asae 2011 mmc presentation - seo

From Page 55 to Page 1:One Journey Out of the Google Abyss

Tuesday, April 26th (10:15 AM)

Society of Hospital Medicine (SHM)Ashley Berger – Senior Manager of Marketing

Todd Von Deak, MBA, CAE - VP of Operations & General ManagerShawn Sullivan - Web/Interactive Services Manager

www.asaecenter.org/mmccHub Tag: #MMCCon lb1T

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SHM’s Abyss – Hospitalist Jobs

SHM’s Abyss – 55 Pages

PAGE 55

We were hereWe were here

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It All Began With Research

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www.brussels.emarketingservices.euS

SHM’s Research Formula:

• Our Site: Know what we have

• Other Sites: “View source”

• Links/Traffic: Yahoo/Google

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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

• The more sites that link to you, the higher your PageRank.

• The higher the PageRank of the pages that link to you, the higher your PageRank.

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Make sure your content is relevant & useful:

• Don’t duplicate content and make sure every page is unique.

• Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

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Hit the Basics on Your Own Site

•Content (Delete Pages!)

• Alt Text on Images • Meta and H1/H2 Tags

• Analytics Coding

We were surprised to find just how many of the basics weren’t so basic.

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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

Tools You Can Use: Research Findings

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How to View Source1. Right Click on page

2. Click “View Source”

3. Look for Title and Meta

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Reading the Source

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• Unique Visitors

• Pages Viewed

• Time on Site

What to Look For

URL #1 URL #2 URL #3 URL #4

TitleTag (Y/N)?

Meta Tags?

Heading Tags?

Alt. Text -Images?

Content Reviewed?

Appropriate Links?

Analytics Code?

Tools You Can Use: Audit Your Top 10 Pages

Site Wide: XML Site Map

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Page Title

Meta Keywords

Meta Description

Image Alt Tags

Content

Link Names

Check List:

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Link Building Can Hold the Key

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SHM’s Keys to Link Building:

• Not all links are equal

• Don’t always reciprocate

• It’s a marathon, not a sprint

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Launched a PPC Campaign:

• Time for organic to work

• Kept it simple

• Mitigated Risk ($$$)

Data allowed for continual adjustments/improvements.

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Lessons Learned – Put Points on the Scoreboard

• Basics Count – Play Tee Ball

• Audit Yourself Regularly

• PPC can buy you time

• Monitor, Track and Adjust

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Questions?

Toddtvondeak@hospitalmedicine.org

800-843-3360

Ashleyaberger@hospitalmedicine.org

800-843-3360

Shawnssullivan@hospitalmedicine.org

800-843-3360

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