E marketing EyeRecommend Conference, Edmonton Alberta 2014

eMarketing for Practice Success

Copyright 2014 - Alan Glazier, OD, FAAO - All Rights Reserved

Disclaimer

• EyeCarePro Consultant• EyePosts Consultant• FreedomMeditech Consultant• TearScience Consultant


"All I want from life is an unfair advantage."



I REALLY Don’t Have Time for This Lecture Circuit . . .

• Large, Growing Practice - 1 Doctor, 1 Employee 1995 to 4 doctors, 18 employees in 2014

• Wife and 2 Sons Under 12 Years Old (Wife is over 10)• Many Interests Outside of Optometry and Business



Shady Grove Eye and Vision Care

I Had to Make a




Losing New Patients 2005-2006



Where to Look for New Marketing Opportunities?

• 80%+ Search Healthcare Information Online

• 75 of 100 Ins. Pts Went to List Then Looked Online or Vice-Versa• Most Frequent Answer to How Were You Referred to Our Practice Shifted

to “Internet”• Determined the Answer Lay in Being Found As Close to “OnTop” of

Searches as Possible• Evolve My Virtual Presence


Sooooooo. . . . .

I Eliminated All Traditional Marketing In Favor of Search Optimization



Graph 2007 – 2008During SEO Implementation


Total Patient Volume BDA SEO Implementation


What Happened . . .

• Between 2005-2008 New Patient Volume Declined 21%• Between 2008 and 2009 New Patient Volume

Increased 8%• Between 2008 and 2011 New Patient Volume

Increased 13.72% • All Increases After Eliminating Traditional

marketing


There’s A Lot of Advice Out There But . . .

• Reasons Why to Get Involved In SEO Poorly Understood

• Daunting, Intimidating, Even Silly to Some• Easier to Ignore Than Implement• Implications of Ignoring Include Losing

Competitive Advantage in Your Market


This is What Everyone Thinks . .

Things aren’t Always What They Seem . . .


The Undeniable Reality Is . .

To Remain Competitive in Your Market You Simply Cannot

Ignore Google Anymore


Dying to Thriving With SEO

• Your Actions and Interactions Online Influence Your Position in Search Engines; Being “Searchial”


People Use Search Engines to Find You and Your Competition!


Listings Closest to the Top of Page 1 Get More Attention


More Attention = More New Business


How One Gets to the Top Without Spending a Fortune Not Well Understood


• Everyone In This Room Wants To Grow Their Business

• We Grow Our Business by1. Finding New Business2. Marketing to Existing clients

Methods to Achieve Both Have Changed Drastically in Past Few Years . . .


Web 1.0


THEN (In Web 1.0 . . . )

36 Million Websites in 2002

• Expertise was Required to Generate Content - $$$$• Ecommerce was a Big Deal - $$$$• Dependency on Pay Per Click Ads - $$$$• “Set it and Forget It” Model

YOU Needed to Find Your Customers


Now . .

“(Building) a Website is Like Building a Hut in the Forest, Covering Your Tracks and

Not Telling Anyone About it…” Anonymous


Web 2.0Interactive – Customer Interaction Layer


Web 3.0Social, Mobile and Location Based

Customers Find You (If You’re Findable!)

Copyright 2010 - Alan Glazier, OD, FAAO - All Rights ReservedRIP SJ

Interactive – Customer Social Layer


You Can Do Almost Anything With Web 3.0/Mobile Technologies


Key Internet Marketing Strategies

• Grass Roots Social Networking• Search Engine Marketing (SEM)• Search Engine Optimization (SEO)


Grass Roots Social Networking for Business Strategy

Heard of ROI?

Within Communities of Interest Using Grass Roots Social Marketing You Might Realize

R.O.I.R

RETURN ON INVESTMENT IN RELATIONSHIPSCopyright 2010 - Alan Glazier, OD, FAAO -

All Rights Reserved


“While searching for some info on how to light a fireplace I came across a video (on YouTube) which explained how I could do it myself. But at the end of the video my realization was that I really could not do it myself. Had the small business who made the video been in (my area) I would have called them at once

-Shashi Bellamkonda Social Media Guru Network Solutions



• Uses “Communities of Interest”• Build it and They Will Come• Staying In Front of People• Getting Established Patients To Return Multiple Times

Annually• Offers /Promotions Drives Revenues• Trickle of New Patients Who Happen Upon Your Conversation• R.O.I.R.• Reputation Marketing



Reputation Marketing - Opportunity to Promote Your Personal Brand



Reputation Marketing

• Business PR• Industry Thought Leadership• Local Business Leadership• Popularity


Grass Roots Social Networking Challenges

• Time Consuming• Challenging to Benchmark Success• Constant Ongoing Effort to Interact Within

Communities of Interest• The Basis of All The “Facebook” Talk You Hear• We’re NOT Going there!



• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)

- pay per click• Search engine optimization (SEO)

- no cost per click





• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)

- pay per click• Search engine optimization (SEO)

- no cost per click-




80% + of People You Want to Attract to Your Practice Are Searching for the Products and

Services You Offer Online

- If You Want to Grow You Must . . .

….Thoroughly Understand Term Search Optimization….Position Higher in Search….Stay Ahead of the Competition in Search


Figuring Out How to Get the Most “PUNCH!” Out of SEO


What Makes Search Engine Companies “Tick”

WHAT THEY WANT WHAT THEY NEED

WHAT THEY GAIN

HOW THEY GET IT


SE Companies in the Business of . .

• Making Money• Making Money• Making Money


In Order to Do So . . .

• SE Companies Must be Able to Organize (Index) the Best Info

• Get it High on the First Page of Results for Specific Queries

• Algorithms


As Such . .

• You Need to Be as Creative as Possible, Staying One Step Ahead of their Algorithm



Think of a Search

Engine as a Card Catalogue With Hundreds of Billions of Documents

SEARCH ENGINE


New Documents

are Added Every Few Seconds and the

Pile Grows Faster Than the Librarian Can Sort Them

SEARCH ENGINE


How to Locate

and Present the Best, Most Pertinent

Info for a Given Query Out of Billions of Indexed Related References

CHALLENGE

How Does Google Choose “Who’s on First”?


The “Bots”

Short for “Web Robot”

Small Automated Programs/Tasks Periodically Sent Across the Internet by SE Companies

Which Structurally Index Content


The “Bots”

Are Your Friends . . .

When They Find Your Content They “Position” it in Searches for Relevant Queries Based on

Keywords, Links and Anchor Text They Find


The “Bots”

Direct, Strong Correlation to How Much the Bots Like Your Content and How Much Revenue

You Generate from New Business


=

Web 1.0 and 2.0 Search Elevation

Actions “Floated to the Top” of Searches forPlacing Key Search Words in Your Content

• Keywords and Key Phrases• Link Building• Anchor Text / Title Tags• Citations


What is a Keyword?

• Term You Choose to Input in Search Tool to Find What You Want to Find

• For Your Patients, a Keyword Might be “Optometrist”, “Optical”, “Optician” etc.


What is a KeyPhrase?

• Phrase You Choose to Input in Search Tool to Find What You Want to Find

• For Your Potential Patients a Key Phrase Might Be “Eye Exam”, “Macular Degeneration”, “VSP Eye Doctor”


Keywords and Keyphrases


Keywords and “Key Phrases” Placed on Websites or Blogs

WORDS•Optometrist•Optician•OpticalPHRASES•“Eye Doctor”•“Optometrist Rockville”•“Optometrist Rockville MD or Maryland”


Web 2.0 Search ElevationLink Building

Content “Floated to the Top” of Searches When People With Similarly Relevant Content Link

to Yours

• Keywords and Key Phrases• Link Building• Anchor Text / Title Tags



(Hyper) Link – Visible Blue Text

• Practice of Getting Other Sites to Link to Your Content

• Each Link a “Vote” Helping “PageRank” Value• Higher “PageRank” Value = Greater SEO• Link “Votes” Do Not Have Equal Weight. Link

from Site with Higher PageRank Has More Value.• Links From a Site on the Same Topic as Your Site

Worth More Than from a Site With Unrelated Topics

What Link Building Is


Diversity of Quality Link Sources



Web 2.0 SEO

Actions “Floated to the Top” of Searches Where Desired Keywords Are Placed in Code

Underlying the URL(example URL: http://www.youreyesite.com)

• Keywords and Key Phrases• Links• Anchor Text / Title Tags


Anchor Text

Visible, Clickable Text in the (Hyper) Link

Usually Gives User Relevant Descriptive or Contextual Info About the Content of the Link's Destination

Words Contained in the Anchor Text Can Determine the Ranking That the Page Will Receive by Search

Engines.


