Applied Search Engine Optimization (SEO) for the

Medical Writer

Or, How To Win at Google

• A user queries Google

• 60 trillion pages (and eternally growing)

• Google references its index

• If your page is relevant to the user’s query, you show up in the search engine results pages (SERPs)

Takeaway #1:To win at search, you

must understand search.

• Results are based on:

– Device Used

– Content Freshness

– Site & Page Quality

– Relevancy & Context of Search

– Search Methods (images, video search)

– And to some extent:

• Geographic bias

• User intent

• User history

Takeaway #1a:To win at search, you

must understand search.

Takeaway #2:It’s not all that easy.

The Challenges

• According to Hubspot, only 75% of users scroll past the first page of results

• 60 trillion pages and growing

• There are no “quick fixes”

• Google’s algos update

• Technology updates (voice search)

• Keyword (not provided)

Takeaway #3:Showing up in the SERPs

takes work, planning, and strategy.

• Relevant Terms

• Long-Tail Keywords

• Quality Content

• Consideration for Mobile

• Appropriate Content for Your Audience

The Key Factors

Get The Party Started

• analytics.google.com

• U: amwa.sandbox@gmail.com

• P: memphis!

• The Pain Center of Arizonawww.ThePainCenter.com

Google Analytics

HowTo #1:Google Analytics

Overview

• Sessions: total visits• Users: number of people• Pageviews: number of pages viewed• Pages/Session: average pages viewed per

session• Avg. Session Duration: average time users

spend on the site• Bounce Rate: percentage of users who left

landing page without any interaction• % New Sessions: percentage of sessions that

were first time visits

HowTo #2:Using Google

Analytics to Find Keywords

Acquisition > Keywords > Organic

• Set date modifers

• Expand data selection

• Focus on quality visits (sort by time)

• Check mobile keywords for consistency

HowTo #3:Using Google

Analytics to Find Keywords

• Acquisition > Keywords > Organic

Advanced > exclude (not provided) > add segment > mobile traffic > delete all sessions segment

Mobile Keywords

HowTo #4:Using Google Analytics to

Determine Effective Pages

• Behavior

• All pages: shows data on all pages of the website

• Landing pages: shows the page users entered on

• Exit pages: shows the page users exited on

Takeaway #4:Quick tips for site

optimization

• Meta Descriptions

• Local Optimization

• Write For Humans

• Share on Social

• Be Relevant, Educational, and Useful

Rachel MeyerDirector of Creative Content & Digital Analyst

Medical Marketing Solutionsrachel@medmarketing.co

@rachelmeyer1

Link bundle: bit.ly/amwaseo