Understanding Your Presence on Google Joel Headley 12

Understanding Your Presence on Google Joel Headley 12 April 2018

Measure what being on Google means

Use tracking parameters (UTM codes) to measure traffic Test with 1000 s of healthcare sites

Google Organic SERP 4. 3/5 3. 6/5 4. 1/5

Google Organic SERP: Local Pack

Google Organic SERP with Knowledge Panel 4. 3/5 3. 6/5 4. 1/5

Organic Traffic Web Results 70% 4. 3/5 3. 6/5 4. 1/5

Organic Traffic Local Results 30% 4. 3/5 3. 6/5 4. 1/5

Most queries don’t trigger local results

Invest in content: deep descriptions of services Organic Traffic Web Results 70%

Where is local traffic coming from?

Authority page URL 80% of local results

Authority page URL 80% of local results

Authority pages need to be good landing pages Authority page URL 80%

Products & Services (menu) link 7%

Appointment link 10%

Post CTA: Book 3%

Actions are favored from the local listing Appointment link + Book CTA 13%

Products & Services | Appointment — without Posts 7. 5% each No Posts

Adding post BOOK CTA - increase in appointment link CTR 7. 5→ 10%

Button-like images in posts 2 x CTR

Button-like images in posts 2 x CTR

Button-like images in posts +3 ppt on appointment URL

Use button-like images in post to drive bookings 2 x CTR

Online appointment bookings increase with Google Posts +11%

What about web search results? Search console data from 1300+ pages of healthcare sites

Improve CTR of existing search 70% from 10 blue links

Add schema to drive stars in search 70% from 10 blue links

Stars increase CTR 200% CTR increase

Stars add to traffic to previously impressiononly pages 59% First time CTR

Take advantage of stars in search results Rich snippet CTR increase 200%

Structured Data Markup < script type = "application/ld+json" > { "@context": "http: //schema. org", "@type": "Physician", "@id": "http: //www. dramersi. com/0 b 1 c 47 beb 64 a 2 d 865 c 865 dfc 1458 fbfe 359 ee 9 c 0", "url": "http: //www. dramersi. com", "name": ["Shamsah Amersi, MD"], "image": "https: //sa 1 s 3. patientpop. com/assets/images/provider/photos/1351516. jpg", "same. As": ["https: //twitter. com/Dr. Shamsah. Amersi"], "potential. Action": { "@type": "Reserve. Action", "target": { "@type": "Entry. Point", "url. Template": "http: //www. dramersi. com/schedule? utm_medium=markup", "in. Language": "en-US", "action. Platform": ["http: //schema. org/Desktop. Web. Platform", "http: //schema. org/IOSPlatform", "http: //schema. org/Android. Platform"] }, "result": { "@type": "Reservation",

Structured Data Markup < script type = "application/ld+json" > { "@context": "http: //schema. org", "@type": "Physician", "@id": "http: //www. dramersi. com/0 b 1 c 47 beb 64 a 2 d 865 c 865 dfc 1458 fbfe 359 ee 9 c 0", "url": "http: //www. dramersi. com", "name": ["Shamsah Amersi, MD"], "image": "https: //sa 1 s 3. patientpop. com/assets/images/provider/photos/1351516. jpg", "same. As": ["https: //twitter. com/Dr. Shamsah. Amersi"], "potential. Action": { "@type": "Reserve. Action", "target": { "@type": "Entry. Point", "url. Template": "http: //www. dramersi. com/schedule? utm_medium=markup", "in. Language": "en-US", "action. Platform": ["http: //schema. org/Desktop. Web. Platform", "http: //schema. org/IOSPlatform", "http: //schema. org/Android. Platform"] }, "result": { "@type": "Reservation", aggregate. Rating

Key Takeaways ● Track your links - UTM parameters ● Fill out all the links available (menu, appointment, orders, etc…) ● Use Google Posts with button-like images ● Structured data with schema. org is only worth the stars the produce

One more thing. . .

Phone calls Measure with call tracking

Phone calls 70% of organic traffic

Add original phone number as additional

Key Takeaways ● Track your links - UTM parameters ● Fill out all the links available (menu, appointment, orders, etc…) ● Use Google Posts with button-like images ● Structured data with schema. org is only worth the stars the produce ● Use call tracking w/destination as additional