healthcare marketing: the key to maximum roi - keyword mapping [webcast]
Post on 15-Apr-2017
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Denise Maling EVP, Client Services
Your presenter
#AISMediaEDU
Interactive Webinar Agenda
Online Survey
Live Tweeting
Tweeting LIVE #AISMediaEdu Special Offer
Presentation
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Atlanta Dallas
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Amplified. Digital Marketing Performance
ATTRACT ENGAGE
CONVERT
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
DESIGN
STRATEGY
CONTENT
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
AWARD-WINNING MARKETING & UX DESIGN
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
WHERE YOU’VE SEEN US
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
FEATURED CLIENTS & ATTENDEES
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Display
Direct
Industry: Healthcare
Awareness Consideration Conversion Intent
Source: GoogleInsights
Channel Roles in the Patient Journey (Assist vs. Conversion)
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
How Is A Site Mapped?
Identify keywords
Perform a content audit
Identify pages with
high relevance &
topical value
Create focused
content to populate
those pages
Map a single
keyword to a single
URL
Optimize the pages
Promote the pages
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
What Is Keyword Mapping? The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
A process where you map researched keywords to specific landing pages.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
5 Steps To Keyword Mapping
1.
2.
3.
4.
5.
Define the goal
Perform a content audit
Identify pages with high relevance & topical value
Create focused content for each page
Map a single keyword to a single URL
þ Higher rankings
þ Increase “stickiness” or time on site
þ Provide users with the exact content they want
Major Benefits To Keyword Mapping
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Key search behavior facts we know…
Paid
Organic
Source: Wordstream
89.82% of people click links on the first page of search results.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Define The Goal
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
What’s Your Goal?
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
What’s Your Goal? New Patients
Avoid friction & guide patients to easily navigate where they want to go.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Content Audit
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Content: ü Type
ü Volume ü Relevancy
What to look for…
Copyright 2015. All rights reserved.
Content Audit The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
TAKEAWAY: Be sure to fill in your content
gaps.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Identify Pages
It’s important to choose pages with…
High Relevance: Be sure the content is relevant to the search phrase. High Topical Value: Site visitors will know they landed on the right page.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Ex: Site Map & Keyword Associations The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
TAKEAWAY: Every page must have an
associated highly relevant and topical keyword.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Patient Journey
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interac?ve Videos
Calculators
eBooks & Guides
eNewsleIers
Tes?monials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics Ar?cles
Webinars
Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Buyer Comm
itment Level
Ra?ngs & Reviews
Copyright AIS Media, Inc. 2014
Appropriate Content At Each Stage The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Source:GoogleCompete
of those looking for health information start with search engines 88%
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
The Key To Maximum ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
The Key To Maximum ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
#1 position in Google gets 33% of search traffic. 75% of users never scroll past the first page of search results.
Source: Search Engine Watch
The Key To Maximum ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Link To Appropriate Pages
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Focused Content The Key To Maximum
ROI: KEYWORD MAPPING
þ Is this what they want?
þ High relevancy & intent þ Keyword used 10x þ 500+ words
TAKEAWAY: Avoid friction and guide potential patients to where they want to
go.
The Key To Maximum ROI: KEYWORD
MAPPING
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Keyword Mapping
Example: Keyword Map The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Always Keep the Goal in Mind
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015
1. Be sure to fill your content gaps. 2. Write relevant content. Every page must have an associated
relevant and topical keyword. 3. Map that content to one single URL.
The Key To Maximum ROI: KEYWORD
MAPPING
THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
Limited Time Complimentary Offer FREE Website Performance Analysis
• Site speed analysis • Google’s “Mobile-friendly” test • Technical SEO audit • 30-Minute consultation
Call: 404.751.1043 Email: info@aismedia.com
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