SEO and PPC for the Healthcare Sector

SEO & PPC Strategies for the Healthcare Sector

ERIK DAFFORN

• President of Intrapromote• Speaker at SMX Advanced• Co-Author of SEO Secrets• Editor of Search Engine

Visibility

@erikdafforn

KAYLA KURTZ

• Senior Digital Adviser @ Hanapin

• 2nd most widely-read writer on PPC Hero

• Keynote Speaker at Search Exchange Internet Marketing Conf. 2013

• Emcee of HeroConf Paid Search Conference

@one800kayla

Main Topics

How can you spot online strategy vulnerabilities for healthcare-related brands?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Main Topics

How should you allocate PPC and/or SEO budget to avoid gaps or cannibalization

among departments, etc.?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Main Topics

What’s the best way to measure PPC or SEO campaign performance in terms of the

bottom line for healthcare-related accounts?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Main Topics

Which non-Google or Bing PPC channels can be utilized effectively for healthcare-related

brands?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Main Topics

Is it possible to run successful SEO campaigns for healthcare given potential for organic

keyword ambiguity?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Poll Questions!

How long have you been involved in SEM?

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Poll Questions!

How do you manage your SEM accounts?

A. I manage it myselfB. I’m a part of a team that manages itC. I outsource my account managementD. I’m rethinking how my account is managed

Have questions throughout the webinar? Use #ppcseo on Twitter!

Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO

• Local Search• Doctors' presence and

reputation• Mergers and acquisitions

Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO

• Local Search• Unique NAP• Correct categorization• Current listings

Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO

• Physician Search

tinyurl.com/doctor-reputation

Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO

• Mergers and Acquisitions

Spotting Vulnerabilities - PPC

Google/Bing it!

Spotting Vulnerabilities - PPC

Spotting Vulnerabilities - PPCSpotting Vulnerabilities - PPC

Do you have different conversion types/opportunities available?

Allocating Budget - SEOAllocating Budget - SEO

Critical Elements:• Architecture• Keyword Research• Local Feed (Setup AND Maintenance)• Reporting• Analysis

Allocating Budget - PPC

Depends on the exact vertical – but what

definitely ISN’T working?

Source: Information Architects

Allocating Budget - PPC

If you can’t go all in – pull a test budget!

Allocating Budget - PPC

Get some estimates…and don’t forget

they’re estimates.

Main Topics:Poll Questions!

What methods have you used previously to determine test budgets?

A. Guess – it’s a crapshoot anyway!B. Hired a consultantC. Ran estimates using online toolsD. Combination of two or more of the above

Have questions throughout the webinar? Use #ppcseo on Twitter!

Measuring for the Bottom Line - SEO

Critical Elements:• Analytics Setup• Goals Identification• Goals Valuation• Multi-Channel Attribution• Multi-Device Attribution• Ongoing Refinement

Measuring for the Bottom Line - PPC

Long sales cycles = thorn in your ROAS side

Measuring for the Bottom Line - PPC

CLIENT EXAMPLE!

Measuring for the Bottom Line - PPC

Ok, but what else?

• Universal Analytics

• Measure touch points

• Again – multiple ‘conversion’ types

Non-Traditional PPC for Healthcare-Related Industries

Healthcare-Sector SEO & Managing Around Ambiguity

(not provided)

Healthcare-Sector SEO & Managing Around Ambiguity

July August0

100000

200000

300000

400000

500000

600000

700000

800000

Organic Traffic by Site Section: Raw

OrthoChildrenNeuroHeartDisordersHome page

July August0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Organic Traffic by Site Section: %

Main Topics:Poll Questions!

Which exclusive webinar offer(s) are you interested in?

A. Free Google Webmaster Tools audit from IntrapromoteB. Free account consultation (Solutions Blueprint) with

Hanapin MarketingC. NeitherD. Both

Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for the Healthcare Sector. #ppcseo

• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/Password: webinar126

• Get a free account consultation (Solutions Blueprint) from Hanapin Marketing:

http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or contact us directly:• Erik Dafforn: erik@intrapromote.com• Kayla Kurtz: kayla.kurtz@hanapinmarketing.com

Your Questions!

THANK YOU!