Internet Marketing Secrets for Private Home Care Agencies

UNDERSTANDING
SEO
AN ACTIONABLE GUIDE TO START GETTING LEADS ONLINE
WHAT YOU’LL LEARN
• Why IM (internet marketing is important)
• Understanding basic SEO
• 5 Actionable Ways to Increase your online footprint and find the right contacts
• Understand the tools needed to successfully implement a plan
THE STORY
TAKING OVER MINUTE WOMEN
1-844-BEST-CARE
MARKETING PLAN
• Hired a Home Care Business Coach
• 25 hours a week of on the road marketing
• Networking Events
• Making Contacts
• This plan was implemented for over 2 years
THE PROBLEM
• No direct correlation between marketing & new business
• Industry contract turnover high
• Spending big $$$ with little ROI
• Trying To Develop Decision Makers is HARD and Competitive!
Why fight when I can lead?
DECIDED TO TRY SOMETHING NEW
• I stopped all outbound calls and street marketing
• I worked on links, website, and blog
• I implemented the strategies I learned from experts and what I read
• And grew my company from 1,000,000 in sales to 1,300,000
dollars in sales in 2015
QUALIFICATIONS – WHO THE HECK AM I?
• In 2011 I knew nothing about SEO
• How I learned
• Read blogs and blogs and more blogs
• Moz.com
• Search Engine Journal
• Inbound.org
• And many more!
WHO I WORKED WITH
• Eric “Links Moses” Ward – Worked with Amazon at it’s
infancy of a website in 1997 and continued for more
that 25 years
• Brian Dean of Backlink.com – SEO That Works Sites
INTERNET MARKETING
WHY INTERNET MARKETING?
• SEO leads have a 14.6% close rate, while outbound leads (such as direct
mail or print advertising) have a 1.7% close rate.
• 61% of global Internet users research products online.
• 79% of companies that have a blog report a positive ROI for inbound
marketing in 2013
• Marketers who have prioritized blogging are 13x more likely to enjoy
positive ROI.
• 46% of people read blogs more than once a day
SRC: http://www.hubspot.com/marketing-statistics
MORE REASONS…
• Content marketing in 2015 generates 3 times as many leads as traditional
outbound marketing, but costs 62% less.
• When asked where marketers would be increasing spends in 2015, the
top five responses were; SEO (57%), Social Media (54%), Email (48%), PPC
(43%), and Social Communities (40%)
• Internet advertising will make up 25% of the entire ad market in 2015.
This is happening in every segment of business including senior care services!
WHY FOCUS ON LINKS?
• Currently Provides “the best ROI”
• Backlinks are still the #1 ranking factor for Google
• How do I know? Because Google Told Us This March 23, 2016
“Its content and links pointing to your site”
~Andrey Lipattsev, the Search Quality Senior Strategist at Google (Ireland)
WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?
• It is the process of affecting the visibility or ranking of a website or a web
page in a search engine's unpaid results—often referred to as "natural,"
"organic," or "earned" results.
• Simple version. The more links your have pointed to your site and the
better (and longer) the content you have. Generally, you will have higher
rankings on google, ideally, being in the first 4-5 search results.
• That is what we will focus on today!
UNDERSTANDING THE BASICS
• SEO stands for Search Engine
Optimization.
• Recently “inbound marketing” has
become the “wheel” with SEO as
one of the spokes that makes up
the wheel.
BACKLINKS
• A backlink an incoming
hyperlink from one webpage
to another website
• In the example to the right,
both The Atlantic and iTunes
have backlinks on this webpage
BACKLINK “JUICE”
• Each backlink is a vote
• Each backlink is weighted. Not all backlinks are equal
• Large Sites (CNN, Huffpost, Time, Boston Globe) Are Better
• Relevancy matters!
DO FOLLOW VS NO FOLLOW
• Do Follow links tells Google to incorporate this link into how
they rank the webpage.
• No Follow tell Google NOT to incorporate this link into how
they rank the webpage
• Why do you need to know this?
DO FOLLOW VS NO FOLLOW LINKS
• Get as many do follow links as possible.
• Often, many larger site will not provide do follow links per
policy
• Unfortunately, this trend trickles down to other bloggers as
well
• No Follow links – Bad reviews, unsure of site authenticity, you
do not want to provide them a vote
HOW TO CHECK BACKLINKS
• AHREFS.COM
LOCAL AND AUTHORITATIVE LINKS
• Ideally, from a local website with high DA and URL rating that is
directly associated with your niche
• Find local links, your town, city, country and state.
• Or find links related to health care
• Most links are good links! Use the smell test. Does this look
like a website I want linking (ie. voting) for me?
LOCAL AND AUTHORITATIVE BACKLINKS
Huffingtonpost.com
Domain Rating: 80
URL Rating: 20
Is it local? No
Is it relevant? Absolutely!
Amazing link!
