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© 2010 Site-Seeker, Inc.www.site-seeker.com
Understanding Internet Marketingfor Dental Practices
Kathy HokunsonVice President Sales and [email protected]
Andrea Hewlett
Internet Marketing Strategist
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Founded in 2003
• Corporate Office in Upstate NY• Offices in Bloomfield CT, Rochester, NY, New Jersey
• Employs 20 in CNY, CT, NJ, MA, VA
• Full Service Internet Marketing Agency• Search Engine Optimization Services• Pay-Per-Click Management Services• Social Media Implementation and Mgmt• Web Design, Development, Applications & Testing• Analytics
Who are we?
© 2010 Site-Seeker, Inc.www.site-seeker.com
Fast Track 50 of CNY
2007 2008 2009
3 4 2
MV Chamber of Commerce
Top 3
2009 Business of the Year
Founding Partner
© 2010 Site-Seeker, Inc.www.site-seeker.com
-Internet Marketing as External Marketing:
Building the foundation utilizing your website
Driving traffic to your website
SEO, Google Local & PPC
Engaging your patients – measuring for success
- Internal Marketing / Reputation Management
Measuring patient satisfaction
Encouraging referrals and making it easy
Reconnecting with patients
Measuring ROI
What We Will Cover
© 2010 Site-Seeker, Inc.www.site-seeker.com
Understanding your audience . . .
© 2010 Site-Seeker, Inc.www.site-seeker.com
A Show of Hands
How many of you…
…are currently acquiring new patients from your website?
…believe you could be acquiring new patients from your website?
…are not sure where to start?
© 2010 Site-Seeker, Inc.www.site-seeker.com
Why is the Internet relevant to growing your practice?
• 50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages).
• 90% of consumers trust online recommendations from people they know.
• 70% trust opinions of unknown users.
© 2010 Site-Seeker, Inc.www.site-seeker.com
The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice
•94% of respondents take a dentists website into consideration before booking their initial appointment.
•Practice success depends on the next generation of patients.
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Hard to break old habits
• The options are changing & expanding rapidly
• We are in a technology revolution
• Patient behaviors and expectations have changed
• Your website has to act as a 24 hour patient referrer
Why has practice marketing become challenging?
© 2010 Site-Seeker, Inc.www.site-seeker.com
Information relevant to your patient:
• Do you offer the dental services I need?
• Where are you located?
• What do other people think about your dental practice?
• Do you make it easy to be your patient?
• Practice hours• Online appointment requests• Email appointment confirmations
What patients expect to find online
© 2010 Site-Seeker, Inc.www.site-seeker.com
Your
Websi
te
Cornerstones to a successful Internet marketing strategy
Drive
Convert
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO
The process of improving the
volume and quality of traffic to a
website from search engines via
“natural” (“organic” or “algorithmic”)
search results.
An Internet advertising strategy
used on search engines,
advertising networks, and
content websites, such as blogs,
where advertisers bid on
keywords to achieve ad
placement.
Pay-Per-Click
Search Engine Marketing (SEM)
• In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006. • From the emarketer digital intelligence website
© 2010 Site-Seeker, Inc.www.site-seeker.com
Search Engine Optimization or SEO is a multi – phase process. • To have a successful SEO program you must think of SEO in terms of ongoing
and in constant motion.
Let’s define SEO...
Two Phase Approach
Phase 1: Website Structure
Phase 2: Ongoing SEO Efforts
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Program – Phase 1
• Keyword Research and Selection
• Title, Header, Keyword, Description, Alt Img
• Content rewrite - keyword density
• URL Structure
• Navigation
• Organization of code and link structure
• XML sitemap
• Robots.txt
• Webmaster tools accounts
• Analytics and conversion funnels
• Establish a baseline
The Basics
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Program – Phase 1
• Keyword Research and Selection
• Title, Header, Keyword, Description, Alt Img
• Content rewrite - keyword density
• URL Structure
• Navigation
• Organization of code and link structure
• XML sitemap
• Robots.txt
• Webmaster tools accounts
• Analytics and conversion funnels
• Establish a baseline
The Basics
© 2010 Site-Seeker, Inc.www.site-seeker.com
• What are your main objectives?• New patients• Increase revenue for particular services• General dentistry
• How do your patients refer to these services?
