the Roller coaster piece) we need to modify the existing headlines. (And grab this handy tool for when we do.) Use our headline to tell people exactly what problem we’re going to solve or exactly what solution/thought piece/event we’re going to provide. Any headline that lists a number of reasons, secrets, types, or ways will work because, once again, it makes a very specific promise of what’s in store for the reader. The lesson here is that every word in our headlines had better contribute to promising a benefit or provoking curiosity (or better yet, both), or it should be axed. Examples of top headline content design include: o “Here’s why Netflix streaming quality has nosedived over the past few months” o “The Best Example of Brand Storytelling Ever: The Lego Movie” o “5 “Five-Minute or Less” Blogging Tips That Yield Big Results”
  2. 2. • Review in-links — Link our earlier published content to the latest articles we have been and will be publishing. o I need to go through all of our early articles that are drawing the most traffic and find ways to link from that content to our “best” recent work. (Remember: time on site matters for conversion, so the more links to other internal resources, the better to keep the user on-site and engaged) • Improve calls to action — we need to drive more action on our website from the traffic that comes to it (we need more traffic!) o I need to examine all of our calls to action and then test different wording and designs for improved conversion. • Redesign Blog format by using Headline List Post formatting to drive more traffic to our core website— The numbered list is a tried and true format for drawing more traffic, for example, these are just 3 top headlines that we can remix on the blog to boost readership and increase core site traffic are: • Do You Recognize the 7 Early Warning Signs of Failing Accreditation? - We cans use this type of headline to demonstrate our expertise that comes from knowing our niche. People love to get a “heads up” on potential problems. • 5 Familiar Accreditation Problems - Commiserate with our readers by setting forth problems we know they are having so they can see that we are experienced thought leaders and subject matter experts. • Three types of Healthcare Compliance Approaches — Which One do you use? - Let the readers self-identify themselves by providing categories into which they will likely fall into. You know about the power of using the word “you” when addressing readers, but people love it even more when they can focus on themselves. For example, Risk Manager, Compliance, CNO, etc. 3. Examine and fine tune our mobile website responsive design for the mobile user. To optimize a site for mobile devices, I have seen StudioPress work very well and it has lots of mobile responsive designs that work beautifully for WordPress web design. 4. Minimize our web-page load times (3 second max is best practice) - A site loading slowly equals the loss of business. o With Wordpress web publishing we should consider a fast, secure, reliable managed hosting provider like Synthesis. o Of equal importance is the code that is running on the server. o And I can review the loading of our site using tools like and find ways to optimize all of our page loads. 5. Improve our use of Keywords - Our main focus: Delineate to a “T” the language that our customers use when they’re looking for solutions like ours. The Google Hummingbird update* placed a new emphasis on the context of keywords. I need to spend some time reviewing our old posts, then use a tool like Scribe to make sure we are doing a good job of building out the keyword context across our site. o *As an author, blogger, publisher we need to focus on becoming the recognized authority in our space. Source: Bill Slawski of Go Fish Digital 6. Improve Search Engine Meta Description Content Uniformity for the top SE’s – Google, Yahoo, Bing, Ask and AOL. Neither Google nor Bing like inconsistent listings of company data online, and inconsistency negatively impacts our web presence. I want to maintain consistency of all our business details — like the exact wording of our company name and solutions, physical address, and phone number — across all websites. Also the same details for our social media profiles, and on local directories or review sites. Google SERP
  3. 3. Bing SERP Yahoo SERP SERP AOL SERP 7. Create more page content for testimonials, customer quotes & stories, FAQs, Q&As, and video. The six questions we could ask to get a powerful testimonial are: • What was the obstacle that would have prevented you from buying this product? • What did you find as a result of buying this product? • What specific feature did you like most about this product? • What would be three other benefits about this product? • Would you recommend this product? If so, why? • Is there anything you’d like to add? 8. Local Listing Updating - Each listing will represent a citation, and citations are an important component used in the ranking algorithm by Google and other search engines. A citation is a mention of Healthcare SaaS client name online, whether or not it contains a link. I can do this updating using Recommendations On a weekly basis we can also glance over the impressions and clicks of our keywords in Google Webmaster Tools. Screaming Frog is also an excellent tool for SEO. Finally, we can continue to use Google Analytics (we may need some tweaking with the tracking code on our pages) to analyze the organic traffic and see if it’s improving. Our site needs a lot of work in order to optimize our search engine rankings and help our prospects find us when they are searching online for what we have to offer them. Bringing in a Google SEM Partner firm is recommended. Top 2 I recommend are: Costs 1. Project Labor Options are: a) Sean Hart part-time $60 per hour@30 hours weekly b) Hire me full time at $85K with benefits and I will execute the digital marketing projects and manage any necessary 3rd party SEO vendors and implement the tools required. There are many other digital marketing projects that need attention. c) Don’t hire me and DIY with outside help – SEO Consulting hourly rate on average is $150 – there is also monthly retainer and project based models. 2. SEO Technology a. Screaming Frog – Basic tool Free b. Google Analytics - Free c. Google Webmaster Tools - Free
  4. 4. d. Moz is another SEO tool that’s super easy to use and navigate. You can see how your keywords are ranking, compare keywords side-by-side to see how they compare against one another, and see which search engines are sending traffic to your site all from your dashboard. e. Google Alerts – Free. This is a handy little tool that tells you when your brand is mentioned online. You can even have it alert you when your competitors are mentioned. Pretty helpful for knowing who’s talking about you on the Web. f. Google Trends – Free. Wondering how popular a certain keyword is? Use Google Trends to see if your keywords are gaining or losing popularity over time. You can search by region and find out what’s popular during certain times of the year, like the holidays.