<ahref="http://youreyesite.com/eye/Main_Page">optometrist-rockville</a>


Anchor Text

Anchor Text

• More Sites that “Link” to Your Site With Relevant Anchor Text, = More “Votes”

• On a Site Selling Used Ford Cars With a lot of Links Pointing to it That Use Anchor Text "Used Ford Cars," the Anchor Text is Likely to Help the Page's Rankings For Related Search Terms

• The Bots “See” The Links and Anchor Text, Recognize the Similarities, Assign Your Content “Authority” Elevating it in the Index as Relevant for Searches for “Used Ford Cars”


Temporal Factors for Links and Anchors

• When Did the Link First Appear? • When Did the Link Disappear? • How Long Has the Link Existed? • Drastic Changes in Rate of Link Acquisition Could Also be a

Significant Negative Sign to Bots – Red Flag. • Do Rapid Changes in Amount of Links Reflect a Link Buying

Campaign Gone Wild? Red Flag Or has the site suddenly become newsworthy?


Citations

NAP


Advantages/Disadvantage

• Search Manipulation• Caused Search “Spam”• Searches Became Less Specific• Filter Through Junk to Find What You Want


SE Companies HAD to Find a New Way to Deliver Better Results


Web 3.0 Search

Understood The Most Relevant, Most Informative Content Created by Those Knowledgeable . .

•Influencers•Thought Leaders•Authorities•Experts


Identifying These “Experts” Better Than The Next Search Engine Should Bring Up Better Results For

Specific Queries


So Where Are The Experts?



In Communities of Interest!!!!





Web 3.0 Search• Understood Influencers Online Were Those Creating the Best, Most

Informative Content- Bloggers

• Thought Leaders- Those Who Other People Connect to Around a Particular Subject

• Authorities- Those With Active Facebook or Twitter Followers Around Their Particular Area of Expertise

• Experts- People With Multiple Communities of Interest Surrounding Particular Subject Matter-


So . . .

• The Search Companies Started “Crediting” People Based Content Surrounding Their Online Brand

• Everyone Here Who Interacts Online is Applied “Labels” Around Their Interests, Subjects they Influence Others On, Their Location etc.

• Each “Label” Referred to as a “Graph”


Your Graph

Representation of Variety of Factors DescribingYour Online Presence

Social Graph – What You Participate OnInterest Graph – What Subjects You Participate AroundLocation Graph –Where You Are and Where You’ve BeenInfluence – What Is Your Influence Over Others Online

(How Many People Follow Your Content and Spread It)

Newest Graph – Reputation GraphCopyright 2010 - Alan Glazier, OD, FAAO -

All Rights Reserved

Your Graph

If One Graph Tells Bots Something About Your Authority/Influence/Expertise

. . . Multiple Graphs Can Tell Bots More About Your Authority/Influence/Expertise


Graph “Layering”

Provides Search Engines Ability to Pull Up Information More Precisely Relevant to Any Query

For an Optometrist With a High Level Graph, Expect to Come Up High in a Search for “Optometrist” but Low in a Search for

“Used Ford Cars” and Vice Versa

Better Specificity = Easier to Navigate Through “Clutter”


Your Graph Establishes You As. . . .

• An Expert Involved in Creating Content Surrounding Certain Keywords and Keyphrases attaching your graph to those words

• Someone Other People Online Repeatedly Look to for Information on Certain Topics – …..you become a reference

• Someone Who Has Demonstrated Their Expertise via Online Communication Tools i.e. Communities of Interest


Your Actions are Catalogued, Indexed and Referred to for Queries Specific to the Subject Matter of Your Graph

• Based on What Your “Conversation” Concerns, Your Content is Elevated When There are Queries for Certain Keywords and Key Phrases

• If Your Graph is More Established Than the Practice Down the Road, Well . . . .

• Repeated Conversations on a Given Topic Create a Kind of “Capital” Search Engines Look to Benefit From. . . . .


• Core Concept in Business, Economics Taught in Ivy League MBA Courses

• Advantage Created by a Person's Location in a Structure of Relationships

• Explains How Some People Gain More Success in a Particular Setting Through Their Superior Connections to Other People.

. . . A Social Capital


SOCIAL CAPITAL HAS VALUE TO SE COMPANIES


(Here Comes the Value Proposition)


=Geographic Searches for the Products and Services You Offer

Result in them Finding Your Business Ahead of Your Competitors

Social Capital Converts to Real Capital for you When . . .


