August 2017 august2017_final - Page 26

SEO for the eye care industry - Can someone help make sense of it?!? By Kevin Wilhelm SEO, PPC, GA, SEM, UX, CRA – all acronyms that probably mean as much to you as RX, LE, NV and VA mean to your Pt… patients. SEO specifically stands for Search Engine Optimization and in layman’s terms, it is the process of improving the relevancy of your website for particular keywords with the goal of ranking higher on search engine results pages (SERP’s… sorry, I’ll stop) for those queries. Businesses across the world are investing in SEO with the goal of achieving that covenanted first page ranking. With all the money being invested in SEO, I often wonder just how many people actually know what they’re paying for? Or for those that haven’t invested in SEO, what they’re not paying for. I’d like to take walk you through SEO in more detail, and I’ll help explain what it is, why you might want to invest in it, how it’s performed properly and what your expectations should be. 26 EYE FOCUS | August Digital 2017