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 Affiliated Faculty, Techna Institute 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) Learn about social media optimization (SMO) and its role in SEM Learn how to measure the success of SEM

4. How does a Search Engine Work?

10. Google Inside Search http://www.google.com/insidesearch/howsearchworks/

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

12. Who is who? http://www.bruceclay.com/searchenginerelationshipchart.htm March 2013

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

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. Looking online for doctors is 3 rd ! 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/awareness High ceiling and volume Con: Tough to quantify Lots of work (design/dev) Takes a while Pro: Quick setup Highly measureable/quantifiable Less development resources Con: More expensive Lower ceiling/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 Social connections

28. Site Health Google Webmaster Tools – http://www.google.com/webmasters

29. CONTENT!

30. SEO Pyramid

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

32. 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!

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

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

35. 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

36. Keyword Research Suggestion Tools Google Keyword Tool –https://adwords.google.com/select/KeywordToolExternalhttps://adwords.google.com/select/KeywordToolExternal SEOmoz –www.seomoz.org/tools (free trial + paid)www.seomoz.org/tools 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

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

38. 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

39. 3. Set up hosted web analytics http://www.google.com/analytics

40. Setup Google Webmaster Tools http://www.google.com/webmasters/

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

42. Old View Source

43. New View Source

44. 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 Footer

45. Internal Linking (aka Information Architecture)

46. 90% of the Rankings in 4 Factors #1 - Keyword Usage & Content Relevance

47. 90% of the Rankings in 4 Factors #2 - Global link popularity (PageRank)

48. 90% of the Rankings in 4 Factors #3 - Anchor Text Weight Dr. David L. Nelson – Hand Surgeon http://www.davidlnelson.md

49. 90% of the Rankings in 4 Factors #4 - Domain Authority

50. Growing impact of social media Helps content get indexed faster –Tweeting cuts indexation time by 50% –Reduces time it takes Googlebot to find your content from hours to seconds Increases rankings for terms in the share –Shares can trigger freshness portions of Google algorithm, temp. increase ranking Increases domains ability to rank –High levels of social activity shows search engines that you’re authentic, engaged, valuable

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

52. Google Plus and SEO

53. 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

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

55. 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

56. Where else? Blogs – WebMD, RevolutionHealth Profiles – AAOS, LinkedIn, Twitter, Facebook Orthopaedic Directories/Authority Sites –Orthopaedic Web Links –Orthogate –Spine Universe Local Directories –Citysearch, Yellowpages, MD Compare Sites Press releases/Topic articles –Link back to your site

57. 8. Keep your site fresh New content ideas: Press releases Articles Events News updates Image galleries Interviews Videos Blogs Social Media

58. 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 Social Media / Author Rank

59. Questions?