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Webinar: Search Engine Optimization for Therapists

In this webinar, you will learn the fundamentals for search engine optimization for growing your therapy practice, including: Search Engines, Keywords, Optimizing Your Website Content, Linking, Social Media, and more.

Length: 42:39

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Here is the transcription of the Search Engine for Therapists webinar:

Let’s talk a little bit about what this webinar is all about. It's about tapping into a huge source of new potential new clients. It's about growing your practice – passively. It's also about getting new clients for free. It's about increasing the volume of new visitors to your practice website who are looking for your services. The way we’re gonna achieve all four of these goals is through Search Engine Optimization – essentially optimizing your website for the search engines.

Let’s review the Agenda: first, we're gonna talk a little bit about Search Engines, then we're gonna talk about Keywords and how they affect your optimization of your website, we're gonna talk about Where to Use Keywords, Site Content, Linking, as well as Social Media.

Let’s get started with About Search Engines. First of all, who are the players? Everyone has heard of Google, Yahoo, MSN, AOL; few people probably have heard of (Ask Jeeves).

This pie chart is a representation of the search share or the share of searches in the month of December of 2008. What you will see is that Google, Yahoo, and MSN or Microsoft represent about 90% of the total searches in the month. Ask and AOL, rounded out, with about 4% each. The take away here I think is, if you’re going to focus on any one search engine for optimization it’s clearly gonna be Google, and then Yahoo, and then MSN.

This slide is a snapshot of unique visitors across Google, Yahoo, and MSN or Live, which is Microsoft’s search engine. It comes from And essentially what it tells you is, let’s say, in the month of March 2008, you will see that Google and Yahoo! delivered hundreds of millions of unique visitors to their search engines. or MSN also delivered, again, in the hundreds of millions of unique visitors to the search engine. Bottomline here, the take away is that there are literally hundreds and hundreds of people using search engine to find information, a percentage of those are people looking for information about your services. So the search engines are very good potential source of new traffic for your website.

Let’s take a look at this search results page and dissect it a little bit so you can get an understanding of exactly what we’re gonna be talking about here. This is a Google search engine results page when someone typed in, let’s say, “quit smoking.” This is the page that they will get back. The page is broken down into two primary areas. There’s the Paid Search Results, which is on the top – typically, on the top – and on the right, and then there’s the Organic Search Results. We’re gonna be focusing our efforts here on the Organic Search Results, not the Paid Search Results. Organic Search Results come up from Google’s algorithm, which has over 200 elements that go into it that will determine what pages are the most relevant for a specific search.

Why use Search Engine Optimization?

Well, first of all, it is where the traffic is. As I showed you a couple of slides ago, there are literally hundreds and hundreds of millions of people using the search engines to try and find information. So it’s a good place to be found.

You don’t have to pay for clicks in the Organic part of the search results. So all those clicks that you get into a website are absolutely free.

It’s passive. And what that means is that once you have optimized your site, and you continue to optimize your site, you don’t literally have to spend much effort to get additional clicks. It is very passive once you have set up your site properly.

People are searching for help. So, again, not only search engines are where the traffic is, but also search engines – and the internet itself – is a great place where people go that they search engines to try and find information about any topic, including topics about mental health. So people are certainly searching for help and those are the type of people that you wanna make sure you put your practice infront of.

There’s also a trust factor. When you think about the search results, people tend to trust the Organic Search Results more than the Paid Search Results. People feel like they’re being sold something on the Paid Search Results. If you come up on the Organic, there is sort of an inherent trust there.

Organic Search Results also get about 70% of clicks versus 30% of the Paid or the sponsored listings. Depending on who you ask, this number may vary a little bit but definitely the majority of clicks happened in the Organic. So, again, it’s a very valuable, good place to be for your site to come up in the search engine results.

Okay. Let’s talk about Keywords. What are keywords and why they are so important? Keywords are essentially words that people type in to search engines. A couple of examples here:

The keyword “social anxiety” had 7.4 million searches in December of last year.

“Quit smoking” had 1.3 million searches.

“Therapists in Los Angeles” had 10,000 searches.

