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Posted on Thursday, July 16, 2015 - 05:10 by NancyRausman

Google pay-per-click advertising can be one of the most effective forms of local marketing for your Practice.  The basics include writing various ads, specifying who sees those and what keywords trigger those ads, and chosing how much to spend.  Granted, that’s an oversimplification of the process, but here are 5 key benefits to using Google pay-per-click advertising for your Practice:

  1. Set your own budget: PPC is based on a pre-set budget, so once the spending amount that you selected is reached, the ad simply stops being shown. Therefore, PPC is low risk and has a controllable spending outcome.  
  2. Target using the most relevant keywords: With keyword-based campaigns, your ad will attract visitors that are genuinely interested in the product or service you are trying to promote (e.g. optometrist, eye exam, eye doctor, vision therapy, etc.). 
  3. Target specific geographic locations and demographics: You choose the geographic and demographic populations you want to target with the ad (such as radius around your office, or city, zip code, age, gender and parental status). So you won’t be wasting your time and money advertising to individuals out of your service area; your ad will only appear to those you want to attract.
  4. Another source of visibility in addition to organic (non-paid) search results: Especially in areas with a lot of competition vying for the coveted top search results, PPC can give your practice a chance to show up as an ad on the first page whether or not your website already appears in the top results.
  5. Clear ROI: Since you can track your results, you can clearly measure your ROI to determine if PPC is worth the investment for you. 

In our next digital tip, we will show you how to get started with PPC advertising. In the meantime, check out EyeCarePro’s new ODPPC service, designed to drive more traffic to your site and increase your patient base. 

Want to learn more? Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.

Posted on Thursday, July 9, 2015 - 07:21 by NancyRausman

In The Single Most Important Reason Why Online Marketing Is More Important Than Ever, a recent article published in Forbes.com, Nicole Leinbach-Reyhle stresses that online marketing is no longer a choice for small businesses, but a reality that they can no longer ignore. 

According to Leinbach-Reyhle, "Many businesses, particularly those that don’t actually sell anything online, often complain that there’s not enough time in the day to “do it all” and as a result, online marketing gets shoved to the side."

Sound familiar? In addition to citing time and money as limitations to launching online marketing, we find that many of our clients prefer to spend their time making their patients happy and improving their services and expertise in optometry than thinking about the details of SEO and Facebook strategy.  

The article continues, "Unfortunately, this isn’t how customers make decisions. The reality is consumers – likely even you – turn to the internet to discover what to do, where to go, who to buy things from and more. "

Describing what we often refer to as "integrated marketing," which is a strategy that we offer in our marketing services, Leinbach-Reyhle states that  “leveraging your online and offline marketing ​together ​can more than double your efforts.” She further details three main components to "being online" which include: 

  • a responsive (mobile accessible) website that is search engine optimized,
  • an active social media presence, and 
  • an email marketing strategy. 

And in case you are wondering, here is the punchline:

"The Single Most Important Reason You Need to Be Online 

Consumers have too many choices these days and they have to be constantly reminded that you exist. The best way to reach them is where they spend a good bit of time… which is online,” Servis, a VP of Marketing with SnapRetail, firmly states.

And that, friends, leads us to the single most important reason you need to be consistently and efficiently using online marketing as part of your sales strategy… customers. Customers are online, which mean you need to be, too."

We agree Nicole...its' all about customers.  

Want more customers? Call us, we can help you get the patients in the door so you can focus on making them happy!


Posted on Thursday, July 2, 2015 - 14:30 by NancyRausman

Has Your Mobile Traffic Dropped Lately? This Could be Why

Something is brewing over at Google. They are keeping their lips shut tight so there isn’t a lot of information available right now, but it seems as though they are testing out a bunch of changes with their local rankings, specifically how the local search results are appearing on mobile devices. 

We have noticed changes in how the search results appear for local businesses on mobile as well as some traffic fluctuation for a number of our clients.  Firstly, we have seen instances where Google has reduced the number of results shown on the first page of a local mobile search from 5 to 2-3 results. This could reduce the amount of visitors to sites in the 3-5 spots that are now relocated to page two of the search results. 

