Webinar GEMSWebinar GEMS

This important introduction to Search Engine Optimization is available as an DVD at :

http://www.pumc.com/ToughTimes-Tune-Up.htm

Patients Unlimited Marketing Consultants CELEBRATES

35TH YEAR OF SERVICE! (14 years as an ISP)

INTRODUCTIONS

Greg Washington, President PUMC

Greg Washington is President and CEO of PUMC, a 35 year old International aesthetic service marketing firm based in Los Angeles, California. He is one of, if not the first, cosmetic services marketing professionals with more than 25 years of experience in the cosmetic services industry.

INSTRUCTOR

Lou Haggerty is Senior Vice President of PUMC and a member of PUMC’s professional consulting staff for more than two decades and directs PUMC’s Internet technology and training services.

Lou Haggerty, Senior V P, Internet SEO

Objective• Tactic A. Learn five key SEO concepts you

can use and control.

• Tactic B. Employ these concepts to aid your ISP in securing better positioning. Tactic C. Increase the volume and quality of E-mail and call responses Tactic D. Monitor your Internet performance.

• Terminology- Key terms for this presentation (1 of 2)

– Landing page– Search position Search Engine Results

Page (SERP)– Hits, clicks– Visits versus-Unique Visits– Bounce rate Vs Time on Page

• Terminology- Key terms for this presentation (2 of 2)

– Hyperlink– Analytics– Traffic sources

• Direct• Organic• Referral

– spider– URL vs. Page address

Six Key SEO Concepts1. Focus on Google the main search engine 2. Searches results are customizes by

Google3. SEO must consider two Internet

Audiences4. Media significantly influences your

search position5. All pages on a site are considered

landing pages6. Words are more important than pictures.

Tactic A

Key SEO Concept

Focus on Google the main search engine

1

Google Rules

Key SEO Concept

Searches results are customizes by Google

2

DIFFERENT RESULTS ON DIFFERNET COMPUTERS

Different search results for different computers.

Key SEO Concept

Site media significantly influences your search position

3

Key SEO Concepts

All pages on a site are considered landing pages

4

Key SEO Concept

Words are more important than pictures.

5

Key SEO Concept

SEO must consider two Internet Audiences

6

SEO is the process of making two important audiences love your Web site.

The prospective patients

The search engine’s spiders

THE INTERNET AUDIENCES

THE PROSPECTIVE PATIENT

PROSPECTIVE PATIENTSYou need to insure that you monitor popular search phrases

Be sure your content includes the popular search phrases

Getting the Prospective Patient Search to work for you

Getting the Prospective Patient Search to work for you

Getting the Prospective Patient Search to work for you

Getting the Prospective Patient Search to work for you

The patients you want to see

Search positionGrabbersRelevanceCalls to ActionPhotosTestimonials

The Search EnginesThe Search Engines

Examples of landing pages

What are the search engines looking for?

• Depth of word content that is relevant to the address of the page example, www.drjones.com/tummytuck.htmwww.drjones.com/tummytuck.htm

Links to other pages on the site• Links to external dominate pages• Duration on visits on page• Low bounce rate

Example of search engines spiders

Great URLGood TitlesContentPower linksContent depthTime on pageLow bounce rate

Video Media

Examples of good content vs. photos

• Content is for the Search Engines

Increase the volume and quality of e-mails and calls

1. Consistently update information on the site

2. Offer options that require immediate responses

a. Specials with expiration dates,

b. Invitations to eventsc. Broadcast e-mails linking to

sited. Periodic Online newsletters

3. Multiple options on the page to contact

Tactic C

Monitor your Internet performance

1. Check your e-mails and review the types of requests

2. Review the responses to the specials you offer3. Track the activity of you E-mail broadcasts4. Track your site relative positions on the Internet5. Measuring your site’s growth performance

Tactic D

Site design rules

1. Built in SEO opportunities specific to the practice.

2. Synchronization of Internet promotion with other promotional events in the practice.

3. Use of search phrases and terms specific to the practice’s technology.

4. Create engaging calls to action

A Summary of Your Site’s Key Functions

• Creating new patient demand• Retaining existing patients• Build the practices Image• Reinforcement of other promotion• Disseminate practice information• A demonstration of supremacy• Data mining• Social networking

Summary of Objectives• Tactic 1. Learn five key SEO concepts

you can use and control.

• Tactic 2. Employ these concepts to aid your ISP in securing better positioning. Tactic 3. Increase the volume and quality of E-mail and call responses Tactic 4. Discover how to monitor your site’s performance.

This important introduction to Search Engine Optimization is available as an DVD at :

http://www.pumc.com/ToughTimes-Tune-Up.htm

Questions and Answers