And “Jane Doe, MFT” had less than 50 searches.

The take away here is that there’s gonna be certain keywords that are gonna have a lot of search volume and some that have relatively low search volume. You wanna make sure you’re choosing keywords that people are searching for.

So the question is, what keywords should you use on your site?

Well, I’m gonna go through a couple of pointers here with regard to what kind of keywords you should use. First of all, you should use keywords that are related to your specific area of interest or expertise or specialty. Examples would be ADHD, family therapy, depression, etc. So, whatever your sort of focus is you wanna make sure that you are using those keywords on your website.

You also want to make sure that the keywords that you’re using on your website have search volume, as well as positive or neutral search trends. There’s some free online tools. In fact, we’re gonna do a demo later to show you how to use some research around these keywords to make sure that really they have the search volume they’re looking for, as well as they have got a positive or neutral trend.

You also wanna include your practice area in your keywords to localize search results. For instance, Los Angeles, Phoenix, so on and so forth – wherever your practice is. And the reason why is because very often people have physical offices that their patients or clients come into and you wanna make sure that if you’re gonna be marketing your practice on the search engines, you are focusing your marketing to a specific geography where your office is. You’re gonna get much better results focusing on marketing just in Los Angeles, if that’s where your practice is, versus trying to market your practice across the country.

Another important aspect, and it’s a little nuance but you wanna make sure you are choosing keywords that are based on searcher’s intent. Specifically, you wanna make sure that you’re using keywords that people use when they are looking for your help. Examples would be:

Use “quit smoking” versus “free initial session.” The idea here is that people are looking to quit smoking; they’re not looking for a free initial session.

“Depression help” versus “clinical supervision.” Depression help is much more conversational, much more likely for someone who’s looking for help with their depression to type in “depression help” versus someone who probably would not be typing “clinical supervision.” It’s just not words people use to search on.

Another example would be “discipline my child” versus “parental guidance.” Again, very nuance here but the idea is to try and think about what people search for versus what maybe the proper or the clinical terms are.

Another important aspect is, should keywords be single keywords or should they be keyword phrases? Now I’ll go through a couple of examples here.

“Social anxiety counseling in New York” as a keyword versus just “counseling”

“Depression therapy in Portland” versus just “depression”

“Reliable public speaking skills” versus “public speaking”

And really the best practice here is to choose more specific keywords versus the general keywords because fewer sites will be targeting it.  Again, you’ll see a couple of examples of location in here, New York and Portland. By using those, you are going to be narrowing the focus of the site as well as reducing the amount of other sites that you’re competing for the same keywords.

Now let’s get a little bit into Researching Keyword Search Volume.

I’m actually gonna do a live demo here. I wanna go to a link that is free website that Google puts up; it’s called the Keyword Tool. And a browser should pop up here in just a moment.

So this is the page here, it’s the Keyword Tool, and we’re going to enter a keyword in this box here. So this keyword will be the keyword for doing research for. So let’s use the keyword “stop smoking.” You wanna make sure this box, Use Synonyms, is checked, and we’re going to fill out this little box here to make sure that we are human, and then you wanna click on Get Keyword Ideas.

And what Google is doing right now is it’s going out and collecting information about that keyword “stop smoking” as well as other related keywords and it’s gonna provide us with the search volume for the month of January. So what we wanna do is we wanna click this, the top of this column here, Approximate Search Volume in January, so that the data on the page sorts by that column. So we know that keyword “quit smoking” had the most searches, 246,000, “stop smoke” had 8,100, and so on and so forth.

What you wanna do is you wanna make sure you’re choosing keywords for your website that have search volume. For instance, you probably do not want to optimize your website for laser surgery to “stop smoking” as a keyword because you only have 140 people searching for it, as an example.

So, again, this is a free tool and you can go back to that link as well as this link is on the blog so you would be able to get back to this. But, again, it’s a free tool, it’s called the Google Keyword Tool.

And again, these are the steps that I went into: I went to this site []; I entered a keyword; I clicked Get Keyword Ideas; I viewed the results; and I performed the research.

