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 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?

Google Inside Search http: //www. google. com/insidesearch/howsearchworks/

Who is who? Jan 2012 http: //www. bruceclay. com/searchenginerelationshipchart. htm

Who is who? March 2013 http: //www. bruceclay. com/searchenginerelationshipchart. htm

http: //www. seomoz. org/google-algorithm-change

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

Looking online for doctors is 3 rd! 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/awareness • High ceiling and volume Con: • Tough to quantify • Lots of work (design/dev) • Takes a while PPC Pay-Per-Click “Search Advertising” Pro: • Quick setup • Highly measureable/quantifiable • Less development resources Con: • More expensive • Lower ceiling/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 PPC Pay Per Click • • Campaign design Google Adwords Facebook Ads Microsoft Ad. Center

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 Monitor results 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 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/Keyword. Tool. External • 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/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 http: //www. google. com/analytics

Setup Google Webmaster Tools http: //www. google. com/webmasters/

4. Optimize home page ü ü ü ü Title Tag Meta Info Alt Tags H 1 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! ü ü ü ü Title Tag Meta Info Alt Tags H 1 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 (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

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/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, 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?