Search engine marketing for your orthopaedic website Boost
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 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) Understand the importance of social media in search rankings 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?
Who is who? Jan 2012 http: //www. bruceclay. com/searchenginerelationshipchart. htm
Search Marketing Landscape Core Search Share (%) Dec 2011 2, 91, 6 Google Sites 14. 5 15. 1 Microsoft Sites Yahoo! Sites 65, 9 Ask Network Number of Queries (MM) AOL, Inc Source: Core Search Queries (MM) 14000 12000 10000 8000 6000 4000 2000 0 12019 2750 2647 531 Google Sites Microsoft Yahoo! Sites Ask Network Sites Core Search Entity 287 AOL, Inc
http: //www. seomoz. org/google-algorithm-change
Overlapping Links http: //ranking. thumbshots. com
Why do we care?
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/Health. Topics/Part-1/59 -of-adults. aspx
Health Information is a Popular Pursuit Online http: //www. pewinternet. org/Reports/2011/Health. Topics/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” Pro: • Great Long-term ROI • More exposure, branding, awareness • High ceiling and volume Con: • Tough to quantify • Lots of work (Design/Development) • Takes a while PPC Pay-Per-Click “Search Advertising” Pro: • Quick setup • Highly measureable & quantifiable • Less development resources Con: • More expensive • Lower ceiling and volume potential • Subject to “Ad Blindness”
Organic vs Paid Search Paid Organic
Organic vs Paid Search 10% of Clicks 90% of Clicks
Search Engine Marketing – Next Gen SEO Search Engine Optimization • Increase linkability • Make tagging and bookmarking easy • Reward inbound links • Help content travel SMO Social Media Optimization • Target keywords • Link Building • ALT/TITLE attributes • Keyword density • Sitemap • Reporting/Analytics • Campaign design • Google Adwords • Facebook Ads • Microsoft Pay Per Click ad. Center PPC
What do Search Engines look for? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info Google Webmaster Tools - www. google. com/webmasters
CONTENT!
SEO Pyramid
SEO Workflow Keyword research & analysis Monitor results Analyze site for crawl / performance issues Implement optimization
What Steps Can You Take Mini-Online Marketing Plan 1. 2. 3. 4. 5. 6. 7. 8. Keyword research for target market Select 3 prioritized optimization terms Set up hosted tracking solution Optimize the home page with location + service/product Optimize inner pages of site and sitemap Submit site to search engines and directories Research link building opportunities ADD UNIQUE FRESH CONTENT AND GOOGLE+ BUTTON!
Step-by-Step SEO - David 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, Oakland Greenbrae, San Francisco,
Keyword Research Suggestion Tools Google Keyword Tool � https: //adwords. google. com/select/Keyword. Tool. External Nichebot � www. nichebotclassic. com (free) Wordtracker � www. freekeywords. wordtracker. com � www. wordtracker. com (free) (paid) Keyword Discovery � www. keyworddiscovery. com (free trial + paid)
Keyword Research Tools http: //adwords. google. com/select/Keyword. Tool. External
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 www. google. com/analytics
Setup Webmaster Tools Google Webmaster Tools � http: //www. google. com/webmasters/ Yahoo Site Explorer � https: //siteexplorer. search. yahoo. com/ Bing Webmaster Center � http: //www. bing. com/webmaster
Google Webmaster Tools
4. Optimize home page Title Tag Meta Info Alt Tags H 1 Tags Javascript Embedded links Footer
View Source
5. Optimize inner site pages Unique text and meta information for every page on your site! ü ü ü Title Tag Meta Info Alt Tags H 1 Tags Javascript Embedded links
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 (Page. Rank)
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
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/Submit. Site. Page. 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/Business. Search. 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 Page. Rank - Can view Page. Rank 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 – Web. MD, Revolution. Health Profiles – AAOS, Linked. In, Orthopaedia Orthopaedic Directories/Authority Sites � Orthopaedic Web Links � Orthogate � Spine Universe Local Directories � Citysearch, Yellowpages, Physician 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 Photo galleries Interviews Videos Blogs
Growing impact of social Google Plus is going to revolutionize digital marketing as we know it Google+ is growing at a rate of 50 x faster than Facebook or Twitter did Image source: Leon Håland (https : //plus. google. com/112418301618963883780/about? hl=en)
Google+ and SEO The Google+ button affects search engine optimization Add the Google+ to your home page, product pages, blog posts There are negative impacts when users block a site
Twitter and SEO Use keywords in tweets that link back to your website Use keyword descriptive hashtags Optimize your company bio aka description, URL
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
Let’s take a break
The Power of PPC
PPC Step by Step 1. 2. 3. 4. Choose terms through mini-marketing steps Create a paid placement budget Campaign Set-up Monitor and tweak campaign
1. Select Your Terms Use spreadsheet & research to determine which terms to begin campaign with
Are you a billionaire? Don’t pick overly competitive keywords unless you have an unlimited budget
2. Create paid placement budget Core Search Share (%) 2, 91, 6 Google Sites 14. 5 15. 1 Microsoft Sites Yahoo! Sites 65, 9 Ask Network AOL, Inc Align budget allocation with the search engines’ market share
3. Campaign Set-up Put the keyword in the title Use a Call-to-Action Consider ad testing
4. Monitor and Tweak Campaign
Important tips with PPC Stay away from general terms unless your campaign is geo-targeted � ex: orthopedic surgery Turn off Content Network searches Budget, ads, and keywords can be adjusted anytime Link ads to the most relevant page on your site - don’t dump everyone onto your home page
PPC Methodology Keywords Research & Analysis Advertiser Account Creation Account Structure (Campaigns, Adgroups) & Targeting Ad. Texts Copywriting Creation & Optimization of Landing Pages Analytics , Testing & Refinement
Let’s Review Content is king � Keep it fresh � Keep it original Links are powerful Keep a healthy SEO and PPC balance Watch and tweak your campaign
Google says: “Don’t be Evil”
QUESTIONS?
2009 2011
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