geonetric webinar: march 2017 · media, accessibility, mobile user experience, site maintenance,...
TRANSCRIPT
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SEO for HealthcareReaching Healthcare Consumers Through Search
Geonetric Webinar: March 2017
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White Paper:Questions to Ask Your Potential SEO Agency
Download: geonetric.com/SEOquestions
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How Web Design Impacts Your Site’s Health
A great design poorly implemented can have a negative impact on your site’s ability to deliver on everything from online conversions to SEO.
We’ll reveal the invisible layers of your site’s design and share how to identify and triage the problems you're likely to find.
Register at: geonetric.com/webinars
You'll learn:
• How your site’s design can impact SEO, social media, accessibility, mobile user experience, site maintenance, and online conversions
• Tools and techniques for testing web pages to uncover problems and opportunities
• Which problems are critical to fix today, and which areas you should keep an eye on for the future
Join us on April 19, 2017, at 2 p.m. EDT / 11 a.m. PDT
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72 healthcare clients 500+ websites 17 years of experienceGeonetric Clients
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Welcome!
Speakerphone tipMute your microphone for best audio quality.
Have questions?We’ll try to answer as many as possible. Enter them in the Questions field.
We love feedbackPlease complete the survey at the end of the webinar.
We are recordingVideo of today’s webinar will be posted on geonetric.com in the Ideas section.
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Today’s Presenter
Joanna BasileSenior Digital Marketing Strategist
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SEO for HealthcareReaching Healthcare Consumers Through Search
![Page 8: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/8.jpg)
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Target your health consumers through search
1. Choose the right CMS.
2. Make your site secure.
3. Get to know your users.
4. Target your content appropriately.
5. Provide a good UX.
6. Optimize for voice search.
7. Implement schema across your site.
8. Curate your business listings.
9. Pay for the right traffic at the right time.
10.Market your organization holistically.
![Page 9: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/9.jpg)
Choose the right CMS
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For SEO success, no website should be without a sitemap.
Auto-generated sitemap
Art credit: SticksByNx
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Easy-to-add page headers
• Only one H1 per page
• Properly nested sub-heads
• Phrases optimized for SEO
H1
H2
H3
H2
H2
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Adding alt text to your images helps screen readers and search engines understand the visual content on a page.
Image alt tags
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40%
KISSmetrics
of people abandon a website that takes longer than three seconds to load
Usage of lightweight code
![Page 14: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/14.jpg)
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Friendly—and customizable—URLS
https://www.mysite.com/medical-services/womens-health/
https://www.mysite.com/body.cfm?id=521
Perfect! Not so much
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Ability to set canonical URLs
Selecting a single, canonical URL for the pages on which duplicate content occurs can prevent search penalization.
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HTML pages titles are one of the first things Google looks at when ranking search results.
Customizable metadata
Image credit: http://bit.ly/2nAb9vg
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Allowance of schema placement
• Helps search engines better understand your content and its context
• Can help your site rank better in search
– Regular organic links
– Search enhancements
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Optimize at the foundational level
1. Auto-generated sitemap
2. Easy-to-add page headers
3. Image alt tags
4. Usage of lightweight code
5. Friendly—and customizable—URLs
6. Ability to set canonical URLs
7. Customizable metadata
8. Allowance of schema placement
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Make your site secure
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HTTPS everywhereinitiative
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Switching to an HTTPS site will make your users feel more secure and give you a small SEO boost.
Art credit: SticksByNx
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Get to know your users
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Dig into the datato learn about your users
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Get to know your users so you can properly optimize your site for SEO.
Art credit: SticksByNx
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Target your content appropriately
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Focus It.
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If SEO is all about optimizing for search engines, and search engines focus on
providing users with what they seek, then modern SEO is all about the users.
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A solid SEO and content strategy based on keyword research can help you focus your content.
FocusArt credit: SticksByNx
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Feature It.
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Provide the right information in the right way to optimize your content for search enhancements like featured snippets.
Art credit: SticksByNx
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Localize It.
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The more localized you can make your healthcare content, the better it is for SEO.
Art credit: SticksByNx
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If your website isn’t showing in search, it could mean search engines think you’re not providing users with the answers they need.
