Yankee dental building effective dental pracitc websites

© 2010 Site-Seeker, Inc. www.site-seeker.com

Understanding Internet Marketing for Dental Practices

Kathy Hokunson Vice President Sales and Marketing

Siobhan Becker Independent

Internet Marketing & Social Media Strategist


•  Founded in 2003

•  Corporate Office in New Hartford NY • Satellite offices in Bloomfield CT, Rochester NY, New Jersey

•  20 Employees

•  Full Service Internet Marketing Agency • Search Engine Optimization Services • Pay-Per-Click Management Services • Social Media Implementation and Mgmt • Web Design, Development, Applications & Testing •  Analytics

Who are we?


Fast Track 50 of CNY

2007 2008 2009

3 4 2

MV Chamber of Commerce

Top 3

2009 Business of the Year

B2B Twitterer of the Year

@KatieHoke


Part l Building Effective Dental Practice Websites Building the foundation utilizing your website

Driving traffic to your website – SEO

Part ll Social Media: Google Local Blogging Facebook

What We Will Cover


Understanding your audience . . .



A Show of Hands

How many of you…

…are currently attracting new patients from your website?

…believe you could be attracting new patients from your website?

…are not sure where to start?


Why is the Internet relevant to growing your practice?

•  50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages).

•  90% of consumers trust online recommendations from people they know.

•  70% trust opinions of unknown users.


The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice

• 94% of respondents take a dentists website into consideration before booking their initial appointment. • Practice success depends on the next generation of patients.


Information relevant to your patient:

•  Do you offer the dental services I need?

•  Where are you located?

•  What do other people think about your dental practice?

•  Do you make it easy to be your patient?

•  Practice hours •  Online appointment requests •  Email appointment confirmations

What patients expect to find online


You

r We

bsit

e

Cornerstones to a successful Internet marketing strategy

Measure

Drive

Convert


DRIVE


SEO

The process of improving the

volume and quality of traffic to a

website from search engines via

“natural” (“organic” or “algorithmic”)

search results.

An Internet advertising strategy

used on search engines,

advertising networks, and

content websites, such as blogs,

where advertisers bid on

keywords to achieve ad

placement.

Pay-Per-Click

Search Engine Marketing (SEM)

•  In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006.

• From the emarketer digital intelligence website


Search Engine Results Page


- Google

Search Engine %

Google 66.2

Yahoo! 16.4

Bing 11.8

Comscore Numbers 11/2010


Search Engine Optimization or SEO is a multi – phase process. •  To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.

Let’s define SEO...

Two Phase Approach

Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts


SEO Program – Phase 1

• Keyword Research and Selection • Title, Header, Keyword, Description, Alt Img • Content rewrite - keyword density • URL Structure • Navigation • Organization of code and link structure • XML sitemap • Robots.txt • Webmaster tools accounts • Analytics and conversion funnels • Establish a baseline

The Basics


•  What are your main objectives •  New patients •  Increase revenue for particular services •  General dentistry

•  How do your patients refer to these services?

Keyword Research


Keyword Selection


Google Trends – US Search


•  Keywords tell the search engines what your site is about

•  Don’t let the website designer pick your keywords

•  Use words and phrases that your customers use

“Keyword”

Keyword Selection - Summary


•  Not the same game •  250 – 500 words •  Use bullets •  Use common language •  One subject per page

•  Create Keyword Rich Content •  Body •  Headings •  Image tags •  Meta data

Content Writing for SEO


Break apart content


Service 1

Service 2

Services Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Our Dental Services

This is bad


Break apart content


Service 1

Service 1

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Dental Service 1

This is good

Service 2


•  Generate a sitemap - www.xml-sitemaps.com

•  Upload to your website.

•  Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmaster

Crucial Elements of SEO – XML Sitemap


•  Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content

•  Upload it to your website.

Crucial Elements of SEO – Robots.txt


How will you measure the effectiveness of your website?

•  Increased visitors to the site

•  New patient appointment requests

•  Patient referrals

•  Phone Calls

Establish Baseline & Benchmarks


SEO – Phase 2

•  Research and develop inbound links •  Create Authority - Create Content Pages for:

•  social media •  micro sites

•  301 redirects from alternate domains •  Vertical search •  Addressing website performance, strengths and weaknesses as identified in GA reporting.

Ongoing SEO Efforts


SEO Programs...

Ongoing process that requires • Monitoring for cause and effect • Modification of actions to increase ROI.

