Search Engine Optimization Course - EyeCarePro - The poewr ...

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

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Search Engine Optimization…

… how to rank #1 on Google

SEO Course by EyeCarePro.net

Meet and Greet


Course Instructor, Daniel Rostenne



Co
-
Founder of EyeCarePro.net in 2005



Co
-
Founder of Optometry.net in 1997



Search Engine Optimization (SEO) services
since 2006



Editor of Optometry Web

Slide 1
-

Introductions

EyeCarePro.net


Explain and understand SEO


Components
-

what areas need to change


Tools
-

improve and measure your results


Techniques
-

the 'secret sauce' to SEO

Course Format


1 hour slideshow


Questions are welcome throughout (time allowing)


Further questions welcome post
-
course


Slide 2
-

Course Goal and Format

EyeCarePro.net


SEO = Search Engine Optimization



Achieving top rankings in the search results



80+% of people use Google to search the Web



#1 42%, #2 12%, #3 8%, Total 62% (
Richard
Hearne
)



#1 56%, #2 1%, #3 10%, Total 79% (
Cornell
University Study
)

Slide 3
-

What is SEO?

Google Search Results Page

EyeCarePro.net

'My site isn't coming up on Google'


Why should it come up?


Common sense approach to content isn't so
common


Only 3 out of every 20 web sites use
'optometrist' on their home page (Daniel
Rostenne)

Slide 4
-

It's All About Content

EyeCarePro.net

Audience #1: Capturing new patients


Decision based keywords

Audience #2: Existing patients


Information based keywords

Beware of products!

Slide 5
-

Content
-

Keywords

EyeCarePro.net

Regional Terms

Areas serviced

Areas of specialty

Combine keywords into phrases


optometrist centerville

Slide 6
-

Content
-

Key Phrases

Choosing Regional Terms

EyeCarePro.net


Document descriptors


Title: <title>Practice Title
-

include
keywords</title>


Keywords: <meta name="keywords"
content="6
-
8 keywords" />


Description: <meta name="description"
content="Up to 250 characters, repeating
keywords" />

Be careful!

Slide 7
-

Content
-

Meta Tags

Sample Code for Meta Tags

EyeCarePro.net

1. Internal site sections / links containing
keywords

2. 2
-
3% keyword frequency per page

3. Keywords in H1, H2, bold and links

4. Top of page keyword placement (first 25
words)

5. Keyword rich 'call to action' and footer


Honesty is the best policy


Content Analyzer


www.seoworkers.com/tools/analyzer.html

Slide 8
-

Content
-

Page Content

EyeCarePro.net

Home page rules!

Optimize many key pages

Add pages where required (vision
insurance)

Rename site sections

Spell check your content

Slide 9
-

Content
-

Finish the Job

EyeCarePro.net


'My site still isn't coming up on Google'




Well, why should it come up?



Links = votes



Keyword rich links

Slide 10
-

It's All About Linking

Sample BackLink

EyeCarePro.net


Doctor Finder/Locator


Ciba, CooperVision, Zeiss

Product or Store Finder/Locator


Nike, Maui Jim, iZon

Slide 11
-

Links
-

Industry Links

Sample Store Locator

EyeCarePro.net

AllAboutVision.net

EyeCareSource.com

State Association

AOA, AAO, ARBO

Focused Directories


Ortho
-
K, Vision Therapy

Slide 12
-

Links
-

Eye Care Directories

EyeCarePro.net

DMOZ (www.dmoz.org)

Google Directory (directory.google.com)

Yahoo Directory (dir.yahoo.com)

Slide 13
-

Links
-

General Directories

EyeCarePro.net

www.citysearch.com

www.'yourcity'.com

www.MerchantCircle.com

www.city
-
data.com

Slide 14
-

Links
-

Regional Directories

EyeCarePro.net

More effort, more reward


www.yelp.com


www.kudzu.com


www.linkedin.com


www.facebook.com


www.twitter.com

Slide 15
-

Links
-

Social Networking

Sample Yelp Profile

EyeCarePro.net

Measuring success

Becoming Google's best friend

Sitemaps

Webmaster Verification

Search Engine Submissions

Slide 16
-

The Right Tools for the Job

EyeCarePro.net

Web Site Statistics


http://analytics.google.com



Search Engine Rankings


www.advancedwebranking.com

Slide 17
-

Tools
-

Measuring Success

Google Analytics

EyeCarePro.net

Google's Webmaster Tools


www.google.com/webmasters/tools/

Requires webmaster verification

Google siteMap submission

Crawl statistics

Google top 100 keywords

Google Alerts


www.google.com/alerts/

Slide 18
-

Tools
-

Google's Best Friend

EyeCarePro.net

Submit your site

Google, Yahoo, Bing, and more

Slide 19
-

Search Engine Submissions

Special Tip! Multiple Web Sites

EyeCarePro.net

Check out the competition


Google searches


Meta tags

Strategize key words

Change your content

Build incoming links

Slide 20
-

SEO
-

Putting It All Together

EyeCarePro.net

Patience and
perserverence

50% of traffic from Google

179 visits / month / doctor

Google algorithm and user changes

Key variable
-

population density

Slide 21
-

SEO
-

Setting Expectations

EyeCarePro.net

Educate your patients to use your site

Track all your new patient referrals

Google should outperform most other
forms of marketing

SEO is ongoing, build your lead, and keep
it!

Slide 22
-

SEO
-

Summing it Up

EyeCarePro.net

Email: danielr@eyecarepro.net

Phone: 416
-
238
-
0370


Thank you very much for attending!

Slide 23
-

Questions?