Mais conteúdo relacionado Semelhante a Yankee dental building effective dental pracitc websites (20) Mais de Kathy Hennessy (9) Yankee dental building effective dental pracitc websites1. Understanding Internet Marketing
for Dental Practices
Kathy Hokunson
Vice President Sales and Marketing
Siobhan Becker
Independent
Internet Marketing &
Social Media Strategist
www.site-seeker.com © 2010 Site-Seeker, Inc.
2. Who are we?
• Founded in 2003
• Corporate Office in New Hartford NY
• Satellite offices in Bloomfield CT, Rochester NY, New
Jersey
• 20 Employees
• 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
www.site-seeker.com © 2010 Site-Seeker, Inc.
3. Fast Track 50 of CNY MV Chamber of Commerce
3
4
2
Top 3
2007
2008
2009
2009 Business of the Year
B2B Twitterer of the Year
@KatieHoke
www.site-seeker.com © 2010 Site-Seeker, Inc.
4. What We Will Cover
Part l Building Effective Dental Practice Websites
Building the foundation utilizing your website
Driving traffic to your website – SEO
Part ll Social Media:
Google Local
Blogging
Facebook
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5. Understanding
your audience . . .
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7. A Show of Hands
How many of you…
…are currently attracting new patients from your website?
…believe you could be attracting new patients from your website?
…are not sure where to start?
www.site-seeker.com © 2010 Site-Seeker, Inc.
8. 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.
www.site-seeker.com © 2010 Site-Seeker, Inc.
9. 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.
www.site-seeker.com © 2010 Site-Seeker, Inc.
10. What patients expect to find online
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
www.site-seeker.com © 2010 Site-Seeker, Inc.
11. Drive
Your Website
Convert
Measure
Cornerstones to a successful Internet marketing strategy
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13. Search Engine Marketing (SEM)
SEO Pay-Per-Click
The process of improving the An Internet advertising strategy
volume and quality of traffic to a used on search engines,
website from search engines via advertising networks, and
“natural” (“organic” or “algorithmic”) content websites, such as blogs,
search results. where advertisers bid on
keywords to achieve ad
placement.
• 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
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15. Search Engine %
Google 66.2
Yahoo! 16.4
Bing 11.8
Comscore Numbers 11/2010
- Google
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16. Let’s define SEO...
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.
Two Phase Approach
Phase 1: Website Structure
Phase 2: Ongoing SEO Efforts
www.site-seeker.com © 2010 Site-Seeker, Inc.
17. SEO Program – Phase 1
The Basics
• 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
www.site-seeker.com © 2010 Site-Seeker, Inc.
18. Keyword Research
• What are your main objectives
• New patients
• Increase revenue for particular services
• General dentistry
• How do your patients refer to these services?
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21. Keyword Selection - Summary
• Keywords tell the search engines what your site is about
• Don’t let the website designer pick your keywords
“Keyword”
• Use words and phrases that your customers use
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22. Content Writing for SEO
• 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
www.site-seeker.com © 2010 Site-Seeker, Inc.
23. Content Writing for SEO
Break apart content
This is bad
Our Dental Services
Services
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Service 1 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
Service 2 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.
www.site-seeker.com © 2010 Site-Seeker, Inc.
24. Content Writing for SEO
Break apart content
This is good
Dental Service 1
Service 1
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Service 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
Service 2 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.
www.site-seeker.com © 2010 Site-Seeker, Inc.
25. Crucial Elements of SEO – XML Sitemap
• 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
www.site-seeker.com © 2010 Site-Seeker, Inc.
26. Crucial Elements of SEO – Robots.txt
• 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.
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27. Establish Baseline & Benchmarks
How will you measure the effectiveness of your website?
• Increased visitors to the site
• New patient appointment requests
• Patient referrals
• Phone Calls
www.site-seeker.com © 2010 Site-Seeker, Inc.
28. SEO – Phase 2
Ongoing SEO Efforts
• 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.
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29. SEO Programs...
Are NOT a one time deal.
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
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32. A Few Examples of Websites
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33. A Few Examples of Websites
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37. A Few Examples of Websites
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38. Web Analytics Is...
the measurement, collection, analysis and reporting
of internet data for purposes of understanding and
optimizing web usage.
- 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.”
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39. What do you measure?
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40. Overall Traffic
• We launched the site toward the end of June.
• Traffic spiked in August, and has been sporadically up since then.
www.site-seeker.com
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© 2010 Site-Seeker, Inc.
41. Traffic Sources
• Referring sites make up the majority of the site’s traffic, showing good efforts at linking
and social media.