Here’s the link to the blog that has more information on this []

As I said earlier, you wanna make sure that the keywords you choose have positive or neutral trends. So we’re gonna go to this website here []. It’s another free tool, it’s called Google Insights. It will just take a second here to pop up. And, again, it’s a free tool. It allows you to enter keywords and to understand what the trends are. So, we’re gonna use the same keyword “stop smoking.” And we’re gonna filter our results to just United States, or wherever you are. You could also narrow the focus down even further by State of your interest – I usually keep it open. And then, you wanna keep the timeframe as wide as possible, to 2004 to present – I just leave the categories open. You hit Search. It goes out and gets information about this keyword “stop smoking” over a long period of time, since 2004 to present. It shows you sort of the trend of how frequently people are searching for it.

Okay. So here’s the search results. What we see is, the web search volume for the keyword “stop smoking,” it kinda peaked in early 2007 and has gone down dramatically ever since. So what this tells me is that probably this may not be the best keyword if I wanted to focus on that keyword for my website. I may wanna choose something that may has a positive slope for positive trend.

Some more information here that of interest is that it shows a map of United States and it shows search volume index. The darker states have the higher search volume. So if you were, let’s say, in Florida, it shows here that search index is gonna be higher relative to California. So depending on where you are, this will tell you where the relative volume of searches are. A ton of great information here tells you related terms, quit smoking and so on and so forth, rising searches and so on and so forth. So this is a very wonderful resource and it is a 100% free. You could put as many keywords in there as you want and spend a lot of time in here.

Again, here’s the link [] and also, there’s more information on the blog [].

All right. Now that you know a little bit about keywords and how to do keyword research the question is, where to use keywords? How you have chosen your keywords and say you’ve done the research? I’m gonna go through a couple of different areas where you want to use your keywords.

First place you wanna use it, if you already have registered your domain, is to use keywords in your domain. A couple of examples here are:
and so on and so forth.

These are kind of examples, I’m not associated with these websites. I don’t even know if half of them exist. But the point here is that you want to use keywords in your domain because search engines favor websites that have relevant keywords in their domains. Okay? So most people, actually they register their domain as their name, as their first and last name, maybe MFT at the end. That’s okay, but majority of people are not gonna be searching for your name, they’re gonna be searching for whatever their issue is or whatever the help they are looking for.

Before I get into the other areas of where to put the keywords, I’m gonna talk you through, real quickly, Anatomy of a Web Page – and this is very high level. There’s a couple of aspects that are important here. So there’s a Page Title, which is at the top of the page, depending on your browser or where it is, but it usually rests at the top of the page here. You also have the URL structure, there’s domain structure, pages end in html – we’re gonna be talking about how to use keywords in your pages. And then, of course, there is the Body Content, the actual content on the actual page. It’s gonna be very important. There’s also a back end to a website. This is the part of the website that you actually don’t see when you’re looking at it, but it’s what the browsers use to actual create and compile the web pages. So whether it be Internet Explorer, Safari, Firefox, they actual read this code. And within this code, there are two very important areas where you can insert keywords to tell the search engines what your website is about. They’re called the Meta Description and the Meta Keywords. Meta Description is the description of your website. Meta Keywords is a string of words or key words that are tied together or separated by commas. We’re gonna talk a little bit about both of these as well.

So first place we’re gonna talk about is where to put keyword is in the title of each page; it’s called the Title Tag. And so, first place you wanna put them – and we’re gonna use website here, In the example here –  this is here home page – and the title here is Los Angeles Therapists, EMDR Therapists, TFT Therapists, and Hypotherapists. These are obviously keywords that she wants to rank for, that she’s done her keyword research, and that are important to her practice. Let’s take a look at another page, this is her EMDR page. You could see here that the keywords and that the title is different for this page. It says Los Angeles EMDR Therapy to Heal Anxiety, Fears, PTSD, Anxiety, and so on and so forth. This is very specific to EMDR, very important to have very relevant keywords to the actual page. Let’s take a look at this page, it’s the hypnosis page, the title tag is Los Angeles Hypnotherapist, Hypnosis to Overcome Fears, Stage Fright, Quit Smoking – again, very relevant to this actual page, again, it’s also geo-modified so it actually have the location in the actual title tag. Life coach is the same thing, Certified Life Coach in Lost Angeles, and so on and so forth. I think you get the picture.

