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Monthly Archives:November 2016

ByApex Digital Media

Tips for Effective Medical Web Design

Medical Web Design

Medical Digital Technology

How is Medical Web Design Different from Standard Web Design?

As a business that’s located in Beverly Hills, CA we get a lot of inquiries from medical professionals about medical web design. So what separates it from standard web design? To start medical professionals need to project a professional image that showcases their practice and area’s of expertise. There are a few other major things you need to consider when building a medical website. Let’s walk through a few of them shall we?

Narrow Your Focus to Your Specialty

If you’re a doctor with multiple specialties it’s good to narrow your focus to one core specialty. This goes to a basic marketing principal “KISS” or “Keep it Simple, Stupid.” This is a big help to your overall site structure and navigation. It’s also a great booster for SEO (Search Engine Optimization). The more focused your content and structure are, the better you will do in standard search results.

Medical Web Design for Sleep Disorders

Dr. Robert B. Shpiner

As an example, one of our clients Dr. Robert B Shpiner has multiple specialties. He cites pulmonary diseases, sleep apnea, second opinions and internal medicine as a few of his specialties. Rather than try to cram all these keywords into the title and other important parts of the site we narrowed the focus to “sleep disorders” and got him the domain “Valley Sleep Doctor.” This domain contains the keyword for “sleep” and “doctor” in the domain name which will also help greatly with SEO.

Branding is Important – Even in Medical Web Design

A lot of medical professionals may not see themselves as a “brand” but your brand is who you are.  So it’s important to create a brand for yourself if you don’t already have one. There are several steps to branding a medical practice here are three important ones to consider:

  • Narrow Your Focus: Not to be redundant here, but you need to start with identifying some of your practices best traits. Focus on your depth of experience in the field, the technology you use, convenience (offering evening and weekend appointments, etc.). Most importantly, stay true to your core areas of expertise. Don’€™t try and pretend to be something you are not. Consumers will quickly recognize this as false advertising and it will do more harm than good.
  • Create Video Content: Video is a key signal for search engine optimization. If yo
    medical web design for mobile

    Mobile Site Sample

    u have video content that speaks to your expertise you are much more likely to be visible to potential patients than with out it. Not only do Google, Bing & Yahoo rank video content higher in search, it’s also a convenient way to get your message through to a prospect. Most people won’t take the time to read a long blog article, but will watch a 2 minute video.

  • Share information: Part of good SEO is creating content, plain and simple. So the more content you have on your site that showcases your expertise the better. As an example, if you are a dermatologist 20 articles about different skin conditions you’ve encountered have a much better chance of being discovered than a single page outlining what you do in relation to dermatology. A few videos and infographics and you have a winning mix of information that is likely to be seen by prospective patients.

Your Biggest Audience is On Mobile Devices

By the latest measurements, roughly 65% of your audience is on some kind of tablet or mobile phone. Desktop computers are now a “secondary touchpoint” for most internet users. Knowing that more than half of your audience is on a mobile device it only makes sense.  Your mobile site should be your first priority.

device usage - web marketing

Mobile Design is Important

Create a Quick Video Introduction to Your Practice

The last, but most important tip is to create a video introduction to familiarize people with you and your practice. Digital video is the new normal and having a visible example of who you are and what you do will make people more comfortable about picking up the phone and making an appointment. The video we created for Dr. Shpiner has been an incredible tool for introducing the Dr. and familiarizing him with potential patients.

 

Most medical professionals don’t have the time or know how to do all this on their own. If you’re interested in discussing our rates and packages for medical web design, give us a call or send us an email: – We’d love to talk with you.

ByApex Digital Media

Local SEO Beverly Hills, CA Edition

We talk a lot about different types of SEO on the blog. More recently, local SEO has become the most important factor for small businesses. The reason for this is simple, Google is the new yellow pages. Local search is how people find your business. So it would only make sense that local SEO be an important item on a marketer’s check list.

