Optimizing Your Practice for Online Visibility - CAMFT Presentation
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The document discusses the importance of online visibility for marriage and family therapists, emphasizing the need for website optimization and effective use of social media profiles to enhance searchability. Key topics include search engine optimization (SEO) strategies, engagement opportunities through social media, and the value of local directory listings to enhance online presence. The agenda covers defining search, utilizing social media, and creating content that meets the audience's needs to improve discoverability and client engagement.
Optimizing Your Practice for Online Visibility - CAMFT Presentation
- 1. Optimize Your Practice for Online Visibility SAC-CAMFT Dana Lookadoo . @YoYoSEO . YoYoSEO.com November 19, 2010
- 2. Introduction Online visibility means people can find you online when they search. People use various forms of “search” to look for marriage & family therapy help. You’ll learn basics about optimizing your website and social profiles to be “visible” and be found. Poll: Who has a website? Social profiles? Google Profile? LinkedIn? Twitter? Facebook?
- 3. Outcomes Understand people go to “search” to find information that meets their needs and questions. Understand search as a business process that may redefine your marketing efforts (and possibly your “messaging”). Engage online, when possible, given confidentiality and licensing requirements. Know the basics of website optimization. Know how and where to set up social profiles & list your business in directory listings.
- 4. Agenda Defining Search How To Get Found In Search Social Media Overview Defining Online Visibility Social Profiles Marketing Channels Exercises Website Content Worksheet Online Visibility Worksheet Review: Social Profile Information
- 5. Defining Search What is Search? Local Results & Google Places Google, Bing & Yahoo! Search Results
- 6. What is Search? Search Engines Google Yahoo! Bing Links Other Websites Directory Listings Social Profiles Word-of-Mouth Marketing In-person, Email, Phone Referrals Reviews, LinkedIn Recommendations, Facebook “Likes”
- 7. What is Search? Search Engines Google Yahoo! Bing Facebook Twitter LinkedIn Directories Search is anywhere there are search bars where people can look for information.
- 8. Search Bars Facebook Search http://www.facebook.com/srch.php/
- 9. Search Bars Search Social Conversations http://search.twitter.com/ http://socialmention.com/ http://topysy.com/
- 10. Search Bars LinkedIn Search http://www.linkedin.com/ Why show up in search on LinkedIn? LinkedIn Profiles & Events also show up in Search Results such as Google.
- 11. Facebook Search – Marriage Family Therapy
- 12. Twitter Search – Marriage Family Therapy
- 13. Twitter Search – Marriage Family Counseling
- 14. Twitter Search – Marriage Family Therapist
- 15. LinkedIn Search – Marriage Family Therapist
- 16. Citysearch – Marriage Family Therapist
- 17. Best of the Web – Marriage Family Therapist
- 18. Yahoo! Search – Marriage Family Therapist Reviews Rank
- 19. Bing Search – Marriage Family Therapist Local results above organic, 1st below paid
- 20. Search Results Pages of “results” displayed by search engines, when a person searches, are called…
- 21. Search Results Snippets Each listing in the search results is called a… 3 non-paid (organic) snippets:
- 22. SERPs – Universal Results SERPs, especially in Google, are a mixture of snippets from website pages that rank in addition to Local, News, Video, Images, and more. “Mixed SERPs” are known as:
- 23. Google SERPSs – Marriage Family Therapist ISP Location Paid Organic News Places
- 24. Google Suggest – Marriage… Google “suggests” phrases based off how people search. # of results for “marriage”
- 25. Google Suggest– Marriage F… # of results for “marriage f*”
- 26. Google Suggest – Marriage Family C…
- 27. How To Get Found In Search SEO, Search Snippets & Website Optimization Defining Keywords to Get Found Type & Number of Results Local Directories Keyword Research
- 28. How to Get Found – Organic & Social Search Put target keyword phrases into your content, conversations, and digital assets: Website (body copy, page titles, file names, meta tags) Social Profiles Directory Listings Images (file names, ALT tags, captions) Video (titles, description, file names, etc.) Get reviews in search and directory listings Social signals can rank above well-optimized websites. Use keyword phrased in textual links within your website & incoming links to site.
