Steps for Search Engine

Optimization Success

Steps for Search Engine

Optimization Success

Scott Mowery

Digital Marketing Manager

Cleveland Clinic

@scottmowery9Professional Development Day

Part 2 - MarketingFebruary 12, 2013

Customer Experience StartsBefore Reaching the Front Door

Customer Experience StartsBefore Reaching the Front Door

Search Engines Empower UsersSearch Engines Empower Users

Awareness

AwarenessF

amiliarity

Fam

iliarity

Consideration

Consideration

Selection

Selection

Loyalty

Loyalty

The Lines Are BlurringThe Lines Are Blurring

IntegratedDigital

Marketing

IntegratedDigital

Marketing

Search Engine Optimization

(SEO)

Search Engine Optimization

(SEO)

Paid Search(PPC)

Paid Search(PPC)

Online Media (Display,

Affiliates, etc.)

Online Media (Display,

Affiliates, etc.)

Social MediaSocial Media

Creative, Content and

Website Development

Creative, Content and

Website Development

Email and Marketing

Automation

Email and Marketing

Automation

Web AnalyticsWeb Analytics

(SEO)(SEO)

(PPC)(PPC)

SEO

+ PPC

SEM

Universal Search = More Options Universal Search = More Options

There’s More to Search Than Google…There’s More to Search Than Google…

SEO = Making a RecipeSEO = Making a Recipe

SEO Ranking FactorsSEO Ranking Factors

Off-P

ageOn-

Pag

e

Violations

searchengineland.com/seotable

Step #1: Develop a Keyword StrategyStep #1: Develop a Keyword Strategy

What’s the Ideal Keyword?What’s the Ideal Keyword?

The Long Tail of KeywordsThe Long Tail of Keywords

Lots of search volume & competition;

Low conversion

Limited search volume & competition;

Higher conversion

Hip Surgery

Hip Replacement Surgery

Total Hip Replacement Surgery

Total Hip Replacement Surgery Recovery

Google Keyword ToolGoogle Keyword Tool

Find estimated search volume and related keywords

Google.com/trendsGoogle.com/trends

Track keyword interest over time

Ubersuggest.orgUbersuggest.org

[Question Terms] + Keywords = Content Ideas

Soovle.comSoovle.com

Get suggestions from multiple sites at once

Map Keywords to PagesMap Keywords to Pages

Keyword 1

Keyword 2

Keyword 3

Keyword 4

Keyword 5

Keyword 6

1-2 primary topics per page

/storage/scrapbook-storage/paper-organizers/

/office-furniture/desks-laptop-stands

/heart/disorders/valve/mitral-valve-repair.aspx

/reviews/canon-powershot-g15

/info/index.jsp?categoryId=222834&infoPath=222975

Keep URLs Clean and SimpleKeep URLs Clean and Simple

• #1 on-page ranking factor

• Unique for each page• Starts with primary

keyword phrase• 65 characters or less

(incl. spaces)

Title TagsTitle Tags

• Engaging, accurate description of page• Unique for each page• Includes primary keyword phrase• 250 characters or less (incl. spaces)• Makes a difference on clickthrough rate

Meta DescriptionMeta Description

• Sprinkle keyword throughout body copy and headlines

• Avoid keyword stuffing• Optimize image file

names and alt text

On-Page ContentOn-Page Content

What Makes a Good Link?What Makes a Good Link?

Click HereClick Here

What Isn’t an Ideal Keyword Phrase?What Isn’t an Ideal Keyword Phrase?

Limitations of Search EnginesLimitations of Search Engines

AlwaysAsk Yourself:

AlwaysAsk Yourself:

How does this affect our

search engine visibility?

Shallow, Logical Site ArchitectureShallow, Logical Site Architecture

Home Page: Toys

Category Page: Lego

Subcategory Page: Star Wars Lego

Product Detail Page:8092 Luke’s Landspeeder

Eliminate Duplicate ContentEliminate Duplicate Content

http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051

http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051#/?c=1&Ns=P_REP_PRC_MODE|1

• URL Parameters• Printable Versions

• http://buymystuff.com/widgets• http://buymystuff.com/print/widgets

• Session IDs• http://buymystuff.com/widgets• http://buymystuff.com/widgets?SESSID=12

• Case-Sensitive URLs• http://buymystuff.com/wooden-widgets• http://buymystuff.com/Wooden-Widgets

Duplicate Content ExamplesDuplicate Content Examples

Solution: Canonical TagSolution: Canonical Tag

Solution: URL RedirectsSolution: URL Redirects

http://www.seomoz.org/blog/an-seos-guide-to-http-status-codes

Don’t Settle for Good Content;Make Your Content Great!

