What the Public is Searching For and Why They Aren’t Finding You - Greystone.net HCIC Conference Presentation 2012
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How to optimize your healthcare website to capture more search traffic. Presented by David Christopher and Todd Stogner at the Healthcare Internet Conference 2012 in Las Vegas.
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What the Public is Searching For and Why They Aren’t Finding You - Greystone.net HCIC Conference Presentation 2012
- 1. What the Public is Searching For and Why They Aren’t Finding You … An SEO Case Study with Proven Results Todd Stogner @toddstogner David Christopher @davidmchris
- 2. • Todd Stogner, New Media Manager INTEGRIS Health, Oklahoma City, OK Manages six-member Web team •Web •Graphic Design •Intranet •Videography •Social Media •Photography
- 3. OPUBCO Communications • Publisher of The Oklahoman David Christopher – SEO Manager • Journalist turned SEO • Boutique Internet Marketing Agency
- 4. INTEGRIS Health is Oklahoma’s largest health system with hospitals, rehabilitation centers, physician clinics, mental health facilities, independent living centers and home health agencies located throughout much of the state.
- 5. INTEGRIS Locations Physician Home Page Landing Page Directory Cancer Transplant Heart Treatment Institute Hospital Center Women’s Rehabilitation Hospital Health Services
- 8. primary care physician 0 Monthly Searches oklahoma city doctor oklahoma city 22,200 Monthly Searches *Broad Match over Last 12 months
- 10. Share of Search Traffic INTEGRIS OU Medicine
- 13. hospitals in Oklahoma City = 28% of searches containing Hospital
- 20. Most Searched Core Keywords Health Doctor Clinic Hospital
- 21. Most Searched Categories Cancer Hospice Rehab Heart Mental Child's Hosp. OBGYN
- 23. Top Local Keywords in Heart Vertical
- 24. Branded Keyword
- 27. Search Visits: Including Heart, Excluding INTEGRIS
- 28. Search Visits: Including Heart, Excluding INTEGRIS
- 29. Search Visits: Including Heart, Excluding INTEGRIS
- 30. Search Visits: Including Heart, Excluding INTEGRIS
- 31. • Relevance: What’s on your site? – Search Engines mimic human reading patterns • Authority: Who references you? – The number and quality of links to your site from other sites
- 32. • Page Title • Copy • Headings • Image Alt Text • URL • Meta Description
- 34. • Page Title • Copy • Headings • Image Alt Text • URL • Meta Description
- 35. Page Title Meta Description URL
- 38. • Meta data seen 10 million times • Clicked 1 million times • 50%+ of total visits come from search engines It IS Important
- 39. • Too long • Repetitious • Brand has all the best real estate • No keywords
- 40. • Correct Length • Brand has appropriate real estate • Keywords prominent in all areas (bold)
- 41. • Page Title • Copy • Headings • Image Alt Text • URL • Meta Description
- 45. Authority is passed to you when: Relevant & Authoritative sites link to you
- 47. • Existing Content without Links • Suppliers / Vendors • Sponsored Events • Press Releases • Link Exchanges • Content Marketing
- 48. Before Share of Search Traffic INTEGRIS OU Medicine
- 49. 9 Months Later Share of Search Traffic OU Medicine INTEGRIS
- 50. SEO: +16,000 search visits per month • Cost per Click = $0.77 per visit SEM: Google Adwords Pay per Click: • Cost per Click = $2.05 per visit Saving = $1.28 per visit
- 51. Keyword Research: – Google Adwords Keyword Tool (Free) • adwords.google.com/select/KeywordToolExternal Competitive Analysis: – SEMRush ($69.95 / mo) • semrush.com Full SEO Software: – SEOMoz ($99 / mo) • seomoz.org
- 52. • Meet your SEO specialist • Ask for references and work samples • Ask for a list of campaign keyword targets • Demand consistent reporting (rank & traffic) • Set-up knowledge transfer
- 56. • Plan • Research • Baseline Measurement
- 57. • David Christopher 405-475-4157 dchristopher@opubco.com @davidmchris • Todd Stogner 405-951-4825 todd.stogner@integrisok.com @toddstogner
Hinweis der Redaktion
- Any conservatives in the house? Democrats? I don’t envy you. I’m glad I can’t vote – you’ve got too many fine choices.
- The five bottom services were identified by INTEGRIS for SEO. David recommended home page and locations landing page. We then requested SEO for the physician directory, recognizing that would add about 800 new indexable pages to the site. Every physician page and specialty search page is now indexed.
- We had a lot of internal input regarding search engine optimization. Doctors/clinicians suggested terms like this to load into the keywords on their websites.
- Any conservatives in the house? Democrats? I don’t envy you. I’m glad I can’t vote – you’ve got too many fine choices.
- Todd – talk about how it took a few iterations to get a satisfactory template for page titles based on the CMS, sitewide, sub-site, page title inheritance.
- Any conservatives in the house? Democrats? I don’t envy you. I’m glad I can’t vote – you’ve got too many fine choices.
- Any conservatives in the house? Democrats? I don’t envy you. I’m glad I can’t vote – you’ve got too many fine choices.