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					A “How-To” Primer for Web Site                       2007 Greystone.Net Client Conference
Search Engine Optimization




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                                How-To
                             A “How-To” Primer for Web
                                 Site Search Engine
                                    Optimization
                                     Presented by:
                                      Bob Noel




bnoel@greystone.net
770-407-7685                                                                           1
A “How-To” Primer for Web Site                                      2007 Greystone.Net Client Conference
Search Engine Optimization




                                         SEM vs. SEO
                          SEM – search engine marketing, the use of paid
                          adwords, banners and other commercial techniques
                                          eb      through            engines.
                          of promoting a web site thro gh the search engines

                          SEO – search engine optimization, the use of web
                          site development techniques to ensure that a web
                          site can be optimally indexed and represented in the
                          “organic” search engine results.

                          SEPP – search engine performance planning, an
                          intentional and structured approach to setting and
                          achieving specific goals for a web site’s
                          performance in the search engines.




                                 The Goal of Search Engine
                                   Performance Planning
                                   P f          Pl   i
                                  To effectively leverage the popular
                                   search engines to promote and
                                         market your web site.




bnoel@greystone.net
770-407-7685                                                                                          2
A “How-To” Primer for Web Site                                                    2007 Greystone.Net Client Conference
Search Engine Optimization




                       The Two Key Strategies of Search
                         Engine Performance Planning
                          Technical strategies - optimize the ability of your
                          Web site to be effectively indexed by the search
                          engines.

                          Pay for performance strategies – Effective use of
                          paid “Adwords” for a limited number of high priority
                          services.




                                   Technical Strategies
                          Optimize page design and site architecture to
                          facilitate indexing by search bots.
                                            g y

                          Comprehensive metadata to support both internal
                          and external indexing and searching.

                          Pros…..
                             Low cost - except for staff time
                             Can be very effective - especially for specialty and localized
                             searches

                          Cons…..
                             No guarantees or control of placement in top ten results pages




bnoel@greystone.net
770-407-7685                                                                                                        3
A “How-To” Primer for Web Site                                                  2007 Greystone.Net Client Conference
Search Engine Optimization




                        Pay for Performance Strategies
                          Purchase “Adwords” for high priority services on
                          Google, Yahoo and others.

                          Track conversion rates and return on investment.

                          Pros…..
                             Can guarantee top placement on first page of results
                             Easy to control budget


                          Cons…..
                             Can be costly on an ongoing basis




                       The Search Engine Performance
                             Planning Process
                          Create a planning committee:
                             Marketing and information technology
                             Set goals, priorities and strategic initiatives
                             Implement and monitor plan


                          Produce written planning document:
                             Identifies current technical roadblocks
                             Sets budgets, implementation phases and responsibilities and
                             ongoing monitoring systems




bnoel@greystone.net
770-407-7685                                                                                                      4
A “How-To” Primer for Web Site                                                  2007 Greystone.Net Client Conference
Search Engine Optimization




                       The Search Engine Performance
                             Planning Process
                          Implement plan:
                             Revise Web site architecture as needed
                             Create and implement comprehensive page level SEO
                             copywriting
                             Develop external Web site linking relationships
                             Create and monitor Adword accounts




                        Tracking and Monitoring Results
                          Baseline search engine performance reports created
                          as part of initial planning process:
                             Measure performance in the top search engines (Google,
                             Yahoo, MSN etc.)
                             Tracks overall Web site standing and page ranks for specific
                             keywords


                          Update reports each quarter following
                          implementation.




bnoel@greystone.net
770-407-7685                                                                                                      5
A “How-To” Primer for Web Site                                             2007 Greystone.Net Client Conference
Search Engine Optimization




                        Tracking and Monitoring Results
                          Pay for Performance reporting:
                             Click through rates by Adword
                             Costs by Adword
                             Conversion rate by Adword
                             Return on investment by Adword


                          Pay for performance reporting available on daily,
                             kl     d    thl b i          d d
                          weekly and monthly basis as needed.




