What the Public is Searching For and Why They Aren’t Finding You - Greystone.net HCIC Conference...
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What the Public is Searching For and Why They Aren’t Finding You … An SEO Case Study with Proven Results Todd Stogner @toddstogner David Christopher @davidmchris
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How to optimize your healthcare website to capture more search traffic. Presented by David Christopher and Todd Stogner at the Healthcare Internet Conference 2012 in Las Vegas.
Transcript of What the Public is Searching For and Why They Aren’t Finding You - Greystone.net HCIC Conference...
What the Public is Searching For and Why They Aren’t Finding You … An SEO Case Study with Proven Results
Todd Stogner @toddstognerDavid Christopher @davidmchris
• Todd Stogner, New Media ManagerINTEGRIS Health, Oklahoma City, OKManages six-member Web team
WHO ARE THESE GUYS?
•Web•Intranet•Social Media
•Graphic Design•Videography•Photography
OPUBCO Communications• Publisher of The Oklahoman
David Christopher – SEO Manager• Journalist turned SEO• Boutique Internet Marketing Agency
WHO ARE THESE GUYS?
INTEGRIS Health is Oklahoma’s largest health system with hospitals, rehabilitation centers, physician clinics, mental health facilities, independent living centers and home health agencies located throughout much of the state.
INTEGRIS BOILERPLATE
Very Competitive Market
INTEGRISHome Page
Locations Landing Page
Physician Directory
Transplant Institute
HeartHospital
Cancer Treatment
Center
Rehabilitation Hospital
Women’s Health
Services
SEO TARGETS
SEO RESULTS
+24%search traffic
WHERE WE WERE
When I Google ‘primary care
physician’ we don’t show up.
“ “
WHERE WE WERE*Broad Match over Last 12 months
primary care physician oklahoma city 0 Monthly Searches
doctor oklahoma city 22,200 Monthly Searches
MORAL TO THE STORY
Fish where the fish are.
IN-TEGR
IS
OU Medic
ine
Share of Search Traffic
FIRST IMPRESSIONS
hospitals in Oklahoma City= 28% of searches containing Hospital
18.2%10.5%7.2%
Clicks:
88160
63
Visits:
Hospital
Clinic
Doctor
HealthMost Searched Core Keywords
Heart
OBGYNChild's Hosp.
Mental
Rehab
Hospice
Cancer
Most Searched Categories
Top Local Keywords in Heart Vertical
Branded Keyword
Non-Heart Keywords
Non-“Heart” Keywords
Search Visits: Including Heart, Excluding INTEGRIS
Search Visits: Including Heart, Excluding INTEGRIS
Search Visits: Including Heart, Excluding INTEGRIS
Search Visits: Including Heart, Excluding INTEGRIS
• Relevance: What’s on your site?– Search Engines mimic human reading patterns
• Authority: Who references you?– The number and quality of links to your site from
other sites
HOW DOES SEO WORK?
• Page Title• Copy• Headings• Image Alt Text• URL• Meta Description
RELEVANCE ATTRIBUTES
• Can You manage these attributes in your CMS?
• Will your CMS vendor make modifications?
FLEXIBLE CMS IS KEY
• Page Title• Copy• Headings• Image Alt Text• URL• Meta Description
RELEVANCE ATTRIBUTES: META DATA
Page Title
Meta DescriptionURL
MATA DATA: BEFORE
Meta Data: Suggestion
• Meta data seen 10 million times• Clicked 1 million times• 50%+ of total visits come from search engines
It IS Important
IN ONE YEAR FOR INTEGRIS
• Too long• Repetitious• Brand has all the best real estate• No keywords
META DATA: BEFORE
• Correct Length• Brand has appropriate real estate• Keywords prominent in all areas (bold)
META DATA: AFTER
• Page Title• Copy• Headings• Image Alt Text• URL• Meta Description
RELEVANCE ATTRIBUTES: ONE PAGE
COMPROMISE
• CMS Limitations• Design Decisions• Political Reasons
Authority is passed to you when:Relevant & Authoritative sites link to you
AUTHORITY: LINK BUILDING
• Existing Content without Links• Suppliers / Vendors• Sponsored Events• Press Releases• Link Exchanges• Content Marketing
SOURCES OF LINKS
IN-TEGR
IS
OU Medic
ine
Share of Search Traffic
Before
IN-TEGRIS
OU Medicine
Share of Search Traffic
9 Months Later
SEO: +16,000 search visits per month• Cost per Click = $0.77 per visit
SEM:Google Adwords Pay per Click:• Cost per Click = $2.05 per visit
Saving = $1.28 per visit
TRAFFIC COST
Keyword Research:– Google Adwords Keyword Tool (Free)
• adwords.google.com/select/KeywordToolExternal
Competitive Analysis:– SEMRush ($69.95 / mo)
• semrush.com
Full SEO Software:– SEOMoz ($99 / mo)
• seomoz.org
• Meet your SEO specialist• Ask for references and work samples• Ask for a list of campaign keyword targets• Demand consistent reporting (rank & traffic)
• Set-up knowledge transfer
FINDING THE RIGHT AGENCY
TRACKING YOUR SUCCESS
•Plan•Research•Baseline Measurement
CONTACT US
• David Christopher 405-475-4157 [email protected] @davidmchris
• Todd Stogner 405-951-4825 [email protected] @toddstogner
