1. How to Get New Patients from the Internet in 2014 & Beyond Charles Crawford of Crawford and O’Brien

2. Story  Internet Entrepreneur  Pat Crawford DDS (dentist in Kenosha)  Founding of Crawford and O’Brien

3. Agenda  Transparency  Website Optimization  Conversions  Social Media  PPC  SEO  SBO

4. Transparency  Contracts  Timeframes  Track Everything  Measure ROI

5. Website Optimization  Responsive Design  Mobile = 30% of Traffic  NAP in Header  Heatmaps  Google Analytics

6. Conversions  Dynamic Call Tracking  Call Recordings  Authorship  Schema

7. Dynamic Call Tracking  Numbers Swap Out  Track Every Source & Keywords People Search  Automatic Dial Companies  Call Rail  Call Tracking Metrics  Call Tracker ROI

8. Call Recordings  Listen to your staff’s phone conversations  Increase Quality Assurance  Increase New Patients

9. Google Authorship  Used to be able to get your picture to show up next to your listing on Google  Stopped June 29 th, 2014  Solution = Use a Different Schema

10. Schema Why Schema? Increase Click-Through-Rates Best Schemas for Conversions  Reviews  Video Resources WordPress Plugins Schema.org code

11. Social Media  Facebook  Twitter  Instagram  Linkedin  Pinterest  Google+  …

12. Best Methods  Commit to 1-2 Platforms  Native Ads  Build Relationships  Boost SEO

13. Commit  Don’t waste time trying to use too many networks ineffectively  Just focus on 1-2 & do it right  I recommend Facebook  Do Contests & Giveaways  Be consistent

14. Native Ads  Native = natural form  Facebook newsfeed ads  Facebook is the best  Goals = above 1% CTR .50 CPC or less  Best Metric = New Patients!

15. Bidding Tricks  Run ads based on a contest or giveaway  You NEED a compelling offer & call to action  Women ages 30-60 who like Colgate & live within 10 miles of your office Get $.10 Clicks?  Targeting by: Email (patient database) ID

16. Build Relationships  Communicate with new and current patients with messages on Facebook

17. Boost SEO  Use Google+ for SEO  Getting likes + shares on social sites helps for SEO

18. Pay Per Click Advertising (PPC) The Big Networks  Google Adwords  Bing / Yahoo Ads  Facebook

19. Example of Google Ads

20. More Google Ads

21. Rules of Thumb  Your ROI should be at least 300%  If the CPC is $15+ for generic keywords…Adwords is too competitive  3% CTR is great  Should convert 1 patient every 25-30 clicks

22. Example  CPC is $5 per click  You spend $1000 / mo  That’s 200 clicks  200/25=8 conversions  8x$1000=$8000 in value  ROI = 800%

23. Bidding Tricks  Bid differently at certain times of the day  Bid higher for mobile  Bid odd numbers like $8.77  Utilize extensions  Add negative keywords  Bid more specific  Conversion tracking

24. Bing / Yahoo Ads  Google is 67.6% of the search engine market  Yahoo is 9.8%  Bing is 19.2%  Yahoo / Bing ads can have a higher ROI than Adwords – lower CPC

25. Retargeting Retargeting allows you to show ads to people who recently visited your website  Facebook Retargeting  Twitter Retargeting  Web Retargeting

26. Example Imagine this. Someone visits your page on braces. They visit your site, but bounce. Then they see your ad every day for the next 2 weeks…and you convert them NOT your competitor.

27. Search Engine Optimization (SEO) Old SEO Methods  Keyword stuffing  Spammy backlinks On-page used to be over 50% of Google’s algorithm. Now it’s only 15%

28. Algo Updates 2011 = Panda 2012 = Penguin 1.0 2013 = Penguin 2.0 2013 = Hummingbird 2014 = Panda 4.0 2014 = Penguin 3.0 2014 = Pigeon

29. Penalties

30. Cloud Cover How to Avoid Penalties? Cloud Cover – doing things so natural that it doesn’t look like you’re trying to do SEO

31. My Algorithm Pie Main Ranking Factors Content 20% Links 50% Social 15% Organic 15%

32. SEO Mistakes  Duplicate Content  Not optimizing title tags  Spammy backlinks  Over-using press releases  Over-optimized anchor text!

33. Spammy Anchor Text

34. Optimal Anchor Text No target keyword should be above 5% anchor text Here’s Ideal Anchor Text 30% conversational 20% brand 10% generic 10% URL 10% variations 10% target keywords 10% random

35. Best Methods Top Link Building Methods  Guest Blogging  Directories  Social (infographics, shares on social sites)

36. Examples of Guest Blogging Great Examples of High Quality, Relevant Blogs Dentistryiq.comDentaleconomics.comDentaltown.comBuzzfeed.com

37. Rank Yelp Listings

38. Yelp is Powerful People Trust Yelp So how do you rank a Yelp Listing? Backlinks + Reviews

39. Rank Youtube Videos Youtube videos are pretty easy to rank on Google What Types of Videos? Patient Testimonials Whiteboard animation videos Slideshow videos

40. Metrics Your ROI Should be 500%+ Have Clear Expectations Get Monthly Rank Reports Rankings Should Increase, Not Decrease

41. Tools Ahrefs.com (check backlinks & anchor text) CopyScape.com (check duplicate content) Semrush.com (check traffic and rankings)

42. Search Box Optimization (SBO) The New SEO Frontier Search Box Optimization

43. Explanation SBO is altering Google’s Auto-Suggested keywords so the 1 st suggested result contains your brand keywords.

45. Benefits Benefits of SBO Over 71% of people use Google’s Suggested Keywords Amazing Traffic Amazing Branding

46. Other Perks It only takes around 2 months to alter keywords and get traffic as apposed to 4+ months for SEO The ROI is very similar to SEO…except SBO is faster And it’s totally white hat

47. Top Traffic Sources Best Internet Traffic Sources for Dentists? SEO (including Yelp + Youtube rankings) SBO Google Adwords Yahoo / Bing ads Facebook

48. Overall Metrics If you’re in a town of 100k people, you should be getting at least 20+ new patients per month from the internet (if you do everything)

49. Implement Implement & Dominate

50. My Contact Info Charles Crawford Email charles@crawfordandobrien.com Website http://crawfordandobrien.com Download These Slides http://crawfordandobrien.com/mastermind