1. Search engine marketing for your orthopaedic website Boost your Presence, Build your Brand Christian Veillette M.D., M.Sc., FRCSC Assistant Professor, University of Toronto Shoulder & Elbow Reconstructive Surgery University Health Network Email: orthonet@gmail.com

2. Disclosure My disclosure is in the Final Program Book and in the AAOS database. I have no potential conflicts with this presentation.

3. Objectives  Understand the basics of search engines  Describe what SEM is and how it is done  Natural optimization (SEO)  Pay-Per-Click (PPC)  Understand the importance of social media in search rankings  Learn how to measure the success of SEM

4. How does a Search Engine Work?

10. Who is who? http://www.bruceclay.com/searchenginerelationshipchart.htm Jan 2012

11. Search Marketing Landscape Dec 2011 Source:

12. http://www.seomoz.org/google-algorithm-change

16. Overlapping Links http://ranking.thumbshots.com

17. Why do we care?

18. Location! Location! Location! http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm

19. Click through rates

20. Health Consumers Online  59% of all adults in the U.S. look for health information online  80% of Internet users look online for health information  making it third most popular online activity  Most start with a general search engine, rather than a medical vertical http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx

21. Health Information is a Popular Pursuit Online http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx

22. SEM vs. SEO  Search Engine Marketing (SEM) - Positioning of your web site in the search engines so that it is found by your target market at the right time.  Search Engine Optimization  Link-building  Pay-per-click  Search Engine Optimization (SEO) – SEM technique to optimize site content to improve search engine rank and visibility

23. How does it fit together? Search Engine Marketing SEO Search Engine Optimization “Organic” PPC Pay-Per-Click “Search Advertising” Pro: Great Long-term ROI More exposure, branding, awareness High ceiling and volume Con: Tough to quantify Lots of work (Design/Development) Takes a while Pro: Quick setup Highly measureable & quantifiable Less development resources Con: More expensive Lower ceiling and volume potential Subject to “Ad Blindness”

24. Paid Organic vs Paid Search Organic

25. 10% of Clicks Organic vs Paid Search 90% of Clicks

26. Search Engine Marketing – Next Gen SEO Search Engine Optimization PPC Pay Per Click SMO Social Media Optimization Target keywords Link Building ALT/TITLE attributes Keyword density Sitemap Reporting/Analytics Campaign design Google Adwords Facebook Ads Microsoft adCenter Increase linkability Make tagging and bookmarking easy Reward inbound links Help content travel

27. What do Search Engines look for?  Readable Text  Fresh, unique content  Relevant inbound links  Good site architecture  Unique meta info Google Webmaster Tools - www.google.com/webmasters

28. CONTENT!

29. SEO Pyramid

30. SEO Workflow Keyword research & analysis Analyze site for crawl / performance issues Implement optimization Monitor results

31. What Steps Can You Take Mini-Online Marketing Plan 1.Keyword research for target market 2.Select 3 prioritized optimization terms 3.Set up hosted tracking solution 4.Optimize the home page with location + service/product 5.Optimize inner pages of site and sitemap 6.Submit site to search engines and directories 7.Research link building opportunities 8.ADD UNIQUE FRESH CONTENT AND GOOGLE+ BUTTON!

32. Step-by-Step SEO - David Nelson, MD http://www.davidlnelson.md/

33. 1. Research your target market  Brainstorm:  How will your target market search for you? Hand surgeon, hand surgery, wrist surgery  Are you targeting a geographic area? California, Greenbrae, San Francisco, Oakland

34. Keyword Research Suggestion Tools  Google Keyword Tool  https://adwords.google.com/select/KeywordToolExternal https://adwords.google.com/select/KeywordToolExternal  Nichebot  www.nichebotclassic.com (free) www.nichebotclassic.com  Wordtracker  www.freekeywords.wordtracker.com (free) www.freekeywords.wordtracker.com  www.wordtracker.com (paid) www.wordtracker.com  Keyword Discovery  www.keyworddiscovery.com (free trial + paid) www.keyworddiscovery.com

35. Keyword Research Tools http://adwords.google.com/select/KeywordToolExternal

36. 2. Select 3 top search terms  David L. Nelson’s 3 prioritized terms:  California hand surgeon/surgery  Hand specialist California  San Francisco/Greenbrae hand specialist  Consider:  hand pain, wrist pain, carpal tunnel, trigger finger

37. 3. Set up hosted web analytics www.google.com/analytics

38. Setup Webmaster Tools  Google Webmaster Tools  http://www.google.com/webmasters/ http://www.google.com/webmasters/  Yahoo Site Explorer  https://siteexplorer.search.yahoo.com/ https://siteexplorer.search.yahoo.com/  Bing Webmaster Center  http://www.bing.com/webmaster http://www.bing.com/webmaster

