SERP, Meta Data, SEM, CTR…what does it all mean?

You went to school to be a top-notch hearing healthcare provider, not a top-notch marketing executive, right?

Reaching your customers, however, requires you to engage digital marketing and the language that goes along with it.

Don’t stress yourself if you don’t know your site impressions from your unique visitors, or your bounce rate from your conversion rate — you have Consult YHN’s Marketing Department and this glossary of website/digital marketing terms to help you make sense of the information.

Website Design

Blog

A blog is a site page that features regularly updated content. That content could include office announcements/changes, event invites, and discussions about new device technology or health information.

Content

The copy, images and videos that make up a website.

Domain

The registered name of a website, purchased through a company like GoDaddy. For example, ConsultYHN.com, yourhearingnetwork.com.

Hosting

The “space” you rent on the internet where all the code and content (pictures, videos, copy) that makes up your website lives. A company such as GoDaddy must host your website for it be visible.

Keyword

A word or phrase that people use when searching for something online. Keywords are also the words or phrases included in a site’s content to increase search engine rankings.

Meta Data

Information built into the coded structure of a website that helps tell search engines what the site, individual site pages, images, and video are about. This can include meta-tags and meta-descriptions. Providing this information is part of the site design process and updating it can be a part of an SEO strategy.

Mobile Responsive

A site designed to automatically resize content and adjust to different screen sizes used across devices. The site would automatically resize to accommodate smartphone, tablet and desktop viewing. This is a must-have feature in 2017.

Platform

A reference to how a site was built. WordPress has become a standard platform used by many sites.

Search Engine

Website designed to provide a list of “results” based on the keywords searched. Google, Bing, Yahoo (in that order) are the three most used search engines.

SERP

Search Engine Results Page. The list of sites returned as answers to a search engine search. For example, if you were to search for “women’s suits,” you would want the search engine results page to list sites where you can buy women’s suits.

URL

The full web address of a website that is typed into an internet browser to access the site. For example, www.ConsultYHN.com, www.yourhearingnetwork.com.

Webmaster

The person who manages, and typically can make changes to, a website. If you use a “build-your-own website” platform like Wix, you are the webmaster. If you use a company to build your website or perform ongoing digital marketing, they may be the webmaster. Please Note: If you have a company managing your pay-per-click (PPC) advertising, they may not be managing your website.

Website Analytics

Analytics

The data and statistics about the users of a website and how they interact with the website. This can include the device they’re using, where they are, how long they visit the site, if they perform an action on the site (fill out a form), and some demographics.

Bounce Rate

The percentage of site visitors that leave from the same page they enter. For example, a person visits the home page and exits the site without viewing any other pages.

Conversion Rate

The percentage of unique site visitors who “convert” to leads. For an audiology practice, this would typically be someone who filled out a form on the site or called the office.

Rank

The place in search results where a site appears. This is determined by an algorithm (Google’s is considered the industry standard). The actual factors are secret but include keyword density (how many times keywords are included across a site), mobile responsiveness, content quality, and whether recent and regular content updates are made. The Google algorithm is updated about once a year.

Session

Can be interchanged with “visit.” Each time a site is viewed.

Site Impressions

The number of times a site was shown in search results.

Traffic

A total of how many people visited a website. This is typically broken into three segments:

  • Organic Traffic — Those who visited the site as a result of a web search. E.g., they searched for “hearing aids Philadelphia” and they clicked on your site in the search results.
  • Referral Traffic — Those referred to a site from another website. E.g., a person may visit a site from a Facebook link or clicked on a link to your blog, which you shared on your Facebook page.
  • Paid Traffic — Those who visited the site because they clicked on an ad.

Visitor

A person who visits the site. Analytics software will typically break this count into unique (first time) visitors and total visitors.

Digital Marketing

Ad Impressions

The number of times your paid ad is displayed with search results. This is dictated in part by ad budget and quality of ad (how well Google says it matches a search keyword)..

CPA

Cost per “acquisition.” The average cost per conversion..

