Scott Mowery, Digital Marketing Manager at Cleveland Clinic, presented search engine marketing tips at the Sales and Marketing Executives (SME) of Cleveland Professional Development Day on Feb. 12, 2013.

1. Steps for
Search Engine
Optimization Success
Scott Mowery
Digital Marketing Manager
Cleveland Clinic
@scottmowery
Professional Development Day
Part 2 - Marketing
February 12, 2013

3. Customer Experience Starts
Before Reaching the Front Door

4. Search Engines Empower Users

6. The Lines Are Blurring
Search Engine
Optimization
(SEO)
Web Analytics Paid Search
(PPC)
Email and
Integrated Online Media
Marketing (Display,
Automation Digital
Affiliates, etc.)
Marketing
Creative,
Content and
Social Media
Website
Development

7. (SEO)
(PPC)
SEO
+ PPC
SEM

8. Universal Search = More Options

9. There’s More to Search Than Google…

10. SEO = Making a Recipe

11. SEO Ranking Factors
Violations

12. searchengineland.com/seotable

13. Step #1: Develop a Keyword Strategy

14. What’s the Ideal Keyword?

15. The Long Tail of Keywords
Lots of search
volume & competition;
Low conversion
Hip Surgery
Limited search
volume & competition;
Higher conversion
Hip Replacement Surgery
Total Hip Replacement Surgery
Total Hip Replacement Surgery Recovery

16. Google Keyword Tool
Find estimated search volume and related keywords

17. Google.com/trends
Track keyword interest over time

18. Ubersuggest.org
[Question Terms] + Keywords = Content Ideas

19. Soovle.com
Get suggestions from multiple sites at once

20. Map Keywords to Pages
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
1-2 primary topics per page

21. Keep URLs Clean and Simple
/storage/scrapbook-storage/paper-organizers/
/office-furniture/desks-laptop-stands
/heart/disorders/valve/mitral-valve-repair.aspx
/reviews/canon-powershot-g15
/info/index.jsp?categoryId=222834&infoPath=222975

22. Title Tags
• #1 on-page ranking
factor
• Unique for each page
• Starts with primary
keyword phrase
• 65 characters or less
(incl. spaces)

23. Meta Description
• Engaging, accurate description of page
• Unique for each page
• Includes primary keyword phrase
• 250 characters or less (incl. spaces)
• Makes a difference on clickthrough rate

24. On-Page Content
• Sprinkle keyword
throughout body copy
and headlines
• Avoid keyword stuffing
• Optimize image file
names and alt text

25. What Makes a Good Link?

26. What Isn’t an Ideal Keyword Phrase?
Click Here

27. Limitations of Search Engines

28. Always
Ask Yourself:
How does this
affect our
search engine
visibility?

29. Shallow, Logical Site Architecture
Home Page:
Toys
Category Page:
Lego
Subcategory Page:
Star Wars Lego
Product Detail Page:
8092 Luke’s Landspeeder

30. Eliminate Duplicate Content
http://www.homedepot.com/Lightin http://www.homedepot.com/Lightin
g-Fans-Indoor-Lighting-Indoor- g-Fans-Indoor-Lighting-Indoor-
Ceiling-Lighting- Ceiling-Lighting-
Chandeliers/h_d1/N- Chandeliers/h_d1/N-
5yc1vZbvn3/h_d2/Navigation?catal 5yc1vZbvn3/h_d2/Navigation?catal
ogId=10053&langId=- ogId=10053&langId=-
1&storeId=10051 1&storeId=10051#/?c=1&Ns=P_RE
P_PRC_MODE|1

31. Duplicate Content Examples
• URL Parameters
• Printable Versions
• http://buymystuff.com/widgets
• http://buymystuff.com/print/widgets
• Session IDs
• http://buymystuff.com/widgets
• http://buymystuff.com/widgets?SESSID=12
• Case-Sensitive URLs
• http://buymystuff.com/wooden-widgets
• http://buymystuff.com/Wooden-Widgets

32. Solution: Canonical Tag

33. Solution: URL Redirects
http://www.seomoz.org/blog/an-seos-guide-to-http-status-codes

34. Don’t Settle for Good Content;
Make Your Content Great!

35. Does Your Content Do This?
• Exceeds user expectations
• Produced by outstanding writers and designers
• Uses video, audio and images to enhance copy
• Provides unique insights and info
• Makes visitors say “I have to share this”

36. The “American Idol” Effect
More inbound links, shares and tweets = more votes

37. Oyster.com Hotel Reviews
15+ Page 300+
Review Photos
http://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/

38. http://bit.ly/T3nks6

40. Spread it thru Inbound Marketing
Webinars Blogs RSS
Direct Traffic Interviews
SEO
Q&A Articles Comments
Email Research Video
Apps
White Papers
News/Media/PR Presentations
Social Media
Forums Infographics
Podcasts
Content Syndication Referral Links
Word of Mouth

41. Everybody
is Part of
the SEM
Team

42. The SEO Landscape Changes Fast

43. Responsive Design

44. Mobile Visit % to ClevelandClinic.org
35%
30%
25%
20%
15%
10%
5%
0%
2010 2011 2012

45. HowToGoMo.com

46. The Local Search Landscape
http://getlisted.org/resources/local-search-data-providers.aspx

47. Penguin and Panda

48. Poor Design = Lost Traffic
Avoid building link farms and pages littered with ads

49. Go for Diversity in Inbound Links
Unhealthy Healthy
http://www.searchenginejournal.com/post-penguin-seo-link-building-the-
naked-url-truth/46936/

50. Google Disavow Links Tool
https://www.google.com/webmasters/tools/disavow-links-main

51. Rich Snippets and Schema Markup
http://www.schema.org
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

52. Slow Site Speed Doesn’t
Win the Race (or Rankings)!

53. Secure pages = (Not Provided) SEO Keywords

54. 1 in 4 organic
visits in 2013

55. Start Your Web Analytics Evolution
How many epilepsy How much
keywords drive traffic, conversions
traffic, and how much and lifetime value
is driven by each one? are driven by our
epilepsy content?
What’s my ranking for the
keyword “epilepsy”?

56. Most Important Metric: Conversions

57. Internet Funnel
Treatment Seekers
Attract: Visit Site from Google
Engage: Positive Site Experience
Convert: Lead Generation
Lead Nurturing
Buy:
Patients

58. Build a Better Mousetrap

59. Conversion Rate Optimization:
Discover | Test | Measure | Repeat
• Ad Creative • Geotargeting
• Photos • Page Length
• Videos • Calls to Action
• Lead Generation • Promos/Offers
• Webinars • Email Newsletters
• Infographics • Blog
• Slideshows • Apps
• Testimonials • Checkout

60. Don’t Be Afraid to Fail Faster

61. 9 Takeaways for Successful SEO
• Search kicks off the customer experience
• SEO is more than just Google
• Great SEO has many ingredients
• Start your SEO strategy with keywords
• Always ask “How does ______ affect our SEO?”
• Don’t settle for good content
• Make everyone part of the SEO team
• Keep up with changes in the landscape
• Evolve in web analytics

62. Recommended SEO Resources
Avinash
#sem
#seo
#ppc
#ganalytics

63. Thank You!
Scott Mowery
mowerys@ccf.org
@scottmowery
http://www.linkedin.com/in/scottmowery