search engine marketing for your orthopaedic website
DESCRIPTION
Search engine marketing for your orthopaedic website. Boost your Presence, Build your Brand. Christian Veillette M.D., M.Sc., FRCSC Assistant Professor, University of Toronto Shoulder & Elbow Reconstructive Surgery University Health Network Affiliated Faculty, Techna Institute - PowerPoint PPT PresentationTRANSCRIPT
Search engine marketing for your orthopaedic website
Boost your Presence, Build your Brand
Christian Veillette M.D., M.Sc., FRCSCAssistant Professor, University of TorontoShoulder & Elbow Reconstructive Surgery
University Health NetworkAffiliated Faculty, Techna Institute
Email: [email protected]
DisclosureMy disclosure is in the Final Program
Book and in the AAOS database.
I have no potential conflicts with this presentation.
Objectives
• Understand the basics of search engines
• Describe what SEM is and how it is done– Natural optimization (SEO)– Pay-Per-Click (PPC)
• Learn about social media optimization (SMO) and its role in SEM
• Learn how to measure the success of SEM
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
How does a Search Engine Work?
Google Inside Search
http://www.google.com/insidesearch/howsearchworks/
Who is who?
http://www.bruceclay.com/searchenginerelationshipchart.htm
Jan 2012
Who is who?
http://www.bruceclay.com/searchenginerelationshipchart.htm
March 2013
http://www.seomoz.org/google-algorithm-change
Why do we care?
Location! Location! Location!
http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm
Click through rates
Health Consumers Online
• 59% of all adults in the U.S. look for health information online
• 80% of Internet users look online for health information– making it third most popular online activity
• Most start with a general search engine, rather than a medical vertical
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
Looking online for doctors is 3rd!
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
SEM vs. SEO• Search Engine Marketing (SEM) - Positioning
of your web site in the search engines so that it is found by your target market at the right time.– Search Engine Optimization– Link building– Pay per click
• Search Engine Optimization (SEO) – SEM technique to optimize site content to improve search engine rank and visibility
How does it fit together?
Pro:• Great Long-term ROI• More exposure/awareness• High ceiling and volumeCon:• Tough to quantify• Lots of work (design/dev)• Takes a while
Pro:• Quick setup• Highly measureable/quantifiable• Less development resourcesCon:• More expensive• Lower ceiling/volume potential• Subject to “Ad Blindness”
Paid
Organic vs Paid Search
Organic
10% of Clicks
Organic vs Paid Search
90% of Clicks
Search Engine Marketing – Next Gen
• Target keywords• Link Building• ALT/TITLE
attributes• Keyword density• Sitemap• Reporting/Analytics
• Campaign design• Google Adwords• Facebook Ads• Microsoft
AdCenter
• Increase linkability• Make tagging and
bookmarking easy• Reward inbound
links• Help content travel
What do Search Engines look for?
• Readable Text
• Fresh, unique content
• Relevant inbound links
• Good site architecture
• Unique meta info
• Social connections
Site Health
Google Webmaster Tools – http://www.google.com/webmasters
CONTENT!
SEO Pyramid
SEO Workflow
What Steps Can You TakeMini-Online Marketing Plan
1. Keyword research for target market2. Select 3 prioritized optimization terms 3. Set up hosted tracking solution4. Optimize the home page with location
+ service/product5. Optimize inner pages of site and
sitemap6. Submit site to search engines and
directories7. Research link building opportunities8. ADD UNIQUE FRESH CONTENT
AND GOOGLE+ BUTTON!
Step-by-Step SEO - David L. Nelson, MD
http://www.davidlnelson.md/
Step-by-Step SEO - David L. Nelson, MD
http://www.davidlnelson.md/
1. Research your target market
• Brainstorm:– How will your target market
search for you?• Hand surgeon, hand surgery, wrist
surgery
– Are you targeting a geographic area?
• California, Greenbrae, San Francisco, Oakland
Keyword Research Suggestion Tools
• Google Keyword Tool– https://adwords.google.com/select/KeywordToolExternal
• SEOmoz– www.seomoz.org/tools (free trial + paid)
• Wordtracker– www.freekeywords.wordtracker.com (free)– www.wordtracker.com (paid)
• Keyword Discovery – www.keyworddiscovery.com (free trial + paid)
Keyword Research Tools
http://adwords.google.com/select/KeywordToolExternal
2. Select 3 top search terms
• David L. Nelson’s 3 prioritized terms:
– California hand surgeon/surgery– Hand specialist California– San Francisco/Greenbrae hand specialist
– Consider:– hand pain, wrist pain, carpal tunnel, trigger
finger
3. Set up hosted web analytics
http://www.google.com/analytics
Setup Google Webmaster Tools
http://www.google.com/webmasters/
4. Optimize home page
Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links Footer
Old View Source
New View Source
5. Optimize inner site pages
• Unique text and meta information for every page on your site!
Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links Footer
Internal Linking(aka Information Architecture)
90% of the Rankings in 4 Factors
• #1 - Keyword Usage & Content Relevance
90% of the Rankings in 4 Factors
• #2 - Global link popularity (PageRank)
90% of the Rankings in 4 Factors
• #3 - Anchor Text Weight
<a href=http://www.davidlnelson.md>Dr. David L. Nelson – Hand Surgeon</a>
90% of the Rankings in 4 Factors
• #4 - Domain Authority
Growing impact of social media
• Helps content get indexed faster– Tweeting cuts indexation time by 50%
– Reduces time it takes Googlebot to find your content from hours to seconds
• Increases rankings for terms in the share– Shares can trigger freshness portions of Google
algorithm, temp. increase ranking
• Increases domains ability to rank– High levels of social activity shows search
engines that you’re authentic, engaged, valuable
Twitter and SEO
• Use keywords in tweets that link back to your website
• Use keyword descriptive hashtags
• Optimize your company bio aka description, URL
Google Plus and SEO
6. Submit your site
Suggested search engines:•Google http://www.google.com/addurl/
•Yahoo http://siteexplorer.search.yahoo.com/
•Bing http://www.bing.com/webmaster/SubmitSitePage.aspx
Suggested directories:•Google Local/Places http://www.google.com/local/add
•Yahoo Local http://listings.local.yahoo.com/csubmit/index.php
•Bing Local http://ssl.bing.com/listings/BusinessSearch.aspx
7. Research Link Building Opportunities
http://www.opensiteexplorer.com
Inbound Link Best Practices• Obtain links only from quality, authoritative
sources related or relevant to your site– Top sites have good PageRank
• Can view PageRank levels from Google Toolbar
• Links to any page on your site; not just homepage– Deep linking
• Do not obtain links from “shady” sources– Link farms/rings– Link exchanges from sources of little/no Page
Rank• Do not purchase links from others
Where else?• Blogs – WebMD, RevolutionHealth • Profiles – AAOS, LinkedIn, Twitter, Facebook• Orthopaedic Directories/Authority Sites
– Orthopaedic Web Links– Orthogate– Spine Universe
• Local Directories– Citysearch, Yellowpages, MD Compare Sites
• Press releases/Topic articles– Link back to your site
8. Keep your site freshNew content ideas:•Press releases•Articles•Events•News updates•Image galleries•Interviews•Videos•Blogs•Social Media
SEO Methodology
• Keywords Research & Analysis
• Crawlability issues / HTML Optimization
• Content Development / Copywriting• Onsite Optimization (body texts, titles, meta tags etc)
• Internal Linking, Navigation, Sitemaps
• Link Building Campaigns
• Analytics, Testing & Refinement
• Social Media / Author Rank
Questions?