CPC

Cost Per Click. The price paid when a person clicks on an ad. This is determined by a bid system and can vary widely based on factors such as geographical location, keyword competition (how many people want to buy a keyword), and time of day.

CTR

Click Through Rate. The percentage of ads that were clicked on.

Display ads

Image ads that are displayed on outside websites to people who have not been to your website.

Landing Page

A page visitors are directed to after they click on a paid ad. These are specifically built to encourage conversions and feature information specifically tied to the ad, a form, and a strong call to action. These pages can have a higher bounce rate than the rest of a site because they are specifically built to capture lead information rather than provide overall education.

Local Listings

A term for online directories that act like phone books, confirming a business’ NAP (name, address, phone number) across the internet. Google Maps is one of hundreds of public local listing resources online that search engines rely on to confirm information.

PPC

Pay Per Click. Ads that appear at the top and bottom of search engine result pages based on searched keywords. The cost is based on a bidding system and you only pay for an ad when someone clicks on it.

Retargeting ads

Also referred to as remarketing ads, they are image-based ads displayed on other websites, shown only to visitors of the original site. Have you ever looked at an item on Amazon, only to have an ad for that item shown on a news website later that day? That is a retargeting ad.

SEM

Search Engine Marketing. The broad term for continuing digital activities like search engine optimization (SEO), social media advertising, and pay-per-click (PPC) advertising.

SEO

Search Engine Optimization. The idea of using design and content to give a visitor the best possible user experience (menu order makes sense, images load correctly, mobile responsive), the most relevant information (developing quality content with relevant keywords throughout the site), and to obtain the best possible search results rank.

Social Media

Sites like Facebook, Twitter and Instagram that allow users to create and share their own content. These sites now also have their own advertising programs.

If you have questions about any of the terms in our glossary, need guidance to effectively market your practice, or don’t know where to start, please call us at 800-984-3272 or email us at marketing@ConsultYHN.com.

We exist to alleviate the stress and jargon associated with marketing your practice so that you can stay focused on helping individuals hear well.

About the Author

Rachel Atar joined Consult YHN in 2015 as Marketing Account Executive. With experience in multiple industries, Rachel has consistently helped small businesses navigate marketing for their end consumers. Prior to joining Consult YHN, she was Taylored Home Health Care’s Marketing Manager.

Automate Your Marketing

What if there was something you could do to make marketing for your business easier? Marketing planning and implementation doesn’t have to be a cumbersome process. There are ways to make it easy, through planning, organization, reporting and partnerships with marketing professionals. Just as there are different professionals who work on homes – contractors, electricians, plumbers, painters, etc. – there is a diverse group of marketers available to help consult on and implement your overall strategy. Choosing experts to handle each task can help you maximize your return and stay committed to your overall strategy. So who are some of the potential partners who can assist you with marketing planning and implementation?

  • Strategists: Help you develop a budget, plan and calendar by incorporating initiatives with goals of increasing sales and achieving a sustainable competitive advantage.
  • Designers: graphic artists who develop the creative and bring your marketing ideas to life. Designers should understand your industry, audience, goals, and objectives to deliver a product relevant to your customer’s needs.
  • Direct Mail Vendors: many direct response marketers provide a turn-key service, making it cost-effective and easy for you. These professionals provide tested direct mail designs, obtain prospect mailing lists, and handle printing and mailing of your direct mail marketing projects. Some direct mail vendors are industry specific and can provide samples and benchmarking data (how often they “get the phone to ring”) that appeal to your target consumer.

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  • Digital Marketing Specialists: in a constantly evolving digital marketplace, creating a content rich website and incorporating search engine optimization (SEO), search engine marketing (SEM), social media, blog development, video integration and responsive design is no small undertaking. Partnering with a digital marketing specialist will help you integrate online initiatives into your overall marketing strategy, drive traffic, update and maintain your site, plus grow and change with the evolving landscape which is critical to your overall marketing success.
  • Professional Video Production: if your budget permits, working with a professional production company on a regular or consultative basis will help you incorporate professional video into your online strategy, public relations campaign and in-office POS.
  • Marketing Analysts: working with a marketing analyst to track your return on investment (ROI) is a critical component of your marketing plan. Assessing your results on at least a quarterly basis is the best way to compare your marketing ROI against industry benchmarks and adjust your plan accordingly.

