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Implementing SEO Strategies for Small Business Health Care Companies
The document outlines an actionable guide for increasing online leads through effective internet marketing and SEO strategies. It emphasizes the importance of backlinks, content creation, and the shift from traditional marketing to a digital focus for fostering growth, illustrated by a personal success story of increasing sales from $1 million to $1.3 million. Key strategies include understanding SEO, utilizing local and relevant backlinks, engaging in outreach, and leveraging resources like HARO and citation services.
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Implementing SEO Strategies for Small Business Health Care Companies
- 1. INCREASING ONLINE LEADS ANDBUSINESS AN ACTIONABLE GUIDE TO START GETTING LEADS ONLINE
- 2. WHAT YOU’LL LEARN •Why IM (internet marketing is important) • Understanding basic SEO • 5 Actionable Ways to Increase your online footprint and find the right contacts • Understand the tools needed to successfully implement a plan
- 3. TAKING OVER MINUTEWOMEN 1-844-BEST-CARE
- 4. MARKETING PLAN • Hireda Home Care Business Coach • 25 hours a week of on the road marketing • Networking Events • Making Contacts • This plan was implemented for over 2 years
- 5. THE PROBLEM • Nodirect correlation between marketing & new business • Industry contract turnover high • Spending big $$$ with little ROI • Trying To Develop Relationships with Decision Makers is HARD and Competitive! Why fight when I can lead?
- 6. DECIDED TO TRYSOMETHING NEW • I stopped all outbound calls and street marketing • I worked on links, website, and blog • I implemented the strategies I learned from experts and what I read • And grew my company from $1,000,000 in sales to $1,300,000 dollars in sales in 2015
- 7. QUALIFICATIONS – WHOTHE HECK AM I? • In 2011 I knew nothing about SEO • How I learned • Read blogs and blogs and more blogs • Moz.com • Search Engine Journal • Inbound.org • And many more!
- 8. WHO I WORKEDWITH • Eric “Links Moses” Ward – Worked with Amazon at it’s infancy of a website in 1997 • Has worked in SEO since 1994 • Brian Dean of Backlink.com – SEO That Works Sites
- 9. BEFORE WE GETINTO IT. . . . • First, don’t take notes – but write your questions down. • At the end of the speech I will have an easy to write down link to all this information. • Doing this kind of work is a grind! There is nothing easy about it. It will take you hours. Do not expect this to be easy. This is the same thing as traditional “relationship building” facility marketing, except it is online. • It takes time, but be persistent. Tortes vs the Hare situation.
- 10.
- 11. WHY INTERNET MARKETING? •SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. • 61% of global Internet users research products online. • 79% of companies that have a blog report a positive ROI for inbound marketing in 2013 • Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. • 46% of people read blogs more than once a day SRC: http://www.hubspot.com/marketing-statistics
- 12. MORE REASONS… • Contentmarketing in 2015 generates 3 times as many leads as traditional outbound marketing, but costs 62% less. • When asked where marketers would be increasing spending in 2015, the top five responses were: SEO (57%), Social Media (54%), Email (48%), PPC (43%), and Social Communities (40%) • Internet advertising will make up 25% of the entire ad market in 2015. This is happening in every segment of business including senior care services!
- 14. WHY FOCUS ONLINEAND LINKS? • Currently Provides “the best ROI” • Backlinks are still the #1 ranking factor for Google • How do I know? Because Google Told Us This in March 23, 2016 “It’s content and links pointing to your site” ~Andrey Lipattsev, the Search Quality Senior Strategist at Google (Ireland)
- 15. WHAT IS SEARCHENGINE OPTIMIZATION (SEO)? • It is the process of affecting the visibility or ranking of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results. • Simple version: The more links you have pointed to your site and the better (and longer) the content you have, generally you will have higher rankings on google…ideally being in the first 4-5 search results. • That is what we will focus on today!
- 16. UNDERSTANDING THE BASICS •SEO stands for Search Engine Optimization. • Recently “inbound marketing” has become the “wheel”, with SEO as one of the spokes that makes up this wheel.
- 17. BACKLINKS • A backlink:an incoming hyperlink from one webpage to another website • In the example to the right, both The Atlantic and iTunes have backlinks on this webpage
- 18. EXPLAINING BACKLINKS Each Backlinkis a Thumbs-up to Google. The more thumbs-up you have, the better!
- 19. BACKLINKS EXPLAINED •Not allbacklinks are weighted the same •Bigger websites hold more “authority” when Google looks at the millions of links online
- 20. BACKLINKS EXPLAINED •Sites likeCNN, HuffPost, NBCnews, Yahoo, etc. have higher authority •Government & Education sites have huge authority
- 21. BACKLINKS EXPLAINED • Relevancymatters – the site or the site’s content • Autotrader, or CNET.com though authoritative sites, aren’t as big of a deal as being on Yahoo Health, because Yahoo Health is relevant to your niche. • If a car mechanic’s website said, go to Minute Women for home care would that make sense to you?