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© 2010 Site-Seeker, Inc.
42. Referring Sites
• Facebook sent over 28% of the site’s overall traffic this quarter.
• We ran Facebook ads to drive traffic to the Facebook page. The Ads received 278 clicks
and 862,879 impressions.
www.site-seeker.com
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© 2010 Site-Seeker, Inc.
43. Search Engines
• Google is the most popular search engine, and its traffic to the site is larger than its
market share.
www.site-seeker.com
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© 2010 Site-Seeker, Inc.
44. AdWords
Keywords with geo-modifiers such as dentists in Jewett City & dentists in Norwich faired
better than general dentistry terms such as family dentistry, dental services and so on.
www.site-seeker.com
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© 2010 Site-Seeker, Inc.
45. Paid Keywords
• The keyword [dentists] (a phrase match keyword) drives more than 76% of all
impressions.
• Dentists in CT, brought-in most of the traffic via Google PPC.
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© 2010 Site-Seeker, Inc.
46. Top Keywords
• Many visitors are searching for area-based dentistry practices.
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© 2010 Site-Seeker, Inc.
47. Ranking Analysis
Keyword
Google
Rank
Bing
Rank
Yahoo!
Rank
about
den+sts
in
jewe0
city
1
7
7
about
goodwin
family
den+stry
1
1
1
affordable
cosme+c
den+stry
jewe0
city
1
1
1
affordable
cosme+c
den+stry,
new
london,
ct
1
1
1
contact
den+sts
in
jewe0
city
1
2
2
contact
goodwin
family
den+stry
1
1
1
den+sts
in
jewe0
city
1
9
9
dr.
steve
goodwin
lisbon
1
Not
in
top
100
Not
in
top
100
dr.
you
dmd
jewe0
city
1
1
1
general
den+stry
jewe0
city
1
4
4
preven+ve
care
den+stry
jewe0
city
1
1
1
preven+ve
care
den+stry
norwich,
ct
1
1
1
preven+ve
care
den+stry,
new
london,
ct
1
1
1
about
dr.
steven
goodwin
2
6
6
affordable
cosme+c
den+stry
norwich,
ct
2
1
1
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© 2010 Site-Seeker, Inc.
50. 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
www.site-seeker.com © 2010 Site-Seeker, Inc.
51. What are your options?
• Facebook
• Google Places
• Blogging
• YouTube
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54. Get Listed - Step 1 www.google.com/places
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55. Get Listed - Step 2 Create an account
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56. Or claim an existing listing
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61. Local Search - Summary
• Free
• Easy
• Trackable
• Gets you there with little to no effort
www.site-seeker.com © 2010 Site-Seeker, Inc.
63. What Can Facebook do for your practice?
• Enhance internal marketing
• Build a patient community and create relationships
with your patients
• Promotes you and your practice as current and
relevant
• Attract new patients
• Receive patient feedback
www.site-seeker.com © 2010 Site-Seeker, Inc.
67. What can happen if you engage?
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68. Or . . .
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74. Facebook – what to measure . .
• Page “likes” are - they up or down?
• Conversation & comments - are the
growing or flattening out?
• Links to your website – are you
engaging people to want to know
more?
www.site-seeker.com © 2010 Site-Seeker, Inc.
76. Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion
Become
the Expert
Participate
in Create
Discussion Content
Distribute
Content
www.site-seeker.com © 2010 Site-Seeker, Inc.
80. How to Distribute Your Blog
Email Campaign
Other (links)…
Twitter
Blog Posts
Social
Facebook
Bookmarking Sites
www.site-seeker.com Other Blogs LinkedIn © 2010 Site-Seeker, Inc.
82. Wordpress.com
• Free and Easy to Use
• All setups and upgrades are done by the
program
• Extra traffic from blogs of the day and tags
• Easy to find similar bloggers through tags
www.site-seeker.com © 2010 Site-Seeker, Inc.
85. Online Reputation Management
Personal Reviews
• Yelp!
• Google Places
• Healthgrades
• Wellness
Relax! Manage them, don’t react!
www.site-seeker.com © 2010 Site-Seeker, Inc.
86. Bringing it all together . . .
Effective Practice Marketing
Is all about
ROI
Measure, Modify, Move forward
www.site-seeker.com © 2010 Site-Seeker, Inc.
87. Thank You!
Kathy Hokunson
Vice President Sales and Marketing
Siobhan Becker
Independent Dental Consultant
(860) 748-4895
siobhan@contractors.site-seeker.com
www.site-seeker.com
www.site-seeker.com © 2010 Site-Seeker, Inc.