When choosing a marketing partner (or partners), open communication is key to creating a successful working relationship. When looking for a new vendor partner, consider the following questions:

  • Does the prospective vendor communicate their capabilities in a clear, precise and easy to understand format?
  • Are the prospective vendor’s costs comparable to the industry standard? Did you shop around?
  • Will the prospective vendor be able to provide solutions for your growing business?

You don’t have to go it alone. Working with marketing professionals, especially those who understand your industry, will help you achieve your goals and objectives, stay within your budget and assess the efficacy of your initiatives.

 
Consult YHN Marketing can help and/or recommend industry partners. Interested in learning more? Please contact marketing at  marketing@ConsultYHN.com.

More of: Do This, Not That (Part 2)

Want to know more of what not to do with your online presence? Here’s the remainder of our list of 10 do’s and 10 don’ts to keep your online activities on the right track in 2013.

Don’t: Hide your contact information away in an obscure spot or buried page.

Do: Present your contact information (address, phone number, email address) and other critical details noticeably on your website. No need to go overboard and plaster it in 60 point type everywhere either – that does not send the message you are looking for, does it? Make certain it is in one primary spot, then use the footer or text-based references to sprinkle it throughout the site. The same thing applies to listings, social media profiles, and any other online space that you have created. Be sure to check for accuracy and consistency across your entire online presence, it will help search engines recognize and elevate your business in local search rankings.

customers

Don’t: Disregard the fact that happy customers are your best promoters.

Do: Share positive reviews and comments from some of your best customers. It is up to you how elaborately you want to do this – whether written or via video clips. Video can be impromptu personal video camera quality, or professionally shot and edited, however you choose and whichever your budget allows. Use them on your website, social media pages, and/or company blog to establish credibility for your practice. This process ensures you are paying attention to feedback from your customers and provides a “voice” of your patients for others to gauge. That voice needs to be authentic and real, not prescribed and contrived – consumers can tell the difference.

Don’t: Assume you are immune to criticism, or take your reputation for granted.

Do: Create a plan for monitoring and managing your online reputation. Set up notifications, like Google Alerts, to be aware of what consumers are saying about you online. Also, follow up on any negative comments in a timely and professional manner. Do not engage in an online debate with an unhappy customer, take your actions offline and address them immediately. Be certain to recognize and thank customers who leave positive feedback.

pushpinsDon’t: Go unlisted online, or fail to extend your presence.

Do: Claim business listings on Google+ Local, Yelp, and other business directories. The term ‘free directory listings’ applies to local search engines, internet yellow pages, local vertical search engines, special directories (like free 800 listings), and consumer review websites that focus on local businesses rather than products,. By claiming your business listings in these places, you can ensure your information is current and accurate. Plus, by updating and optimizing your listings, you increase the chances that consumers will find you as they search online.

Don’t: Ignore or underestimate your online marketing campaigns.

Do: Just like in traditional direct marketing you must create smart, effective ads with strong calls to action (CTAs). In this market an online ad can be part of your customers’ research and possibly the first impression of your business, so make it a strong one. As in offline marketing, you need to actively monitor your campaign performance to see what works. Monitor campaigns frequently to assess the source for the most leads and adjust your efforts in real time. The key benefit of online marketing is the ability to make on-the-fly adjustments. Be sure to keep any online incentives, offers, or specials listed in your ads (or on your website/social media pages) up to date.

Direct Mail & Digital: Unlikely Allies

In today’s marketing world, multi-media integration has the potential to be broader, deeper and more powerful than ever before.  Instead of looking for “the next shiny object,” or “the silver bullet” (which don’t exist, by the way), think about how you can build a strong marketing presence by leveraging several media outlets – that have been tested and proven – and making them work together.

