Search engine marketing for your orthopaedic website

1. Search engine marketing for your orthopaedic website Christian Veillette M.D., M.Sc., FRCSC Assistant Professor, University of Toronto Shoulder & Elbow Reconstructive Surgery University Health Network Email: orthonet@gmail.com Boost your Presence, Build your Brand

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

3. Objectives • Understand the basics of search engines • Describe what SEM is and how it is done • Natural optimization (SEO) • Pay-Per-Click (PPC) • Understand the importance of social media in search rankings • Learn how to measure the success of SEM

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

11. Search Marketing Landscape Dec 2011 Source:

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

16. Overlapping Links http://ranking.thumbshots.com

17. Why do we care?

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

19. Click through rates

20. 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/HealthTopics/Part-1/59-of-adults.aspx

21. Health Information is a Popular Pursuit Online http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx

22. 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

23. How does it fit together? • Pro: • Great Long-term ROI • More exposure, branding, awareness • High ceiling and volume • Con: • Tough to quantify • Lots of work (Design/Development) • Takes a while • Pro: • Quick setup • Highly measureable & quantifiable • Less development resources • Con: • More expensive • Lower ceiling and volume potential • Subject to “Ad Blindness”

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 and bookmarking easy • Reward inbound links • Help content travel

27. What do Search Engines look for? • Readable Text • Fresh, unique content • Relevant inbound links • Good site architecture • Unique meta info Google Webmaster Tools - www.google.com/webmasters

28. CONTENT!

29. SEO Pyramid

30. SEO Workflow

31. What Steps Can You TakeMini-Online Marketing Plan • 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!

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

33. 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

34. Keyword Research Suggestion Tools • Google Keyword Tool • https://adwords.google.com/select/KeywordToolExternal • Nichebot • www.nichebotclassic.com (free) • Wordtracker • www.freekeywords.wordtracker.com (free) • www.wordtracker.com (paid) • Keyword Discovery • www.keyworddiscovery.com (free trial + paid)

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

36. 2. Select 3 top search terms • 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

37. 3. Set up hosted web analytics www.google.com/analytics

38. Setup Webmaster Tools • Google Webmaster Tools • http://www.google.com/webmasters/ • Yahoo Site Explorer • https://siteexplorer.search.yahoo.com/ • Bing Webmaster Center • http://www.bing.com/webmaster

39. Google Webmaster Tools

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

41. View Source

42. 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

43. Internal Linking(aka Information Architecture)

44. 90% of the Rankings in 4 Factors • #1 - Keyword Usage & Content Relevance

45. 90% of the Rankings in 4 Factors • #2 - Global link popularity (PageRank)

46. 90% of the Rankings in 4 Factors • #3 - Anchor Text Weight <a href=http://www.davidlnelson.md>Dr. David L. Nelson – Hand Surgeon</a>

47. 90% of the Rankings in 4 Factors • #4 - Domain Authority

48. 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/add • Yahoo Local http://listings.local.yahoo.com/csubmit/index.php • Bing Local http://ssl.bing.com/listings/BusinessSearch.aspx

49. 7. Research Link Building Opportunities http://www.opensiteexplorer.com

50. 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