. . . And most of it is FREE!!!


So Where/How Do I Start?


Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .

Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -

All Rights Reserved

Create Online Content and Conversation Around Topic of Choice to Draw an Audience


What Exactly IS a blog?


• Websites > Collection of Posts > Discussion Between ReadersSharing Info and News

• Old News vs New News• Reflects Your Own Unique Perspective• Allows You to Find Your Voice – Be Your Own Times, Post or

Gazette• Linking Blogs Together Creates Communities of Bloggers.• 70M Blogs Since 2003• Get Your Message Out!!!

The News and Who Makes It


Advantages of Blogs Over Website

• Free• Easily Updated and Maintained for Free• Blogs are “Searchial”• More Visitors than Websites• > Frequent Updates = > Social Capital


CONTENT IS KING

By Incorporating Keywords and Key Phrases in Content You Elevate Position in Searches for Those words and Phrases -Keywords have social Capital

Proliferate Links and Earn Links -Links are have Social Capital

Blogs Are Updated More Regularly Than Website-Frequent Updates Have Social CapitalRegularly Updated content has Social Capital


Glazier’s Rule

You Can Never Create Too Much Content As Long as The Content is More Helpful To Your

Readers Than it Is To You - Authorship has Social Capital


YOUR

CONTENT


Social Graph

• WHO you are connected to• WHO is connected to you• WHERE you connect• HOW OFTEN you connect


YOUR

CONTENT


Interest Graph

• WHAT subjects you connect around• WHAT you share in terms of content• WHAT you “like”, “G+” and Tweet


The New Search:Ask the Experts

• Q &A Sites• Provide More Specific Data• Expert-Driven Information• Challenging the Google/Bing/Yahoo Search

Model




YOUR

CONTENT


Location Graph


Location Graph

• Geographic• Used to Enhance User Experience• Easier for People to Find What They Want When It’s

Organized Locally• Easier for You to Be Found• “Check-In’s” on FB and Foursquare• “Places” Sites Like Google Places Important,

Even More So with Google +1Important for Mobile!!!!





Don’t Forget . . .

• Keywords in With Geographic Cues• Citations - Fill Out Profiles With Office

Address, City and Zip


YOUR CONTENT

YOUR CONTENT


Influencers

People whom the Consumer Follows on Twitter or Facebook, or Whose Blogs and Product Reviews Appeal to the Consumer.


Authority on the Internet

• Google and Bing Give Preference to People With Greater Authority to Discuss Specific Areas of Content.

• Social Media “Influencers” Viewed by Search Engines as More Relevant > Content is Given Preference in the Search, Especially for Those Topics They are Prolific in Publishing About.


Social Authority on the Internet

• officially stated on December 14, “It [social authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.”

• They (Google and Bing) admit calculating authority of a user & tying it to quality of information they post.

• They calculate whether a link should carry more weight depending on the person who posts it


Social Email Reputation Management and Review Tools


Reputation Graph


Dissatisfied Customers . . . The Old Way . . .


The New Way . . .


Raising the Bar

When You’re Not in the Exam Room, When They’re In The Waiting Room, Assume You’re Being Tweeted About


Building a Reputation

• Social Rating Sites Have Raised the Bar - • You MUST be Found and With Majority Great

Reviews• An Average or Poor Review is OK• Attend to Your Reviewers Regularly• Use Social Email to Build Social Reputation


How to Get Great Recommendations


Getting Great Recommendations

• Start Your Effort With As Many Long Time Loyal Customers As You Can Before Asking Newer Patients

• Include Request for Review With Appropriate Link on “Thank You” Note to Those Who Refer New Patients To You

• Don’t Be Afraid to Ask for Recommendations, But Be Careful How You Ask and Who You Ask

• At The End of Exam Plant the Seed – Here’s My Schtick . . .


How to Ask For Recommendations

• They’ll Trickle In Unless You Are Proactive• Promote Your Participation With Signage

Around Office• Use Widgets


How Great Reviews Help You Get Found

• Paradigm Shift in Workplace Rec’s• Google Places• Review Communities (Yelp)• “Searchial” Elevation• Getting Far Enough In Front Of Your Local

Competitors Early GREAT Long Term Strategy

This Stuff is Not Going Away!!!Copyright 2010 - Alan Glazier, OD, FAAO -

All Rights Reserved

An Average or Poor Review is OK

• Ads Credibility to Your Entire Review Feed• In Some Cases Enables You to Be Aware of a

Problem, Right a Wrong and Save a Patient You Otherwise May Not Have Known About

• Competitive Intelligence for Your Practice


Attend to All Your Reviews

• Write a Comment of Appreciation for Every Review, Not Just Bad Ones

• Lends Greater Creedence to Your Attempt to Correct a Bad Review

• Let’s People Know You Really Care About Customer Feedback

• Use it as PR• Dilute, Dilute, Dilute!!!