The cheese does NOT stand alone

Direct mail and print are integral staples in our Associates’ marketing strategies (because they work!) and integrating

Although direct mail has dipped since 2008, it’s still relevant and it works! What to expect in today’s marketplace: a .25-1% response rate to a prospect list.

these and other initiatives will strengthen the reach and depth of your marketing strategy.  Different media have different strengths and weaknesses; woven together, they help one another succeed.  Consider the cumulative effect of marketing; instead of looking for one magic solution (still doesn’t exist), and focus on maximizing the mediums you do use.

We’ve found through reporting, that for Associates within the Consult YHN network, direct mail is still the #1 response medium, followed by print (newspaper) at #2.  The integration of digital is also important as your next generation of customers turns 65.  Paying attention to what is working currently will help you help more of the hearing impaired population now and planning for the future will ensure you can continue to help the younger Boomers.  So plan for your marketing strategies to work together – direct mail, print and digital – through targeting your current and future audiences, communicating with them properly and scheduling frequent outreaches with them.

Opening the digital doorway

Your next generation of consumers is the fastest growing segment of online users!

Your current target audience of the 65+ can still be reached by direct mail and print, but if integration is a key component of any strong marketing strategy, where does digital fit in?  Because the 55-64 market is the fastest growing segment of online users – and your future target audience – it’s important to allocate funds, plan a strategy and get comfortable with the digital environment.  It will be important to target your next wave of consumers with both print (direct mail and newspaper) and digital.

Why?  Because with print, it’s a tangible, targetable and easily measurable medium; you can’t accidentally “delete” it.  For those customers who have already gone paperless (e.g. bill paying, appointment reminders), they’ll appreciate that you are communicating with them via their preferred medium.  By using both mediums, you’ll cover more ground in less time and keep the revenue streaming in consistently.

Need to find a direct mailer that’s right for you?  Want to learn more about digital marketing?  Contact marketing at marketing@ConsultYHN.com.

 

Source: Direct Marketing

 

 

Intro to Digital Marketing

Consult YHN’s recommended digital marketing strategy is centered on the development of highly relevant and flexible websites built upon a Content Management System (CMS) platform. CMS websites allow the user (Associate) to make routine changes or updates to their own website (e.g.: store hours, employee bios, headshots, newsletters, blog posts, etc.) These sites are rooted in consumer intensive content and communicate the Associates’ clinical service message. The results of this approach are sites optimized for search engines (Google, Yahoo, Bing, etc.) helping to drive traffic to their website.

Search Engine Optimization (SEO)

Search Engine Optimization improves page ranking.

An important addition to any website development is the incorporation of Search Engine Optimization (SEO). Focusing on Search Engine Optimization (SEO) through content, keywords, and tagging (keywords inserted within the code for the site) encourage search engines to find and competitively rank your website higher than competitors relative to specific search terms. Different search terms will have different results rankings. Optimization improves the search results for several key words or phrases by emphasizing those words within the content or structure of the site. This type of SEO is known as organic and helps raise website page rankings and remain at or near the top of the search listings. Using organic optimization requires continuous SEO management and is necessary to keep a viable online presence.

Another optimization strategy is Search Engine Management (SEM) and a tactic known as Pay-Per-Click (PPC) web managers help businesses increase their online presence. Paid links appear as the first few search results from the search engines (usually in a shaded box) and also in a narrow, vertical column along the right-hand side of the results page. PPC requires a monthly budget as the advertiser is charged a fee each time a consumer clicks on a paid link. Keyword fees are negotiated and bid upon by multiple advertisers, with highly sought after words drawing higher rates. This type of optimization is best added to a website once a strong organic SEO methodology is implemented.

Consult YHN has created a website development program that allows Associates to create a new site, revise an outdated one, or supplement their current site with additional services and support.  Contact Consult YHN Marketing at 800.984.3272 to discuss your goals and objectives or speak with your Associate Manager to get more details and pricing.  A capabilities presentation and a portfolio of websites are also available.