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SEO Mastery: Rank #1 on Google Course

Learn SEO strategies to improve your website's ranking on Google. Understand content creation, keyword optimization, and link building techniques. Discover tools to measure success and optimize your online presence. Course led by Daniel Rostenne of EyeCarePro.net.

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SEO Mastery: Rank #1 on Google Course

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  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

  21. 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

  22. Sample Yelp Profile

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

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

  25. Google Analytics

  26. 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/

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

  28. Special Tip! Multiple Web Sites

  29. 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

  30. 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

  31. 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!

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

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