Online Marketing

Frequently Asked Questions

How do I get people to find my site? | top |

The most important thing that you can do is to let your current patients know that you have a website. Add your website's address to all of your stationery. Place ads in The Yellow Pages with your website's address. Put a computer with Internet access in the waiting room, and point it to your website. Print your website's address and mail out postcards to all of your patients. Send letters to your referring physicians about the site, and send them some postcards to give to prospective patients. Call the hospitals where you practice, let them know that you have a website, and ask them to link to your site from their own.

What about search engines? | top |

When we create your website, we add keywords and descriptions to make your website easier to find. There is no way to ensure high placement in a search engine without paying for a "sponsored link" or banner ad. We can help you advertise with search engines like Google and Bing, and we offer search engine optimization packages to help create more content that search engines (and readers) favor.

What is a meta tag? | top |

A meta tag is a special HTML tag that contains information about a web page and keywords that represent the page's content. Many search engines use this information when displaying content in search results.

How do I monitor the success of my website? | top |

We incorporate Google Analytics to collect and provide information about your web activity. This program collects information about traffic to your website, including which pages people are viewing, how long they are staying on your site, and the number of repeat visitors. Advanced reporting is available for clients who implement search engine optimization.

What is Search Engine Marketing (SEM)? | top |

Search Engine Marketing (SEM) refers to a set of online tactics utilized to increase the amount of search engine-generated website traffic. SEM consists of two collaborative tactics: Search Engine Optimization (SEO) and Pay-per-Click (PPC), which focus on relevant website links and advertisements respectively.

What is Search Engine Optimization (SEO)? | top |

Search Engine Optimization (SEO) involves the execution of website modifications to promote higher search engine result rankings. Implementation involves three primary areas: on-page content, back-end structure, and off-site link building. SEO is a continual process with direct value placed on both site updates and competitive considerations.

What is Pay-per-Click (PPC)? | top |

Pay-per-Click (PPC), or paid search, encompasses the ‘sponsored results’ that appear both above and to the right of the ‘organic results’ on the search engine results page. These efforts hinge on relevancy between and organization of user search, advertiser keywords, and advertiser ad aspects.

What are the options for PPC investment? | top |

While PPC performance can be estimated, the exact number of ‘clicks’ and final monthly cost cannot be determined due to factors such as: size of geo-targeted region, competitor saturation level, and site-to-campaign relevancy. Typically, we recommend an initial investment of at least $300 per month for a three-month period – after which campaign data will be assessed for optimization opportunity.

I have ‘keywords’ on my homepage and Patient Education on my website. Why do I need to add more to my site? | top |

While it’s good practice to have your specialties or specific pathologies listed on your homepage, this list is not enough for Google to associate your website with those keywords.

Patient Education is blocked from search engines because of the concept of “duplicated content.” If multiple websites feature the same content, Google will ban the offending websites in an effort to reduce spam within their index of websites. Because the material in Patient Education appears across the network of surgeon websites associated with Stryker Orthopaedics, all Patient Education is banned. Thus, having patient education does not help improve search engine optimization. Only uniquely written content can help improve search engine rankings.

I have a website – why should I invest in SEO? | top |

As the Web has evolved the landscape has become more competitive. Ten years ago, creating a website was enough to bring traffic in from search engines. Now that websites have become a necessity for every business, medical businesses struggle to attract searchers’ attention. Search engine optimization helps your website target the patients, pathologies, and procedures you desire through custom content and coding designed to enhance the user experience and search engine indexation.

How long does SEO take to make an impact? | top |

SEO implementation can make an impact soon after the project starts, however the greatest benefits will be seen over a longer period of time. While we can demonstrate success over a 90-day period, an extended period of implementation can help sustain traffic from search engines, consistently bringing in new visitors.

Why doesn't my name bring up my website? | top |

There may be other sites that feature information about you and your practice that are considered more "relevant" for your name than your very own site. As an example, you may have a Health Grades profile that features some information about your practice and a few patient reviews and testimonials. These sites, because of their size and nature, are considered very trustworthy by search engines like Google, Bing, and Yahoo!. If you need your site to compete with these health information aggregators then you may be a candidate for SEO.

My name is still associated with my previous practice, and all of my information in Health Grades / Vitals / UCompareHealthCare reflects my old practice. Help! | top |

We can work with these health information aggregators to make sure all of the information listed is up-to-date and correct. This type of "off-site optimization" is part of our SEO implementation strategy, and is just one slice of the SEO pie.

My website doesn't show up in Google at all! Why not? | top |

If your site has been online for more than two months and you still cannot find it, there may be an issue keeping it from being indexed. Duplicate content, suspicious material or black hat (read: unethical) SEO tactics can get your site banned from search engines, which is not good for business. We can look at your site and determine why the search engines haven't picked it up.

I just launched my website but I can't find it. How long does it take for search engines to find my website after it launches? | top |

Unfortunately search engines are not real-time. The search engine "crawlers" literally follow every link on every site to find new pages on the Internet, so please allow search engines approximately two weeks to find your website. Part of our SEO Implementation is to make sure that your website is on the search engines' crawl lists. While this does not ensure that the website will be found immediately, it will help speed up the process.

Why should I do SEO if I just made my website? | top |

The Internet is more populated and more competitive than ever. Five years ago building a website and having search engines crawl it gave you all the exposure you needed. Now, with web presences becoming an integral part of any business, your website may need a boost to ensure that you get found by prospective patients. Our Search Engine Optimization program will work to get your practice found for the procedure-related search terms your patients are using to help you increase business.

How can I get my website to come up if someone searches for "hip replacement doctors in Kansas"? | top |

Depending on the competitiveness of your market, these search terms may be difficult for your practice to acquire. By adding unique content to your website we can work to enhance your website's search engine placement and move above competitors in your area.

What's the difference between SEO and PPC? | top |

PPC is an advertising tactic you can control, whereas SEO involves website modification you can implement to affect your "organic" search engine ranking.

To see how SEO and PPC affect search results, take a look at the following short video:

If you are currently performing SEO for another practice in my area, does that mean I cannot have SEO? | top |

While part of SEO success is higher ranks for valuable keywords, the true SEO success metric is an increase in search engine traffic. Regardless of market, we can effectively optimize your website, and attract potential patients to your practice. Because each practice has a unique competitive advantage and procedural focus, multiple practices in the same area can benefit from our SEO services. We follow Google's stated SEO best practices for all of our clients.