Search engine marketing for your orthopaedic website

1. 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

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

3. 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

4. How does a Search Engine Work?

5. How does a Search Engine Work?

6. How does a Search Engine Work?

7. How does a Search Engine Work?

8. How does a Search Engine Work?

9. How does a Search Engine Work?

10. Google Inside Search http://www.google.com/insidesearch/howsearchworks/

11. Who is who? Jan 2012 http://www.bruceclay.com/searchenginerelationshipchart.htm

12. Who is who? March 2013 http://www.bruceclay.com/searchenginerelationshipchart.htm

13. http://www.seomoz.org/google-algorithm-change

17. Why do we care?

18. Location! Location! Location! http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm

19. Click through rates

20. 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

21. Looking online for doctors is 3rd! http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx

22. 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

23. 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

24. Organic vs Paid Search Paid Organic

25. Organic vs Paid Search 10% of Clicks 90% of Clicks

26. 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

27. Readable Text Fresh, unique content Relevant inbound links Good site architecture Unique meta info Social connections What do Search Engines look for?

28. Site Health Google Webmaster Tools – http://www.google.com/webmasters

29. CONTENT!

30. SEO Pyramid

31. SEO Workflow

32. 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

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

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

35. 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

36. 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

37. Keyword Research Tools http://adwords.google.com/select/KeywordToolExternal

38. 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

39. 3. Set up hosted web analytics http://www.google.com/analytics

40. Setup Google Webmaster Tools • http://www.google.com/webmasters/

41. 4. Optimize home page • Title Tag • Meta Info • Alt Tags • H1 Tags • Javascript • Embedded links • Footer

42. Old View Source

43. New View Source

44. 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

45. Internal Linking(aka Information Architecture)

46. #1 - Keyword Usage & Content Relevance 90% of the Rankings in 4 Factors

47. #2 - Global link popularity (PageRank) 90% of the Rankings in 4 Factors

48. #3 - Anchor Text Weight 90% of the Rankings in 4 Factors <a href=http://www.davidlnelson.md>Dr. David L. Nelson – Hand Surgeon</a>

49. #4 - Domain Authority 90% of the Rankings in 4 Factors

50. 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