- 29. SEO Defined SEO is an acronym for Search Engine Optimization. The “art and science” of SEO involves: Understanding your target audience (searcher persona); Researching terms your audience “speak” - keywords they search for and use in conversation; Researching your market and your competition; Knowing the search results space - number and type (organic, local, news, video); Planning website structure, design, code, and copy that’s “attractive” to people and “accessible” to search spiders; Creating content that captures attention, meets audience needs - content people want to talk about, share and link to; Optimizing titles, tags, text and links.
- 30. On-Page SEO Optimizing content Title: Primary Keyword Phrase – Key Message for Page both on & off your http://domain-name.com/marriage-therapy.html website: LOGO (916) 555-1212 . About . Contact tagline: Marriage & Family Therapy serving Sacramento Area Digital Assets: NAV Menu Licensed Therapist . Marriage & Family Resources . Location Body content (text) & <h1>Headline – Primary Message assets (images, videos, PDFs) Provide key message to primary Image w Sidebar target audience above the fold keyword-rich Internal Links: in text. Summarize using your primary keywords - what you –file-name.jpg Call to Action Navigation, text linked to want them to understand about ALT tag other site pages in your your practice. Link to a page about marriage and family therapy Caption Download site (anchor text) in Sacramento, California. Tips for a Healthy Marriage Titles, Tags, URLs: Write including at least one more instance of PDF (## K) keyword modifiers or related words. Answer (HTML code, meta tags, primary audience questions and needs. Subscribe to page names) Newsletter This copy is critical and will be used by various Structure & properties & search engines, often as your practice Link to Map description. Accessibility: Spiders & Speech Footer: Links to key pages City & maybe County location, (916) 555-1212 Readers External Links (not
- 31. How HTML Elements & Keywords Show in Snippets Results for “licensed marriage family therapist sacramento” Title Tag Meta Description URL: Domain Name + Page Name Title of each page is MOST IMPORTANT to have keywords. Meta Description convinces searcher this is THE result they want to “click through” because page is relevant to their search. URL: Page name or hierarchy displays. Keywords increase CTR (click through rate).
- 32. Website Optimization: On-Page SEO Title Tag: Tells search engines page is about “Home.” <h1> Headline
- 33. Website Optimization: On-Page SEO Title Tag: Tells search URL engines page is about “Serviced Provided.” <h1> Body copy: Headline 1st paragraph is most important to have targeted keywords. Bold & italicize words send signals . 3 paragraphs start out with “I” – doesn’t tell visitor what they’ll get. “I” is not their search term.
- 34. HTML Code Shows in Search Snippet HOME PAGE: http://www.fishertherapy.com/index.html <html> <head> <title>Home</title> <meta name="description" content="Introduction to Kari Lloyd-Fisher, MFT "> keyword <meta name="keywords" content=" Sacramento, Kari Fisher, Carrie Fisher, Carrie s tag not used for Lloyd-Fisher, Loyd-Fisher, Kari Lloyd-Fisher, Counseling, Therapy, MFT, Marriage and ranking Family Therapist, Therapist, couples, individuals, family, families, adults, teens, children, – don’t kids, adolescents. "> stuff SERVICES PAGE: http://www.fishertherapy.com/services.html <html> <head> <title>Services Provided</title> <meta name="description" content="marriage and family therapy for couples, individuals, families, children and teens, adolescents"> <meta name="keywords" content="therapy, counseling, couples, individuals, families, family, children, kids, teens, adolescents, treatment">
- 35. Microformats –hCard (Advanced On-Page SEO) hCard is a type of HTML markup that sends “signals” about people, companies, and locations. Tells search engines which blocks of code represent your contact information. Where to use? Use hCard to “mark up” your “About” and “Contact” pages. Resources: http://microformats.org/wiki/hcard http://microformats.org/code/hcard/creator Example: http://transitionsmft.org/contact.php <p class="vcard"><span class="fn">Sean Slevin</span> can be reached directly at: <span class="ns_me no_print"><br/> <a class="org url" href="http://transitionsmft.org">Transitions Marriage and Family Therapy and Counseling</a><br/><span class="adr"> <span class="street-address">250 East Market Street, Suite D</span><br/> <span class="locality">Harrisonburg</span>, <span class="region">Virginia</span> <span class="postal- code">22801</span> </span><br/></span><b class="tel">(540) 908- 2792</b>.<br/> Download <a href="http://transitionsmft.org/vcard-sean-slevin.vcf" title="This is a vCard file that can be imported into your address book
- 36. Defining Keywords to Get Found Know the number of search results and who ranks for target phrase. THEY are your competition! Are there a few thousand or a few million results? What modifiers can you add to your target search terms to narrow competition and results? “marriage family therapist folsom ca” “christian marriage family therapist” “marriage counselor yolo county” Know types of content SERPs show for your terms,
- 37. “Marriage Family Therapist Folsom CA” Review s Places is now above Organi c
- 38. “Marriage Family Therapist” w/o City Modifier Paid Organic News Places
- 39. Google Places: Place Page Ranks w/o Website Website Down!! Google Place page ranks #1 because of 11 reviews.
