New Pathways to Effective Communications: SEO, . IlluminAge Communication Partners

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1 New Pathways to Effective Communications: SEO, Marketing and Social Media Connie Parsons, President & COO IlluminAge Communication Partners

2 Your Audience Online Families & Caregivers 8/10 have Internet Older Adults 83% % of 65+ use the Internet Rural / Urban 80% / 86%

3 What Are They Doing What s Your Audience Doing Online?

4 What Are They Doing? 60% , 46% 65+ = daily! Social Media 60% 50-64, 43% 65+ = daily! Mobile 53% smart phones Source Pew Internet, specific links in notes.

5 Mobile Is Here 53% are Smartphones (Internet) Smartphone traffic expected to increase 7 fold over next 5-10 years In the past year, we ve seen client averages for mobile traffic jump from 10-20% to as high as 40-50%

6 Explore Learning Objectives Plan benefit-focused website content for multiple audiences. Identify the elements of successful organic search engine optimization and apply them to an effective web program. Develop an online communications program that encourages continued relationships with families and referral sources through value-added content such as blogging, an effective social media presence, and marketing.

7 Questions They Will Ask How Do You Help Me? Other Information I Need?

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10 Using a Blog Content & Organization Search Engine Optimization Social Media Marketing Marketing

11 Categories and Tags Aging Issues Alzheimer s and Dementia Fall Prevention Nutrition Assisted Living Memory Care Wellness Home Care Family Matters Chronic Disease Management

12 Content: What to Blog News & events Articles & resourcesrces SEO goals: meals on wheels, home care, senior services (geographic)

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14 Results of Good Content Easy to Use Great First Impression Subject Matter Expert A Relationship The Next Step! And Search Engines

15 Website Optimization Organic Search Engine Optimization Local Search Engine Registration Paid Search Campaigns

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17 Organic Search Optimization 3 Pillars of Organic Search Content Meta Data Inbound Links

18 How Content Relates to SEO Keyword density words on the page help search Current content considered more relevant. More pages optimize for more terms Worthy of valuable links and shares! And it Engages your visitors Supports your position as a SME

19 Copy for SEO words One key phrase per page Used in first sentence & heading (H1) SEO MOZ tip 2-3 times on a short page; 4-6 6ona longer Include geographic terms throughout Image source

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21 Inbound Links Link from a website to your web page More likely if you provide quality content & resources Trustworthy, authoritative, reputable

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24 Benefits of Organic SEO Return on activities that help pyour audience Content differentiates & supports mission Avoids costly paid search campaigns Long last effects

25 Start a Relationship Contact information Calls-to-Action marketing Social media

26 Contact & Calls to Action!

27 Leverage Your Content Publish to your website (blog) Create a library of resources Distribute across multiple platforms Drive traffic back to your website

28 Marketing Link to content on site from your Make your subject line count Brand your from address Include service or location links

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31 Social Media Marketing Post from the blog to social media Facebook (1.23b) Twitter (232m) LinkedIn Increase website traffic

32 Link to your website

33 Exponential Growth Facebook

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35 Today We Covered Plan benefit-focused website content for multiple audiences. Identify the elements of successful organic search engine optimization and apply them to an effective web program. Develop an online communications program that encourages continued relationships with families and referral sources through value-added content such as blogging, an effective social media presence, and marketing.

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37 Participation Certificate Click on Participation Certificates Webinar code: Explore the webinar archives. Topics include blogging, g, Facebook, and more!