Healthcare Marketing: The Key To Maximum ROI - Keyword Mapping [Webcast]
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The document outlines a webinar agenda focusing on keyword mapping as a strategy to maximize ROI in digital marketing. It covers the process of mapping researched keywords to landing pages, performing content audits, and ensuring high relevance and topical value for search optimization. Additionally, it highlights the importance of addressing content gaps and offers a free website performance analysis to participants.
Healthcare Marketing: The Key To Maximum ROI - Keyword Mapping [Webcast]
- 1. Denise Maling EVP, Client Services Your presenter #AISMediaEDU
- 2. Interactive Webinar Agenda Online Survey Live Tweeting Tweeting LIVE #AISMediaEdu Special Offer Presentation THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 3. Atlanta Dallas THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 4. Amplified. Digital Marketing Performance ATTRACT ENGAGE CONVERT THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 5. SOCIAL CRM & MA ANALYTICS SEARCHEMAIL DESIGN STRATEGY CONTENT THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 6. AWARD-WINNING MARKETING & UX DESIGN THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 7. WHERE YOU’VE SEEN US THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 8. FEATURED CLIENTS & ATTENDEES THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 9. 62% 38% 42% 48% 42% 32% 38% 62% 58% 52% 58% 68% Social Organic Search Paid Search Email Display Direct Industry: Healthcare Awareness Consideration ConversionIntent Source: GoogleInsights Channel Roles in the Patient Journey (Assist vs. Conversion) The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 10. How Is A Site Mapped? Identify keywords Perform a content audit Identify pages with high relevance & topical value Create focused content to populate those pages Map a single keyword to a single URL Optimize the pages Promote the pages The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 11. What Is Keyword Mapping? The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu A process where you map researched keywords to specific landing pages.
- 12. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu 5 Steps To Keyword Mapping 1. 2. 3. 4. 5. Define the goal Perform a content audit Identify pages with high relevance & topical value Create focused content for each page Map a single keyword to a single URL
- 13. þ Higher rankings þ Increase “stickiness” or time on site þ Provide users with the exact content they want Major Benefits To Keyword Mapping The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 14. Key search behavior facts we know… Paid Organic Source: Wordstream 89.82% of people click links on the first page of search results. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 15. Define The Goal
- 16. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu What’s Your Goal?
- 17. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu What’s Your Goal? New Patients
- 18. Avoid friction & guide patients to easily navigate where they want to go. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 19. Content Audit
- 20. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu Content: ü Type ü Volume ü Relevancy What to look for…
- 21. Copyright 2015. All rights reserved. Content Audit The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 22. TAKEAWAY: Be sure to fill in your content gaps. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 23. Identify Pages
- 24. It’s important to choose pages with… High Relevance: Be sure the content is relevant to the search phrase. High Topical Value: Site visitors will know they landed on the right page. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 25. Ex: Site Map & Keyword Associations The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 26. TAKEAWAY: Every page must have an associated highly relevant and topical keyword. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 27. Patient Journey
- 28. Awareness Consideration Decision Videos Trend Reports Live Events Demo Videos Interac?ve Videos Calculators eBooks & Guides eNewsleIers Tes?monials Analyst Reports Case Studies Whitepapers Feature Guides Infographics Ar?cles Webinars Quizzes & Widgets Possible Solution Interest Researching Options Evaluating Products Narrowing Field Social Vetting Negotiation Decision Photos BuyerCommitmentLevel Ra?ngs & Reviews Copyright AIS Media, Inc. 2014 Appropriate Content At Each Stage The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 29. Source:GoogleCompete of those looking for health information start with search engines88% The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 30. The Key To Maximum ROI: KEYWORD MAPPING SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
- 31. The Key To Maximum ROI: KEYWORD MAPPING SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu #1 position in Google gets 33% of search traffic. 75% of users never scroll past the first page of search results. Source: Search Engine Watch
- 32. The Key To Maximum ROI: KEYWORD MAPPING SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu Link To Appropriate Pages
- 33. SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu Focused Content The Key To Maximum ROI: KEYWORD MAPPING þ Is this what they want? þ High relevancy & intent þ Keyword used 10x þ 500+ words
- 34. TAKEAWAY: Avoid friction and guide potential patients to where they want to go. The Key To Maximum ROI: KEYWORD MAPPING SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
- 35. Keyword Mapping
- 36. Example: Keyword Map The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 37. Always Keep the Goal in Mind The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 38. TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015 1. Be sure to fill your content gaps. 2. Write relevant content. Every page must have an associated relevant and topical keyword. 3. Map that content to one single URL. The Key To Maximum ROI: KEYWORD MAPPING THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu
- 39. Limited Time Complimentary Offer FREE Website Performance Analysis • Site speed analysis • Google’s “Mobile-friendly” test • Technical SEO audit • 30-Minute consultation Call: 404.751.1043 Email: info@aismedia.com