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Keeping Up With GoogleEntering a New Age of SEO for Healthcare
Marketing
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
Today’s Presenter
Ben Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.
Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.
He’s also a Twitter junkie – follow him at @benatgeo.
Geonetric Clients
About GeonetricGeonetric is a healthcare marketing agency and software developer providing leading hospitals and health systems with marketing services and content management systems designed specifically for the healthcare industry.
Video Of This Webinar
Watch the VideoInterested in learning more and hearing the content experts talk about healthcare content that performs?
Visit our website to watch a free recording of our popular webinar.
Watch the Keeping Up With Google webinar!
Keeping Up With GoogleEntering a New Age of SEO for Healthcare
Marketing
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
A Trip Down Memory Lane…
SEO Fundamentals From Ages Past
• Content
• Keywords and keyword density
• Links from other sites and within the site (Pagerank)
• Proper page structure– Page names and URLs
– Proper use of heading tags (H1/H2)
– Metatags & page descriptions
• Freshness vs. established authority
How SEOs Once LaboredTrack
keyword
rankings
Track inbound traffic
by keywor
d
Create and
tweek pages, garner links, etc.
Rinse and
repeat
Research keywords
To Be Fair, Google’s been Sparring with SEO Abusers for
a Long Time
Why the heavy focus on Google?
On Healthcare Sites, This Equals: 36% of Visits & 38% of Unique Visitors
Some individual sites seeing >60% of traffic from Google Organic…
-15000
-10000
-5000
0
5000
10000
15000
Adventist Healthcare
Advocate Medical Group
Alexian Brothers Health System
Altru Health System
Asante Health System
Baptist Memorial Health Care Corp - Updated
Cone Health
Crozer-Keystone Health System
Dean
Genesis Health System
Genesis Ohio Healthcare System
Lubbock Heart Hospital
Mary Greeley Medical Center
Mercy Medical Center
Mercy PA
Methodist Medical Center of Illinois
MidMichigan Health
Overlake Hospital Medical Center
Owensboro Medical Health System
Google Wags the Dog
Monthly Changes in Organic Traffic from Google
What’s Google Telling Us?
Goo-Goal 1More Types of Search
SERP Evolution
SERP Circa 2009
Organic Paid Placement
The New SERP
Sitelinks
Knowledge GraphPaid Placement
Organic
Carousel
MapsOrganic
The New New SERP
Where’s the Organic Results?
Organic
Search Beyond the SERP• Google.com
• Chrome Omnibox (the search bar)
• Google App/Geolocation (mobile)
• Google Maps
• Rating site (Zagat)
• Google Now
Goo-Goal 2More Personalization
How Google+ Drives the New Google
• Google Authorship "requires" a Google+ account for users
• Google Publisher "requires" a Google+ page for business
• Google’s In-Depth Articles ”require” a Google+ page for business for additional branding
• Google’s Direct Connect "requires" a Google+ page for business (or a Google+ personal account)
• Google+ Pages can affect search rankings
Like This!
Seach History and Context
California
Iowa
QDF? Wazzat?
* Query deserves freshness*
Recent Content
Authoritative Content
Goo-Goal 3Organic Will Be More…Organic
There is No White Hat
SEO…
Not Provided
Source: NotProvidedCount.com
Enter Hummingbird
• Understanding of semantics
• Processing more complex queries
• Better support of voice queries
Goo-Goal 4Google is a Destination, Not a
Jumping Off Point
The goal of most searches isn’t to find a Web page. It’s
to find the answer to a question.
Great, Great.So What Do I Do?
Bot Accessible• URL, page title, meta description
• No on-demand load of important information
• No duplicate content (canonicalize dups)
• Appropriate redirects
• Robots.txt
• XML site map
Bot Accessible Linking• Appropriate inbound links
– Ex. Nofollow for press release links
• Social Cues– Facebook, Twitter, Google+,
maybe others…
Phenomenal UX• Simple and meaningful navigation
• Avoid ad clutter
• Good design
• Pagespeed
• Responsive design
Built to be Shared• Sharing-friendly content
• Useful URL for sharing
• Meaningful visual (image, infographic or video)
• Social tagging as appropriate– Facebook Open Graph
– Twitter Cards
– Google+ Authorship
– Google+ Publisher
– Schema.org (as appropriate)
Keyword Targeted• Page has a single intent
• Keyword used in URL, page title, meta description, H1
• Page is content appropriate to the targeted keywords
• JUST DON’T OVERDO IT!
Multi-Device Ready
Meta Data Inclusive• Meta description, but so much more!
• Google is inviting you to enhance the rich snippets
• Google Authorship/Publishing
• Schema.org
Uniquely Valuable• Quality content
– Well written
– Original thinking
– Remarkable text, images and multimedia
• Google does not value that you have licensed or syndicated content. Only the things that, across the wide expanse of the internet, you uniquely add to the discussion.
Bottom Line: Create Great
Content!
Questions?
Contact Ben:800.589.1171
www.Geonetric.com
Geovoices.com
@benatgeo
Pinterest.com/benatgeo
New White Paper Available
Fill out the survey at the end of the webinar and we’ll send one your way.
Request your free copy!
Next Month’s Webinar
New Strategies for Using Paid Search Effectively
November 21, 2013 – 3:00 p.m. CT
Noticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.
Register!
The End