. . . And the Single MOST Important Place to Be Found Online is . . . (Drumroll Please) . . .

Google Places for Business


Google Places for Business

• WILL and IS Replacing the Phone Book• Free• When Optimized, Guarantees a Spot on First Page of

Google in Your Zip Code at Least• Allows Customers to Find You More Quickly• BIG on Mobile• Great Place to Show Off Online Reviews

YOU WILL MAKE MORE MONEY WITH AN OPTIMIZED PLACES LISTING FOR SURE




Which is the #2 Ranked Search Engine


Power of Video


• Produce Video• Blog Video Links• Share Links on Twitter and Facebook• Market, Educate• Involve Staff


YouTube Efforts


• YouTube Efforts

http://www.youtube.com/watch?v=H3nomqWoPMs

SEO on The Mobile Web

• Patients Search for You on the Mobile Web• Be Sure Your Website is Mobile-Ready• Multiple Platforms• Participate – Offers on Yelp, FourSquare and

Google


• AD NETWORKS DEVELOP AROUND LOCATION-AWARE ADVERTISING.

• ADMOB LEADER• OVER 100 BILLION AD IMPRESSIONS• TARGET ADS BASED ON USER

WHEREABOUTS ACROSS HUNDREDS OFMOBILE APPLICATIONS AND WEBSITES,

• GIVES ADVERTISERS SCALE CURRENTLY MISSING FROM INDIVIDUAL APPS.

. . . . Advertisers Getting in the Game


• SEO RESULTS WILL BE BASED ON ALGORITHMS THAT LOOK AT A USER’S SOCIAL AUTHORITY – HOW MANY CONNECTIONS, HOW POSITIVELY HE/SHE’S VIEWED AND QUALITY OF CONTENT PRODUCING ON SOCIAL WEB.

• WEB AND SOCIAL SEARCH ARE LIKELY TO BECOME ONE AND THE SAME

Social Search – Bringing it All Together


The “Unfair” Advantage . . .

GETTING AHEAD OF FUTURE TRENDS WITH SIMPLE AND ACCESSIBLE TECHNOLOGY WILL ADD

SIGNIFICANT SCALE TO YOUR MARKETING STRATEGY AND GIVE YOU A COMPETITIVE EDGE AS WE

CONTINUE TO MOVE TOWARD AN EVER MORE SOCIAL WEB


So How Do I Juggle SEO?


Don’t Dabble – Develop a Goal and Stick to It


How Much Time Does it Take


Get Creative . . .


Think Out of the Box . . .


Don’t Get Trapped


What’s Next – The Future of Social Marketing, SEO and the Internet


Open Places Database

• Collaborative “Places” Database• Public Will Comment on and Correct Errors• All Placestreaming Technologies Will Pull From

It• It Will Be, In a Sense, Alive and Constantly

Changing as Our World Changes


•Eye Recommend offers members website services through Eyecare Pro

– website design, SEO and website consultation

•We have a graphic designer – graphics for website, ads, facebook, twitter, newsletters, etc.

•website maintenance hourly - can help with Google Location, etc.•We have a social media program available to members from set up; full content supply and posting through our marketing department•Launching our Ecommerce solution dedicated to our members and their patients.


Thank You!

EyeRecommend!!!


Facebook and Linked In Ods on Facebook

8000+ Influencing the Eye Care Industry

Eyegregator.com

EyePosts.com

Connect With Me, Observe and AskFbook: Alan Glazier

Shady Grove Eye and Vision Care PageTwitter: @EyeInfo

LinkedIn: Alan Glazier


First Steps:Facebook and Linked In

Join “OnToptics” Group OD’s Discussing and Asking Questions

“ODs on Facebook”Industry Thought Leaders Chiming In

Searchial MarketingSightNation.com Blog

Connect With Me, Observe and AskFbook: Alan GlazierTwitter: @EyeInfo

LinkedIn: Alan Glazier
