A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE Chris - PowerPoint PPT Presentation

A WINNING STRATEGY FOR � MARKETING YOUR PRACTICE ONLINE � Chris Ratchford � Prodentite � The McGill & Hill Group � April 24, 2014 � Continuing Education Webinar � prodentite.com � T: 980.355.0709 �

2 � Today’s Agenda � Introduction � SEO Basics � Website Do’s & Don’ts � Local Listings/Citations � Reviews � Social Media � Wrap Up � prodentite.com � T: 980.355.0709 �

3 � Introduction � � Prodentite is an Internet marketing fj rm o fg ering services catered exclusively to the needs of dental professionals. � Chris Ratchford � 15 years of web design and consulting. � Website design, SEO, social media management, and online reputation management. � prodentite.com � T: 980.355.0709 �

4 � SERPS- Search Engine Results Page � SEO Basics � � T: 980.355.0709 � prodentite.com �

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7 � SEO Basics � � Speci fj cally for local businesses � SEO for a local business is di fg erent than SEO for an ecommerce website. � 4 billion desktop searches per month have local intent � 50% + of mobile queries have local intent � Roughly 15-20% of all searches are mobile � prodentite.com � T: 980.355.0709 �

8 � Website Do’s & Don’ts � � Own your domain name Ask your webmaster � Whois search- http://who.godaddy.com � � prodentite.com � T: 980.355.0709 �

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10 � Website Do’s & Don’ts � � Own your domain name � Ask your webmaster � Whois search- http://who.godaddy.com � Transfer if needed � Minimum 5 years registration � � prodentite.com � T: 980.355.0709 �

11 � Website Do’s & Don’ts � � Setup Google Webmaster Tools � www. google .com/ webmasters / tools � Sign up/login to Google account � Add site � � prodentite.com � T: 980.355.0709 �

T: 980.355.0709 � prodentite.com �

13 � Website Do’s & Don’ts � � Use 1 Google account! � T: 980.355.0709 � prodentite.com �

14 � Website Do’s & Don’ts � � Original content � Canned/duplicate no bene fj t to reader � Hurts Google ranking � OWN YOUR WEBSITE � Minimum 200 words per page � � prodentite.com � T: 980.355.0709 �

15 � Website Do’s & Don’ts � � T: 980.355.0709 � prodentite.com � Real pictures �

16 � Website Do’s & Don’ts � � Real pictures � Real photos can increase conversion rate up to 45% � prodentite.com � T: 980.355.0709 �

17 � Website Do’s & Don’ts � � Real pictures- smile gallery � Headshot of patient � No blood , retractors , or any instruments � � prodentite.com � T: 980.355.0709 �

18 � Website Do’s & Don’ts � � Real pictures � Hire a PROFESSIONAL photographer � Get shots of the o ffj ce- use for local listings � prodentite.com � T: 980.355.0709 �

19 � 19 How do I fj nd a photographer? � www. thumbtack .com � prodentite.com � proden e tite.com T: 980.355.0709 � T: 980 0.355.0709

20 � Website Do’s & Don’ts � � Include driving directions � Use embed code from your Google local listing � Include step-by-step directions with mentions of other local businesses and points of interest � prodentite.com � T: 980.355.0709 �

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22 � Website Do’s & Don’ts � � Responsive design � Google recommends using responsive � If you do have a separate mobile site, deindex from search engines � prodentite.com � T: 980.355.0709 �

T: 980.355.0709 � prodentite.com �

24 � Website Do’s & Don’ts � � Consistent navigation/ menu � Prominent call to action � T: 980.355.0709 � prodentite.com � Other do’s �

25 � Website Do’s & Don’ts � � Avoid these � Audio plays without consent � Adobe Flash � Using graphics for phone, address � prodentite.com � T: 980.355.0709 �

T: 980.355.0709 � prodentite.com �

The Not-So-Good � prodentite.com � pr pr d pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr pr r r r r r r od od od oden enti en en ti ti ti ti ti tite te c te te .com om om om T: 980.355.0709 � T: T: T: T: T: T: T: : 980 : : : 80 80 3 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 0 .355 .3 .3 3 3 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55.0 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 .070 .0 0 70 70 70 70 70 70 70 70 70 70 70 70 70 70 709

T: 980.355.0709 � prodentite.com �

29 � Consistent/accurate name, address, phone � Local Listings/ Citations � � Know your NAP! � T: 980.355.0709 � prodentite.com �

30 � Local Listings/ Citations � � moz.com/local/search � Find your listings � T: 980.355.0709 � prodentite.com �

31 � Local Listings/ Citations � � Top citation sources � T: 980.355.0709 � prodentite.com �

32 � Local Listings/ Citations � � Manually claim listings � Claim your listings � T: 980.355.0709 � prodentite.com � ext � Y

33 � Local Listings/ Citations � � ext � Pros/cons of Y Pros: � Cons: � Easy � Cost/Annual Renewal � Fast � Duplicates � No hassle � Cancel = lost access � prodentite.com � T: 980.355.0709 �

34 � Local Listings/ Citations � � Pros/cons of DIY � Pros: � Cons: � Free � Time consuming � Future edits � Frustrating � prodentite.com � T: 980.355.0709 �

35 � Review Spectrum � � E fg ectiveness of reviews � T: 980.355.0709 � prodentite.com � “I love Dr. Jones!” � - Bill S. �

36 � www.takacslearningcenter.com/tds076-dr-leonard-tau � Review Strategy � � Awesome podcast � T: 980.355.0709 � prodentite.com � �

37 � T: 980.355.0709 � prodentite.com � Reviews � �

38 � Reviews � � Where to get them? � Google “ dentist reviews [your city] ” � Google your competitors � � prodentite.com � T: 980.355.0709 �

39 � Reviews � � Patient Communication/ Appt. Reminders � Demandforce # 1 in review space , requires 1 year contract � Lighthouse, SmileReminder, others � � prodentite.com � T: 980.355.0709 �

40 � Reviews � � Review-speci fj c tools � Get Five Stars, iSocialReviews, FiveStar Review System � � prodentite.com � T: 980.355.0709 �

41 � Social Media � � T: 980.355.0709 � prodentite.com �

42 � www.takacslearningcenter.com/tds077-rita-zamora � Another awesome podcast � Social Media � � T: 980.355.0709 � prodentite.com �

43 � Social Media � � Facebook � How much time and energy ? � Square peg, round hole � Editorial calendar � Easy on the cartoons � prodentite.com � T: 980.355.0709 �

44 � Social Media � � Facebook � Engage fans � Talk with , not to � prodentite.com � T: 980.355.0709 �

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46 � Social Media � � ouTube � Y Great for reviews/ testimonials � ou don’t need a full production � Y Upload short 15 sec. review clips � prodentite.com � T: 980.355.0709 