MediaRight Technologies 221 Plain Street Hanover, MA Roland Lacey

Why Search Engine Success is Important for Building Your Practice

 Permission Based Marketing (aka Inbound Marketing) Advertising that provides a solution for a prospect at the exact moment they are actually looking for it  Interruption Marketing Popups, Banners, Billboards, Facebook Ads, Outblund Sales Calls, Trade Show Booths, and even Social Media Which form of advertising is going to convert MORE prospects into customers? Search Engine Marketing is a great example of Permission Based Marketing

 Permission Based Marketing  Google Search: What’s the reason they’re looking for a dentist in a city or town  1 in 4 Visitors Call by Phone  1 in 4 Callers Book Appointment  He needs 8 prospects to generate a booked appointment  Interruption Marketing  Facebook Ads: He needed a hook: Free Teeth Whitening  Worked quite well. Ton of people clicked on the ad and fair amount signed up for the Whitening  THE PROBLEM : No urgency, the show up rate is horrible Real-life Statistics for a Dental Practice in Central Florida with full tracking in place

 Map Area  Works great in your town  Neighboring towns, not-so-much  Fill it in completely, images, videos  Organic Results  Paid Search Google Search Results

I still don't know what I was waiting for And my time was running wild A million dead-end streets and every time I thought I'd got it made It seemed the taste was not so sweet - David Bowie Ch-ch-ch-ch-Changes

 Just content, lots and lots of it  “Doorway Pages”  Each page optimized  Title Tags  Meta Description  Meta Keywords  Keywords on the page Content and Keywords

 Just content, lots and lots of it  Doorway Pages  Each page optimized  Title Tags  Meta Description  Meta Keywords  Keywords on the page Content and Keyword

 Article Directories  Video Directories  Blog Commenting  Using keywords as anchor text  Often done by outsourcers and automation Links, lots of “votes of confidence”

 Article Directories  Video Directories  Blog Commenting  Using keywords as anchor text  Often done by outsourcers and automation Links, lots of “votes of confidence”

 All content attributed to a person with Google Account  Website, blog aligned to that account  3 rd Party blogging platforms  Social Media  Press releases  Attributed to Google Author so as to avoid duplicate content filters Unique Content – Google Authorship

 All content attributed to a person with Google Account  Website, blog aligned to that account  3 rd Party blogging platforms  Social Media  Press releases  Attributed to Google Author so as to avoid duplicate content filters Authority – Google Authorship

 Video is a great way to connect with visitors  Video is much easier to rank on the first page  Video results include an attention-grabbing image Youtube and Video Marketing

 Video is a great way to connect with visitors  Video is 53 times easier to rank on the first page  Video results include an attention-grabbing image Youtube and Video Marketing G

So what does work in 2014 Roland?  Ongoing, consistent addition of UNIQUE content  Pages about the topic the searcher is seeking  Dentist in Hanover  Dental implants Plymouth  Oral surgeon Marshfield  Links from related Authority Websites

Penguin? Panda? Problems? It’s the Pareto Principle for me.

Website With Blog Keyword/Town Optimized Post Keyword/Town Optimized Post Authority Website Facebook Third Party Blogging Sites Directories Twitter

There’s Gold in Them Thar Hills! A Content Strategy Guaranteed to Bring You More Traffic. Google Webmaster Tools Google Analytics Bing Webmaster Tools Tracks every keyword and every page of your site that has ever appeared on the first 100 pages of search results Tracks every action a visitor takes when they have reached your website as well as how they got there Tracks the same information for Bing Search

Monster Metrics

 Pulls live information from Google Webmaster, Google Analytics, and Bing Webmaster into a simple interfact  Summaries of all the traffic to your site  Identifies where you appear in results whether they visit or not – improve on existing success!  Help’s measure the success of your website, campaigns and hired help MediaRight’s Monster Metrics

 We don’t need to manage your site or campaigns  Cost is as low as 50 cents a day  Bonus: 2 Consulting Sessions with Roland Lacey  1. Review your website, SEO Rankings and Adwords Campaign and those of your competition  2. Review the results on Monster Metrics and create a plan of action to achieve your goals MediaRight’s Monster Metrics

 Google Adwords  Re-targeting  Google Remarketing  Facebook Audiences  AdRoll, etc. Paid Search Marketing

Local Advertisers Now Have an Upper Hand

 Nationwide competition can’t use address  People Love Local: Use town names in ads  Show ads within a tight local radius  Build Relevency: Keywords to Ads to Landing Pages  Test and Track Everything to Build ROI  Better Click Rates = Lower Costs = More Prospects Local Advertisers Now Have an Upper Hand

 So effective because it focuses on people who are already familiar with your brand and have recently demonstrated interest  Answer objections: why did they not contact you the first time around  Invite them to do something, have some fun  Improve the ROI for people you invested in to get to your site the first time Retargeting

 Blog 2-4 times per month focusing on improving existing positions using advanced metrics  Install Google Sitemap Plugin to alert to each update  Run a tight, best keywords for you, Adwords Campaign  Continuous improvement thru split-testing ads and keywords  Utilize Retargeting (start with Facebook) to further improve conversion rate Back to the 80/20 Rule Recommendation