Webinar GEMSWebinar GEMS
This important introduction to Search Engine Optimization is available as an DVD at :
http://www.pumc.com/ToughTimes-Tune-Up.htm
Patients Unlimited Marketing Consultants CELEBRATES
35TH YEAR OF SERVICE! (14 years as an ISP)
INTRODUCTIONS
Greg Washington, President PUMC
Greg Washington is President and CEO of PUMC, a 35 year old International aesthetic service marketing firm based in Los Angeles, California. He is one of, if not the first, cosmetic services marketing professionals with more than 25 years of experience in the cosmetic services industry.
INSTRUCTOR
Lou Haggerty is Senior Vice President of PUMC and a member of PUMC’s professional consulting staff for more than two decades and directs PUMC’s Internet technology and training services.
Lou Haggerty, Senior V P, Internet SEO
Objective• Tactic A. Learn five key SEO concepts you
can use and control.
• Tactic B. Employ these concepts to aid your ISP in securing better positioning. Tactic C. Increase the volume and quality of E-mail and call responses Tactic D. Monitor your Internet performance.
• Terminology- Key terms for this presentation (1 of 2)
– Landing page– Search position Search Engine Results
Page (SERP)– Hits, clicks– Visits versus-Unique Visits– Bounce rate Vs Time on Page
• Terminology- Key terms for this presentation (2 of 2)
– Hyperlink– Analytics– Traffic sources
• Direct• Organic• Referral
– spider– URL vs. Page address
Six Key SEO Concepts1. Focus on Google the main search engine 2. Searches results are customizes by
Google3. SEO must consider two Internet
Audiences4. Media significantly influences your
search position5. All pages on a site are considered
landing pages6. Words are more important than pictures.
Tactic A
Key SEO Concept
Focus on Google the main search engine
1
Google Rules
Key SEO Concept
Searches results are customizes by Google
2
DIFFERENT RESULTS ON DIFFERNET COMPUTERS
Different search results for different computers.
Key SEO Concept
Site media significantly influences your search position
3
Key SEO Concepts
All pages on a site are considered landing pages
4
Key SEO Concept
Words are more important than pictures.
5
Key SEO Concept
SEO must consider two Internet Audiences
6
SEO is the process of making two important audiences love your Web site.
The prospective patients
The search engine’s spiders
THE INTERNET AUDIENCES
THE PROSPECTIVE PATIENT
PROSPECTIVE PATIENTSYou need to insure that you monitor popular search phrases
Be sure your content includes the popular search phrases
Getting the Prospective Patient Search to work for you
Getting the Prospective Patient Search to work for you
Getting the Prospective Patient Search to work for you
Getting the Prospective Patient Search to work for you
The patients you want to see
Search positionGrabbersRelevanceCalls to ActionPhotosTestimonials
The Search EnginesThe Search Engines
Examples of landing pages
What are the search engines looking for?
• Depth of word content that is relevant to the address of the page example, www.drjones.com/tummytuck.htmwww.drjones.com/tummytuck.htm
Links to other pages on the site• Links to external dominate pages• Duration on visits on page• Low bounce rate
Example of search engines spiders
Great URLGood TitlesContentPower linksContent depthTime on pageLow bounce rate
Video Media
Examples of good content vs. photos
• Content is for the Search Engines
Increase the volume and quality of e-mails and calls
1. Consistently update information on the site
2. Offer options that require immediate responses
a. Specials with expiration dates,
b. Invitations to eventsc. Broadcast e-mails linking to
sited. Periodic Online newsletters
3. Multiple options on the page to contact
Tactic C
Monitor your Internet performance
1. Check your e-mails and review the types of requests
2. Review the responses to the specials you offer3. Track the activity of you E-mail broadcasts4. Track your site relative positions on the Internet5. Measuring your site’s growth performance
Tactic D
Site design rules
1. Built in SEO opportunities specific to the practice.
2. Synchronization of Internet promotion with other promotional events in the practice.
3. Use of search phrases and terms specific to the practice’s technology.
4. Create engaging calls to action
A Summary of Your Site’s Key Functions
• Creating new patient demand• Retaining existing patients• Build the practices Image• Reinforcement of other promotion• Disseminate practice information• A demonstration of supremacy• Data mining• Social networking
Summary of Objectives• Tactic 1. Learn five key SEO concepts
you can use and control.
• Tactic 2. Employ these concepts to aid your ISP in securing better positioning. Tactic 3. Increase the volume and quality of E-mail and call responses Tactic 4. Discover how to monitor your site’s performance.
This important introduction to Search Engine Optimization is available as an DVD at :
http://www.pumc.com/ToughTimes-Tune-Up.htm
Questions and Answers