Search Engine Optimization…… how to rank #1 on Google

SEO Course by EyeCarePro.net

Meet and Greet▪Course Instructor, Daniel Rostenne▪ Co-Founder of EyeCarePro.net in 2005▪ Co-Founder of Optometry.net in 1997▪ Search Engine Optimization (SEO)

services since 2006▪ Editor of Optometry Web

Slide 1 - Introductions

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Explain and understand SEO▪ Components - what areas need to change▪ Tools - improve and measure your results▪ Techniques - the 'secret sauce' to SEO

Course Format▪ 1 hour slideshow▪ Questions are welcome throughout (time

allowing)▪ Further questions welcome post-course

Slide 2 - Course Goal and Format

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SEO = Search Engine Optimization▪ Achieving top rankings in the search results▪ 80+% of people use Google to search

the Web▪ #1 42%, #2 12%, #3 8%, Total 62% (

Richard Hearne)▪ #1 56%, #2 1%, #3 10%, Total 79% (

Cornell University Study)

Slide 3 - What is SEO?

Google Search Results Page

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'My site isn't coming up on Google'▪Why should it come up?▪Common sense approach to content isn't

so common▪Only 3 out of every 20 web sites use

'optometrist' on their home page (Daniel Rostenne)

Slide 4 - It's All About Content

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Audience #1: Capturing new patients▪Decision based keywordsAudience #2: Existing patients▪Information based keywordsBeware of products!

Slide 5 - Content - Keywords

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Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville

Slide 6 - Content - Key Phrases

Choosing Regional Terms

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Document descriptors▪Title: <title>Practice Title - include

keywords</title> ▪Keywords: <meta name="keywords"

content="6-8 keywords" /> ▪Description: <meta name="description"

content="Up to 250 characters, repeating keywords" />

Be careful!

Slide 7 - Content - Meta Tags

Sample Code for Meta Tags

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1. Internal site sections / links containing keywords2. 2-3% keyword frequency per page3. Keywords in H1, H2, bold and links4. Top of page keyword placement (first 25 words)5. Keyword rich 'call to action' and footer▪ Honesty is the best policy▪ Content Analyzer

• www.seoworkers.com/tools/analyzer.html

Slide 8 - Content - Page Content

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Home page rules!Optimize many key pagesAdd pages where required (vision insurance)Rename site sectionsSpell check your content

Slide 9 - Content - Finish the Job

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'My site still isn't coming up on Google'▪ Well, why should it come up?▪ Links = votes▪ Keyword rich links

Slide 10 - It's All About Linking

Sample BackLink

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Doctor Finder/Locator ▪Ciba, CooperVision, ZeissProduct or Store Finder/Locator ▪Nike, Maui Jim, iZon

Slide 11 - Links - Industry Links

Sample Store Locator

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AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy

Slide 12 - Links - Eye Care Directories

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DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)

Slide 13 - Links - General Directories

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www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com

Slide 14 - Links - Regional Directories

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More effort, more reward▪www.yelp.com▪www.kudzu.com▪www.linkedin.com▪www.facebook.com▪www.twitter.com

Slide 15 - Links - Social Networking

Sample Yelp Profile

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Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions

Slide 16 - The Right Tools for the Job

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Web Site Statistics▪http://analytics.google.comSearch Engine Rankings▪www.advancedwebranking.com

Slide 17 - Tools - Measuring Success

Google Analytics

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Google's Webmaster Tools▪ www.google.com/webmasters/tools/

Requires webmaster verificationGoogle siteMap submissionCrawl statisticsGoogle top 100 keywordsGoogle Alerts▪ www.google.com/alerts/

Slide 18 - Tools - Google's Best Friend

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Submit your siteGoogle, Yahoo, Bing, and more

Slide 19 - Search Engine Submissions

Special Tip! Multiple Web Sites

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Check out the competition▪Google searches▪Meta tagsStrategize key wordsChange your contentBuild incoming links

Slide 20 - SEO - Putting It All Together

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Patience and perserverence50% of traffic from Google179 visits / month / doctorGoogle algorithm and user changesKey variable - population density

Slide 21 - SEO - Setting Expectations

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Educate your patients to use your siteTrack all your new patient referralsGoogle should outperform most other forms of marketingSEO is ongoing, build your lead, and keep it!

Slide 22 - SEO - Summing it Up

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Email: danielr@eyecarepro.netPhone: 416-238-0370

Thank you very much for attending!

Slide 23 - Questions?