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"TRANSCRIPT
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?
800-843-3360
800-843-3360
800-843-3360
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