Keeping Up With GoogleEntering a New Age of SEO for Healthcare

Marketing

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

Today’s Presenter

Ben Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.

Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.

He’s also a Twitter junkie – follow him at @benatgeo.

Geonetric Clients

About GeonetricGeonetric is a healthcare marketing agency and software developer providing leading hospitals and health systems with marketing services and content management systems designed specifically for the healthcare industry.

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Keeping Up With GoogleEntering a New Age of SEO for Healthcare

Marketing

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

A Trip Down Memory Lane…

SEO Fundamentals From Ages Past

• Content

• Keywords and keyword density

• Links from other sites and within the site (Pagerank)

• Proper page structure– Page names and URLs

– Proper use of heading tags (H1/H2)

– Metatags & page descriptions

• Freshness vs. established authority

How SEOs Once LaboredTrack

keyword

rankings

Track inbound traffic

by keywor

d

Create and

tweek pages, garner links, etc.

Rinse and

repeat

Research keywords

To Be Fair, Google’s been Sparring with SEO Abusers for

a Long Time

Why the heavy focus on Google?

On Healthcare Sites, This Equals: 36% of Visits & 38% of Unique Visitors

Some individual sites seeing >60% of traffic from Google Organic…

-15000

-10000

-5000

0

5000

10000

15000

Adventist Healthcare

Advocate Medical Group

Alexian Brothers Health System

Altru Health System

Asante Health System

Baptist Memorial Health Care Corp - Updated

Cone Health

Crozer-Keystone Health System

Dean

Genesis Health System

Genesis Ohio Healthcare System

Lubbock Heart Hospital

Mary Greeley Medical Center

Mercy Medical Center

Mercy PA

Methodist Medical Center of Illinois

MidMichigan Health

Overlake Hospital Medical Center

Owensboro Medical Health System

Google Wags the Dog

Monthly Changes in Organic Traffic from Google

What’s Google Telling Us?

Goo-Goal 1More Types of Search

SERP Evolution

SERP Circa 2009

Organic Paid Placement

The New SERP

Sitelinks

Knowledge GraphPaid Placement

Organic

Carousel

MapsOrganic

The New New SERP

Where’s the Organic Results?

Organic

Search Beyond the SERP• Google.com

• Chrome Omnibox (the search bar)

• Google App/Geolocation (mobile)

• Google Maps

• Rating site (Zagat)

• Google Now

Goo-Goal 2More Personalization

How Google+ Drives the New Google

• Google Authorship "requires" a Google+ account for users

• Google Publisher "requires" a Google+ page for business

• Google’s In-Depth Articles ”require” a Google+ page for business for additional branding

• Google’s Direct Connect "requires" a Google+ page for business (or a Google+ personal account)

• Google+ Pages can affect search rankings

Like This!

Seach History and Context

California

Iowa

QDF? Wazzat?

* Query deserves freshness*

Recent Content

Authoritative Content

Goo-Goal 3Organic Will Be More…Organic

There is No White Hat

SEO…

Not Provided

Source: NotProvidedCount.com

Enter Hummingbird

• Understanding of semantics

• Processing more complex queries

• Better support of voice queries

Goo-Goal 4Google is a Destination, Not a

Jumping Off Point

The goal of most searches isn’t to find a Web page. It’s

to find the answer to a question.

Great, Great.So What Do I Do?

Bot Accessible• URL, page title, meta description

• No on-demand load of important information

• No duplicate content (canonicalize dups)

• Appropriate redirects

• Robots.txt

• XML site map

Bot Accessible Linking• Appropriate inbound links

– Ex. Nofollow for press release links

• Social Cues– Facebook, Twitter, Google+,

maybe others…

Phenomenal UX• Simple and meaningful navigation

• Avoid ad clutter

• Good design

• Pagespeed

• Responsive design

Built to be Shared• Sharing-friendly content

• Useful URL for sharing

• Meaningful visual (image, infographic or video)

• Social tagging as appropriate– Facebook Open Graph

– Twitter Cards

– Google+ Authorship

– Google+ Publisher

– Schema.org (as appropriate)

Keyword Targeted• Page has a single intent

• Keyword used in URL, page title, meta description, H1

• Page is content appropriate to the targeted keywords

• JUST DON’T OVERDO IT!

Multi-Device Ready

Meta Data Inclusive• Meta description, but so much more!

• Google is inviting you to enhance the rich snippets

• Google Authorship/Publishing

• Schema.org

Uniquely Valuable• Quality content

– Well written

– Original thinking

– Remarkable text, images and multimedia

• Google does not value that you have licensed or syndicated content. Only the things that, across the wide expanse of the internet, you uniquely add to the discussion.

Bottom Line: Create Great

Content!

Questions?

Contact Ben:800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.com

@benatgeo

Pinterest.com/benatgeo

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Next Month’s Webinar

New Strategies for Using Paid Search Effectively

November 21, 2013 – 3:00 p.m. CT

Noticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.

Register!

The End