HOW EFFORTS CAN
SNOWBALL
ADDITIONAL EXAMPLE
• Thesimpledollar.com
• Domain Rating: 63
• URL Rating: 20
Is it relevant? No
Is it local? No
Is it a reputable site? Yes!
ANOTHER LINK
Site: Reviews.com
Domain Rating: 60
URL Rating: 15
Local: No
Relevant: No
Good Link? It’s not bad!
IT GET TWO CALLS…
Small Business Owner Who Read The Reviews and
Wanted To Know If It Was Real
He Lets Payment Depot Know About Me!
PAYMENT DEPOT’S WANTS ME!
PAYMENT DEPOT DOES AN EXPOSE ON ME!
Site: Paymentdepot.com
Domain Rating: 40
URL Rating: 7
Relevant Site: Yes, not the site but the content is!
Local: No
Good Link:Yes
CONTENT CREATION & OUTREACH
HOW TO CREATE CONTENT
• Ultimate Guides
• Ebooks
• How To Manuals
• Take all the questions you have ever been asked.
Organize and compile them into something amazing!
HOW TO GET BACKLINKS FROM CONTENT
• Content is king, google says, but outreach is very important.
• Content that ranks in the top 5 results is often over 2,000 words long
• Writing content that your readers find of value is important
• Outreach. Developing relationships with people who can link
OUTREACH
• Lots of emailing is needed. Do not expect more than a 5-10% ROI.
• Find possible sites through google searches “keyword” + “links”
• inurl:links “keyword“
• Education and Government site provide the most authority – hardest links to get
LOCAL SEO, NAP &
CITATIONS
CITATIONS/NAP
Citations are
defined as mentions
of your business
name and address
on other
webpages—even if
there is no link to
your website.
CITATION EXAMPLE
YP.com
FIND YOUR CITATIONS
• Whitespark will give you a list of where your citations are or should
be for $20/month (many times all you need is one month)
• Hubspot has a great list of the top local business directories - Free
HOW TO GET BACKLINKS
MAKING A PLAN FOR LINKS
• Backlink Profile Replication
• Great Google Searches
• Guest Posting
• Sponsorships
TOOLS YOU’RE GOING TO NEED
• Backlink checker (I use Ahrefs) $99/month
• Link Prospector by Citation Labs (PAYG $5/per
credit)
• Excel Work Sheet/Google Sheets (Free)
• Email Tool (Gmail, Yahoo, Outlook etc.)
BACKLINK PROFILES REPLICATION
• Find A Competitor or Related Company’s Website
• Enter Into Backlink Checker
• Manually check each link to try and reproduce it
• Takes time but you will find opportunities!
REMEMBER AHREFS?
BACKLINK
PROFILE
REPLICATIONS
You can find great opportunities
for links
There is a lot of leg work
involved!
GUEST POSTING
• Millions of blogs written each day. Not everyone want’s to do it
themselves
• Find blog owners who update regularly and contact them
• How Do I Find These Blog Owners?
GUEST POSTING TOOL
• Use LinkProspector by Citation Labs
LINK PROSPECTOR
• Receive a Excel sheet of names, url’s, and information regarding guest
posts
• Click through each link and see who fits your criteria
DONATION AND SPONSERSHIPS
DONATIONS & SPONSORSHIPS
• Finds local non-profits that have “supporter pages” with links to a
supporters site
• Sports Leagues
• Performing Arts
• Farmer’s Markets
• Find reginal or national companies that are RELATED to your niche that
needs donations
• Find local drives, walks, 5ks, fundraisers that you can sponsor
• Are You Paying For Links? (Big Google No-No)
HOW TO FIND DONATION/SUPPORTER PAGES?
• Start with obvious places in you niche (health care field). Google them,
find PR reps, or a webpage dedicated to events
• Backlink replicating
• Citation Labs
• Google search
• “donation list” + “contributors” + “location”
• “contributors page”
• “supporter page”
OUTREACH
OUTREACH
• You are going to be emailing a lot of people!
• Expect to be ignored or outright rejected
• Write short, to the point emails, but make it about them
• DO NOT copy and past article you find on the internet, or try and have
the same article posted on multiple sites. They will check to ensure it’s
authentic.
• How to do you find their emails?
THINGS MIGHT GET A TAD BIT CREEPY
FINDING CONTACTS EMAILS
• 90% of emails are one of two variations
Example : John Smith works for healthcare.com
More than likely it is:
Jsmith@healthcare.com
John@healthcare.com
(sometimes it is) smith@healthcare.com – rare.
FINDING A CONTRACT’S EMAIL
• Mailtester.com
• Wrong email will
show red
MAIL TESTER
LINKEDIN – WEALTH OF CONTACT INFORMATION
Type in the company name
Use the search criteria on the left side to filter down to the contact you are looking for
Use that information and go to mail tester to check emails again
LINKEDIN CONT.
WHAT I WANT TO STRESS
• You are not Partners HealthCare with billions of dollars
• You are not a team of full-time inbound marketers – you are you
• Take small steps and be persistence and consistent. You will get there!!