Search engine marketing for

panicyfewInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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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

Email: orthonet@gmail.com

Disclosure

My 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 3
rd
!


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?

Search Engine
Marketing

SEO

Search Engine
Optimization

“Organic”

PPC

Pay
-
Per
-
Click

“Search Advertising”

Pro:



Great Long
-
term ROI



More exposure/awareness



High ceiling and volume

Con:



Tough to quantify



Lots of work (design/
dev
)



Takes a while

Pro:



Quick setup



Highly measureable/quantifiable



Less development resources

Con:



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

SEO

Search Engine
Optimization

PPC

Pay Per Click

SMO

Social Media
Optimization


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

Keyword
research &
analysis

Analyze site for
crawl /
performance
issues

Implement
optimization

Monitor
results

What Steps Can You Take

Mini
-
Online Marketing Plan

1.
Keyword research for target market

2.
Select 3 prioritized optimization terms

3.
Set up hosted tracking solution

4.
Optimize the home page with location
+ service/product

5.
Optimize inner pages of site and
sitemap

6.
Submit site to search engines and
directories

7.
Research link building opportunities

8.
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 fresh

New 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?