Search Engine Optimization… … how to rank #1 on Google

SEO Course by EyeCarePro.net Meet and Greet ▪Course Instructor, Daniel Rostenne ▪Co-Founder of EyeCarePro.net in 2005 ▪Co-Founder of Optometry.net in 1997 ▪Search Engine Optimization (SEO) services since 2006 ▪Editor of Optometry Web Meet and Greet ▪Course Instructor, Daniel Rostenne ▪Co-Founder of EyeCarePro.net in 2005 ▪Co-Founder of Optometry.net in 1997 ▪Search Engine Optimization (SEO) services since 2006 ▪Editor of Optometry Web Slide 1 - Introductions

EyeCarePro.net Explain and understand SEO ▪Components - what areas need to change ▪Tools - improve and measure your results ▪Techniques - the 'secret sauce' to SEO Course Format ▪1 hour slideshow ▪Questions are welcome throughout (time allowing) ▪Further questions welcome post-course Explain and understand SEO ▪Components - what areas need to change ▪Tools - improve and measure your results ▪Techniques - the 'secret sauce' to SEO Course Format ▪1 hour slideshow ▪Questions are welcome throughout (time allowing) ▪Further questions welcome post-course Slide 2 - Course Goal and Format

EyeCarePro.net SEO = Search Engine Optimization ▪ Achieving top rankings in the search results ▪80+% of people use Google to search the Web ▪#1 42%, #2 12%, #3 8%, Total 62% (Richard Hearne)Richard Hearne ▪#1 56%, #2 1%, #3 10%, Total 79% (Cornell University Study)Cornell University Study SEO = Search Engine Optimization ▪ Achieving top rankings in the search results ▪80+% of people use Google to search the Web ▪#1 42%, #2 12%, #3 8%, Total 62% (Richard Hearne)Richard Hearne ▪#1 56%, #2 1%, #3 10%, Total 79% (Cornell University Study)Cornell University Study Slide 3 - What is SEO?

Google Search Results Page

EyeCarePro.net 'My site isn't coming up on Google' ▪Why should it come up? ▪Common sense approach to content isn't so common ▪Only 3 out of every 20 web sites use 'optometrist' on their home page (Daniel Rostenne) 'My site isn't coming up on Google' ▪Why should it come up? ▪Common sense approach to content isn't so common ▪Only 3 out of every 20 web sites use 'optometrist' on their home page (Daniel Rostenne) Slide 4 - It's All About Content

EyeCarePro.net Audience #1: Capturing new patients ▪Decision based keywords Audience #2: Existing patients ▪Information based keywords Beware of products! Audience #1: Capturing new patients ▪Decision based keywords Audience #2: Existing patients ▪Information based keywords Beware of products! Slide 5 - Content - Keywords

EyeCarePro.net Regional Terms Areas serviced Areas of specialty Combine keywords into phrases ▪optometrist centerville Regional Terms Areas serviced Areas of specialty Combine keywords into phrases ▪optometrist centerville Slide 6 - Content - Key Phrases

Choosing Regional Terms

EyeCarePro.net Document descriptors ▪Title: Practice Title - include keywords ▪Keywords: ▪Description: Be careful! Document descriptors ▪Title: Practice Title - include keywords ▪Keywords: ▪Description: Be careful! Slide 7 - Content - Meta Tags

Sample Code for Meta Tags

EyeCarePro.net 1. Internal site sections / links containing keywords % keyword frequency per page 3. Keywords in H1, H2, bold and links 4. Top of page keyword placement (first 25 words) 5. Keyword rich 'call to action' and footer ▪Honesty is the best policy ▪Content Analyzer 1. Internal site sections / links containing keywords % keyword frequency per page 3. Keywords in H1, H2, bold and links 4. Top of page keyword placement (first 25 words) 5. Keyword rich 'call to action' and footer ▪Honesty is the best policy ▪Content Analyzer Slide 8 - Content - Page Content

EyeCarePro.net Home page rules! Optimize many key pages Add pages where required (vision insurance) Rename site sections Spell check your content Home page rules! Optimize many key pages Add pages where required (vision insurance) Rename site sections Spell check your content Slide 9 - Content - Finish the Job

EyeCarePro.net 'My site still isn't coming up on Google' ▪ Well, why should it come up? ▪Links = votes ▪Keyword rich links 'My site still isn't coming up on Google' ▪ Well, why should it come up? ▪Links = votes ▪Keyword rich links Slide 10 - It's All About Linking

Sample BackLink

EyeCarePro.net Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss Product or Store Finder/Locator ▪Nike, Maui Jim, iZon Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss Product or Store Finder/Locator ▪Nike, Maui Jim, iZon Slide 11 - Links - Industry Links

Sample Store Locator

EyeCarePro.net AllAboutVision.net EyeCareSource.com State Association AOA, AAO, ARBO Focused Directories ▪Ortho-K, Vision Therapy AllAboutVision.net EyeCareSource.com State Association AOA, AAO, ARBO Focused Directories ▪Ortho-K, Vision Therapy Slide 12 - Links - Eye Care Directories

EyeCarePro.net DMOZ ( Google Directory (directory.google.com) Yahoo Directory (dir.yahoo.com) DMOZ ( Google Directory (directory.google.com) Yahoo Directory (dir.yahoo.com) Slide 13 - Links - General Directories

EyeCarePro.net Slide 14 - Links - Regional Directories

EyeCarePro.net More effort, more reward ▪ ▪ ▪ ▪ ▪ More effort, more reward ▪ ▪ ▪ ▪ ▪ Slide 15 - Links - Social Networking

Sample Yelp Profile

EyeCarePro.net Measuring success Becoming Google's best friend Sitemaps Webmaster Verification Search Engine Submissions Measuring success Becoming Google's best friend Sitemaps Webmaster Verification Search Engine Submissions Slide 16 - The Right Tools for the Job

EyeCarePro.net Web Site Statistics ▪ Search Engine Rankings ▪ Web Site Statistics ▪ Search Engine Rankings ▪ Slide 17 - Tools - Measuring Success

Google Analytics

EyeCarePro.net Google's Webmaster Tools ▪ Requires webmaster verification Google siteMap submission Crawl statistics Google top 100 keywords Google Alerts ▪ Google's Webmaster Tools ▪ Requires webmaster verification Google siteMap submission Crawl statistics Google top 100 keywords Google Alerts ▪ Slide 18 - Tools - Google's Best Friend

EyeCarePro.net Submit your site Google, Yahoo, Bing, and more Submit your site Google, Yahoo, Bing, and more Slide 19 - Search Engine Submissions

Special Tip! Multiple Web Sites

EyeCarePro.net Check out the competition ▪Google searches ▪Meta tags Strategize key words Change your content Build incoming links Check out the competition ▪Google searches ▪Meta tags Strategize key words Change your content Build incoming links Slide 20 - SEO - Putting It All Together

EyeCarePro.net Patience and perserverence 50% of traffic from Google 179 visits / month / doctor Google algorithm and user changes Key variable - population density Patience and perserverence 50% of traffic from Google 179 visits / month / doctor Google algorithm and user changes Key variable - population density Slide 21 - SEO - Setting Expectations

EyeCarePro.net Educate your patients to use your site Track all your new patient referrals Google should outperform most other forms of marketing SEO is ongoing, build your lead, and keep it! Educate your patients to use your site Track all your new patient referrals Google should outperform most other forms of marketing SEO is ongoing, build your lead, and keep it! Slide 22 - SEO - Summing it Up

EyeCarePro.net Phone: Thank you very much for attending! Phone: Thank you very much for attending! Slide 23 - Questions?