google doesnt rank surgeons

Google Doesn’t Rank Surgeons

David W. Evans, PhD, MBACEO,

Ceatus Media Group

858 454 5505

dwevans@ceatus.com

DAVID W. EVANS, PHD, MBA

Internet marketing for Elective Healthcare since 1996

Internationally recognized Online Marketing Expert– 500 clients in 12 countries

Monthly Column in PSP Magazine – “Evans Edge”

HIGH VISIBILITY = PERCEPTION OF QUALITY

No way around it, consumers associate your online visibility with the quality of your services.– Think about it, you do the same thing!!

SEARCH ENGINES ARE KING! PEW RESEARCH

77% of online health care seekers start on a search engine.

Just remember - Google does not rank surgeons, it ranks websites.

73% of Search Engine Users say the information they find is ACCURATE and TRUSTWORTHY!

THE STATE OF SEARCH

The past two years have been a tumultuous time in Search.

So many popular avenues have risen (Facebook, Pinterest, Tumblr, etc.)

Google has been on the offensive in protecting their algorithm.

Goal is to provide a list websites with the best resources to its users.

AREAS OF FOCUS

Content Links Citations

Google Search “Rhinoplasty New York”

Google Local

PPC

PPC

Organic (SEO)

HIGH QUALITY CONTENT DOES TWO THINGS

Compelling content creates higher conversion for prospective patients.

Unique content creates the appearance for the search engines of a unique consumer resource and brand.

HIGH QUALITY CONTENT

Content should be unique to your practice.

Blogging, social media, procedure content should all be unique and branded for your practice.

TWO TYPICAL FLAWS

Duplicate or non-unique content Thin content

Check: Copy Scape

Check: Copy ScapeReport Shows 74% Exactly Duplicate

74%

PROCEDURE SPECIFIC SITE

Potentially captures more search engine real estate from your competitors

Garners more traffic and potential patient volume

The content has to be unique.

CAPTURE MORE SE REAL ESTATE

BREAST SPECIFIC SITE

PROCEDURE SPECIFIC SITE

Case Example – Breast Surgery Specific Site

Main Site Generates ~ 3,000 visitors per month

Breast specific site launched in Feb 2013. The breast site now generates ~ 700 visitors

per month March 2013 – 66 Email Leads March 2014 – 89 Email Leads from Both

Sites

THIN CONTENT – BEWARE!

Creating a lot of new pages on your site for the sake of more pages is not beneficial.– And could potentially be harmful.

New trend in the market is bloating sites with B and A pictures, all on a different URL.– Some suggest this is an easy SEO tactic.

Proper content on your site.

150

To Determine the number of pages indexed for your site, type in “Site:www.yourdomainname.com”

Panda PenaltyA lot of “Thin” content pages on your site.

795

LINKS

Still a cornerstone of any search engine’s algorithm.

Important to remember they still work, but you need to be much more cautious and transparent.

Links need to be relevant and in proper proportion.

OPTIONS ABOUND

You can get high quality links from reputable sites.

Think about all of the websites you are already a part of.

Low hanging fruit.

CITATIONS

Citations have now also become important.

Place online where information about your practice appears

If citations are inconsistent, this can hurt your Google rankings.

RATINGS AND REVIEWS

Ratings and Reviews are the new advertising.

Don’t be afraid, be proactive. Use Your Online Reputation as a sales

tool.

SALES TOOL!!!!

iPerceptions – Consumers 63% more likely to purchase from a site that has user reviews.

eMarketer – Reviews are 12 times more trustworthy than descriptions from the company.

Reevoo – Reviews, when mixed with product information, create an 18% uplift in sales.

LEFT ON THEIR OWN, UNHAPPY PATIENTS MORE LIKELY TO POST

Review Sites: Average Score 3.7 When all patients are surveyed 4.4 Only a small percetage of “real” patients are

unhappy.

Review Scams

– Marketscope – 25% of Yelp reviews are fraudulent

7 times more likely to get a 1 or 2 on Yelp than from your own patients.

Source: Real Patient Ratings

STRATEGY

System to monitor reviews. Generate reviews from your own

patients to place on your website. Should have a system to solicit and

“encourage” reviews for review sites. System to expose patients to good

reviews.

HOW CAN YOU PROTECT YOURSELF?

SEO Audit– Find out if you have duplicate or thin

content.

– Analyze your link network.

Use Reviews to Sell – Be Proactive!

HOW CAN YOU PROTECT YOURSELF?

Diversify We have talked a lot about Google today,

remember Bing/Yahoo have 30% of the market.

FireFox just cut a deal with Yahoo to make it the default search engine.

Educational directory sites rank well on Yahoo/Bing.– Inexpensive way to generate a lot of quality

leads and patient volume.

QUESTIONS

David Evans

CEO, Ceatus Media Group

dwevans@ceatus.com

www.ceatus.com