Since Apex Digital Media is an SEO firm it would be easy for us to talk about one of our many client projects. However, we thought it would be best to focus on our own website and optimization. After all, if we’re really good at what we do – we should rank well for keywords we are targeting. So let’s take a look at the elements of effective local SEO at our location in – local SEO Beverly Hills Edition!

Major Ranking Factors in Local SEO

To start let’s look at a breakdown of local SEO ranking factors from the good people at Moz.

Local SEO Ranking Factors

Breakdown % of signals for local seo

As you can see the biggest factors are “on page signals” – so keyword and technical optimization on your site itself. Also – “Link Signals” which is basically back links to your site from other sources.

Type in Local SEO Beverly Hills – What Do YOU Get?

If I type in a search for “local seo beverly hills” my Google currently pulls up the following results:

Local SEO Beverly Hills SERP

No Apex Yet… 🙁

No visible sign of us there right now. Let’s look at why that is and what the competition is doing to be so visible.

Our Local SEO is Set for Los Angeles – Not Beverly Hills

A quick glance at the Apex website’s title tags will show that we’re titled for Los Angels, not Beverly Hills.

Apex Local SEO - Los Angeles, CA

Changing our title tags to “Apex Digital Media | Beverly Hills, CA” would help us ascend higher in the rankings for the local search term of beverly hills. However, we are currently targeting Los Angeles as a whole, since it’s a larger market.

We Don’t Have “local seo beverly hills” in our URL

A quick scroll down the page produces a result that is curious… basically another firm who is copying our name. “Apex Web Firm.” This site is likely ranking because they have the keyword “local seo beverly hills” in their domain. Something we will have once this blog post is live.

One thing this firm is doing right is including the keyword in the domain. They are a bit further down the page (and are obviously riding our coattails) but I’m impressed with their knowledge and ability to rank so quickly.

apexwebfirm-fake-spam

Here’s How Important Having Keywords in Your URL Can Be…

One company “Local Positions” is ranking in the 3rd or 4th slot for “local seo beverly hills” and they aren’t even located in beverly hills. A quick search or two turns up quite a bit of interesting information about this company.

First, they are located at: 30401 Agoura Road, Suite 201 Agoura Hills, California, 91301 – which is about 30 miles from Beverly Hills. They have /local-seo-beverly-hills-ca in their domain and obviously know how to create backlinks that give them lift.

beverly-hills-sign

Second, a deeper dig will reveal that “Local Positions” is actually – National Positions, a notoriously shady company who was called out for low brow tactics by Rand Fishkin a few years back. One valuable lesson we can learn from them is the importance of the keywords in the domain name. This is obviously a very important signal for local SEO because it’s helping to elevate them despite their lack of any visible location in Beverly Hills.

Local SEO is Important

One thing is certain, all of these factors are an important part of any business’ digital marketing strategy. If you aren’t visible in local search people can’t find you. The less people that can find you the less customers you have…  If you don’t have the time or expertise to perform local SEO on your own, consider hiring an agency like Apex Digital Media to do the heavy lifting for you.

Email us to discuss your Local SEO >>

ByApex Digital Media

How Digital Advertising Helped Trump Win the 2016 Election

 Digital Advertising for Obama - 2012

2008 Obama Ad

Here’s something that isn’t being talked about on Fox, CNN or MSNBC. Digital advertising, big data and retargeting have been key factors in winning the last several elections, including the most recent one.

Like it or not, traditional media is going the way of the dinosaur. Modern technology allows people to connect and consume information anywhere on handheld devices. It is now standard practice for the average person to browse the web, post on social media and watch TV shows & movies, all on their mobile devices. This gives marketers and political consultants a huge amount of personalization and targeting power. Make no mistake, this is a power can be used to make kings by those who wield it… Is this starting to sound like the opening to an episode of “Game of Thrones?”

