scaling your practice with digital marketing: lessons from ... · time to start leveraging your...
TRANSCRIPT
Scaling Your Practice with Digital Marketing: Lessons from the Trenches
Seth PriceFounder and CEOBluShark Digital
W E L C O M E T O :
360 COMPREHENSIVE VIEW OF
P R E S E N T E D B Y : S E T H P R I C E
PAY PER CLICK
PAY PER CLICK
• Google continues to push paid advertising
• Paid local ads show above organic results
• Keywords in your ad campaign should also be part of the SEO of your website– PPC ads should link to the
most appropriate content for a given keyword
• Quality Score is vitally important– Low Quality Score can result
in 3x increase in CPC– Negative Keywords should
be an important part of you PPC strategy
PAY PER CLICK
Quality Score Affects your CPC
50.00% Discount
44.20% Discount
37.40% Discount
28.60% Discount
16.70% Discount
Google Benchmark
25.00% Increase
67.30% Increase
150.00% Increase
400.00% Increase
10
9
8
7
6
5
4
3
2
1
• Ad extensions very important
– Allows you to take over more real estate
– Allows for user to have options
• Click to Call, Sitelinks and Callout Extensions
• Location extensions allow for ads to show in local map pack
PAY PER CLICK
SOCIAL MEDIA
SOCIAL
• Social Media introduces your brand to your future clients
• Search bots crawl and interpret social signals, engagement with posts, likes, shares etc., establishing your brand’s digital footprint
• Referral traffic from social sources also positive indicator for search engines
• Facebook is a media company not atech company – It’s “Pay to Play”
• Valuable for targeting and cheap clicks– But watch ROI
• Beware of social media packages
SOCIAL
SEO
CONTENT STRATEGY
STRATEGIC CONTENT DEVELOPMENT
• Establish ranking goals and create keyword rich content
• Google seeks unique and informative content– FAQ style content
• Primary and supporting content– Long-tail search terms
• If you want to rank locally, build localized content
GO LOCAL IN CONTENT
• Take opportunities to get location-specific in content to establish authority
• Think beyond state-level terms• City and county terms
Do not copy and paste content from one location page to another—even if laws are identical, make the content fresh.
SOPHISTICATED CONTENT
• Google works to distinguish good and bad content
• Linguistic and semantic experts
• Machine learning / algorithms
• Stop Words - to speed up crawling of content commonly used words are skipped
• Writing should have a high level of sophistication and authority
• Leverage your experts
TIME TO START LEVERAGING YOUR EXPERTS
• The best content will come from your most knowledgeable writers (usually your attorneys)
• Use your experts to write content on different topics to maximize your depth of credibility
• FAQ Videos can increase engagement, time on page, and conversion rates
• Blogging is a valuable way to utilize your experts
BECOME A THOUGHT LEADER IN YOUR SPACE
• Use blogging as a tool to establish a brand• Niche blogs talk exclusively about a specific topic • Discuss trending topics to become a trusted source for
relevant and up-to-date information
• Tip: Provide expert content or quotes for guest blogs to obtain backlinks from authoritative sites
• Stick to expert’s genuine interest. Will result in greater contributions and richer content setting you apart from your competitors
Rich Content Produces Enhanced SERP Results
• Google replaces short meta descriptions with quality content
• Gives reader more information which can ultimately result in greater traffic and conversions
VS. regular SERP result
• Appears at the top of the SERP
• Includes a summary extracted from the page, a link to the page, the page title, and URL.
• Examples of Featured Rich Snippets• Charts and Tables• Answer Boxes• Lists• Videos
FEATURED RICH SNIPPETS
TECHNICAL SEO
• Optimize for Mobile
• Page Speed
• Title Tags
• Meta Descriptions
• Schema
TECHNICAL SEO
• Speak Google’s Language –Structured Data, Schema markup• Schema markup allows the search
engine to understand the website and its content, and then displayyour content properly on SERPS
• Types of Markup• Geographic
• Reviews
• Main Menu
• Attorney (isn’t this business type?)
• Social
• Video
• Business Type
Regular SERP result
Rich Snippets
STRUCTURED DATA AND RICH SNIPPETS
The More Google Knows, The More Google Can Show
LINK BUILDING
DEVELOP RESOURCE PAGES: BECOME AN AUTHORITY
Content & Link-Building Come Together
• Create content that other sites and organizations will want to link to
– Educational & informational
• Make your site look authoritative
• High-quality content earns high-quality backlinks
LOCAL LINKBUILDING
• Use local outreach programs to build links
• Recurring events offer consistency
– Annual food/clothes/school supply drives
– Scholarships
– Seasonal giveaways
• Keep focus on providing value to community, but maximize link opportunities
• Make use of media and small business relationships
THINK OUTSIDE THE BOX
• Infographics – Visual representation of information
– Have potential to go viral
– Use proper outreach tools (BuzzStream, Cision, etc.) to make personalized outreach efficient
• Podcasts– Post on authoritative sites
– Leverage your experts
AHREFs: KEEPING A HEALTHY LINK PORTFOLIO
• Useful tool to establish therating/score of a page and domain – Review backlinks and referring
domains
• Monitor links to see where/why links might be lost
Use this information to inform future link-building campaigns!
LOCAL SEARCH
ORGANIC SEARCH & RANKING IN LOCALPACK
• Google My Business signals• Local citation signals• Review signals• Local link-building signals• Authority of website likely #1 factor
• Link signals• On-page & technical signals• Behavioral signals
LOCAL SEARCH
ORGANIC SEARCH
• Local pack may not show multiple results in the same building – results are filtered to improve UX
• Others will be suppressed, though they may show in organic ranking
• RECENT: Google introduces local search ads in the 3 pack
LOCAL 3 PACK
GOOGLE MY BUSINESS
• Build out GMB profile for visibility and legitimacy
• This is the information people see when searching on Google Maps
• New features are constantly coming out
GMB FEATURES: POSTS
• Shown on both desktop & mobile for 7 days
• Includes links to site
• Informational or events
• Enhances user engagement
GMB FEATURES: MESSAGING
• Only shown on mobile
• Opens in SMS or Google Allo app
• Use a cell phone # you or your intake team will check often
• Lists actual response time
GMB FEATURES: BUSINESS DESCRIPTION
• 750 characters to describe your business
• Includes a “learn more” link at the end
GMB FEATURES: MULTIPLE PHONE NUMBERS
• Can include call tracking phone numbers now –more inclusive than Insight data
• Use old phone numbers as you transition to new phone number to create consistency
BUILD LOCAL CITATIONS
• Make local citations a priority • Claim profiles
• Use services
• Create manual listings
Inconsistentlistings bringyou down!
Accuracy is Crucial!
REVIEWS
DO: • Consistently monitor your reviews
• Make it easy for clients!
• Create a process
DON’T: • Pay for reviews
• Engage negatively with bad
reviews
• Allow average to fall under 4 stars
NEW UPDATE: Google now crawls for gateway pages
QUESTIONS?
SETH PRICE
(202) 664-8444 | [email protected]
BluSharkDigital.com
If you have any questions about SEO or would like toLearn more, text “SEO” to (347) 661 9999