39. Google Webmaster Tools

40. 4. Optimize home page  Title Tag  Meta Info  Alt Tags  H1 Tags  Javascript  Embedded links  Footer

41. View Source

42. 5. Optimize inner site pages  Unique text and meta information for every page on your site! Title Tag Meta Info Alt Tags H1 Tags Javascript Embedded links

43. Internal Linking (aka Information Architecture)

44. 90% of the Rankings in 4 Factors  #1 - Keyword Usage & Content Relevance

45. 90% of the Rankings in 4 Factors  #2 - Global link popularity (PageRank)

46. 90% of the Rankings in 4 Factors  #3 - Anchor Text Weight Dr. David L. Nelson – Hand Surgeon http://www.davidlnelson.md

47. 90% of the Rankings in 4 Factors  #4 - Domain Authority

48. 6. Submit your site  Suggested search engines:  Google http://www.google.com/addurl/ http://www.google.com/addurl/  Yahoo http://siteexplorer.search.yahoo.com/ http://siteexplorer.search.yahoo.com/  Bing http://www.bing.com/webmaster/SubmitSitePage.aspx http://www.bing.com/webmaster/SubmitSitePage.aspx  Suggested directories:  Google Local/Places http://www.google.com/local/add http://www.google.com/local/add  Yahoo Local http://listings.local.yahoo.com/csubmit/index.php http://listings.local.yahoo.com/csubmit/index.php  Bing Local http://ssl.bing.com/listings/BusinessSearch.aspx http://ssl.bing.com/listings/BusinessSearch.aspx

49. 7. Research Link Building Opportunities http://www.opensiteexplorer.com

50. Inbound Link Best Practices  Obtain links only from quality, authoritative sources related or relevant to your site  Top sites have good PageRank - Can view PageRank levels from Google Toolbar  Links to any page on your site; not just homepage  Deep linking  Do not obtain links from “shady” sources  Link farms/rings  Link exchanges from sources of little/no Page Rank  Do not purchase links from others

51. Where else?  Blogs – WebMD, RevolutionHealth  Profiles – AAOS, LinkedIn, Orthopaedia  Orthopaedic Directories/Authority Sites  Orthopaedic Web Links  Orthogate  Spine Universe  Local Directories  Citysearch, Yellowpages, Physician Compare Sites  Press releases/Topic articles  Link back to your site

52. 8. Keep your site fresh  New content ideas:  Press releases  Articles  Events  News updates  Photo galleries  Interviews  Videos  Blogs

53. Growing impact of social  Google Plus is going to revolutionize digital marketing as we know it Google+ is growing at a rate of 50x faster than Facebook or Twitter did Image source: Leon Håland (https://plus.google.com/112418301618963883780/about?hl=en)

54. Google+ and SEO  The Google+ button affects search engine optimization  Add the Google+ to your home page, product pages, blog posts  There are negative impacts when users block a site

56. Twitter and SEO  Use keywords in tweets that link back to your website  Use keyword descriptive hashtags  Optimize your company bio aka description, URL

57. SEO Methodology  Keywords Research & Analysis  Crawlability issues / HTML Optimization  Content Development / Copywriting  Onsite Optimization (body texts, titles, meta tags etc)  Internal Linking, Navigation, Sitemaps  Link Building Campaigns  Analytics, Testing & Refinement

58. Let’s take a break

59. The Power of PPC

60. PPC Step by Step 1.Choose terms through mini-marketing steps 2.Create a paid placement budget 3.Campaign Set-up 4.Monitor and tweak campaign

61. 1. Select Your Terms  Use spreadsheet & research to determine which terms to begin campaign with

62. Are you a billionaire?  Don’t pick overly competitive keywords unless you have an unlimited budget

63. 2. Create paid placement budget Align budget allocation with the search engines’ market share

64. 3. Campaign Set-up  Put the keyword in the title  Use a Call-to-Action  Consider ad testing

65. 4. Monitor and Tweak Campaign

66. Important tips with PPC  Stay away from general terms unless your campaign is geo-targeted  ex: orthopedic surgery  Turn off Content Network searches  Budget, ads, and keywords can be adjusted anytime  Link ads to the most relevant page on your site - don’t dump everyone onto your home page

67. PPC Methodology  Keywords Research & Analysis  Advertiser Account Creation  Account Structure (Campaigns, Adgroups) & Targeting  AdTexts Copywriting  Creation & Optimization of Landing Pages  Analytics, Testing & Refinement

68. Let’s Review  Content is king  Keep it fresh  Keep it original  Links are powerful  Keep a healthy SEO and PPC balance  Watch and tweak your campaign

69. Google says: “Don’t be Evil”

70. QUESTIONS?

71. 2009 2011