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Search Engine Optimization (Seo) is a term used to describe the proper design and construction of a website so that it is prominently listed on the major search engines in response to specific search terms. Ceatus Media Group specializes in building or revising websites so that they are highly ranked by Yahoo!, MSN and Google. Together, these three search engines account for more than 90% of all web searches.
For a website to be properly optimized, the website must meet certain criteria. These criteria are:
• Amount of Content
• Amount of Targeted Content
• Content to Code Ratio
• Quality of HTML Code
• Link Popularity
• Longevity
All of these factors combine to provide the ranking for the website. During the optimization process, Ceatus Media Group personnel will evaluate the website design based on these criteria. Aspects of the website that are weak, in terms of these criteria, will be revised and strengthened. These revisions will improve the rankings and visibility of the website.
Reports
As part of the Seo process, Ceatus and practice personnel will work together to designate the specific keywords of focus for the Seo strategy. These keywords of focus will be the key search terms that are most important for the practice to improve search engine rankings, increase Internet visibility and increase practice growth. After the keywords of focus have been designated, a report will be generated before the Seo process begins. During each phase of the Seo process, the practice will receive updated reports showing the changes in the website rankings for the keywords of focus. These reports will provide objective information to the practice as to the improved visibility for each keyword of focus and the success of the Seo program.
How Do You Build Internet Visibility?
Consumers find websites by using search engines and searching on specific keywords. When "listings" appear in response to the keyword searches, consumers select one or more websites to investigate the topic related to the search term. For successful Internet strategies, the practice website must be listed in highly prominent positions on the search engines in response to keyword searches by consumers.
Keyword Focus
All Internet strategies are driven by the keywords of focus. The keywords of focus are those search terms that are used by consumers to find information about the specific health care procedures and other services offered by the practice. To increase the number of potential patients that visit the website, and ultimately the practice, the practice website must be easily found by consumers who are looking for information about these practice areas.
Search Engines
The dominant search engines are Google with 48% share, Yahoo! with 21% share and MSN with 12% share (Nielsen NetRatings, May 2005). AOL has a 5% share; however, AOL no longer maintains its own search engine, and its search results are provided by Google. The remaining share is made up of a number of smaller search engines such as AskJeeves, Mamma, etc. Clearly, for a strategy to be effective, the practice website must have high listing positions on one of the top three search engines, particularly Google. On each search engine, there are two types of listing positions: paid listings and free ("organic") listings.
Two Methods to Make a Website Easy to Find by Consumers
Paid Listings. These are listing positions that are purchased as advertisements. These paid listings are called Pay Per Click or PPC listings. In the PPC strategy, advertising positions are purchased on the search engines for each keyword of focus. Each time a consumer clicks on one of these advertisements, there is a cost, thus the name "Pay Per Click." The listing positions of the advertisements depend on the cost each advertiser is willing to pay. The higher the cost per click, the higher the advertisement appears on the page. Some keyword PPC costs are quite high; for example, the cost to be the top advertising position for the key search term "new york lasik" has been as high as $20 per click. Yahoo! has a PPC division (formerly known as Overture) that supplies advertisements on Yahoo! and MSN. The Yahoo! advertisements appear on Yahoo! and MSN at the top of the search page and then along the right side of the page. To purchase advertisements on Google, Google's Adwords program must be used. The Google advertisements appear at the top of the page in the blue "Sponsored Links" and then along the right side of the page.
Free or Organic Listings. Organic listings are those websites selected by the search engine to appear in response to a key word search. These listings are not based on a payment by an advertiser. These listings are typically listed down the middle of the search page. Yahoo!, MSN and Google use different methods to choose which websites should be listed in prominent positions. This is why the websites listed on the first page are different on each search engine for the same search term. All three engines use a complex and unique algorithm to rank each website and then place each website in a database. Once a search term is typed into the search box, the search engine pulls the websites from the database depending on the ranking developed by the algorithm. The process to optimize a website so that it is ranked highly by the search engine algorithms is called Search Engine Optimization or Seo.
PPC Versus Organic Listings
Both PPC and organic listings can be effective for driving traffic to a website. The advantages of the PPC advertisements are that little skill is involved in placing the advertisements (anyone in your office can be trained to do it), and the advertisements appear quickly. A PPC campaign can be implemented over a very short time period (one or two days). The disadvantages are that it is very costly, and it is difficult to control a budget and at the same time maintain the same level of visibility. Another disadvantage is that PPCs represent a short-term strategy; as soon as the advertisements stop, the website receives no further traffic. Finally, a recent study from Jupiter Research shows that only one in seven consumers click on the PPC listings. Consumers are aware that the PPC listings are paid advertisements and thus are not as likely to look for information on these listings.
The advantage of the organic listings is that six of seven consumers click on the organic listings. Also, there is no cost per click, so each individual visitor generates no cost. Finally, once the website is listed in the organic listings, it provides a long-term strategy. The disadvantages are that to obtain first-page positions with organic listings requires time. To implement an organic listing strategy requires a person who is an expert in Seo. Seo is not a simple task that can be easily learned by an office staff member. Seo requires considerable expertise, constant vigilance and continuous revision and updating of the website.
A combination of PPC and organic listing strategies are recommended for most Internet marketing programs. The PPCs can be used to generate visitors in the short term, and the organic listings, through an Seo strategy, can be used to generate much higher traffic over the longer term.
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