Secondly, we have noticed that in some cases Google has listed a Practice’s Google My Business Page in the results with no link to the actual Practice website. That means patients on mobile devices may be coming to you directly from your Google My Business page and not through your website. Ultimately, as long as your business page is up to date this shouldn’t affect conversions since the users are being brought to your Practice’s online property and contact information, however it will look like a drop in visitors on your website analytics. 

If you see a drop in website visitors, what should you do?

We have to wait it out to see what Google decides to do but in the meantime, it’s a good idea to ensure your Google Business Listing is up to par and to continue to make efforts to improve your ranking on mobile search as usual. You can see traffic that is going to your Google My Business page in your Google My Business dashboard. Scroll down to the middle of the page in your dashboard and click on the Insights button. That will show you traffic that may not be making it to your website. You will only see this if your Google My Business page has been phone or post-card verified.


Need some help with your Google My Business Page and mobile search? Our expert SEO team is here to help. Contact Daniel at Daniel@eyecarepro.net or phone (412)532-6542.

Posted on Thursday, July 2, 2015 - 11:27 by admin

Doing "well" isn't enough anymore; the local marketplace is more competitive than ever. As your competition grows your online marketing strategy has to continually adapt to get ahead and stay ahead. ODMetro takes the offensive in helping your Practice to get on top and continuously outperform your local competitors in the search engines. Learn more about ODMetro here

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Posted on Thursday, June 25, 2015 - 03:52 by NancyRausman

As much as we speak to Practices about verifying all their business listings out there, it often seems to be a task that is put on their back burner and rarely completed. What these well-meaning ODs don’t understand is that claiming your businesses' online listings is an essential part of establishing and controlling your online presence.

Claiming and verifying an online business listing is critical for a few reasons. 

Why claim your business listings?

Each time you claim and verify a business listing, you create a ‘citation’ for your practice. This is Google speak for ‘a mention of your business name and address on a webpage’. This is not the same as a link; it’s a mere mention of your business name and address. A citation can come from a variety of sources such as a local business directory (Google, Yelp, Craigslist), online yellow pages, or a local chamber of commerce.

Citations are key components to SEO as they are an integral part of the ranking algorithms used by Google and Bing. Citations help the search engines by adding a degree of authenticity to the information you have provided on your website, allowing them to better understand and categorize your business. Therefore, the more citations your practice has from well-established and trusted portals the greater the impact on your online visibility and rankings on the search engines.

The more online listings that are claimed and verified, the better it is for SEO.

Do you know what your practice looks like online?

If the answer to that question is “I don’t know”, I would be worried. Your Practice is listed on a number of business portals whether you know it or not and you want to be sure that the information is accurate. Further, patients and customers will leave reviews of your business, good and bad, and that discussion can either go on with you or without you. The only way to take control of your listings and make sure they represent your Practice the way you want them to, is by verifying your business with each listing, then editing the list to match your business. You may not be able to eliminate negative reviews, but you can respond to them and show potential patients that your customers’ opinions are important to you.

Yes, claiming your Practice on the many business indexes that exist can take time and requires a bit of patience, but it is worth the trouble. If you want to limit it to the most important sites, here is a good list of places to start:

Top 10 List of Citations (in order of importance):

  • Google
  • Yahoo
  • Bing
  • Yelp
  • Express Update
  • Acxiom
  • Localeze
  • Foursquare
  • YP
  • Citygrid

If you are an EyeCarePro ODLingo or ODLite client, or you’re paying for online marketing services, most of the work is likely already done for you. You just have to take the final steps to follow through with the verification instructions you are sent. In our next digital tip, we will discuss more about the process of actually verifying citations to make sure your efforts are making the biggest impact possible.

Still can’t make this a priority? We are here to help. Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542



Daniel Rostenne Daniel Rostenne is a leader in the online optometric community and has made a career of creating and promoting effective web sites for optometric practices. He is a COPE educator, editor of Optometry Web, a regular speaker at eyecare events & conferences and has been widely published in Optometric e-zines. Daniel is an expert in Search Engine Optimization and Social Media Optimization, in particular as it relates to best practices for Optometrists. You can sometimes find Daniel daydreaming on Google+.

Contact Daniel: 866-886-4442 or danielr@eyecarepro.net

Nancy Rausman Nancy Rausman is the managing editor of the EyeCarePro blog and Optometry Web Newsletter. She is responsible for providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing.

Contact Nancy:nancy@eyecarepro.net