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ASAE 2011 MMC Presentation - SEO


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TVD - Presentation at the 2011 ASAE MMC Presentation - "From Page 55 to Page 1 - One Journey Out of the Google Abyss"

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ASAE 2011 MMC Presentation - SEO

  1. 1. From Page 55 to Page 1: One Journey Out of the Google Abyss Tuesday, April 26 th (10:15 AM) Society of Hospital Medicine (SHM) Ashley Berger – Senior Manager of Marketing Todd Von Deak, MBA, CAE - VP of Operations & General Manager Shawn Sullivan - Web/Interactive Services Manager Hub Tag: #MMCCon lb1 T
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  4. 4. SHM’s Abyss – Hospitalist Jobs
  5. 5. SHM’s Abyss – 55 Pages PAGE 55 We were here
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  7. 7. It All Began With Research T
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  10. 10. <ul><li>SHM’s Research Formula: </li></ul><ul><ul><li>Our Site: Know what we have </li></ul></ul><ul><ul><li>Other Sites: “View source” </li></ul></ul><ul><ul><li>Links/Traffic: Yahoo/Google </li></ul></ul>A
  11. 11. PageRank: What is it? Google’s technology that determines the “importance” of a webpage by looking at what other pages link to it, as well as other factors <ul><li>The more sites that link to you, the higher your PageRank. </li></ul><ul><li>The higher the PageRank of the pages that link to you, the higher your PageRank. </li></ul>S
  12. 12. Make sure your content is relevant & useful: <ul><li>Don’t duplicate content and make sure every page is unique. </li></ul><ul><li>Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. </li></ul><ul><li>Create a useful, information-rich site, and write pages that clearly and accurately describe your content. </li></ul>S
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  14. 14. <ul><li>Hit the Basics on Your Own Site </li></ul><ul><ul><li>Content (Delete Pages!) </li></ul></ul><ul><ul><li>Alt Text on Images </li></ul></ul><ul><ul><li>Meta and H1/H2 Tags </li></ul></ul><ul><ul><li>Analytics Coding </li></ul></ul><ul><li>We were surprised to find just how many of the basics weren’t so basic. </li></ul>A
  15. 15. Tools You Can Use: Research Findings T PageTag Meta Tag H1/H2 Tags Keywords Links Our Site #1 Site We Want to Be Like #2 Site We Want to Be Like #3 Site We Want to Be Like
  16. 16. How to View Source <ul><li>Right Click on page </li></ul><ul><li>Click “View Source” </li></ul><ul><li>Look for Title and Meta </li></ul>S
  17. 17. Reading the Source S
  18. 18. T <ul><li>Unique Visitors </li></ul><ul><li>Pages Viewed </li></ul><ul><li>Time on Site </li></ul>What to Look For
  19. 19. Tools You Can Use: Audit Your Top 10 Pages Site Wide : XML Site Map T URL #1 URL #2 URL #3 URL #4 TitleTag (Y/N)? Meta Tags? Heading Tags? Alt. Text -Images? Content Reviewed? Appropriate Links? Analytics Code?
  20. 20. Check List: S Page Title Meta Keywords Meta Description Image Alt Tags Content Link Names
  21. 21. Link Building Can Hold the Key T
  22. 22. <ul><li>SHM’s Keys to Link Building: </li></ul><ul><li>Not all links are equal </li></ul><ul><li>Don’t always reciprocate </li></ul><ul><li>It’s a marathon, not a sprint </li></ul>A
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  24. 24. <ul><li>Launched a PPC Campaign: </li></ul><ul><ul><li>Time for organic to work </li></ul></ul><ul><ul><li>Kept it simple </li></ul></ul><ul><ul><li>Mitigated Risk ($$$) </li></ul></ul><ul><li>Data allowed for continual adjustments/improvements. </li></ul>T
  25. 25. Lessons Learned – Put Points on the Scoreboard <ul><li>Basics Count – Play Tee Ball </li></ul><ul><li>Audit Yourself Regularly </li></ul><ul><li>PPC can buy you time </li></ul><ul><li>Monitor, Track and Adjust </li></ul>T
  26. 26. Questions? Todd [email_address] 800-843-3360 Ashley [email_address] 800-843-3360 Shawn [email_address] 800-843-3360 T