6. Adept Marketing • 6
Department Goal:
Drive More Patient Appointments
#MozCon@kac4509
Business Goal:
Improve Market Share
7. Adept Marketing •
Business Goal:
Improve Market Share
Department Goal:
Drive More Patient Appointments
#MozCon@kac4509
Drive 20 More Appointments
a Month for Lasik
Example Campaign Goal:
8. Adept Marketing •
Understand the Consumer Journey
Researchin
g Options
Makes
Appointment
Research &
Decision
Post Surgery
Care
Pre-awareness Informing Converting InformingConsidering
#MozCon@kac4509
Surgery
Navigational
Living with
Glasses/Contacts
9. Adept Marketing •
…Even When it’s Not Straightforward
Check-up
Identifies Health
Problem
Referred to
Specialist
Treatment
plan
Surgery &
Post Surgery
Care
Pre-awareness Awareness Converting NavigationalInforming
#MozCon@kac4509
Surgery
Prep
Informing
Healthy
19. Adept Marketing •
Map Modifiers to Intent Stages
#MozCon@kac4509
Informational Commercial Local Navigating Transactional
[none] best Columbus Ohio State surgery
what review Ohio Hospital Name procedure
where types near me appointment
when options doctor
how cost
20. Adept Marketing •
Find High Intent Keywords
#MozCon@kac4509
Informational Commercial Local Navigating Transactional
[none] best Columbus Ohio State surgery
what review Ohio Hospital Name procedure
where types near me appointment
when options doctor
how cost
surgery
21. Adept Marketing •
Find High Intent Keywords
#MozCon@kac4509
Informational Commercial Local Navigating Transactional
[none] best Columbus Ohio State surgery
what review Ohio Hospital Name procedure
where types near me appointment
when options doctor
how cost
near me
23. Adept Marketing •
Map to Target URLS & KPIS
#MozCon@kac4509
Keyword [Lasik + Surgery + Near Me]
24. Adept Marketing •
Map to Target URLS & KPIS
#MozCon@kac4509
Keyword [Lasik + Surgery + Near Me]
Target URL [Localized Service Page]
25. Adept Marketing •
Set up Tracking [Goals, Keyword Tracking]
Map to Target URLS & KPIS
#MozCon@kac4509
Keyword [Lasik + Surgery + Near Me]
Target URL [Localized Service Page]
KPIS [Appointment Request, Click to Call, Local Pack]
26. Adept Marketing •
Set Up Tracking [Goals, Segments, GMB, Keyword Tracking]
Map to Target URLS & KPIS
#MozCon@kac4509
Keyword [Lasik + Surgery + Near Me]
Target URL [Localized Service Page]
KPIS [Appointment Request, Click to Call, Local Pack]
Transition from being from Ohio to client being Ohio state
Introduce who I am and that I consult with OSU for SEO. Will change to “large healthcare organization” if they don’t want me to use the name.
See if there is a better photo than this. Potentially have people in it?
Photo from their media assets.
Focus on scale of the organization and need to focus.
Would show 1 by 1 but don’t want to spent too much time on how massive the organization is. Quick slide.
Pete Comments - I like the context here a lot, but I think I personally might drop conditions and service lines -- the trifecta of locations, physicians and subdomains will resonate with our audience and say "Wow, that's a big campaign!"
Focus on scale of the organization and how an overarching goal isn’t enough to work with.
Focus on scale of the organization and how an overarching goal isn’t enough to work with.
Finally reached a specific goal that we can put data behind and help support.
Take a step to understand the journey, each milestone and what search funnels could be around them. Map it out in more detail and truly understand the touchpoints that exist. Will require stakeholder details.
Informing could be information about general lasik and move quickly into considering options/costs.
Scheduling the surgery could quickly move into navigational for pre-surgery details (might be offline too) and to get to the appointment. Navigational/local also part of converting to get people to the appointment.
Local may show up during research to find providers near you.
Everyone that has worn glasses has started this user journey. Stats? Map this into intent and that knowing this and understanding it drive everything you do.
There's a difference between a patient acquisition funnel and a reactive treatment experience
Take a step to understand the journey, each milestone and what search funnels could be around them. Map it out in more detail and truly understand the touchpoints that exist. Will require stakeholder details.
Informing could be information about general lasik and move quickly into considering options/costs.
Scheduling the surgery could quickly move into navigational for pre-surgery details (might be offline too) and to get to the appointment. Navigational/local also part of converting to get people to the appointment.
Local may show up during research to find providers near you.
Everyone that has worn glasses has started this user journey. Stats? Map this into intent and that knowing this and understanding it drive everything you do.
There's a difference between a patient acquisition funnel and a reactive treatment experience
Introduce Campaign template to fill in as you perform tasks. Cover how the template is a tool to be used to solve the problem. You can pay for more tools like these, but smaller time and budgets can constrain them. Template is truly a tool and process to drive the tasks you do. Won’t do it for you but become trainable and a process to repeat.
Fill in the all of your business data in the template for the focus. Will require multiple stakeholders to fill out. May be ironed out during the research.
Audit your current data – Might remove
What current content do you have?
How is it performing?
Where is it getting traffic from?
What are people doing on the pages?
What content do these people want on these pages
Quickly move through each.
Pete Comments: I like this -- grounds it in the resources people already have. Too many big picture talks leave people feeling like they have to start from zero.
Audit your current data – Might remove
What current content do you have?
