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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
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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.
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 Objectives
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
Location! Location! Location! http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm
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 Health Consumers Online http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
Looking online for doctors is 3rd! http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
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 SEM vs. SEO
How does it fit together? • Pro: • Quick setup • Highly measureable/quantifiable • Less development resources • Con: • More expensive • Lower ceiling/volume potential • Subject to “Ad Blindness” • Pro: • Great Long-term ROI • More exposure/awareness • High ceiling and volume • Con: • Tough to quantify • Lots of work (design/dev) • Takes a while
Organic vs Paid Search Paid Organic
Organic vs Paid Search 10% of Clicks 90% of Clicks
Search Engine Marketing – Next Gen • Target keywords • Link Building • ALT/TITLE attributes • Keyword density • Sitemap • Reporting/Analytics • Campaign design • Google Adwords • Facebook Ads • Microsoft AdCenter • Increase linkability • Make tagging andbookmarking easy • Reward inbound links • Help content travel
Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info Social connections What do Search Engines look for?
Site Health Google Webmaster Tools – http://www.google.com/webmasters
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! What Steps Can You TakeMini-Online Marketing Plan
Step-by-Step SEO - David L. Nelson, MD http://www.davidlnelson.md/
Step-by-Step SEO - David L. Nelson, MD http://www.davidlnelson.md/
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 1. Research your target market
Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal 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 Suggestion Tools
Keyword Research Tools http://adwords.google.com/select/KeywordToolExternal
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 2. Select 3 top search terms
3. Set up hosted web analytics http://www.google.com/analytics
Setup Google Webmaster Tools • http://www.google.com/webmasters/
4. Optimize home page • Title Tag • Meta Info • Alt Tags • H1 Tags • Javascript • Embedded links • Footer
Unique text and meta information for every page on your site! 5. Optimize inner site pages • Title Tag • Meta Info • Alt Tags • H1 Tags • Javascript • Embedded links • Footer
#1 - Keyword Usage & Content Relevance 90% of the Rankings in 4 Factors
#2 - Global link popularity (PageRank) 90% of the Rankings in 4 Factors
#3 - Anchor Text Weight 90% of the Rankings in 4 Factors <a href=http://www.davidlnelson.md>Dr. David L. Nelson – Hand Surgeon</a>
#4 - Domain Authority 90% of the Rankings in 4 Factors
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 Growing impact of social media