Another important place to use keywords is in the actual names of the web pages.  Example here is this website, You could see that she used the Coaching.html, Creativity, html, WholeLife.html and Mentor.html. These are all her web pages and you could see that she’s done a great job of including keywords in the actual web pages. It’s gonna be very important to do that.

Another place to put keywords is in the Meta Description. Again, it’s that invisible code on the back end of your web page. The search engines actually  read that code and actually look for the Meta Description as well as the Meta Keywords, and it reads that and that information helps it to catalogue and index the website under the right keywords. Best practice for this is to use up to 160 characters. It’s not actually limited, you will have unlimited number, but best practice is to use only up to 160 characters and make sure that it’s rich with keywords.

Another place to use keywords are in your Meta Keywords. Again, it’s the invisible code on the back end of your web page. It’s a comma-separated list of keywords. It should be about 300 characters. Again, it’s not limited, it’s wide open. But you wanna limit it to about 300 characters and make sure that you are using the right keywords, the most important keywords towards the front. Again, this is read by search engines. And because most of us are not that tech savvy, I would recommend that you speak with your web designer to help with Meta Keywords as well as the Meta Descriptions to make sure that they are in the pages.

Another place to use keywords is, of course, in the Body Content. A couple of best practices, you wanna focus at least one page of content for each keywords. This is very important. So if you want to optimize a site for the keyword “reduce social anxiety” you wanna have at least one page specifically optimized for that keyword. And what I mean by that is, that the keyword “reduce social anxiety” is in the Title Tag, it’s in the Meta Description, it’s in the Meta Keywords, as well as it’s throughout the Body Content.. Same thing for you wanna optimize a site for improved confidence, you’d wanna have at least one page on improving confidence and using that keyword throughout the page. The third keyword, you wanna rank for and optimize a site for maybe  “avoid social situations.” Again, you wanna have unique content and at least one page for that specific keyword.

Continue with the Body Content, you want to use keyword rich content keywords on the top of the page (but also throughout). The idea here is that some people have pages that have literally hundreds of thousands, I’d say, thousands of words – very long pages, the search engines will eventually stop reading those pages at a certain point. So you wanna make sure – especially, if you have page of longer content, a lot of content on them – that the keywords are towards the top because that’s where you get the most benefit.

Another best practice is to add new relevant content on a regular basis -- we’re gonna come back on this a little bit, we’re gonna talk about Site Content. But it’s very important that you continually add content to the site. Search engines tend to crawl sites, they come back to sites more often with fresh content, and they also tend to rank the sites with fresh content higher. That’s two very good reasons why you wanna update your content regularly.

As I said before – this is very important – for Page Titles, Meta Descriptions and Meta Keywords, you wanna use unique keywords for each page. This is, again, on the top of the page, the Title Tag, so as the Meta Descriptions and Meta Keywords on the back end of the site. They have to be unique. They can’t be the same across the site. It has to be unique for each page and you wanna make sure that they are also relevant to the keywords on that specific page. So if it’s a page about hypnosis, you wanna make sure that the Title Tag and the Meta Keywords and Meta Descriptions are focusing on hypnosis.

All right. Now, let’s move in to Site Content.  Site Content is gonna be very critical for the success of your optimization of the site. One point I wanna get across -- I think is very critical –  is distinguishing between a brochure website and a resource website. Everyone’s sort of familiar with brochures, and essentially the idea here is that a brochure is something that you use to sell. I’m gonna suggest and strongly promote the fact that your website should be, instead of a brochure it should be thought of as a resource. A couple of examples or a couple of ideas to walk you through this, the purpose of a brochure website is clearly to sell. It’s to say, this is who I am, this is my credentials, this is why you should come to me. A resource website – the purpose is really to help us, to offer value for us; it’s offering information. The focus of content on a brochure website is about me, it’s about my practice, my credentials, why I’m this great therapist, why you should come to me. A resource website – the focus of the content is really about improving the life of the visitor. A brochure website – it promotes resistance because there’s this overt in selling, right? You have this sort of resistance to being sold naturally versus a resource website, it promotes authority. If you’re providing, again, value and providing information about a specific topic to help people improve their lives, you begin to create a sense of authority about a specific topic, which is something that is very important for you and your practice. One final point, the primary question is, from a brochure website, how can I sell? Resource website, how can I help? Take away here is, it is very important to build a website that is full of useful resources. It is good for both the end user and, not so ironically, it’s good for Search Engine Optimization. The idea here is that, if you have a lot of great content, very useful, the search engines like that, they’ll read that content and they’ll credit your site for it. As well as, as I mentioned, you’ll be perceived as an authority.

