State of the Web Address: Navigating the Ever-Changing Web

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1 State of the Web Address: Navigating the Ever-Changing Web Presented by Mike Mazzuca, Web Presence Advisor 1

2 Who is Officite? Headquarters: Downers Grove, IL Founded: ,000+ Practice Websites, 92% Retention Employees: Officite 70+ Competitive Strengths: Superior client support Analysis (CNA) approach Stability Technology leader Partner expertise Total product suite and innovation leader Customer for life strategy Officite Mission Statement Officite s mission is to continue to be the leading provider of customized web presence solutions to healthcare practices. Our focus on innovative product development and our Customer-for-Life philosophy are the core values that will continue to make Officite the trusted partner for our clients online marketing needs. 2

3 Who am I? Mike Mazzuca Senior Web Presence Advisor About Me: 3 Years with Officite, 500+ tailored search programs 3

4 Course Objectives Know the benefits of your Web presence Attract new patients online Understand how patients search for a podiatrist online Reach out with winning social media strategies Know the benefits of a mobile website 4

5 You Need a Complete Web Presence S O C I A L R E P U T A T I O N E D U C A T I O N M O B I L E S E A R C H 5

6 Website The Value of a Professional Practice Website Must attract Google & search engines Must engage visitors Professional, modern design Focal point of all marketing & patient education Encourages & links to other online & offline marketing communication Enhanced office efficiencies Easy navigation & speed Works for your practice 24/7 6

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8 What do patients search for? Search by Location Podiatrist Waterloo, ON General Search Toronto Podiatrist Search by Service Bunion removal in Montreal 8

9 What do patients see? SEO PPC Local Maps Paid Ads Reviews How do you rank? Reviews SEO Local Maps 9

10 What is SEO? Search Engine Optimization True organic listing Appear under the paid ads and take up majority of search results page Google considers many factors in its organic formula when determining placement of a site in order to give the person searching the best possible results Pay Per Click Advertising Ads shown on the first page of the search results, at the top and to the right Immediate page one results through a bid and budget process Ads not related to organic search Day you stop paying, you come off page one 10

11 SEO: Why it s Important? Merriam-Webster recognizes Google as a verb When patients need a podiatrist, they Google it Organic results beat paid results 94% of the time Higher rank = more website traffic and increased credibility 11

12 Search Engine SEO 75% of users never scroll past the 1 st page of Google 94% of links clicked are in the organic search results SEO Strategies Website Content and Keywords Title tags, Meta descriptions, Sitemap Image and video optimization Directory submissions Link building and content marketing 12

13 What drives organic search? Google uses 200+ algorithms to determine website ranking, with the top 3 being: 1. Content relevancy 2. Age of Domain 3. Quality & quantity of strong on-page and off-page back links 13

14 Search Marketing Alternates Pay Per Click Pay Per Click advertising allows you to promote specific services in your target area that show up in the sponsored listings when patients are searching for that specific service Attract new patients right away while your SEO kicks in Promote niche services to a targeted audience (5, 10, 50 miles) of your office Bid & budget process Immediate results 14

15 You need a Mobile website Patients are using their mobile devices to access information and may be interacting with or searching for your site on their smartphones or tablets 15

16 Mobile Search Daily search usage trend by platform Source: Google Internal Date, % of each platform s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes. 16

17 Mobile Phones > Toothbrushes! 6.8 billion people on the planet 4 billion with access to mobile phones 3.5 billion have access to a toothbrush 17

18 Mobile Comparison NON-MOBILE: slow browsing experience; small fonts; excessive scrolling; poor user experience MOBILE READY: Click-to-call; onetouch directions; appointment requesting; social media; reviews; HTML 5 Example:

19 Mobile Search Facts 66% of mobile users find mobile sites through a search engine 61% of mobile users will leave a site if they don t find what they are looking for right away on a mobile site Google prioritizes mobile optimized websites in their mobile 19

20 Reputation Management When searching for your practice, what do patients see? 22

21 Reputation is Everything Double-edged sword good reviews get you new patients while bad reviews keep your practice from succeeding Reviews amplify word-of-mouth Yelp alone has over 78 million monthly visitors 72% of consumers trust online reviews as much as personal recommendations 87% claim online reviews reinforce their purchasing decisions Patients will leave and read reviews about you online whether you have a plan or not be proactive 23

22 Protect & Manage Your Online Reputation Submission to top local directories Consumer portals: Yelp, Google Places, etc. Monitor your online reputation Alerts Plan to get reviews Take-home instruction cards In-office mobile reviews solution Appeal to loyal patients Make it easy 24

23 Tools to Manage Your Reputation In-office strategy Reviews cards Mobile emphasis Alerts Verified directory listings Reputation Management Platform Detailed overview of the conversations happening about your practice online All of your reviews centralized 25

24 Reputation Tracker Focuses on monitoring, managing and building online reputations Increase engagement and generate new business leads through social marketing Improving online visibility Monitoring of reviews 26

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26 Social Media Patients may find your practice information on a social networking site Facebook Twitter Blogs Social Media is the new referral network! 28

27 Why Social Media? Your patients are there It s 2014 s word-of-mouth It is the single most popular online activity 12 years of video uploaded to YouTube every day 1 out of 7 online minutes are spent on Facebook Social Media is a topic in 50% of divorce hearings 29

28 Social Media & Blogging Friends of your patients may read your blog Post regularly Post educational & entertaining content An engaging blog will keep potential & existing patients on your website or social media sites longer, increasing the chance for an appointment request Blog should be hosted on website & integrated with Facebook & Twitter 30

29 You Need a Complete Web Presence Website is hub of entire Internet presence More than a website Search Marketing Mobile Reputation Management Social Media 31

30 What Now? 1. You have to do something 2. You should consult an expert with experience in all areas of podiatry websites and online marketing 3. Choose a leader in technology and industry 4. Consult with a dedicated advisor to implement Web presence solutions that fit your practices goals 5. Partner with a provider that works with your practice individually & consistently to help manage & guide your Web presence 6. Upgrade to a Web Presence Platform! 32

31 Questions?? Mike Mazzuca Senior Web Presence Advisor Presented by Mike Mazzuca, Web Presence Advisor 33