                            Search Engine Performance
                                   Goal Setting
                        Define the goals for the search engine performance plan;
                           Branding awareness (national vs. local)
                           Increase web site volume (total vs. sections)
                           Increase web site actions (preferred path)
                        Segment goals by target area;
                           Clinical services
                           Facilities
                           URLs & keywords
                        Prioritize goals;
                           Clinical services
                           Keywords
                           Relevant volume




bnoel@greystone.net
770-407-7685                                                                                                 6
A “How-To” Primer for Web Site                                                   2007 Greystone.Net Client Conference
Search Engine Optimization




                           Search Engine Performance
                               Strategic Initiatives
                          Site and page architecture

                          External linkages

                          Search engine copywriting

                          Purchased Adwords

                          Other




                          Strategies to Improve Search
                              Engine Performance
                          Enhance site architecture & design
                             Ensure database is open to search engine spiders and bots
                             Robots.txt, site maps, etc.
                             URL re-writing
                             Consider publishing periodic snapshots of site as static pages
                             Minimize linking errors & redirects
                                             g
                             Review use of image maps, Flash, etc.




bnoel@greystone.net
770-407-7685                                                                                                       7
A “How-To” Primer for Web Site                                                2007 Greystone.Net Client Conference
Search Engine Optimization




                          Strategies to Improve Search
                              Engine Performance
                          Enhance external linkages:
                             Other owned/managed URLs
                             Teaching affiliates
                             Physician affiliates
                             Non-profit associations (AHA, ACS)
                             Local media (Newspaper, TV, radio)
                             Other Community sites




                          Strategies to Improve Search
                              Engine Performance
                           Enhance Metadata Keywords
                                 Should be generated for all or most pages
                                 Should reflect the main topics of the page
                                 Should include brand & locality keywords


                           Enhance Metadata Descriptions
                                 Should describe the page in one sentence
                                 Should be a marketing “hook”
                                 Should include brand & locality phrases




bnoel@greystone.net
770-407-7685                                                                                                    8
A “How-To” Primer for Web Site                                                2007 Greystone.Net Client Conference
Search Engine Optimization




                           Search Engine Copywriting Is
                                       Key
                                     structure o r              optimally
                           Write and str ct re your pages to be optimall
                           indexed by the search engines for your desired
                           keywords.

                           1.    Page title tag
                           2.    Page URL
                           3.    Navigation breadcrumbs
                                      g
                           4.    Internal links (anchor text)
                           5.    Page header (H1, H2 tags)
                           6.    Page summary and keywords “above the fold”




                                        SEO for Rich Media
                          Use meta tags

                          Provide transcripts/closed captions

                          Submit to the specialty search engines

                          Consider RSS feeds




bnoel@greystone.net
770-407-7685                                                                                                    9
A “How-To” Primer for Web Site                                             2007 Greystone.Net Client Conference
Search Engine Optimization




                          Strategies to Improve Search
                              Engine Performance
                          P   h        f      f        “ d   d ”
                          Purchase pay for performance “adwords”:
                             Set a budget
                             Estimate cost per click through
                             Estimate conversion rates and ROI
                             Google, Yahoo, MSN, etc.
                             Track and monitor success/failure




                          Strategies to Improve Search
                              Engine Performance
                          Tracking, reporting and ROI:
                             Establish baseline and performance targets
                             Create a structure and process
                             Create a return on investment (ROI) formula
                             Monitor and revise




bnoel@greystone.net
770-407-7685                                                                                                10
A “How-To” Primer for Web Site                                        2007 Greystone.Net Client Conference
Search Engine Optimization




                            Quality & Relevant Content

                          Search engine optimization techniques can only
                          “level the playing field”

                          At the end of the day it is the quality and relevance
                          of your content that matters most !




                                      Reality vs. Hype
                          You can improve your search engine performance
                          by eliminating common barriers

                          You CANNOT guarantee placement in the top ten by
                          using technical techniques only

                          Focus on peak performance for locality modifiers
                          and special interest keywords

                          Consider selective use of pay for performance
                          “Adwords” if top ten placement is critical




bnoel@greystone.net
770-407-7685                                                                                           11
A “How-To” Primer for Web Site                2007 Greystone.Net Client Conference
Search Engine Optimization




                                 Questions?




bnoel@greystone.net
770-407-7685                                                                   12

				
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