Does Your Content Do This?Does Your Content Do This?

• Exceeds user expectations• Produced by outstanding writers and designers• Uses video, audio and images to enhance copy• Provides unique insights and info• Makes visitors say “I have to share this”

The “American Idol” EffectThe “American Idol” Effect

More inbound links, shares and tweets = more votes

Oyster.com Hotel ReviewsOyster.com Hotel Reviews

http://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/

15+ PageReview

15+ PageReview

300+ Photos300+

Photos

http://bit.ly/T3nks6http://bit.ly/T3nks6

Spread it thru Inbound MarketingSpread it thru Inbound Marketing

SEO

Webinars Blogs RSS

Comments

Video

ForumsSocial Media

Podcasts

Word of Mouth

Infographics

White Papers

Email

News/Media/PR

Content Syndication Referral Links

Q&A Articles

ResearchApps

Presentations

Direct Traffic Interviews

Everybody is Part of the SEM

Team

Everybody is Part of the SEM

Team

The SEO Landscape Changes Fast

Responsive DesignResponsive Design

Mobile Visit % to ClevelandClinic.orgMobile Visit % to ClevelandClinic.org

2010 2011 20120%

5%

10%

15%

20%

25%

30%

35%

HowToGoMo.comHowToGoMo.com

The Local Search LandscapeThe Local Search Landscape

http://getlisted.org/resources/local-search-data-providers.aspx

Penguin and PandaPenguin and Panda

Poor Design = Lost TrafficPoor Design = Lost Traffic

Avoid building link farms and pages littered with ads

Go for Diversity in Inbound LinksGo for Diversity in Inbound Links

http://www.searchenginejournal.com/post-penguin-seo-link-building-the-naked-url-truth/46936/

UnhealthyUnhealthy HealthyHealthy

Google Disavow Links ToolGoogle Disavow Links Tool

https://www.google.com/webmasters/tools/disavow-links-main

Rich Snippets and Schema MarkupRich Snippets and Schema Markup

http://www.schema.org

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

Slow Site Speed Doesn’tWin the Race (or Rankings)!

Slow Site Speed Doesn’tWin the Race (or Rankings)!

Secure pages = (Not Provided) SEO Keywords

1 in 4 organic visits in 20131 in 4 organic visits in 2013

Start Your Web Analytics EvolutionStart Your Web Analytics Evolution

What’s my ranking for the keyword “epilepsy”?

How many epilepsy keywords drive traffic,

and how much is driven by each one?

How much traffic, conversions and lifetime value are

driven by our epilepsy content?

Most Important Metric: ConversionsMost Important Metric: Conversions

Internet FunnelInternet Funnel

Attract: Visit Site from Google

Engage: Positive Site Experience

Convert: Lead Generation

Buy:

Treatment Seekers

Patients

Lead Nurturing

Build a Better MousetrapBuild a Better Mousetrap

Conversion Rate Optimization:Discover | Test | Measure | Repeat

Conversion Rate Optimization:Discover | Test | Measure | Repeat

• Ad Creative• Photos• Videos• Lead Generation• Webinars• Infographics• Slideshows• Testimonials

• Geotargeting• Page Length• Calls to Action• Promos/Offers• Email Newsletters• Blog• Apps• Checkout

Don’t Be Afraid to Fail FasterDon’t Be Afraid to Fail Faster

9 Takeaways for Successful SEO9 Takeaways for Successful SEO

• Search kicks off the customer experience• SEO is more than just Google• Great SEO has many ingredients• Start your SEO strategy with keywords• Always ask “How does ______ affect our SEO?”• Don’t settle for good content• Make everyone part of the SEO team• Keep up with changes in the landscape• Evolve in web analytics

Recommended SEO ResourcesRecommended SEO Resources

#sem#seo#ppc

#ganalytics

#sem#seo#ppc

#ganalytics

AvinashAvinash

Thank You!Thank You!

Scott Mowery

mowerys@ccf.org

@scottmowery

http://www.linkedin.com/in/scottmowery