Search engine marketing for your orthopaedic website

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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_at_gmail.com
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Disclosure

• My disclosure is in the Final Program
• Book and in the AAOS database.
• I have no potential conflicts with this
  presentation.

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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

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How does a Search Engine Work?
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How does a Search Engine Work?
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How does a Search Engine Work?
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How does a Search Engine Work?
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How does a Search Engine Work?
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How does a Search Engine Work?
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Google Inside Search
http//www.google.com/insidesearch/howsearchworks/
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Who is who?
Jan 2012
http//www.bruceclay.com/searchenginerelationshipc
hart.htm
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Who is who?
March 2013
http//www.bruceclay.com/searchenginerelationshipc
hart.htm
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http//www.seomoz.org/google-algorithm-change
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Why do we care?
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Location! Location! Location!
http//www.eyetools.com/inpage/research_google_eye
tracking_heatmap.htm
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Click through rates
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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/HealthTopi
cs/Part-1/59-of-adults.aspx
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Looking online for doctors is 3rd!
http//www.pewinternet.org/Reports/2011/HealthTopi
cs/Part-1/59-of-adults.aspx
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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

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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

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Organic vs Paid Search
Paid
Organic
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Organic vs Paid Search
10 of Clicks
90 of Clicks
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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

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What do Search Engines look for?

• Readable Text
• Fresh, unique content
• Relevant inbound links
• Good site architecture
• Unique meta info
• Social connections

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Site Health
Google Webmaster Tools http//www.google.com/web
masters
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CONTENT!
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SEO Pyramid
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SEO Workflow
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What Steps Can You TakeMini-Online Marketing Plan

1. Keyword research for target market
2. Select 3 prioritized optimization terms
3. Set up hosted tracking solution
4. Optimize the home page with location
   service/product
5. Optimize inner pages of site and sitemap
6. Submit site to search engines and directories
7. Research link building opportunities
8. ADD UNIQUE FRESH CONTENT AND GOOGLE BUTTON!

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Step-by-Step SEO - David L. Nelson, MD
http//www.davidlnelson.md/
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Step-by-Step SEO - David L. Nelson, MD
http//www.davidlnelson.md/
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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

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Keyword Research Suggestion Tools

• Google Keyword Tool
• https//adwords.google.com/select/KeywordToolExter
  nal
• 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)

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Keyword Research Tools
http//adwords.google.com/select/KeywordToolExtern
al
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2. Select 3 top search terms

• David L. Nelsons 3 prioritized terms
• California hand surgeon/surgery
• Hand specialist California
• San Francisco/Greenbrae hand specialist
• Consider
• hand pain, wrist pain, carpal tunnel, trigger
  finger

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3. Set up hosted web analytics
http//www.google.com/analytics
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Setup Google Webmaster Tools
http//www.google.com/webmasters/
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4. Optimize home page

• Title Tag
• Meta Info
• Alt Tags
• H1 Tags
• Javascript
• Embedded links
• Footer

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Old View Source
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New View Source
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5. Optimize inner site pages

• Unique text and meta information for every page
  on your site!

• Title Tag
• Meta Info
• Alt Tags
• H1 Tags
• Javascript
• Embedded links
• Footer

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Internal Linking(aka Information Architecture)
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90 of the Rankings in 4 Factors

• 1 - Keyword Usage Content Relevance

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90 of the Rankings in 4 Factors

• 2 - Global link popularity (PageRank)

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90 of the Rankings in 4 Factors

• 3 - Anchor Text Weight

lta hrefhttp//www.davidlnelson.mdgtDr. David L.
Nelson Hand Surgeonlt/agt
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90 of the Rankings in 4 Factors

• 4 - Domain Authority

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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 youre authentic, engaged, valuable

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Twitter and SEO

• Use keywords in tweets that link back to your
  website
• Use keyword descriptive hashtags
• Optimize your company bio aka description, URL

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Google Plus and SEO
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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/SubmitSitePage.
  aspx
• Suggested directories
• Google Local/Places http//www.google.com/local/ad
  d
• Yahoo Local http//listings.local.yahoo.com/csubmi
  t/index.php
• Bing Local http//ssl.bing.com/listings/BusinessSe
  arch.aspx

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7. Research Link Building Opportunities
http//www.opensiteexplorer.com
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Inbound Link Best Practices

• Obtain links only from quality, authoritative
  sources related or relevant to your site
• Top sites have good PageRank
• Can view PageRank 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

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Where else?

• Blogs WebMD, RevolutionHealth
• Profiles AAOS, LinkedIn, 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

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8. Keep your site fresh

• New content ideas
• Press releases
• Articles
• Events
• News updates
• Image galleries
• Interviews
• Videos
• Blogs
• Social Media

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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

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Questions?