How is it performing?
Where is it getting traffic from?
What are people doing on the pages?
What content do these people want on these pages
Quickly move through each.
Audit your current data – Might remove
What current content do you have?
How is it performing?
Where is it getting traffic from?
What are people doing on the pages?
What content do these people want on these pages
Quickly move through each.
Audit your current data – Might remove
What current content do you have?
How is it performing?
Where is it getting traffic from?
What are people doing on the pages?
What content do these people want on these pages
Quickly move through each.
Audit your current data – Might remove
What current content do you have?
How is it performing?
Where is it getting traffic from?
What are people doing on the pages?
What content do these people want on these pages
Quickly move through each.
Identify Modifiers / Phrases
Some keyword tools start automatically grouping related terms for you, this is a good start to start bucketing and understanding modifiers for intent phases. Using excel term frequency, filtering, and modifier summaries with pivot tables is a free way to start breaking a large keyword set into your own groups and modifiers as you prioritize keywords.
I’m not here to tell you how to do keyword research, but it should include a level of opportunity, difficulty, and intent. Use your trusted metrics on top of this to find the ideal group to target.
There are a lot of insights you may gather from this and overlap between intent groups. You may find a transactional/local search that is mapped perfectly to your target market. Focus on those before going after the informational.
Look at other metrics to prioritize within these groups including difficulty, click opportunity, search volume, related keywords.
Pete Comments- I like this framework. I'd just make sure people have a clear sense of how to identify "high intent."
There are a lot of insights you may gather from this and overlap between intent groups. You may find a transactional/local search that is mapped perfectly to your target market. Focus on those before going after the informational.
Look at other metrics to prioritize within these groups including difficulty, click opportunity, search volume, related keywords.
Pete Comments- I like this framework. I'd just make sure people have a clear sense of how to identify "high intent."
Look at other metrics to prioritize within these groups including difficulty, click opportunity, search volume, related keywords.
Building modifiers onto regular keywords.
Map intent groups to KPIs and metrics needed from different sources. Importance of understanding this now so you set up your tools to measure correctly and pull into reporting in the future.
Click to call could be from GMB as well.
Tracking also includes setting up keyword tools to see if you are in the local pack or other universal result data. Get Stat for enterprise, Moz would be a good option for smaller scale.
Pro tip- if you have a certain metrics from a subset of users in GA create a custom segment to pull through an report on.
Map intent groups to KPIs and metrics needed from different sources. Importance of understanding this now so you set up your tools to measure correctly and pull into reporting in the future.
Click to call could be from GMB as well.
Tracking also includes setting up keyword tools to see if you are in the local pack or other universal result data. Get Stat for enterprise, Moz would be a good option for smaller scale.
Pro tip- if you have a certain metrics from a subset of users in GA create a custom segment to pull through an report on.
Map intent groups to KPIs and metrics needed from different sources. Importance of understanding this now so you set up your tools to measure correctly and pull into reporting in the future.
Click to call could be from GMB as well.
Tracking also includes setting up keyword tools to see if you are in the local pack or other universal result data. Get Stat for enterprise, Moz would be a good option for smaller scale.
Pro tip- if you have a certain metrics from a subset of users in GA create a custom segment to pull through an report on.
Map intent groups to KPIs and metrics needed from different sources. Importance of understanding this now so you set up your tools to measure correctly and pull into reporting in the future.
Click to call could be from GMB as well.
Tracking also includes setting up keyword tools to see if you are in the local pack or other universal result data. Get Stat for enterprise, Moz would be a good option for smaller scale.
Pro tip- if you have a certain metrics from a subset of users in GA create a custom segment to pull through an report on.
Utilize tracking tools to identify and pull data on universal results. Know what to leverage from these and have this spring board your strategy to deliver and action items you think should be prioritized.
Better visual???
Pull specific stats for Lasik
% of keywords we are tracking that have some sort of extra SERP feature that change your relative search position for a campaign?
Reporting local pack
Reporting content opportunities with answer boxes/ PAA
Create action plan to start building out the strategy and recommended tactics. If you do in house this will drive your plan, if you are consulting it will build your strategy deliverables and become something you can work off of if you support implementation.
Pete Comments - I'd like to seem some expansion on slides 29-30. The more we can pin down some specific strategies, the more people will take away with them. Let's give them that "Aha! This is what I need to do!" moment. I think it's in here in the details, but a little more on it would be great, IMO.
Content deliverables - basic version to detailed wireframes using tools
Strategy deliverable – Realize this may go past who you are presenting to – include:
Executive summary – what was completed and high level overview of recs, reinforce goals and KPIS
Current State – where are they at now
What is the opportunity – what is the level of effort and return of effort
Tactics to implement - more detailed and ongoing recs included
Measuring and Reporting – what to expect. Build out automated to deliver
Show automated Report – this is the KPI report that the client will get
What is needed to build automated Report
Tools we utilized and have looked at and how to scale
Maybe make non-data studio report and build in more fake numbers. Do after draft sent in.
Take all of the KPIS and data sources you’ve identified and map out into a report template that can be automated, understood by stakeholders, and scheduled
One time set up for template, simple updates to match KPIS, roll up so that stakeholders can understand
Pete Comment - Time allowing, even just one slide where you take a wildly different industry and say "Here's 3 things I'd do" might be a way to drive the point (understanding that we're not all experts in everything, but to illustrate the power of the approach).
