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Search Engine Optimization…… how to rank #1 on
Google … how to rank #1 on
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
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 Slide 1 - Introductions
EyeCarePro.net
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
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 Slide 2 - Course Goal and Format
EyeCarePro.net
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)
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? Slide 3 - What is SEO?
Google Search Results Page
EyeCarePro.net
'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)
'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 Slide 4 - It's All About Content
EyeCarePro.net
Audience #1: Capturing new patients▪Decision based keywords
Audience #2: Existing patients▪Information based keywords
Beware of products!
Audience #1: Capturing new patients▪Decision based keywords
Audience #2: Existing patients▪Information based keywords
Beware of products!
Slide 5 - Content - Keywords Slide 5 - Content - Keywords
EyeCarePro.net
Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville
Regional TermsAreas servicedAreas of specialtyCombine keywords into phrases▪optometrist centerville
Slide 6 - Content - Key Phrases Slide 6 - Content - Key Phrases
Choosing Regional Terms
EyeCarePro.net
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!
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 Slide 7 - Content - Meta Tags
Sample Code for Meta Tags
EyeCarePro.net
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
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 Slide 8 - Content - Page Content
EyeCarePro.net
Home page rules!Optimize many key pagesAdd pages where required (vision insurance)Rename site sectionsSpell check your content
Home page rules!Optimize many key pagesAdd pages where required (vision insurance)Rename site sectionsSpell check your content
Slide 9 - Content - Finish the Job Slide 9 - Content - Finish the Job
EyeCarePro.net
'My site still isn't coming up on Google'▪ Well, why should it come up?▪ Links = votes▪ Keyword rich links
'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 Slide 10 - It's All About Linking
Sample BackLink
EyeCarePro.net
Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss
Product or Store Finder/Locator ▪Nike, Maui Jim, iZon
Doctor Finder/Locator ▪Ciba, CooperVision, Zeiss
Product or Store Finder/Locator ▪Nike, Maui Jim, iZon
Slide 11 - Links - Industry Links Slide 11 - Links - Industry Links
Sample Store Locator
EyeCarePro.net
AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy
AllAboutVision.netEyeCareSource.comState AssociationAOA, AAO, ARBOFocused Directories▪Ortho-K, Vision Therapy
Slide 12 - Links - Eye Care Directories Slide 12 - Links - Eye Care Directories
EyeCarePro.net
DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)
DMOZ (www.dmoz.org)Google Directory (directory.google.com)Yahoo Directory (dir.yahoo.com)
Slide 13 - Links - General Directories Slide 13 - Links - General Directories
EyeCarePro.net
www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com
www.citysearch.comwww.'yourcity'.comwww.MerchantCircle.comwww.city-data.com
Slide 14 - Links - Regional Directories Slide 14 - Links - Regional Directories
EyeCarePro.net
More effort, more reward▪www.yelp.com▪www.kudzu.com▪www.linkedin.com▪www.facebook.com▪www.twitter.com
More effort, more reward▪www.yelp.com▪www.kudzu.com▪www.linkedin.com▪www.facebook.com▪www.twitter.com
Slide 15 - Links - Social Networking Slide 15 - Links - Social Networking
Sample Yelp Profile
EyeCarePro.net
Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions
Measuring successBecoming Google's best friendSitemapsWebmaster VerificationSearch Engine Submissions
Slide 16 - The Right Tools for the Job Slide 16 - The Right Tools for the Job
EyeCarePro.net
Web Site Statistics▪http://analytics.google.com
Search Engine Rankings▪www.advancedwebranking.com
Web Site Statistics▪http://analytics.google.com
Search Engine Rankings▪www.advancedwebranking.com
Slide 17 - Tools - Measuring Success Slide 17 - Tools - Measuring Success
Google Analytics
EyeCarePro.net
Google's Webmaster Tools▪ www.google.com/webmasters/tools/
Requires webmaster verificationGoogle siteMap submissionCrawl statisticsGoogle top 100 keywordsGoogle Alerts▪ www.google.com/alerts/
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 Slide 18 - Tools - Google's Best Friend
EyeCarePro.net
Submit your siteGoogle, Yahoo, Bing, and more
Submit your siteGoogle, Yahoo, Bing, and more
Slide 19 - Search Engine SubmissionsSlide 19 - Search Engine Submissions
Special Tip! Multiple Web Sites
EyeCarePro.net
Check out the competition▪Google searches▪Meta tags
Strategize key wordsChange your contentBuild incoming links
Check out the competition▪Google searches▪Meta tags
Strategize key wordsChange your contentBuild incoming links
Slide 20 - SEO - Putting It All Together Slide 20 - SEO - Putting It All Together
EyeCarePro.net
Patience and perserverence50% of traffic from Google179 visits / month / doctorGoogle algorithm and user changesKey variable - population density
Patience and perserverence50% of traffic from Google179 visits / month / doctorGoogle algorithm and user changesKey variable - population density
Slide 21 - SEO - Setting ExpectationsSlide 21 - SEO - Setting Expectations
EyeCarePro.net
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!
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 UpSlide 22 - SEO - Summing it Up
EyeCarePro.net
Email: [email protected]: 416-238-0370
Thank you very much for attending!
Email: [email protected]: 416-238-0370
Thank you very much for attending!
Slide 23 - Questions?Slide 23 - Questions?
