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Search Engine Optimization…. … how to rank #1 on Google. 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 - PowerPoint PPT Presentation
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Search Engine Optimization…… 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
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
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)
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)
Slide 4 - It's All About Content
EyeCarePro.net
Audience #1: Capturing new patients▪Decision based keywordsAudience #2: Existing patients▪Information based keywordsBeware of products!
Slide 5 - Content - Keywords
EyeCarePro.net
Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville
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!
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
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
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
Slide 10 - It's All About Linking
Sample BackLink
EyeCarePro.net
Doctor Finder/Locator ▪Ciba, CooperVision, ZeissProduct or Store Finder/Locator ▪Nike, Maui Jim, iZon
Slide 11 - Links - Industry Links
Sample Store Locator
EyeCarePro.net
AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy
Slide 12 - Links - Eye Care Directories
EyeCarePro.net
DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)
Slide 13 - Links - General Directories
EyeCarePro.net
www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com
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
Slide 15 - Links - Social Networking
Sample Yelp Profile
EyeCarePro.net
Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions
Slide 16 - The Right Tools for the Job
EyeCarePro.net
Web Site Statistics▪http://analytics.google.comSearch Engine Rankings▪www.advancedwebranking.com
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/
Slide 18 - Tools - Google's Best Friend
EyeCarePro.net
Submit your siteGoogle, Yahoo, Bing, and more
Slide 19 - Search Engine Submissions
Special Tip! Multiple Web Sites
EyeCarePro.net
Check out the competition▪Google searches▪Meta tagsStrategize key wordsChange your contentBuild incoming links
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
Slide 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!
Slide 22 - SEO - Summing it Up
EyeCarePro.net
Email: [email protected]: 416-238-0370
Thank you very much for attending!
Slide 23 - Questions?