- 40. Local Directories Google Places – puts your business in Google Maps http://www.google.com/local/add/businessCenter Help Guide: http://www.google.com/support/places/?hl=en&rd=1 Yahoo! Local http://local.yahoo.com Bing Local http://ssl.bing.com/listings/ListingCenter.aspx Best of the Web (Directory) http://local.botw.org Citysearch (Directory) http://citysearch.com GetListed.org (Service to list across directories) http://getlisted.org Therapist Locator (Niche Directory) www.therapistlocator.net
- 41. GetListed.org – How Is Your Business Listed?
- 42. Research Keywords People Search & Say Google Suggest results Phrases that appear as you search in www.google.com Google AdWords Keyword Tool https://adwords.google.com/ WordTracker Free Keyword Tool https://freekeywords.wordtracker.com/ WordStream Free Keyword Tool http://www.wordstream.com/keywords/ Listen to clients, making notes of words they use!
- 43. Google AdWords Keyword Tool
- 45. Website Content Worksheet – Exercise Tips & best practices for applying keywords, writing copy and optimizing key aspects of your website pages. Use one worksheet for every page of website.
- 46. Social Media Overview Social Media Properties Engagement Opportunities Search & Social Web Search & Social Footprint Online Visibility Venn Diagram
- 47. Social Media Properties Social Media is engaging on sites that enable discussions, sharing & voting. • Sharing (Facebook, Twitter) • Networking (LinkedIn) • Bookmarking (Delicious) • Video (YouTube, Vimeo) • Images (Flickr) • Reviews (Yelp) • Forums (Yahoo! Answers) • Music (BLIP.fm) • Blogging (WordPress, Blogger) • News (StumbleUpon, Digg)
- 48. Social Media Engagement Opportunities Blogging (Blogger, MicroBlogging WordPress) Connect with other Personal Journal, Interests, therapists Hobbies Connect with local Marketing & Promotion businesses Thought Leadership Offer promotions Forums & Discussion Share relationship tips Boards Become a thought leader Share local news, becoming Birds-of-a-Feather Sharing part of community Meet others with same Provide feedback interests Establish your brand Answer questions, demonstrate expertise Visibility Branding Friendships
- 49. The Search & Social Web Social media “signals” are growing in importance to search engines. Most social media profiles rank well in search engines. Social profiles can lead visitors back to your site. Social “presence” Image credit: Garret Pierson helps you be found!
- 50. Search & Social Footprint Search: Your website’s search footprint increases by developing quality content and getting incoming links to your pages. Social Media: Your social footprint increases your exposure in the SERPs and other forms of search. Friends on Twitter Fans on Facebook Connections in LinkedIn Reviews in directory listings
- 51. Search & Social Footprint People exposed to you, your practice and your website content will, if they like it, share it on Twitter, write a review on LinkedIn, bookmark it on Delicious, vote on it (thumbs up) in StumbleUpon. The key to building visibility through your search and social footprint is to offer something of value: QUALITY CONTENT Combining “search & social” means more results about you are indexed in search. You get more incoming links, more traffic, and more social media conversations & votes - resulting in higher visibility.
