… how to rank #1 on Google

1. Search Engine Optimization… … how to rank #1 on Google

2. SEO Course by EyeCarePro.net Slide 1 - Introductions • Meet and Greet • Course Instructor, Daniel Rostenne • Co-Founder of EyeCarePro.net in 2005 • Co-Founder of Optometry.net in 1997 • Search Engine Optimization (SEO) services since 2006 • Editor of Optometry Web

3. EyeCarePro.net Slide 2 - Course Goal and Format • Explain and understand SEO • Components - what areas need to change • Tools - improve and measure your results • Techniques - the 'secret sauce' to SEO • Course Format • 1 hour slideshow • Questions are welcome throughout (time allowing) • Further questions welcome post-course

4. EyeCarePro.net Slide 3 - What is SEO? • SEO = Search Engine Optimization • Achieving top rankings in the search results • 80+% of people use Google to search the Web • #1 42%, #2 12%, #3 8%, Total 62% (Richard Hearne) • #1 56%, #2 1%, #3 10%, Total 79% (Cornell University Study)

5. Google Search Results Page

6. EyeCarePro.net Slide 4 - It's All About Content • 'My site isn't coming up on Google' • Why should it come up? • Common sense approach to content isn't so common • Only 3 out of every 20 web sites use 'optometrist' on their home page (Daniel Rostenne)

7. EyeCarePro.net Slide 5 - Content - Keywords • Audience #1: Capturing new patients • Decision based keywords • Audience #2: Existing patients • Information based keywords • Beware of products!

8. EyeCarePro.net Slide 6 - Content - Key Phrases • Regional Terms • Areas serviced • Areas of specialty • Combine keywords into phrases • optometrist centerville

9. Choosing Regional Terms

10. EyeCarePro.net Slide 7 - Content - Meta Tags • Document descriptors • Title: <title>Practice Title - include keywords</title> • Keywords: <meta name="keywords" content="6-8 keywords" /> • Description: <meta name="description" content="Up to 250 characters, repeating keywords" /> • Be careful!

11. Sample Code for Meta Tags

12. EyeCarePro.net Slide 8 - Content - Page Content • 1. Internal site sections / links containing keywords • 2. 2-3% keyword frequency per page • 3. Keywords in H1, H2, bold and links • 4. Top of page keyword placement (first 25 words) • 5. Keyword rich 'call to action' and footer • Honesty is the best policy • Content Analyzer • www.seoworkers.com/tools/analyzer.html

13. EyeCarePro.net Slide 9 - Content - Finish the Job • Home page rules! • Optimize many key pages • Add pages where required (vision insurance) • Rename site sections • Spell check your content

14. EyeCarePro.net Slide 10 - It's All About Linking • 'My site still isn't coming up on Google' • Well, why should it come up? • Links = votes • Keyword rich links

15. Sample BackLink

16. EyeCarePro.net Slide 11 - Links - Industry Links • Doctor Finder/Locator • Ciba, CooperVision, Zeiss • Product or Store Finder/Locator • Nike, Maui Jim, iZon

17. Sample Store Locator

18. EyeCarePro.net Slide 12 - Links - Eye Care Directories • AllAboutVision.net • EyeCareSource.com • State Association • AOA, AAO, ARBO • Focused Directories • Ortho-K, Vision Therapy

19. EyeCarePro.net Slide 13 - Links - General Directories • DMOZ (www.dmoz.org) • Google Directory (directory.google.com) • Yahoo Directory (dir.yahoo.com)

20. EyeCarePro.net Slide 14 - Links - Regional Directories • www.citysearch.com • www.'yourcity'.com • www.MerchantCircle.com • www.city-data.com

22. EyeCarePro.net Slide 15 - Links - Social Networking • More effort, more reward • www.yelp.com • www.kudzu.com • www.linkedin.com • www.facebook.com • www.twitter.com

23. Sample Yelp Profile

24. EyeCarePro.net Slide 16 - The Right Tools for the Job • Measuring success • Becoming Google's best friend • Sitemaps • Webmaster Verification • Search Engine Submissions

25. EyeCarePro.net Slide 17 - Tools - Measuring Success • Web Site Statistics • http://analytics.google.com • Search Engine Rankings • www.advancedwebranking.com

26. Google Analytics

27. EyeCarePro.net Slide 18 - Tools - Google's Best Friend • Google's Webmaster Tools • www.google.com/webmasters/tools/ • Requires webmaster verification • Google siteMap submission • Crawl statistics • Google top 100 keywords • Google Alerts • www.google.com/alerts/

28. EyeCarePro.net Slide 19 - Search Engine Submissions • Submit your site • Google, Yahoo, Bing, and more

29. Special Tip! Multiple Web Sites

30. EyeCarePro.net Slide 20 - SEO - Putting It All Together • Check out the competition • Google searches • Meta tags • Strategize key words • Change your content • Build incoming links

31. EyeCarePro.net Slide 21 - SEO - Setting Expectations • Patience and perserverence • 50% of traffic from Google • 179 visits / month / doctor • Google algorithm and user changes • Key variable - population density

32. EyeCarePro.net Slide 22 - SEO - Summing it Up • Educate your patients to use your site • Track all your new patient referrals • Google should outperform most other forms of marketing • SEO is ongoing, build your lead, and keep it!

33. EyeCarePro.net Slide 23 - Questions? • Email: danielr@eyecarepro.net • Phone: 416-238-0370 Thank you very much for attending!