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Google Doesn’t Rank Surgeons
David W. Evans, PhD, MBACEO,
Ceatus Media Group
858 454 5505
DAVID W. EVANS, PHD, MBA
Internet marketing for Elective Healthcare since 1996
Internationally recognized Online Marketing Expert– 500 clients in 12 countries
Monthly Column in PSP Magazine – “Evans Edge”
HIGH VISIBILITY = PERCEPTION OF QUALITY
No way around it, consumers associate your online visibility with the quality of your services.– Think about it, you do the same thing!!
SEARCH ENGINES ARE KING! PEW RESEARCH
77% of online health care seekers start on a search engine.
Just remember - Google does not rank surgeons, it ranks websites.
73% of Search Engine Users say the information they find is ACCURATE and TRUSTWORTHY!
THE STATE OF SEARCH
The past two years have been a tumultuous time in Search.
So many popular avenues have risen (Facebook, Pinterest, Tumblr, etc.)
Google has been on the offensive in protecting their algorithm.
Goal is to provide a list websites with the best resources to its users.
AREAS OF FOCUS
Content Links Citations
Google Search “Rhinoplasty New York”
Google Local
PPC
PPC
Organic (SEO)
HIGH QUALITY CONTENT DOES TWO THINGS
Compelling content creates higher conversion for prospective patients.
Unique content creates the appearance for the search engines of a unique consumer resource and brand.
HIGH QUALITY CONTENT
Content should be unique to your practice.
Blogging, social media, procedure content should all be unique and branded for your practice.
TWO TYPICAL FLAWS
Duplicate or non-unique content Thin content
Check: Copy Scape
Check: Copy ScapeReport Shows 74% Exactly Duplicate
74%
PROCEDURE SPECIFIC SITE
Potentially captures more search engine real estate from your competitors
Garners more traffic and potential patient volume
The content has to be unique.
CAPTURE MORE SE REAL ESTATE
BREAST SPECIFIC SITE
PROCEDURE SPECIFIC SITE
Case Example – Breast Surgery Specific Site
Main Site Generates ~ 3,000 visitors per month
Breast specific site launched in Feb 2013. The breast site now generates ~ 700 visitors
per month March 2013 – 66 Email Leads March 2014 – 89 Email Leads from Both
Sites
THIN CONTENT – BEWARE!
Creating a lot of new pages on your site for the sake of more pages is not beneficial.– And could potentially be harmful.
New trend in the market is bloating sites with B and A pictures, all on a different URL.– Some suggest this is an easy SEO tactic.
Proper content on your site.
150
To Determine the number of pages indexed for your site, type in “Site:www.yourdomainname.com”
Panda PenaltyA lot of “Thin” content pages on your site.
795
LINKS
Still a cornerstone of any search engine’s algorithm.
Important to remember they still work, but you need to be much more cautious and transparent.
Links need to be relevant and in proper proportion.
OPTIONS ABOUND
You can get high quality links from reputable sites.
Think about all of the websites you are already a part of.
Low hanging fruit.
CITATIONS
Citations have now also become important.
Place online where information about your practice appears
If citations are inconsistent, this can hurt your Google rankings.
RATINGS AND REVIEWS
Ratings and Reviews are the new advertising.
Don’t be afraid, be proactive. Use Your Online Reputation as a sales
tool.
SALES TOOL!!!!
iPerceptions – Consumers 63% more likely to purchase from a site that has user reviews.
eMarketer – Reviews are 12 times more trustworthy than descriptions from the company.
Reevoo – Reviews, when mixed with product information, create an 18% uplift in sales.
LEFT ON THEIR OWN, UNHAPPY PATIENTS MORE LIKELY TO POST
Review Sites: Average Score 3.7 When all patients are surveyed 4.4 Only a small percetage of “real” patients are
unhappy.
Review Scams
– Marketscope – 25% of Yelp reviews are fraudulent
7 times more likely to get a 1 or 2 on Yelp than from your own patients.
Source: Real Patient Ratings
STRATEGY
System to monitor reviews. Generate reviews from your own
patients to place on your website. Should have a system to solicit and
“encourage” reviews for review sites. System to expose patients to good
reviews.
HOW CAN YOU PROTECT YOURSELF?
SEO Audit– Find out if you have duplicate or thin
content.
– Analyze your link network.
Use Reviews to Sell – Be Proactive!
HOW CAN YOU PROTECT YOURSELF?
Diversify We have talked a lot about Google today,
remember Bing/Yahoo have 30% of the market.
FireFox just cut a deal with Yahoo to make it the default search engine.
Educational directory sites rank well on Yahoo/Bing.– Inexpensive way to generate a lot of quality
leads and patient volume.