- 53. Social Profiles Optimizing Your Profiles Google Profile Securing Profiles Getting Started Checklist & Worksheet
- 54. Optimizing Your Profiles How do you want to be found? Your profile name will show up in search results. Aim for a consistent user lookadoo YoYoSEO name across networks. but I also use… Decide alternate user danalookadoo name if primary is not pixelbella available. Use a photo as your avatar, a cropped headshot is best. A graphic can work for business. Create large & small versions, 300x300 & 80x80 pixels. Most sites will scaled down larger file, but some require smaller image. Avatar must be square!
- 55. Optimizing Your Profiles – Twitter Your bio & website URL help friends and followers know something about you. Bio text influences how you get listed in search engines. Create a bio, approx. 160 characters in length. Use keyword-rich descriptions to summarize your strengths, career, interests. Link to your site, blog or your LinkedIn profile.
- 56. Google Profile http://www.google.com/profiles/lookadoo#
- 57. Google Profile Your Google profile allows you to be found on Google while increasing visibility for your name & your practice. www.google.com/profiles Details you can add to your profile: A short bio Links to your practice website, LinkedIn profile, Twitter profile Places you've lived Where you've worked Where you grew up Schools you've attended Photos from Flickr & Picasa TIPS: The more information you add, the easier it will be for people to find you. (And the more Google will know about you…) Set your full name to show publicly.
- 59. Secure Social Profiles - options Go to each social media website to see if your user name is available. Only secure a few sites and leave others up to chance. Use KnowEm to check availability of your user name or vanity URL on 400 Social Media websites. Secure all for profiles for $99 or $249. http://knowem.com
- 60. Getting Started Checklist First Name & Last Name – Most sites require both. User Name – 6-15 characters. Consider alternate User Name? Avatar – Square headshot photo or logo preferred over picture of pet. Bio – Use words (keywords) for how you want to be found and show up in search results. Put most important phrases at front of bio. Website URL – Link to site/blog. Format: http://websitename.com Website Name – Some sites will ask for name - linked anchor text. Password – 6-10 characters, secure, memorable with at least 2 #s. Birthday, Gender – Many ask for info. Are companies male/female? Address – Some ask for mailing address. Do not display publicly. Twitter Backgrounds - http://www.tweetbacks.com/ & http://twitterbackgroundsgallery.com/ Vanity URL – Customize your profile URL on LinkedIn & Facebook.
- 61. Online Visibility Worksheet – Exercise Social Profile Information Create and optimize bio. Keyword- rich <= 160 char
- 62. Online Visibility Worksheet – Checklist Social Profiles & Directories Checklist Review select social networks, email services & directories. Determine priority for your practice. Google profile is essential to claim business listing in Google Places.
- 63. Marketing Channels Overview of Marketing Channels for Online Visibility Integrated Marketing
- 64. Marketing Channels for Getting Found Website development and optimization (on-site SEO) Sharing and building links to your website and/or online profiles (off-site SEO) Local SEO (NEW: Google Places) Pay-Per-Click Advertising Social Media Engagement Video Marketing Niche Directory Listings Ask for Reviews (when appropriate)
- 65. Integrated Marketing Business Cards, Post Card Mailers, Phone Book Ads Include your online profiles on all materials: Website address, your domain URL Twitter profile LinkedIn personal or company page Facebook URL
- 66. Summary Search is more than Google. Know your audience and your target search terms. Optimize your website code and content. Claim your business listing in Google Places. List your practice in local and niche directories. Social media signals are growing stronger. Increase your search & social footprint. (Presence builds presence!) Optimize your website content. Optimize your social profiles. Get listed in directories. Engage in online conversations. It’s Word-of-Mouth SEO!
- 67. Formula for Being Found in Search
- 68. Dana Lookadoo Dana Lookadoo, SEO Consultant Yo! Yo! SEO Word-of-Mouth SEO . Optimize your online conversation dana@yoyoseo.com . 831.901.5225 http://yoyoseo.com . http://twitter.com/YoYoSEO Personal Profiles & Blog http://twitter.com/lookadoo http://www.linkedin.com/in/lookadoo http://www.danalookadoo.com