Let’s talk a little bit about a couple of examples of content that is resourceful, that you should be thinking about including on your website.

Anecdotes. People love to hear stories, especially new clients or people who haven’t come into you yet. They wanna hear stories about people who are stuck when they came to you, what you did, and how their life changed as a result. It’s a great way to create new content for your site. It’s something that you know a lot about and people tend to love it as well as the search engines.

Tips. Very frequently, a good idea to create tips on how to handle difficult situations in real life. They get specifics to your practice, to your area of expertise.

Top 10 Lists. Search engines as well as people love top 10 lists. Create top 10 lists on subjects related to your practice or expertise. Example would be Top 10 Ways to Reduce Anxieties on a Date.

This is really important for search engines. It’s also really important for social media, which we’re gonna get to very shortly.

We’re gonna have two sites. We compared two sites here and I want you to think about which site wins. Site one is a site about the Beatles. It has five pages. It has a homepage and then one page about each of the four Beatles – total of five pages. Site two, it’s about the Beatles but it has 30 pages. Let’s say, it has three or four pages about each of the Beatles, maybe it has the information about their albums, maybe has some videos, some user-generated content, but it’s a really rich content there. From a search engine perspective, clearly, Site two will win because you’ll know that the site has a lot more depth than Site A and considerately we’ll call an authority or subject expert, which is very important in the eyes of a search engine and when they’re ranking sites they wanna promote sites that are subject experts. Take away here is, you wanna build topic expertise by building the depth of content on your topics.

Another very important thing to consider is when your building your site and you’re thinking about search engine optimization is including topics on your site that are related.

For example, here are two keywords, “social anxiety” and “avoiding social situations.” Are those two keywords related? I would say yes. If you have social anxiety you probably are looking to avoid social situations.

Here’s another example, “depression” versus “speaking French.” There is no sort of overt relationship between these two. And so when you’re building your site content, you wanna make sure the content is focused. You’re not talking about the book you wrote about  cooking, and your trip to France, and your practice, you wanna make sure all the subjects are related. And the reason why is because search engines rank sites with content that is highly relevant to each other, very focused site – very important. Take away is choose a few core subjects to focus your website content.

Okay. Next thing we’re gonna talk about here is Linking. What is Linking? Linking is really about votes. It’s about other websites linking to your website that determine the value of your website. So there’s websites out there for search engine perspective that are more authority, add more value than others. So idea from a high level – and we’ll talk about this –  is that you wanna get links into your website from high authority websites. The more high quality links you have the more valuable your website is in the eyes of a search engine.

So let’s go a little deeper here. What are high quality links? The mantra here is, it’s not about the volume of links in your site, but the quality. So you wanna make sure that the links that you’re getting into your site are relevant.

So the example is you have to choose between one link from a psychology magazine or three links from a cooking website. The one link from the psychology magazine website is gonna be more valuable than the three cooking website because it’s topically relevant.

Authority. You wanna get links from authority websites, that they consider authority websites. And examples of these are: well-established businesses with strong brands; educational sites (.edu), non-profit sites (.org), and government sites (.gov); as well as large websites with significant depth of content on a particular topic. So you wanna find websites that are very deep about a specific topic and hopefully related to your practice and get them to link to you.

How do I acquire links? It’s a very good question. I’m gonna go through a couple of link acquisition strategies here to help you get some of these links.

