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Kalyani Dental

SEO Insights of Kalyani Dental
by

BigIn IT Services

on 16 November 2013

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Transcript of Kalyani Dental

SEO Insights of
Kalyani Dental

Introduction

97%

of all online consumers use online media when researching products and services.
even if the purchase is made offline
63%

of the businesses websites

do not

rank in search engine's results at all
!!!
They can learn more about
Offers
and
Promotions
They can read credible customer
Testimonials
People can find store
location
and
hours
They can find
telephone number
and
Email address
They can learn about
Products
and
Services
Advantages of websites that

RANK
!
"
Unlike
your business, your website will be open
24*7
"
5
valuable ways to promote a business
online
Search Engine Optimization
Google Adwords Campaigns (PPC)
Google Local Search Optimization
Social Media Marketing
Email Marketing
Out of the
5
ways, the
best baits
are
ORGANIC SEARCH
(
SEO
) and
Local Search
.
They can buy
Products
&
Services
SEO
is a mix of scientific techniques
SEO Importance
Objective

The objective of this presentation is to showcase some insights which will help

Kalyani Dental
in understanding their
BRAND

visibility on Organic Search (
SEO
).

Demand
Supply
Current Status
Road Ahead
Conclusion
Title & Description
Home Page
Landing Page
Take Away
Image Optimization
Home Page
Landing Page
Observation
URL Structure
Home Page
Landing Page
Observation
Header Tags
Home Page
Landing page
Observation
Page Speed
Home Page
Landing Page
Observation
Page Rank
Home Page
Landing Page
Observation
Back-Links
Home Page
Landing Page
Take Away
HTML & CSS Errors
Home Page
Landing Page
Observation
Content Structure
Home Page
Landing Page
Google Snap Shot
Home Page
Landing Page
Observation
Keyword Analysis
Competitor Analysis
Content Structure
Title & Meta Tags
Page Speed
Structured Data
Internal Linking
URL Structure
W3C Validations
Broken Links
One-Time Activities
Recurring Activities
New page Optimization
When a new page is introduced into the website, we will be executing out all the
One-Time
activities on the page.
Keyword Analysis

Competitor Analysis

Content Structure

Internal Linking
Content Structure

W3C Validations

Page Speed

URL Structure
Title & Meta Recommendations
Campaign Planning & Execution
We would be planning and executing different campaigns which will meet
Online Marketing Goals
of Kalyani Dental
Wide Array of Goals
Branding

Sales

Leads
Votes from External Sites
Traffic

CTR

Bounce Rates
Reports
Content -
Split Search, Internal Site Search, Visitor Foot Print, Site Speed Events
Social

-
Credible Social Sources, Social Sharing, Social Meida Impact
Mobile -

Mobile App Analytics, Mobile Traffic Data
Conversion -

Visitors Behavior, E-Commerce reporting, Multi-Channel Funnels, Flow Visualization, Attribution Modeling
Advertising -

Mobile Analytics, Multi-Channel Funnels, campaign Performance, Attribution Modeling
Search -
Crawl Data, Traffic Data, Optimization Data, Competitor's Data, Keyword Ranking, Other Custom Reports
If given an opportunity, we will be working on the below Regular Activities
"New Page Optimization"
"Campaign Planning and Execution"
"Reports Generation"
If given an opportunity, we would be carrying out the below
One-Time
Activities
Keyword Analysis

Competitor Analysis

Content Structure Recs

Internal Linking

Title & Meta Tags Generation

W3C Validations

Robots.txt and Sitemaps Generation

Broken Link Analysis

URL Structure Recommendations

Page Speed Enhancement
Keyword Analysis, at its essence, is market research.
It tells us what people are interested in, and in what relative numbers.
It reveals the actual language people are using when they think about those topics, which provides us with insight on how to converse with them via our website.
That information is worth its weight in gold, since we know what to do with it.
Competitor SEO analysis should be an integral part of our SEO strategy.
When we identify our standing in the industry, we can reinvent our SEO campaign and emerge stronger than our competitors.
Understanding the competitive landscape involves finding answers to three basic questions:
What is he doing that We're not?
What is our competitor up to?
Is what he’s doing working for him?
Content should be structured with search engine traffic in mind.
Based on the keyword research and competitor analysis, we would recommend certain structure of content for each of the levels in our website.
Text
Images
Headers
Anchor tags
Emphasis driven phrases and
Call to Actions
The elements of the content we would lay our hands on would be:
Optimizing the meta information will fetch us click-throughs
These elements are critical to both user experience and search engine optimization.
It creates value in three specific areas:
Relevancy
Browsing
Search engine results pages
1 sec
Delay in page load time results in
7%
Loss in
Conversions
11%
Fewer Page Views
16%
Decrease in customer satisfaction
Inline Small Resources
Lazy Loads
Sprites
Java Scripts
Compressions
DNS
Improved Page Speed
Factors influencing Page Load
Reviews
Recipes
Events
Organizations
Product
Music
People
CTR
We will improve your websites performance in search using Google Rich Snippets.
Rich snippets comes with below benefits:
Draws user attention.
Improves CTR.
Give users a sense for what’s on the page and why is it relevant to their query.
Internal links are most useful for establishing site architecture and spreading link juice.
These type of links are useful for three reasons:
They allow users to navigate a website.