Keyword Research
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Keywords tell the search engines what your site is about
• Don’t let the website designer pick your keywords
• Use words and phrases that your customers use
“Keyword”
Keyword Selection - Summary
© 2010 Site-Seeker, Inc.www.site-seeker.com
Meta Data• Title Tag (65 – 70 characters)
• Description Tag (20 – 25 words: sentence structure)
• Keyword Tags (15 – 20 words)
Page Content• Header Tag (H1) (primary keyword/phrase)
• Keyword/phrase as close to beginning as possible
• Alt Image Tags
• Keyword density
On-Page Elements of SEO
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Not the same game• 250 – 500 words• Use bullets • Use common language• One subject per page
• Create Keyword Rich Content• Body• Headings• Image tags• Meta data
Content Writing for SEO
© 2010 Site-Seeker, Inc.www.site-seeker.com
Break apart content
Content Writing for SEO
Service 1
Service 2
ServicesLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Our Dental Services
This is bad
© 2010 Site-Seeker, Inc.www.site-seeker.com
Break apart content
Content Writing for SEO
Service 1
Service 1
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Dental Service 1
This is good
Service 2
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Generate a sitemap - www.xml-sitemaps.com
• Upload to your website.
• Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmaster
Crucial Elements of SEO – XML Sitemap
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content
• Upload it to your website.
Crucial Elements of SEO – Robots.txt
© 2010 Site-Seeker, Inc.www.site-seeker.com
How will you measure the effectiveness of your website?
• Increased visitors to the site
• New patient appointment requests
• Patient referrals
• Phone Calls
Establish Baseline & Benchmarks
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO – Phase 2
• Research and develop inbound links
• Create Authority - Create Content Pages for:
• social media
• micro sites
• 301 redirects from alternate domains
• Vertical search
• Addressing website performance, strengths and weaknesses as identified in GA reporting.
Ongoing SEO Efforts
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Programs...
Ongoing process that requires• Monitoring for cause and effect• Modification of actions to increase ROI.
Many factors affect strength and positioning• Addressed a priority basis• Look for biggest ROI opportunities• Stay abreast of changes
Are NOT a one time deal.
© 2010 Site-Seeker, Inc.www.site-seeker.com
A Few Examples of Websites
Goodwin
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Keyword research• Create negative words
• Establishing a budget• Create budget parameters: Maximum spend by day, week or month
• Create effective display parameters• Content Network?• Time of day and days of week?
Getting Started
© 2010 Site-Seeker, Inc.www.site-seeker.com
Account Campaign
Ad GroupAd 1Ad 2Ad 3
Basic Pay-Per-Click Structure
© 2010 Site-Seeker, Inc.www.site-seeker.com
On Page Engagements – What’s Missing?
© 2010 Site-Seeker, Inc.www.site-seeker.com © 2009 Site-Seeker, Inc.
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
Local Search - Summary
• Free
• Easy
• Trackable
• Gets you there with little to no effort
© 2010 Site-Seeker, Inc.www.site-seeker.com
We hear it everywhere…
Social Media
“Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to
many) into dialog (many to many.)
-Brian Solis
© 2010 Site-Seeker, Inc.www.site-seeker.com
© 2010 Site-Seeker, Inc.www.site-seeker.com
Online Reputation Management
Personal Reviews• Yelp!• Google Places• Healthgrades• Wellness
Relax! Manage them, don’t react!
© 2010 Site-Seeker, Inc.www.site-seeker.com
How will you measure the effectiveness of your website?
• Increased visitors to the site
• New patient appointment requests
• Patient referrals
• Phone Calls
Establish Baseline & Benchmarks
© 2010 Site-Seeker, Inc.www.site-seeker.com
Web Analytics Is...
- Wikipedia
“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”
the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
© 2010 Site-Seeker, Inc.www.site-seeker.com
Bringing it all together . . .
Effective Practice Marketing
Is all about
ROI
Measure, Modify, Move forward
© 2010 Site-Seeker, Inc.www.site-seeker.com
Understanding Internet Marketingfor Dental Practices
Thank You!
Kathy Hokunson
Vice President, Sales and Marketing
Site-Seeker, Inc. \\
Andrea Hewlett
Internet Marketing Strategist
Site-Seeker, Inc. \\