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Search Engine Marketing For Office Websites
This document provides an overview of search engine marketing strategies for medical office websites. It discusses the basics of search engines and how they work. It then describes search engine optimization (SEO) techniques like keyword research, optimizing web pages, and link building. It also covers pay-per-click advertising (PPC), including choosing keywords, setting up campaigns, and monitoring results. The goal is to help medical practices boost their online presence and build their brand through search engine marketing.
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Search Engine Marketing For Office Websites
- 1. Search Engine Marketingfor Your Office 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 Deputy Editor, Information and Communication Technology Clinical Orthopaedics and Related Research Email: [email protected]
- 2. Objectives Understand thebasics of search engines Describe what SEM is and how it is done Natural optimization (SEO) Pay-Per-Click (PPC) 3. Learn how to measure the success of SEM
- 3. How does aSearch Engine Work?
- 4. Who is who?http://www.bruceclay.com/searchenginerelationshipchart.htm
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- 8. Why do wecare?
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- 10. Health Consumers Online80% of online Americans have turned to the internet for medical answers Most start with a general search engine, rather than a medical vertical. 71% of online consumers use search engines to find health-related information. 46% use the internet to get answers 83% use the internet to seek out a medical professional Pew Internet 2007 - http://www.pewinternet.org/PPF/r/231/report_display.asp Jupiter Research 2006 - http://www.jupiterresearch.com/bin/item.pl/research:concept/103/id=97419
- 11. SEM vs. SEOSearch 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. Pay-per-click Search Engine Optimization Link-building Search Engine Optimization (SEO) – SEM technique to optimize site content to improve search engine rank and visibility
- 12. How does itfit together? Search Engine Optimization Link Building Quick Results $$$ Results take a while More Time Less $ Google Search Engine Marketing Pay-Per-Click
- 13. What do SearchEngines look for? Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info
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- 15. What Steps CanYou Take Mini-Online Marketing Plan 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!
- 16. Step-by-Step SEO DavidL. Nelson, MD http://www.davidlnelson.md/
- 17. 1. Research yourtarget 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
- 18. Keyword Research SuggestionTools Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal Nichebot www.nichebot.com (free + paid) Wordtracker www.wordtracker.com (paid) www.freekeywords.wordtracker.com (free) Keyword Discovery www.keyworddiscovery.com (paid) www.keyworddiscovery.com/search.html (free)
- 19. Keyword Research Toolshttp://adwords.google.com/select/KeywordToolExternal
- 20. 2. Select3 top search terms David L. Nelson’s 3 prioritized terms: California hand surgeon/surgery Hand specialist California San Francisco/Greenbrae hand specialist
- 21. 3. Setup hosted web analytics www.google.com/analytics
- 22. Google Webmaster ToolsSetup Google Webmaster Tools Include screenshot and URL
- 23. 4. Optimizehome page Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links Footer
- 24. Keyword Density Areyou writing what you mean to say? www.schipul.com/en/sem/keywords
- 25. 5. Optimizeinner site pages Unique text and meta information for every page on your site! Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links
- 26. Internal Linking (akaInformation Architecture)
- 27. 90% of theRankings in 4 Factors #1 - Keyword Usage & Content Relevance
- 28. 90% of theRankings in 4 Factors #2 - Raw Link Juice
- 29. 90% of theRankings in 4 Factors #3 - Anchor Text Weight
- 30. 90% of theRankings in 4 Factors #4 - Domain Authority
- 31. 6. Submityour site Suggested search engines: Google http://www.google.com/addurl/ Yahoo http://search.yahoo.com/info/submit.html MSN Live http://search.msn.com/docs/submit.aspx Suggested directories: Yahoo Directory ($299/year) Google Local & Yahoo Local WebMD Blogs, RevolutionHealth Blogs Orthopaedic Directories Orthopaedic Web Links, Spine Universe Local Directories
- 32. Google Local Submityour site to Google Local
- 33. 7. ResearchLink Building Opportunities http://www.marketleap.com/publinkpop/default.htm
- 34. 8. Keepyour site fresh New content ideas: Press releases Articles Events News updates Photo galleries Interviews Videos Blogs
- 35. Let’s take abreak Any questions so far?
- 36. The Power ofPPC
- 37. PPC Step byStep Choose terms through mini-marketing steps Create a paid placement budget Campaign Set-up Monitor and tweak campaign
- 38. 1. SelectYour Terms Use spreadsheet & research to determine which terms to begin campaign with
- 39. Are you abillionaire? Don’t pick overly competitive keywords unless you have an unlimited budget
- 40. 2. Create paidplacement budget When in doubt, align budget allocation with the search engines’ market share
- 41. 3. Campaign Set-upIf possible, put the keyword in the title Use a Call-to-Action Consider ad testing
- 42. 4. Monitorand Tweak Campaign
- 43. PPC: things toconsider… 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
- 44. Track your successTraffic increase Paid placement Conversions Is the phone ringing? Is your practice growing?
- 45. Let’s Review Contentis king Keep it fresh Keep it original Links are powerful – be generous! Keep a healthy SEO and PPC balance Watch and tweak your campaign
- 46. Google says: “Don’tbe Evil”
- 47. Thank you TheOrthopaedic Internet: A Collaborative Resource