They help establish information hierarchy for the given website.

They help spread link juice (ranking power) around websites.
We orgranize content such that URLs could be constructed logically and in a manner that is most intelligible to humans.
URLs describe a site or page to visitors and search engines.
All pages of a website should be built in accordance with Web standards.
Search engines have to parse the HTML code of your website to find relevant content.
We will save your website from adversely getting affected out of broken links.
Broken links will drive potential customers away
!!!
Hi, we would like to take pride in introducing ourselves as

B
i
g
I
n

I
T

S
e
r
v
i
c
e
s

Pvt. Ltd.

We are a one shop stop online solution for all your Digital Marketing needs.

Conclusion
Competitor's
Landscape
Observations
Back-Links
Local Listings
90-95% of consumers search for local business online.
73%
of all the activity is related to local content
20%
of desktop queries have local content
82%
of local searches follow up with a phone call or show up on your doorstep
Backlinks determine the below factors:
Where do
Kalyani Dental
stand?
Titles and Meta Descriptions plays a crucial role in increasing the CTR (
Click Through Rate
) of a website.
Title Tag
Length

-

Non Compliant
Brief & Conclusive -

Non Compliant
Keyword Usage

-

Compliant
Branding -

Complaint
Title Tag
Meta Description
Brief & Conclusive -

Non Compliant
Length -
Non Complaint
Keyword Usage -

Compliant
Branding -
Compliant
DIGITAL FACTS
"Where do I stand?"
"Why Digital Marketing?"
"Is SEO so very important?"
"Lost Opportunity?"
"What is SEO?"
SEARCH ENGINE OPTIMIZATION
Average %age of clicks
Lost Opportunity
Expectations
What can you expect?
LOE
COST?
Demand
Supply
Current status
Road Ahead
Supply & Demand
what can you expect out of us from SEO
Traffic

Leads

Conversions
LOE
Costing
3 Human Resources for 12 months

Resource 1 -
Content Writing

Resource 2 -
Advanced Link Building

Resource 3 -
Website Optimization as per changing algorithm
More
traffic
results in more
Branding
and more
Conversions
Alt Attributes -

Missing
Image File Names -
Non Compliant
Alt Attributes -

Tagged

Partially
Image File Names -

Non Compliant

Length -

Complaint
Static -

Complaint
Extra Separators -
Complaint
Keyword Presence -

Complaint
Length -
Complaint
Static -
Complaint
Extra Separators -
Complaint
Keyword Presence -
Compliant
Usage of
H1 tag -

Used
H2 tag -

Used
H3 tag -

Not used
H4 tag -

Not used
H5 tag -

Not used
H6 tag -

Not used
H1 tag -
Used
H2 tag -

Used
H3 tag -

Not used
H4 tag -

Not used
H5 tag -

Not used
H6 tag -

Not used
Usage of
Page Speed Score =

82
Page Speed Score =

79
Page Rank -

1
Page Rank -
0
HTML Errors -
20
HTML Warnings -
0
CSS Errors -
21
CSS Warnings -
32
HTML Errors -
21
HTML Warnings -
0
Css Errors

-
21
Css Warnings -
32
Total no.of Back links

-

353
Total no.of Back links -
117
There is a scope of adding topics
Call to Actions missing
Scope of adding Visual tags
Header tags are not SEO Compliant
No Bread crumbs
There is scope of adding new topics
Scope of adding Visual tags
Call to Actions are missing
Header tags are not SEO compliant
Yearly metrics
Meta Description
"
Stay Tuned
!!!
You will get to know it soon
"
Are you sure that you are
not
in the
63%
bucket
There is no
marketing tone

in the descriptions.
URLs should be constructed logically and in a manner that is most intelligible to humans
The heading tags are the HTML tags that are used to hierarchically organize the design and content of a webpage.
Tags are used to structure the page so that users and search engines can make out “
what the the page is all about
".
Visitors can understand the pages in better manner and website can boost in search engines result.
Page Rank is an algorithm that calculates the web metrics which shows how reputable a particular page is according to google.
The PR for Home Page is
1!!!
Page Rank is one of the important ranking factors.
Page Rank is purely calculated on no. of credible back links
Quality back links improves website's traffic and popularity.
Having loads of back links will fetch nothing, it's their quality that matters.
There are hardly any authoritative external websites which are voting the home page and landing page.
There are HTML and CSS errors in the website which is a bad sign of an interoperable webpage.
Benefits of SEO