Many factors affect strength and positioning • Addressed a priority basis • Look for biggest ROI opportunities • Stay abreast of changes

Are NOT a one time deal.




A Few Examples of Websites




Convert & Measure


On Page Engagements


On Page Engagements – What’s Missing?




Web Analytics Is...

- Wikipedia

“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”

the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.


What do you measure?

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Overall Traffic

• We launched the site toward the end of June. • Traffic spiked in August, and has been sporadically up since then.


Traffic Sources

• Referring sites make up the majority of the site’s traffic, showing good efforts at linking and social media.


Referring Sites

• Facebook sent over 28% of the site’s overall traffic this quarter. • We ran Facebook ads to drive traffic to the Facebook page. The Ads received 278 clicks and 862,879 impressions.


Search Engines

• Google is the most popular search engine, and its traffic to the site is larger than its market share.


AdWords

Keywords with geo-modifiers such as dentists in Jewett City & dentists in Norwich faired better than general dentistry terms such as family dentistry, dental services and so on.


Paid Keywords

• The keyword [dentists] (a phrase match keyword) drives more than 76% of all impressions. • Dentists in CT, brought-in most of the traffic via Google PPC.


Top Keywords

• Many visitors are searching for area-based dentistry practices.


Ranking Analysis

Keyword GoogleRank BingRank Yahoo!Rank

aboutden+stsinjewe0city 1 7 7

aboutgoodwinfamilyden+stry 1 1 1

affordablecosme+cden+stryjewe0city 1 1 1

affordablecosme+cden+stry,newlondon,ct 1 1 1

contactden+stsinjewe0city 1 2 2

contactgoodwinfamilyden+stry 1 1 1

den+stsinjewe0city 1 9 9

dr.stevegoodwinlisbon 1 Notintop100 Notintop100

dr.youdmdjewe0city 1 1 1

generalden+stryjewe0city 1 4 4

preven+vecareden+stryjewe0city 1 1 1

preven+vecareden+strynorwich,ct 1 1 1

preven+vecareden+stry,newlondon,ct 1 1 1

aboutdr.stevengoodwin 2 6 6

affordablecosme+cden+strynorwich,ct 2 1 1


Questions or Website Audits . . . .


Social Media


We hear it everywhere…

Social Media

“Social Media is, at its most basic sense, a shift in how people discover, read, and share news

and information and content. It's a fusion of sociology and technology, transforming

monologue (one to many) into dialog (many to many.)

-Brian Solis


What are your options?

• Facebook

• Google Places

• Blogging

• YouTube


Google Places

© 2010 Site-Seeker, Inc. www.site-seeker.com © 2009 Site-Seeker, Inc.


Get Listed - Step 1 www.google.com/places


Get Listed - Step 2 Create an account


Or claim an existing listing




Google Tagging


Measuring for Success


Local Search - Summary

•  Free

•  Easy

•  Trackable

•  Gets you there with little to no effort



What Can Facebook do for your practice?

•  Enhance internal marketing

•  Build a patient community and create relationships with your patients

•  Promotes you and your practice as current and relevant

•  Attract new patients

•  Receive patient feedback


Facebook


Facebook Customization



What can happen if you engage?


Or . . .


Incorporate it onto your website . . .


Facebook Insights . . .


Target your audience . . .


Facebook Ads . . .



Facebook – what to measure . .

•  Page “likes” are - they up or down? •  Conversation & comments - are the

growing or flattening out? •  Links to your website – are you

engaging people to want to know more?



Establishing Credibility with Social Media

Become the Expert

Create Accounts (Name Claim)

Grow Networks

Create Content

Distribute Content

Participate in Discussion

Lead Discussion





How to Distribute Your Blog Email Campaign

Twitter

Facebook

Other Blogs

Social Bookmarking Sites

LinkedIn

Other (links)…

Blog Posts


Wordpress.com vs. Wordpress.org


Wordpress.com

•  Free and Easy to Use

•  All setups and upgrades are done by the program

•  Extra traffic from blogs of the day and tags

•  Easy to find similar bloggers through tags




Online Reputation Management

Personal Reviews •  Yelp! •  Google Places •  Healthgrades •  Wellness

Relax! Manage them, don’t react!


Bringing it all together . . .

Effective Practice Marketing Is all about

ROI

Measure, Modify, Move forward


Thank You! Kathy Hokunson

Vice President Sales and Marketing

Siobhan Becker Independent Dental Consultant

(860) 748-4895 [email protected]

www.site-seeker.com

Health & Medicine

Yankee dental building effective dental pracitc websites