SEO Strategy Meeting

VIDEO TRANSCRIPT | Recorded: 2018-02-22 | Verify against current system state

Abstract¶

SEO planning meeting with Mighty Citizen's Digital Marketing Manager (Patrick Wicker) for the AANP website redesign project. Covers Google ranking factors: content relevance, quality, headlines/metadata, links from external sites, internal links, social engagement, mobile accessibility, and content depth. Discusses establishing analytics baselines before site launch to measure ROI. Identifies opportunities for content around specialties (neonatal, pediatric, geriatric), state-specific pages, and CE content that currently ranks poorly against competitors (education program promotion sites).

Key Procedures¶

• Establish baseline analytics tracking before new site launch
• Set up Google Analytics goals for key conversions
• Split join vs renew tracking via query string parameters or Tag Manager events
• Track user signup form completions
• Track conference registration through thank you pages
• Set up cross-domain tracking across my.aanp.org and www.aanp.org
• Add main analytics ID to InReach CE Center site
• Configure Google Tag Manager events for Find an NP searches
• Use campaign UTM parameters in email links for tracking

Notable Statements¶

• 0:04:07 "How do we measure the success of the website?"
• 0:07:38 "There's not really a good home or central place on your website to talk about neonatal nurse practitioners."
• 0:08:32 "You are the authority. There should be no other page online than yours about any of these specialties."
• 0:10:02 "More than anything else, are content and links. Links from external sites to your site."
• 0:12:49 "If you have to click three or four times to go to a page that you really want people to go to, Google is probably going to think it's not that important."
• 0:14:02 "A lot of the things we have are behind a member wall."
• 0:16:40 "The reasons why people come for the first time are often not the reasons why they stay."
• 0:24:04 "Cost benefit is not going to be great on that" (regarding paid CE ads)

Systems & Configurations¶

Systems Mentioned¶

• Google Analytics (master property tracking across domains)
• Google Tag Manager (event tracking)
• Google AdWords (paid search consideration)
• InReach (CE Center LMS)
• my.aanp.org (member portal)
• www.aanp.org (main website)
• Job Center (third-party partner)

Specific Configurations¶

Credentials/Access Mentioned¶

• Google Analytics admin access
• Tag Manager configuration access
• InReach analytics coordination needed

Errors & Troubleshooting¶

• Issue: Join and renew tracked as same conversion
• Cause: Same form URL, no URL progression
• Resolution: Add query string parameters or Tag Manager button events

• Timestamp: 0:14:42

• Issue: InReach CE Center not in main analytics

• Cause: Separate analytics IDs configured
• Resolution: Add master analytics ID to InReach property

• Timestamp: 0:27:57

• Issue: Competitor sites outrank AANP for NP content

• Cause: Lack of dedicated pages for specialties, states
• Resolution: Create authoritative content pages that attract links
• Timestamp: 0:10:10

Transcript Gaps & Quality Notes¶

• Meeting with Mighty Citizen team including Patrick Wicker
• Project team: Jeff (IT), Blanca (content), Michelle Karns (VP Communications), Trevor Delling (Marketing director, starting soon)
• Discussion of CE Center ads cost-benefit analysis
• Consideration of Google AdWords for conference promotion
• Job Center outsourced relationship, royalty arrangement
• Federal legislation tracking and Voter Voice mentioned
• Long transcript with significant SEO strategy content