Increase website's

Visibility

&

Usability

Build

Brand
,
Reputation

and

Trust

Compete in

New Markets


Win Substantial
Traffic
,

Leads

and

Sales

online
Take Away
Why Digital Marketing?
Digital Marketing is
taking over

the traditional forms of analog marketing. It's high time for the businesses who are not aware of this trend to

quickly adapt
to this new marketing climate.
What is SEO?
Is SEO so very Important?
Lost Opportunity
SEO is a

dynamic

science.
Organic Search Engine Optimization is one of the
best cost effective solutions

which will drive you

immense returns
.
You are
not there
in the

first page

of Google Search for any of the top

20 keywords.
You have been losing

7.1 million INR

on an yearly basis
If your web pages ranks on the first page of Google, the average CTR you could expect is
8.98%
.
Assuming INR
1,500/-
is made out of every patient excluding operations and administration charges.
Assuming
10%
Conversion rate from the website.
ORO Dental Care -
80
What Clinic -
89
AP Super Specialty -
75
Oro Dental care -
80
What Clinic -
89
AP Super Specialty -
78
Users will hardy wait for the page to load. Page Speed is one of the ranking factors on the search front.
Apollo White Dental -
1
Oro Dental care -
2
What Clinic -
1
Partha Dental -
1
Apollo White Dental -
1
Oro Care -
1
What Clinic -
1
Apollo White Dental -
3,708

Oro Dental Care-
395
What Clinic -
132,000
Apollo White Dental -
3,700
Oro Care -
389

There is a mismatch in what we are showing to users and what we are showing to Google robots. This is a serious issue which can turn down the website.
The current shape of
Kalyani Dental
in the organic search front is very poor.
There is immense scope for the Clinic to be a leader on digital front.

The website is hardly ranking for any of the keywords (even for brand specific keywords) in first page.

There are hardly any authoritative websites who are voting
Kalyani Dental
Since SEO activities endeavors to improve the inherent quality of a website making it more readable by humans as well as search engine bots, We believe it is a must for
Kalyani Dental
to revisit SEO strategies for their website.
Kalyani Dental
is not at all ranking for any of the top keywords with high demand in the first page.
For that matter, most of the
competitors
are
not ranking
on the top; this being said, we have a fair opportunity to create our presence in the Google's first page.
"
1800 Dentist
" is doing a fair job among all. Though it is not an Indian competitor, it is ranking good in Google Indian results.
Traffic Contribution
Categories
33%

Search queries are related to

Procedure
23%

queries are specific to

Product
14%

queries are

Doctor

related
4%

people search for some

Clinics
4%

users use

Brand

in their search terms
Rest
20%

are

Generic

terms
Sub-Categories
Traffic Contribution
Brand Specific
Clinic Specific
Doctor Specific
Product Specific
Procedure Specific
Surgery Specific
Generic
It goes imperative that there are substantial monthly searches in Google.
Winning these prospective visitors would be a great deal to
Kalyani Dental
Where do
Kalyani Dental
Stand
There is no

Call to Action
in the descriptions.
"Google is blind
!!!
" - It cannot see images.

Instead, google reads the alt text tagged along to an image.
Home page images have alt attributes partially tagged along.
The file names of the images are
inappropriate
.
Case Sensitive -
Compliant
Case Sensitive -
Compliant
Page Speed of
Kalyani Dental

is not good compare to the other players in the niche.
We would see to that there are absolutely no code errors that can cause serious styling issues from a web design perspective.
If you are developing a new website or rejuvenating your existing one, we can assist you by making sure that the site’s hierarchy looks like a reasonably balanced pyramid.
We ensure that your URLs are
Relevant
,
Compelling
and
Accurate
, so that they can rank well in search engines.
Any SEO work that you’ve invested in could be money down the drain if there are broken links pushing down our Google rankings.
Broken links prevent search engines from properly indexing our website.
Search Engine Rankings

Popularity

Importance
We build credible and authoritative backlinks for your website by following advanced linkbuilding techniques.
"Dental clinics (or) Hospitals in Hyderabad - Advanced Dental
Care offers high quality dental services including Root canal
treatment, teeth whitening, Laser assisted Treatments to
our patients utilizing the latest technology.
"Advanced dentistry - Kalyani Dental Hospitals Best dentist
and dedicated team in Hyderabad, Equipped with state of
the art equipments and well trained experienced Dental
surgeons"
Titles and Descriptions have exceeded the optimum
length.
Will be discussed during the call
Length -
Non

Complaint
Length -
Non

Compliant
Brief & Conclusive -

Non Compliant
Keyword Usage -

Compliant
Branding -

Compliant
"Dental Hospital Hyderabad | Advanced Dental Care | Dental
Hospitals in India, Kalyani Dental Hospitals, Hyderabad"

"
Dentist in Hyderabad | Advanced dentistry | Dental Surgeons in Hyderabad, Kalyani Dental Hospitals, India"
Brand Visibility
Kalyani Dental is not ranking for the brand specific keyword "Kalyani Dental" in the top 5 results.
Instead, the UK competitor is getting ranked on the top.
Call to Action
-
Non

Compliant
Brief & Conclusive -
Non

Compliant
Keyword Usage -
Complaint
Branding -
Non

Compliant
Keyword

Stuffing
- Non Compliant
Call

to

Action
-
Non

Compliant
There is no

Branding

in the Descriptions
.
H1 tag is used multiple times in the Home Page that too they are inappropriately tagged.
H2 tag in the Landing page is inappropriately tagged.
According to the recent Google's Humming Bird Algorithm change, PR is one of the major ranking factors.
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Full transcript