- 22. IN THE ENDYOU WANT. . . •Relevant Websites •Local Websites •Not Every Link is a Perfect Link, but we prefer quality sites over spam and quantity.
- 23. LOCAL AND AUTHORITATIVELINKS • Local Links • City/Town – County- State – or Region • Relevant Links • Home Care, Hospice, DME, Caregiving, health care, dementia and senior related sites • Authorities Links • Yahoo Health, Huff Over 50, AARP, & Hundreds of Others
- 24. HOW TO CHECKBACKLINKS • AHREFS.COM
- 25. BACKLINK EXAMPLES Huffingtonpost.com Domain Rating:80 URL Rating: 20 Is it local? No Is it relevant? Absolutely! Amazing link!
- 26. BACKLINK EXAMPLES Site: AARP DomainRating: 73 URL Rating: 13 Is it local? Yes Is it relevant? Absolutely! Amazing link!
- 27. BACKLINK EXAMPLES • Friendsof the Arlington COA • Domain Rating: 33 • URL Rating: 16 • Is it local? Yes • Is it relevant? Yes • Good Link!
- 28. HOW YOUR EFFORTS CANSNOWBALL
- 29. ADDITIONAL EXAMPLE • Thesimpledollar.com •Domain Rating: 63 • URL Rating: 20 Is it relevant? No Is it local? No Is it a reputable site? Yes!
- 30. ANOTHER LINK Site: Reviews.com DomainRating: 60 URL Rating: 15 Local: No Relevant: No Good Link? Sure!
- 31. IT GETS METWO PHONE CALLS… Small Business Owner Who Read The Reviews and Wanted To Know If It Was Real He Lets Payment Depot Know About Me!
- 32.
- 33. PAYMENT DEPOT DOESAN EXPOSE ON ME! Site: Paymentdepot.com Domain Rating: 40 URL Rating: 7 Relevant Site: Yes, not the site but the content is! Local: No Good Link: Yes!
- 34. CONTENT CREATION &OUTREACH
- 35. HOW TO CREATECONTENT • Ultimate Guides • Ebooks • How-To Manuals • Take all the questions you have ever been asked and organize and compile them into something amazing!
- 36. HOW TO GETBACKLINKS FROM CONTENT • Google tells us content is king • Content that ranks in the top 5 results is often over 2,000 words long • Writing content that your readers find of value is important • Outreach. Email people letting them know about your content
- 37. OUTREACH • Lots ofemailing is needed. Do not expect more than a 5-10% ROI. • Find possible sites through google searches “keyword” + “links” or “resources” • Education and Government site provide the most authority – hardest links to get
- 38. LOCAL SEO, NAP& CITATIONS
- 39. CITATIONS/NAP Citations are defined as mentionsof your business name and address on other webpages— even if there is no link to your website.
- 40.
- 41. CITATIONS • Has afree Top 50 Local Business Directors • Go through each directory and enter your contact information • http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx
- 42. FIND YOUR CITATIONS •Whitespark will give you a list of where your citations are or should be for $20/month (many times all you need is one month). • Additionally, you can PAY whitespark (depending on the amount of citations) between $200-600 to find and enter citations for you.
- 43. HOW TO GETBACKLINKS
- 44. HOW TO GETBACKLINKS •Backlink Profile Replication •Great Google Searches •Guest Posting •Sponsorships
- 45. TOOLS YOU’RE GOINGTO NEED • Backlink checker (I use Ahrefs) $99/month • Link Prospector by Citation Labs (PAYG $5/per credit) • Excel Work Sheet/Google Sheets (Free) • Email Tool (Gmail, Yahoo, Outlook etc.)
- 46. WHAT IS ABACKLINK CHECKER?
- 49. BACKLINK PROFILES REPLICATION •Find A Competitor or Related Company’s Website • Enter Into Backlink Checker • Manually check each link to try and reproduce it • Takes time but you will find opportunities!
- 50. BACKLINK EXAMPLES Site: AARP DomainRating: 73 URL Rating: 13 Is it local? Yes Is it relevant? Absolutely! Amazing link!
- 52.
- 53. DISCLAMER • DO NOTcopy and past articles you find on the internet, or try and have the same article posted on multiple sites. They will check to ensure it’s authentic. • It’s not worth your reputation!
- 54. GUEST POSTING • Millionsof blogs are written each day. Not everyone wants to do it themselves. • Find blog owners who update regularly and contact them. • How Do I Find These Blog Owners?
