Cosmetic Search Engine Optimization (SEO) Web Metrics (Your Analytics)
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Web metrics are literally the vital signs of a cosmetic specialist’s website.
To develop a successful strategy for Search Engine Optimization (SEO) you must first:
- Have some form of an informal or formal marketing plan and strategy
- Establish your goals to measure your website’s performance
- Be able to track your progress through web metrics
PUMC can develop your strategy or assist you in assessing your strategy by reviewing competition, trends in the community and anticipated innovations to insure that your goals are not only realistic but also reachable.
Your strategy may determine that you are only going to focus on specific procedures or treatment plans with the anticipation they will bring in enough patients to be educated on other more income productive services.
It is important to accept that very few individuals can be in top Internet ranks in every geographic location they draw from, with every procedure you offer, unless you are in a very small community with very limited competition.
However, once PUMC has validated your strategy and confirmed your goals for your SEO results, then PUMC will immediately set out to establish your baseline with benchmarks of your present positions and traffic. This will be PUMC’s baseline for our “report card” of PUMC results as we work with your practice. This is not an overnight process, but once implemented, you will begin to see results within 90 or more days of implementation.
The SEO Process
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Search Engine Optimization (SEO) is a must in today’s changing Internet environment. Google accounts for 85% of all search results, and everyone wants to be found in the top two or three searched pages. Gone are the days for simply posting a fresh and new website and expecting to be found in 90 days. The following is the PUMC
process that ensures that you get quick and efficient results.
- Identify the services you wish to promote. -If you have new services or catchy brandings or re-packaging of services others are offering, you can expect optimal results.
- Examine the search opportunities. -Depending on the competition for your specialty and the branding/packaging. PUMC is prepared to help you may use one or more of the following processes to jump start or energize a campaign.
- Organic visibility
- Directed visibility to aid organic results
- Paid visibility
- Define your unique value proposition (s) in the eyes’ of the consumers. -In addition to branding, you will need to be clear as to what makes your offerings needed and special and why a person should contact you to buy/secure services
- Implement the marketing strategy that you will use to advance your campaign. -If you have done the above carefully, you are well on your way to having a marketing strategy. You now need only to document your budget, set up your timetable and decide who does what.
- Design content of the landing pages (on the website and stand alone). –Here is where PUMC will help you.
- Key search words
- Special offers (Calls to action)
- Place tracking codes in to the landing pages. – PUMC will insert special and track table coding in your website for ease in gathering valuable data.
- PUMC will track the progress of your promotion in multiple ways. – We will provide you with the following routine progress reports
- Phone and e-mail response
- Search position reports, as illustrated
- Google analytic reporting of the websites and landing pages as discussed below
Below are your website’s vital signs that are monitored during the process of your Internet marketing campaign. There are no right or wrong configurations, but our experience has shown us when a campaign is doing well or adjusting.
Visits – This index represents the total website visits by prospective patients to your site during the time frame analyzed. The range should be 400 to 600 visits per month. This index can be as high as 1000+ with excellent SEO.
Page views – This index can vary from 1500 to 5000 visits per month depending on the number on pages on the site, the specialty of the practice, the time the site has been posted, the level of external promotion and other factors. The key objective is to enhance the quality of the visitor’s encounter and generate their actions.
Pages/Visit – This index represents the average of the total cumulative pages viewed by all individuals coming to your site within the time frame of the report. The range should be 3.5 to 4.
Bounce rate – This index is a measure of the percentage of single page visits or visits in which the person left your site from the page they entered on but did not view a second page. This percentage is based on activity on your site only. The range could be 30 to 42%. Lower is better.
Average time on site – This index is based on the average cumulative time all individuals who come to your site stay on the site, within the time frame analyzed. The range should be 2:30 to 4:30 minutes, with calls-to-action on each page of the site this time can be less.
Percent New visits – This index represents the percentage of new visits to total visits for the time frame analyzed. The range should be 70 to 80%. If your practice has patients that are routinely visiting your site, this index will be in this general range. The percentage of new visits will be higher without side promotion from programs like pay-for-click.
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Internet Tsunami…You Better Be Prepared
Greg Washington discusses the challenges posed by the widespread use of the Internet by consumers. Mr. Washington explains in clear language how your practice can use various Internet marketing strategies to gain access to Internet shopping consumers.