Search Engine Optimization

Scott MoweryDirector of Digital Marketing

Cleveland Clinic@scottmowery

February 25, 2016

Customer Experience StartsBefore Reaching the Front Door

Search Engines Empower Users

AwarenessFam

iliarity

Consideration

Selection

Loyalty

SEO+ PPC SEM

There’s More to Search Than Google…

The Lines Are Blurring

IntegratedDigital

Marketing

Search Engine Optimization

(SEO)Paid Search

(PPC)

Online Media (Display,

Affiliates, etc.)

Social Media

Creative, Content and

Website Development

Email and Marketing

Automation

Web Analytics

Mobile Apps

SEO Ranking Factors

Off-PageOn-P

age

Violations

searchengineland.com/seotable

Develop a Keyword Strategy

What’s the Ideal Keyword?

The Long Tail of Keywords

Lots of search volume & competition;

Low conversion

Limited search volume & competition;

Higher conversion

Hip Surgery

Hip Replacement Surgery

Total Hip Replacement Surgery

Recovery From Total Hip Replacement Surgery

Autofill Variations

Related Searches

Ubersuggest.io

[Question Terms] + Keywords = Content Ideas

“can epilepsy” “how does epilepsy” “what does epilepsy”

Soovle.com

Get suggestions from multiple sites at once

Google Trends

Track keyword interest over time

Google AdWords Keyword Tool

Find estimated search volume and related keywords

SpyFu

Map Keywords to PagesKeyword 1

Keyword 2

Keyword 3

Keyword 4

Keyword 5

Keyword 6

1-2 primary topics per page

Shallow, Logical Site Architecture

Home Page: Toys

Category Page: Lego

Subcategory Page: Star Wars Lego

Product Detail Page:8092 Luke’s Landspeeder

/storage/scrapbook-storage/paper-organizers/

/office-furniture/desks-laptop-stands

/heart/disorders/valve/mitral-valve-repair.aspx

/reviews/canon-powershot-g15

/info/index.jsp?categoryId=222834&infoPath=222975

Keep URLs Clean and Simple

• #1 on-page ranking factor

• Unique for each page• Starts with primary

keyword phrase• 65 characters or less

(incl. spaces)

Title Tags

• Engaging, accurate description of page• Unique for each page• Includes primary keyword phrase• 250 characters or less (incl. spaces)• Makes a difference on clickthrough rate

Meta Description

• Sprinkle keyword throughout body copy and headlines

• Avoid keyword stuffing• Optimize image file

names and alt text

On-Page Content

What Makes a Good Link?

Click Here

What Isn’t an Ideal Keyword Phrase?

Limitations of Search Engines

AlwaysAsk Yourself:

How does this affect our

search engine visibility?

Eliminate Duplicate Content

http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051

http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051#/?c=1&Ns=P_REP_PRC_MODE|1

Solution: Canonical Tag

Solution: URL Redirects

http://www.seomoz.org/blog/an-seos-guide-to-http-status-codes

Don’t Settle for Good Content;Make Your Content Great!

Does Your Content Do This?

• Exceeds user expectations• Produced by outstanding writers and designers• Uses video, audio and images to enhance copy• Provides unique insights and info• Makes visitors say “I have to share this”

The “American Idol” Effect

More inbound links, shares and tweets = more votes

Oyster.com Hotel Reviews

http://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/

15+ PageReview

300+ Photos

“Color of Pee”2015 Results

1.6M Pageviews

900K Visits from SEO

Spread it thru Inbound Marketing

SEO

Webinars Blogs RSS

CommentsVideo

ForumsSocial Media

Podcasts

Word of Mouth

Infographics

White Papers

Email

News/Media/PR

Content Syndication Referral Links

Q&A Articles

ResearchApps

Presentations

Direct Traffic Interviews

The SEO Landscape Changes Fast

Responsive Design

Mobile Visit % to ClevelandClinic.org

2010 2011 2012 2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

Slow Site Speed Doesn’tWin the Race (or Rankings)!

Universal Search = More Options

Knowledge Graph

Location Specific Results

The Local Search Landscape

http://getlisted.org/resources/local-search-data-providers.aspx

Rich Snippets and Schema Markup

http://www.schema.org

Start Your Web Analytics Evolution

What’s my ranking for the keyword “epilepsy”?

How many epilepsy keywords drive traffic,

and how much is driven by each one?

How much traffic, conversions and lifetime value are

driven by our epilepsy content?

Internet Funnel

Attract: Visit Site from Google

Engage: Positive Site Experience

Convert: Lead Generation

Buy:

Treatment Seekers

Patients

Lead Nurturing

Most Important Metric: Conversions

Conversion Rate Optimization:Discover | Test | Measure | Repeat

• Ad Creative• Photos• Videos• Lead Generation• Webinars• Infographics• Slideshows• Testimonials

• Geotargeting• Page Length• Calls to Action• Promos/Offers• Email Newsletters• Blog• Apps• Checkout

Don’t Be Afraid to Fail Faster

Everybody is Part of the SEO

Team

9 Takeaways for Successful SEO• Search kicks off the customer experience• SEO is more than just Google• Great SEO has many ingredients• Start your SEO strategy with keywords• Always ask “How does ______ affect our SEO?”• Don’t settle for good content• Keep up with changes in the landscape• Evolve in web analytics• Make everyone part of the SEO team

Popular SEO Resources• Websites

• Moz• Search Engine Land

• Social Media• Twitter (#SEO, #SEM, #measure)• Pinterest - SEO infographics

• Books• Search Engine Optimization Secrets (good

example of site audit)

Thank You!

Scott Mowerymowerys@ccf.org

@scottmoweryhttp://www.linkedin.com/in/scottmowery