Art credit: SticksByNx
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Provide a good UX
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Pop-ups & interstitials
Totally good Not so much
Image credit: http://bit.ly/2bfvTTD
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4xfaster page-load speed
Accelerated mobile pages (AMPs)
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Split Indexes
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Optimize for voice search
![Page 42: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/42.jpg)
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20%
of all mobile queries are currently voice searches
The rise of voice search
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Voice search answers
Pulled from easily digestible chunks of information
• Featured snippets
• Answer boxes
• Related questions panels
• Knowledge panels
• FAQ pages
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Voice-search-focused keyword research needs to emphasize how people talk about, not type, the questions they have.
Art credit: SticksByNx
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Implement schema across your site
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Schema helps search engines connect the dots about the scope of your web presence.
UNC
Medical
Center
UNC REX
Healthcare
Chatham
Hospital
Pardee
Hospital
Art credit: SticksByNx
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Making connectionsacross the web
Image credit: http://bit.ly/2nIqCXr
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Curate your business listings
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Schema markup & business listings
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Remember the three C’s of business listings: claimed, consistent, correct.
Art credit: SticksByNx
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ClaimedConsistent
Correct
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Pay for the right traffic at the right time
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SEO tip: Use well-performing PPC keywords and ad copy to improve your website content and meta descriptions.
heart
care
heart attack
EKG
hospital
name
provider
name
Art credit: SticksByNx
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As ads continue to take over the search results page, it will be even more
important to appropriately balance organic and paid traffic.
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Market your organization holistically
![Page 62: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/62.jpg)
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Entity authority
Domain authority
How widely known you
are
What people are saying about you
How engaged people are with your
brand
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Engaging offsite user experiences could drive traffic to your site, lead to referral links, and strengthen your SEO.
Art credit: SticksByNx
![Page 64: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/64.jpg)
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A bad experience offline—even if it’s unrelated to the services you offer—could negatively impact your SEO.
Art credit: SticksByNx
![Page 65: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/65.jpg)
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To stay relevant and maintain a strong online presence, build up your brand holistically, both offline and online.
Art credit: SticksByNx
![Page 66: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/66.jpg)
Bonus sectionCutting through the B.S., buzzwords & misconceptions
![Page 67: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/67.jpg)
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Buzzword alert: “Hyperlocal” marketing is just a flashy way of talking about locally focused marketing efforts.
Hyperlocal marketing
![Page 68: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/68.jpg)
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Keyword research is not a dirty SEO tactic. In fact, it’s a key step on the way to providing user-focused content.
Keyword optimization is bad SEO
![Page 69: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/69.jpg)
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Meta descriptions are key to a good search results page CTR. They’re basically your website’s call to action.
Meta descriptions impact SEO
![Page 70: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/70.jpg)
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404s are a natural part of the web and don’t count against your website’s SEO.
404s hurt your SEO
![Page 71: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/71.jpg)
Wrapping it up
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Machine learningand A.I.
Image credit: http://bit.ly/2mOEo99
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Questions?
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Free Giveaway:SEO Assessment
To enter: Check “yes” to question four in the post-webinar survey.
![Page 75: Geonetric Webinar: March 2017 · media, accessibility, mobile user experience, site maintenance, and online conversions • Tools and techniques for testing web pages to uncover problems](https://reader033.vdocuments.net/reader033/viewer/2022060502/5f1bc1b792fba7127a7fc2d5/html5/thumbnails/75.jpg)
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How Web Design Impacts Your Site’s Health
A great design poorly implemented can have a negative impact on your site’s ability to deliver on everything from online conversions to SEO.
We’ll reveal the invisible layers of your site’s design and share how to identify and triage the problems you're likely to find.
Register at: geonetric.com/webinars
You'll learn:
• How your site’s design can impact SEO, social media, accessibility, mobile user experience, site maintenance, and online conversions
• Tools and techniques for testing web pages to uncover problems and opportunities
• Which problems are critical to fix today, and which areas you should keep an eye on for the future
Join us on April 19, 2017, at 2 p.m. EDT / 11 a.m. PDT