amwa applied seo v2
DESCRIPTION
Slides used in the OS-02 Applied SEO For The Medical Writer presentation at AMWA 2014TRANSCRIPT
Applied Search Engine Optimization (SEO) for the
Medical Writer
Or, How To Win at Google
• A user queries Google
• 60 trillion pages (and eternally growing)
• Google references its index
• If your page is relevant to the user’s query, you show up in the search engine results pages (SERPs)
Takeaway #1:To win at search, you
must understand search.
• Results are based on:
– Device Used
– Content Freshness
– Site & Page Quality
– Relevancy & Context of Search
– Search Methods (images, video search)
– And to some extent:
• Geographic bias
• User intent
• User history
Takeaway #1a:To win at search, you
must understand search.
Takeaway #2:It’s not all that easy.
The Challenges
• According to Hubspot, only 75% of users scroll past the first page of results
• 60 trillion pages and growing
• There are no “quick fixes”
• Google’s algos update
• Technology updates (voice search)
• Keyword (not provided)
Takeaway #3:Showing up in the SERPs
takes work, planning, and strategy.
• Relevant Terms
• Long-Tail Keywords
• Quality Content
• Consideration for Mobile
• Appropriate Content for Your Audience
The Key Factors
Get The Party Started
• analytics.google.com
• U: [email protected]
• P: memphis!
• The Pain Center of Arizonawww.ThePainCenter.com
Google Analytics
HowTo #1:Google Analytics
Overview
• Sessions: total visits• Users: number of people• Pageviews: number of pages viewed• Pages/Session: average pages viewed per
session• Avg. Session Duration: average time users
spend on the site• Bounce Rate: percentage of users who left
landing page without any interaction• % New Sessions: percentage of sessions that
were first time visits
HowTo #2:Using Google
Analytics to Find Keywords
Acquisition > Keywords > Organic
• Set date modifers
• Expand data selection
• Focus on quality visits (sort by time)
• Check mobile keywords for consistency
HowTo #3:Using Google
Analytics to Find Keywords
• Acquisition > Keywords > Organic
Advanced > exclude (not provided) > add segment > mobile traffic > delete all sessions segment
Mobile Keywords
HowTo #4:Using Google Analytics to
Determine Effective Pages
• Behavior
• All pages: shows data on all pages of the website
• Landing pages: shows the page users entered on
• Exit pages: shows the page users exited on
Takeaway #4:Quick tips for site
optimization
• Meta Descriptions
• Local Optimization
• Write For Humans
• Share on Social
• Be Relevant, Educational, and Useful
Rachel MeyerDirector of Creative Content & Digital Analyst
Medical Marketing [email protected]
@rachelmeyer1
Link bundle: bit.ly/amwaseo