If I were #1 in Google,all my marketing problems

would be solved!

Dana Fox | Gerard Gravallese | Eva Sheie

Personalized search

• Google was already customizing results for signed-in users

• In 2009, they started expanding to users who were not signed into a Google account, using their web history

• Has evolved to include social results now

Someone I know LIKES this!

Never assume

• We are all guilty of making broad assumptions about what our users do online

What do surgeons think they search for?

• Breast augmentation + your city

• Plastic surgeon + city

• Tummy tuck + city

• Face lift + city

• etc

285 variations including the word “breast” in just 30 days

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How can you find out what they actually search for?

• Look at your own keyword reports

• Google Keyword Tool

• Google Suggest

Filter your own reportsKeyword Visitors Variations

(total for 2011) 99,597 19,665

Plastic 14653 3808

Surgeon 7591 2216

Surgery 9549 2961

Breast 2778 1588

Doctor 844 578

Cosmetic 1403 627

Tummy 539 310

Face 665 399

Best 1452 686

Review 905 410

*NYC metro plastic surgery practice

So what?

Focus your SEO efforts on the terms where people actually take action:

1 year data study – Seattle plastic surgeon:

• 1322 people landed on the site using 931 variations of a search with “breast” included

• 34 people converted

• Is that a lot? Or a little?

Can we do better?

• 7278 people landed on the site using 1919 variations of a search with “plastic” included

• 224 converted!

Think these magazines are a waste?

• 3354 people landed on the site

using 924 variations of a search

with the word “BEST” included

• 107 MORE conversions resulted!

How do you use the word “best?”

• Use the local “best of” contests and ads to your advantage

• Say that you “strive to be the best place in your city to get …”

• Leverage patient reviews or testimonials to incorporate the word “best”

2 high-converting keywords you didn’t know they use

• They look for the best

• They are increasingly looking for reviews

“I know, and I want to share my knowledge” is the leading

edge of health care

Susannah FoxThe Social Life of Health Information, 2011Pew Internet & American Life Project

How do you meet patients on the leading edge?

• Facilitate and encourage your patients to write reviews, don’t cherry pick

• 100% positive is highly suspicious to consumers

• Commit to transparency in writing on your website and explain why you are doing it

• Make their experience with you very easy and build trust online

What’s the reward?

• What emotions do you have when you search for something very specific and find the answer?

• When you find that answer, do you bond with the writer of the site and establish trust?

• How does it make you feel when you can’t find the answer to a question online?

5 easy ways to get as much shelf space as you can

1. Buy PPC ads for your name

• No, I’m not crazy.

2. Declutter your house

• Clean up the clutter and simplify

• No need for over-optimization

• Ask real people what they think

• Try UserTesting.com

Case in point. Who won?

3. Make sure you have these items on your home page

• Before & After Photos (if you don’t show them, explain why)

• Financing and cost information

• Specials & Promotions

• About the doctor

• Contact

4. Good social media behavior(conversation rate)

5. Microconversions

• Email marketing

• Sign up for a mailing list - exclusives

• Read reviews

• Connect via social media

• Regular events or seminars

• Patient loyalty & rewards programs

Simplify and focus

• Declutter your website

• Add content for “best” and “reviews”

• Choose what you will do and do it well

Things you have permission to stop worrying about

• Having everything on the home page

• Rankings

• Twitter

• Keywords

• Press releases

• Article marketing

Thank you!

Dana Fox | Gerard Gravallese | Eva Sheie

Just be awesome!

Having original, well-written, comprehensive content and a regularly updated blog pays off.

Today’s SEO is about quality first, not quantity.

What’s coming?

• Schema• Fully personalized search• “Elite” reviewers• Retargeting

Source: Nielsen

Please don’t tell!

• Get .edu links by doing scholarships• Sponsor clubs or local orgs• Post your job openings on .edu websites• Medical journal links• “Best of” content• Coupon & free sample websites• Shopping sites & Foursquare

Search > FIND

Search > DO

• 9 years of experience internet marketing for cosmetic medicine• Built a directory in the early 2000’s that served over 1000 doctors• Has worked with RealSelf.com• Started with Dana Fox in late 2007