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

Search Engine Optimization…… how to rank #1 on

Google … how to rank #1 on

Google

SEO Course by EyeCarePro.net

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

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

Slide 1 - Introductions Slide 1 - Introductions

EyeCarePro.net

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

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

Slide 2 - Course Goal and Format Slide 2 - Course Goal and Format

EyeCarePro.net

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)

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)

Slide 3 - What is SEO? Slide 3 - What is SEO?

Google Search Results Page

EyeCarePro.net

'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)

'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)

Slide 4 - It's All About Content Slide 4 - It's All About Content

EyeCarePro.net

Audience #1: Capturing new patients▪Decision based keywords

Audience #2: Existing patients▪Information based keywords

Beware of products!

Audience #1: Capturing new patients▪Decision based keywords

Audience #2: Existing patients▪Information based keywords

Beware of products!

Slide 5 - Content - Keywords Slide 5 - Content - Keywords

EyeCarePro.net

Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville

Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville

Slide 6 - Content - Key Phrases Slide 6 - Content - Key Phrases

Choosing Regional Terms

EyeCarePro.net

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!

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!

Slide 7 - Content - Meta Tags Slide 7 - Content - Meta Tags

Sample Code for Meta Tags

EyeCarePro.net

1. Internal site sections / links containing keywords2. 2-3% keyword frequency per page3. Keywords in H1, H2, bold and links4. 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

1. Internal site sections / links containing keywords2. 2-3% keyword frequency per page3. Keywords in H1, H2, bold and links4. 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

Slide 8 - Content - Page Content Slide 8 - Content - Page Content

EyeCarePro.net

Home page rules!Optimize many key pagesAdd pages where required (vision insurance)Rename site sectionsSpell check your content

Home page rules!Optimize many key pagesAdd pages where required (vision insurance)Rename site sectionsSpell check your content

Slide 9 - Content - Finish the Job Slide 9 - Content - Finish the Job

EyeCarePro.net

'My site still isn't coming up on Google'▪ Well, why should it come up?▪ Links = votes▪ Keyword rich links

'My site still isn't coming up on Google'▪ Well, why should it come up?▪ Links = votes▪ Keyword rich links

Slide 10 - It's All About Linking Slide 10 - It's All About Linking

Sample BackLink

EyeCarePro.net

Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss

Product or Store Finder/Locator ▪Nike, Maui Jim, iZon

Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss

Product or Store Finder/Locator ▪Nike, Maui Jim, iZon

Slide 11 - Links - Industry Links Slide 11 - Links - Industry Links

Sample Store Locator

EyeCarePro.net

AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy

AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy

Slide 12 - Links - Eye Care Directories Slide 12 - Links - Eye Care Directories

EyeCarePro.net

DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)

DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)

Slide 13 - Links - General Directories Slide 13 - Links - General Directories

EyeCarePro.net

www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com

www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com

Slide 14 - Links - Regional Directories Slide 14 - Links - Regional Directories

EyeCarePro.net

More effort, more reward▪www.yelp.com▪www.kudzu.com▪www.linkedin.com▪www.facebook.com▪www.twitter.com

More effort, more reward▪www.yelp.com▪www.kudzu.com▪www.linkedin.com▪www.facebook.com▪www.twitter.com

Slide 15 - Links - Social Networking Slide 15 - Links - Social Networking

Sample Yelp Profile

EyeCarePro.net

Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions

Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions

Slide 16 - The Right Tools for the Job Slide 16 - The Right Tools for the Job

EyeCarePro.net

Web Site Statistics▪http://analytics.google.com

Search Engine Rankings▪www.advancedwebranking.com

Web Site Statistics▪http://analytics.google.com

Search Engine Rankings▪www.advancedwebranking.com

Slide 17 - Tools - Measuring Success Slide 17 - Tools - Measuring Success

Google Analytics

EyeCarePro.net

Google's Webmaster Tools▪ www.google.com/webmasters/tools/

Requires webmaster verificationGoogle siteMap submissionCrawl statisticsGoogle top 100 keywordsGoogle Alerts▪ www.google.com/alerts/

Google's Webmaster Tools▪ www.google.com/webmasters/tools/

Requires webmaster verificationGoogle siteMap submissionCrawl statisticsGoogle top 100 keywordsGoogle Alerts▪ www.google.com/alerts/

Slide 18 - Tools - Google's Best Friend Slide 18 - Tools - Google's Best Friend

EyeCarePro.net

Submit your siteGoogle, Yahoo, Bing, and more

Submit your siteGoogle, Yahoo, Bing, and more

Slide 19 - Search Engine SubmissionsSlide 19 - Search Engine Submissions

Special Tip! Multiple Web Sites

EyeCarePro.net

Check out the competition▪Google searches▪Meta tags

Strategize key wordsChange your contentBuild incoming links

Check out the competition▪Google searches▪Meta tags

Strategize key wordsChange your contentBuild incoming links

Slide 20 - SEO - Putting It All Together Slide 20 - SEO - Putting It All Together

EyeCarePro.net

Patience and perserverence50% of traffic from Google179 visits / month / doctorGoogle algorithm and user changesKey variable - population density

Patience and perserverence50% of traffic from Google179 visits / month / doctorGoogle algorithm and user changesKey variable - population density

Slide 21 - SEO - Setting ExpectationsSlide 21 - SEO - Setting Expectations

EyeCarePro.net

Educate your patients to use your siteTrack all your new patient referralsGoogle should outperform most other forms of marketingSEO is ongoing, build your lead, and keep it!

Educate your patients to use your siteTrack all your new patient referralsGoogle should outperform most other forms of marketingSEO is ongoing, build your lead, and keep it!

Slide 22 - SEO - Summing it UpSlide 22 - SEO - Summing it Up

EyeCarePro.net

Email: [email protected]: 416-238-0370

Thank you very much for attending!

Email: [email protected]: 416-238-0370

Thank you very much for attending!

Slide 23 - Questions?Slide 23 - Questions?