- 55. GUEST POSTING TOOL •Use LinkProspector by Citation Labs
- 59. LINK PROSPECTOR • Receivean Excel sheet of names, url’s, and information regarding guest posts • Click through each link and see who fits your criteria • Then go back to the original option and pick a new keywords!
- 60.
- 61. DONATIONS & SPONSORSHIPS •Find local non-profits that have “supporter pages” with links to a supporters site • Sports Leagues • Performing Arts • Farmer’s Markets • Find reginal or national companies that are RELATED to your niche that need donations • Find local drives, walks, 5ks, fundraisers that you can sponsor • Are You Paying For Links? (Big Google No-No)
- 62. HOW TO FINDDONATION/SUPPORTER PAGES? • Start with obvious places in you niche (health care field). Google them, find PR reps, or a webpage dedicated to events. • Backlink replicating • Citation Labs • Google search • “donation list” + “contributors” + “location” • “contributors page” • “supporter page”
- 64.
- 65. OUTREACH • You aregoing to be emailing a lot of people! • Expect to be ignored or outright rejected. • Write short, to the point emails, but make it about them. • How do you find their emails?
- 66. THINGS MIGHT GETA TAD BIT CREEPY
- 67. FINDING CONTACTS EMAILS •90% of emails are one of two variations Example: John Smith works for healthcare.com More than likely it is: Jsmith@healthcare.com John@healthcare.com (sometimes it is) smith@healthcare.com – rare.
- 68. FINDING A CONTRACT’SEMAIL • Mailtester.co m • Wrong email will show red
- 69.
- 70. LINKEDIN – WEALTHOF CONTACT INFORMATION Type in the company name Use the search criteria on the left side to filter down to the contact you are looking for Use that information and go to mail tester to check emails
- 71.
- 72. GETTING INVOLVED ININTERVIEWS
- 73. HARO • Help AReporter Out • Great For Interviews • Great For Links
- 74. HARO • Is apublicity site that connects journalists and experts • You will get an email that lists all the topics journalists are looking for information on • Often, if your content is used, you will get a link as well!
- 75. HARO • This isseparated into categories for easy searching • Each topic (most of the time) has the website that the article is for • You can check to see if these sites match your niche and have high DA • Very passive link building
- 76.
- 77.
- 78. IF I WEREYOU . . . • Start out with HARO - Easy and simple to use • Whitespark - Spend the money/time on citations. It’s relatively cheap, or pay someone else to do it! • Work On Getting Guest Posts Through Citation Labs – Cheap, but labor intensive • Backlink Replication – Most expensive option and labor intensive
- 79. WHAT I WANTTO STRESS • You are not Partners HealthCare with billions of dollars • You are not a team of full-time inbound marketers • Take small steps and be persistence and consistent. You will get there!!
- 80. LINK TO SEETHIS PRESENTATION
Editor's Notes
- #4 Started in 1969, by my Aunt. Since 2001 it was running on its own momentum with not external marketing of any kind. We had two great part time schedulers who would pick up the phone when it rang, but with no proactive marketing or advertising be done, business was going down and would have gone into the red by 2012 or 2013. I decided my time and money was better off doing what everyone else wasn’t doing and decided to start bring Minute Women into the 21st century with a new logo and new marketing plan!
- #8 At the end of this presentation I will give out a link that has a ton of information so you can focus on what I am saying and not trying to copy everything down.
- #16 There is a lot more to SEO and internet marketing than just links. As the next slide suggests. But since we have a limited amount of time, and I want to give you actionable items to start improving your web ranking, then I am going to focus on backlinks, as they are still the #1 reason where Google ranks webpages.
- #18 These are what you want!!!
- #23 You have no control over who links to you. A backlink profile is going to consist of mostly good links, some spam links, some directory links, some so-so links. That is natural. No one is going to have 1,000 perfect links, because if they did, it would be pretty obvious something fishy is going on.
- #24 You have no control over who links to you. A backlink profile is going to consist of mostly good links, some spam links, some directory links, some so-so links. That is natural. No one is going to have 1,000 perfect links, because if they did, it would be pretty obvious something fishy is going on.
- #30 I did an interview with a writer about credit card processing
- #41 You want these to be consistent through-out the internet. Same name, same hours of operation, address and phone number.
- #56 Each “search” costs 1 credit. 1 credit costs $5, which is SUPER cheap for this type of information.
- #58 Guest Posting Content Promoters Commenting Blogs Directories Links Pages Resource Linkers Donations
- #64 Guest Posting Content Promoters Commenting Blogs Directories Links Pages Resource Linkers Donations
- #66 Don’t write, I want to provide a guest post so I can link to my site because yours is super nice! Says, I am looking to help you with you blogging and offering to write a unique, well written article that your readers are going to find informative and enjoy. Which one sounds better?
- #68 OR sometime
- #70 Sometimes it comes back as “yellow” un-verifiable.