First of all, you wanna list your practice website in free therapist directories. So there’s a lot of online directories out there, you wanna make sure that you take the effort and you list your practice website in those, especially the free ones. I wouldn’t necessarily spend money on paid ones, but in the free ones will make a lot of sense as you do get that link from that website, the directory website, back to your website.

Another important way to get useful links is through swapping links with your colleagues. Maybe you have colleagues in related fields and/or related emphasis and they have their websites, a good idea is to swap links between each of these websites, not only to send traffic to each other’s practice but also for the search engine optimization reason of having that link there. It’s gonna be topically relevant and it will be beneficial to you.

You also wanna take some effort and reach out to authority websites and negotiate a link on their site. This is typically difficult to do but it is worth your while, and as I stated earlier, it’s more important to get one link from a very high authority website versus 10 links from smaller websites. So it’s worth the effort, it will take a while but it will be beneficial.

Another tactic that people do is to comment on blogs. The way you do this is that on blogs, people typically allow for people to leave comments. What you should do is when you leave a comment on other people’s blogs – hopefully, therapy blogs so that they’re relevant – you can include a link back to your website. So at the bottom of your comment, write your name and then a link back to your website. That will establish a link and the search engines will find that and they will credit you for that.

Here’s some no-no’s of linking:

  1. You do not wanna buy links. And the reason why is because the search engines (Google and Yahoo) they can identify links that were purchased – very frequently, not all the time. But there’s this idea of link farms, you get people marketing to you trying to get you to buy links from them. Just don’t do it. It’s  not worth it and it rarely works, and sometimes they hurt you.
  2. Don’t bother with off-topic links. So you’re gonna spend effort trying to get links, don’t worry about getting the links back to your site. Worry about the ones that are relevant to the topic of your website.

And one last reminder, it’s not about the quantity, but the quality of the links you get to your site. That’s the mantra you wanna keep in mind when you’re thinking about linking site.

Here are a list of free site submissions. Places that you should take the time and go and click on each of these links here. Go to each of these links and actually put your practice website into each of these. They are 100% free and they also, in some cases, create links, other places these are search engines, they are local business directories and other things that are very valuable for you to list your practice website. This list is available at the blog so don’t feel like you have to write it all down right this moment, but it is available for you there.

Some other best practices to take note of. You wanna add a site map to your website. A site map is the page on your website that lists all of the other pages, that links all of other pages in your site. And what it essentially does, it gives the search engine spiders a crawl path to get to all pages on your site.

You wanna avoid duplicate content. Duplicate content is essentially content on multiple pages or multiple websites. You wanna essentially eliminate that because duplicate content has lower value than the original content.

Some examples of duplicate content are articles from external sources. People frequent will go to article websites that they can pull an article off and they can put in their website. Well, it may be good for the user but from a search engine optimization point of view, you’re not gonna get any credit for that content.

Another issue that comes up is if you syndicate your own content. So let’s say that you write an article a month on a specific topic and four or five websites picked up that content. Where you get in trouble is if one of those websites has a higher authority than your website, they actually gonna get credit for that content and if that same content is on your website, you will not necessarily get credit for that. So you wanna be careful when you syndicate content that you realize that you may or not  be getting credit for that content.

And then another issue or another mistake people make are people will put the same content or multiple pages of your website. So maybe you have a newsletter that you send out and, let’s say, you post on newsletter section of your website as well as in the article section of your website, that’s duplicate content and that should be eliminated.

Other SEO best practices. You wanna avoid the following:

First of all, you wanna avoid Flash, Ajax and Java Script. These are all essentially little programs that are run on your webpage to enhance the experience of the end user. Well, the problem is that search engines can’t read these, they can’t run these programs, search engine spiders don’t run program. So whatever the content is in either Flash, Ajax, or Java Script, it is invisible to the search engines and so you wanna take that into consideration.

You also want to avoid hiding the content. Used to be in the late ‘90s and years ago that people would hide content on their pages so the search engines will pick it up but it wouldn’t necessarily be picked up by user looking at the page. And the search engines can see this, they can see that they have been tricked thousand times, they basically plugged all those holes, all the tricks of trade so it’s best to just not do any hidden content.