Obama’s Team Won Twice Using Digital Advertising & Micro-targeting

President Obama had a top notch digital team and strategy. He was able to comfortably win in both 2008 and 2012 with the help of top notch digital talent. The Obama campaign employed a lot of young, intelligent and talented people. These people understood the digital landscape and how to leverage technology to micro-target voters across the country. By using modern digital advertising tools and data sets, they were able to target very specific political messaging to individual voters in different voting districts.

Hillary Clinton's Social Media

Hillary’s Twitter

The campaign also utilized a numerical scoring system for ranking voters. This system was created to gauge how likely a person was to vote and what types of issues would influence their decision. Armed with this information Obama’s digital marketing team could show these voters highly targeted ads that spoke to their politics. You can read the full story here.

This new digital ecosystem allowed Obama’s team to rely heavily on forms of micro-targeting enabled by the digital advertising ecosystem. This network of DSP’s, exchanges and data providers has been used by digital brand marketers since the early 2000’s but was foreign to politics. Political consultants can now match up voter registration info with online data points. Some examples being – what a person reads, buys, where they get their news online, etc. Paring this data with voter registration roles allows political campaigns to show invidvidual voters ads with specific messages that have been directly tailored to appeal to their views.

Jim Walsh of DSPolitical said the company has so far aggregated more than 600 million cookies — or tags on Internet user IP addresses that track movements online — and has worked to match them against lists of some 250 million voters in the United States.
This all is aimed at helping them determine how someone might vote and then reaching them wherever they go online.
Digital Advertising for Donald Trump 20116

Trump – Pence Ad

Trump Spent Big and Early on Digital

This report from Bloomberg in July 2016 outlines the details of Donald Trump’s campaign spending more than $8 million dollars on digital marketing around this time. Clinton’s team by comparison spent only a fraction of that amount, somewhere around $132,000.

Trump’s digital director Brad Parscale runs a small firm in Texas, Giles – Parscale. Parscale was initially employed by Trump for website design. As a result of that relationship Parscale was tapped to manage the campaign’s digital marketing efforts. He says the majority of the money given to the firm by the Trump campaign was used to pay for advertising costs.

Around Sept. as the election was entering it’s final 60 days, Trump was spending $40 million plus on digital advertising efforts. Sources close to the campaign say they spent heavily on Facebook & Twitter. In another surprisingly deft move the Trump campaign also utilized Internet radio through the “I Heart Radio” app. It’s not clear how much of their strategy involved the type of micro-targeting Obama’s team used but they clearly invested heavily in digital marketing efforts – and it paid off.

Hillary’s Digital Strategy Looked More Like a Traditional Media Buy

In researching the Clinton team’s digital approach I found no evidence of a digital targeting strategy to match what Obama’s team had in 2008 and 2012. Most of the headlines read “Clinton Reserves Digital Ad Time” which sounds like a traditional TV ad blitz but through digital channels.

It also looks as if Hillary’s campaign only made a really big push towards digital advertising near the end of the election. Their goal with this push was not to target policy messages to voters but instead to “appeal to millennials.” who we all know use social media… Am I right old people?

While millenials definitely use the internet, so does everyone else in 2016. It was short sighted to focus only on millenials when using digital media and the detailed methods of targeting it offers.

Digital Advertising for Hillary Clinton

Hillary Campaign Ad

Instead of mirroring Obama’s intense data driven approach, the Clinton team relied heavily on celebrity endorsements and a big media blast that ran on YouTube and other digital platforms. These ads primarily focused on controversial statements made by Donald Trump rather than pushing detailed political messages to different voters with different views depending on the parts of the country they live in.

Politicians Can No Longer Ignore Digital Advertising

This season neither candidate had a targeting strategy that rivaled what Obama had. Unfortunately for Clinton, Trump’s digital strategy was strong enough that simply throwing money at YouTube near the end of the campaign did not produce the results needed for her to take the white house.

It’s evident that from here on out anyone with political aspirations is going to need to have a great digital marketing team and strategy if they intend to win!