Another no-no or a thing to avoid is keyword stuffing. So keyword stuffing is the practice of putting the same keyword 100 times on a page, overdoing it with specific keyword. Search engines will identify that and they will doc you for it. So you do not wanna do that.

I highly recommend that you use some type of analytics platform which is a software that basically monitors website that understands and analyzes and tracks who comes to your site, where they come from, how long they’ve been on the site, what pages they go to, so on and so forth.

Google puts out a free one called Google Analytics. The link is right here []. And it is a very valuable tool and, again, it is free. And I would recommend that you work with your designer to put that on there. What you’re looking for is you just wanna see who’s come into your website, where they’re coming from, and what kind of content they’re engaging with – very valuable stuff.

You also wanna sign up for Google Webmaster Tools. The link is right here []. The instructions are right here. Google Webmaster Tool essentially is a tool for you to understand how Google sees your website. Because Google is the dominant search engine, it’s good to be able to understand and make sure that Google is getting to your site that it’s indexing and right in your site. The Google Webmaster Tool will tell you how often Google crawls your site or how often it comes to your site. How many links you have to your website and much, much more. It’s another free tool and I highly recommend that you work with it.

All right. Let’s get into Social Media and how you can leverage social media in promoting and improve your Search Engine Optimization. The basic concept of leveraging social media for Search Engine Optimization goes like this: First of all, you wanna post useful information to your site. We talked about some of the ways to do that. And once you’ve done that you wanna announce your content to the web. And get people to come to the site – this is the third step. And then because of the content and the information in your site is so interesting and so useful, that people will add links from their website or from their Twitter account into your site. And that will create more traffic and that will create more links which is what you want for good SEO.

Let’s break this down a little bit, but before we do, I wanted to mention a couple of things about social media, sort of a ground rules, if you will. Social media spaces are very personal. People spend a lot of time in them and they’re very protective of the community. Meaning that there are a lot of people who come in there and they try to sell them something and try and get people to do stuff, like come to their website or comment without really having a relationship there. The way to really win and to make it work for you is to think about how you can enter into a social network or a social media website and offer value immediately and overtime. It’s really a culture of giving and not taking, and that’s really the right way to make it work  for you.

So, again, we’re gonna break this down a little bit. Number one, you wanna post useful information on your site. We talked about this, the content should be interesting, unique, compelling – it should be very compelling.  And focus on that is one of the most important aspects because the rest will not happen unless you have this content there.

The next step is to announce your content. Well, that presumes you have an audience. Not everyone has an audience tied to the gate so the first step you wanna do is to develop an audience

Some of the ways you could do that is through collecting email addresses on your website. It’s a very valuable thing to do and one way to do that is offer maybe a monthly tip of the month or some type of newsletter to people. So that they will essentially give you their email address in exchange for some type of value you’re gonna provide them with.

You wanna connect with the like-minded people online. So there’s a lot of blogs on every topic out there. So find topics and blogs that interest you, that are related to your practice and you want to connect with people and really enter into the social network and offer value.

Form relationship and contribute. It’s all about contributing and relationships over time.

And, people love it when you comment on their content, on people’s content. So if you comment on their content they’re gonna take note of that and that’s a good way to build relationships and overtime that will reciprocate.

Once you have developed your audience wanna announce your content. And the ways to do that is through Twitter, community blogs that you’re associate with, that you’re involved in, the email list, and so on and so forth.

The third and fourth step is people will come to your site and people will add links. The natural outcome of compelling and unique content is that people will want to link to it because it is so compelling, it is unique, isn’t anywhere else, and it’s special and it’s unique to you. So they’ll have to link to you to get that, to be able to send that traffic and to have that credit back to them. People also comment about it. People will start writing about it if it’s particularly thought provoking, people will want to comment and contribute. All leading to a more relevant, high quality links. And relevant, high quality links lead to better ranking in search engines which is why we’re here and it’s the whole story.

So I wanna thank you very much for taking the time and taking this journey with me. Hopefully, you found it to be useful and beneficial and I will be talking to you again very soon. Thank you very much. Bye.