CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

Although my focus has been on offsite and onsite SEO projects I was also given the responsibilty of managing webmasters to ensure the completion of technical tasks. 

Here are examples of technical areas that needed to be addressed. 

-  robots.txt issues causing errors being reported by tools like Bing and Google webmaster tools

-  consolidation of sitemaps from both sites (DHC and FTD) into a single sitemap for the up and coming Dr. U site.

-  multiple variations of urls being generated which were creating duplicate content issues reported by SEO tools like Google Webmaster

-  http/ https errors which resulted in about 50% of submitted urls being indexed

- conversion of the new Dr U site to the https domain

- update of the disavow list for the new site to reflect change from http to https

- transfer of old websites to subdirectories or subdomains on dru.com

- structured data errors reported by Google Webmaster Tools 

- HTML improvements reported by Google Webmaster tools

- multiple H1 tags being generated within content due to html coding error within the site's template

- missing descriptions in the head section of the page

- visibility issues due to certain pages having redirects

Project Management Duties 

I was required to keep a master spreadsheet of itemized issues and to track their progress to completion. Additionally, I opened dialogues in Basecamp to discuss pending issues that required input from the owner, or to just let him know the status of certain tasks.

Additionally, I was required to draft summary documents to describe issues to the webmaster and to also have written copies of what was described. This was followed up with phone meetings. I established two phone meetings per week. One on Monday to introduce tasks and one on Friday to mark completed items as well as pending issues. 

The requested offsite SEO strategies for the hair transplant site (www.dermhairclinic.com) and the cosmetic procedures site (www.finetouchdermatology.com) included:

(1) continued development of mini-sites

(2) social media

(3) procurement of quality backlinks from reputed high page ranked sites

Mini-Sites

The clinic maintained a large group of mini-sites. Here are a few examples that I created high quality content for on a regular basis:

(1) www.fuehairrestoration.net 

(2) www.acnekeloidalisnuchae.com 

(3) www.fuehairtransplant-info.com

(4) www.hairrestorationquestion.scom

The requested strategy was to create interesting content focused on the target key terms that were inherent in the url. Each post was to have a featured imagea along with  1-3 images in the body with optimized meta-data for:

(1) title

(2) description

(3) alt text

(4) image title attribute

Also since only one H1 header was allowed per page, the subheadings were created using the H2 tags to include reference to the target keyword phrases, without appearing contrived.  

Furthermore, about one out of three or four external links pointed to either:

(1) contextual content from the main site

(2) articles that lived off the main site, but which included links (to the main site)

The content body was optimized for:

(1) SEO title

(2) SEO description

(3) tags

Niche Forums

Another source of backlinks included well respected niche community sites. This included forums where hair transplant surgeons regularly post before and after patient photos of their most recent cases.

I was requested to create responses of about 300 words and to include several before and after photos to depict different angles of the final results. I also included a link at the end of the content which pointed to the patient's main case study which lived on our site. 

Here are several examples of postings that I created:

Hair Restoration Network

Hair Site

Hair Loss Help

Award Winning Participation on Real Self

Real Self is the leading community site where individuals can interact with real doctors and ask questions about  cosmetic procedures as well as skin and hair issues. I had gained a very solid working knowlege of the clinic's offerings and the general concept behind how treatments worked to create results. Therefore, I was able to answer very basic questions that did not require  high level medical expertise (e.g. drug interactions). Additionally with my background and experience in social media, marketing and PR, I was also able to function as a reliable advocate for the clinic's philosophy and methodologies. Although I could express an opinion, I always encouraged patients to consult with a physician on their particular issue. And for legal reasons,  I refrained from defining replies as absolute solutions. 

Here are several examples of responses I generated on Real Self

[ https://docs.google.com/document/d/1KhAvrfylvLNV5Ec9sTknWIGCbCMOtQ3ERS0Yq-YBihs/edit?usp=sharing ]

[ https://docs.google.com/document/d/1BbwCRHVWeSN4S35TZydjgtMCARxCUSeC3icS5KvHuNY/edit?usp=sharing ]

[ https://docs.google.com/document/d/1BbwCRHVWeSN4S35TZydjgtMCARxCUSeC3icS5KvHuNY/edit?usp=sharing ]

Due to the volume and consistency of postings that I generated, the clinic was able to rank among the top 100 physicians members the site and earn the Real Self 100 award. The first time we won this award was in 2013.  And the second time we won the award was in 2014. All the responses that were contributed to these awards were generated by me. 

Real Self 100 doctors had their photos showcased in a digital collage that was showcased in Times Square New York. 

2013 [ www.dermhairclinic.com/dr-umar-real-self-100-award-recipient/ ] 

2014 [ www.dermhairclinic.com/hair-loss-help-social-media/ ] 

Backlinks From High Page Rank Sites

One of the projects I worked on involved identifying sites with high page rank that could help serve as a source of quality backlinks to the main sites. I identified several curation sites that I carefully populated with a combination of original content that I created, as well as engaging content from other sources. 

Here is a small subset of these sites:

Pearl Trees  (PR= 6, although it used to be a PR=7) 

[ http://www.pearltrees.com/dr_u#l724 ] 

Soup.io  (PR =5) 

[ http://www.scoop.it/t/hair-loss-baldness-hair-transplants ]

Scoop.it (PR=7)

[ http://www.scoop.it/t/hair-loss-baldness-hair-transplants ] 

Pinterest  (PR = 9) 

[ https://www.pinterest.com/dru_md/ ] 

Additionally I created content for e-book creation sites. One of these included Issuu.com which has a page rank of 9. 

[ https://issuu.com/dermhair ] 

Social Media

For the hair transplant and the cometic procedures site, SEO was a top priority over social media. Our social sites were therefore focused on the clinic's content, as opposed to being heavily curated.

Based on the success of Dogasaur;s Facebook ad, I proposed a similar type of social ad aimed at men suffering from hair loss. The clinic allocated a budget og $25/ day. And from May 2013 to October 2013,  the followers grew from 1600 to 42,924. And by August 2015, the clinic had well over 100k followers. 

Twitter was used to  engage in conversations with hair loss sufferers as well as bloggers. Pinterest was used as a high PR sorce of backlinks, And Instagram was used to help showcase before and after patient images.

Here is a document with sample content

[ https://docs.google.com/document/d/110uLvRDN19QtvpTaTzrPVgOPssZugGHl-4pBStFeOZ4/edit?usp=sharing ]

Onsite SEO

After you know what your keywords should be, you can get started applying your keyword research to your SEO efforts. Onsite SEO is fairly straightforward. After you've identified the most relevant keywords for each page of your site and weighed search volume vs. competition/difficulty, it's time to start crafting your content around those keywords.

You have to make sure that you are using the keywords appropriately all throughout the copy on your website. It’s also important to use those keywords in the headlines and titles on each of those pages. Don’t forget to use your target keywords in the meta tags, meta descriptions, image tags and actual URLs for those pages.

- square2marketing.com

While working on the sites, www.finetouchdermatology.com and www.dermhairclinic.com, I worked extensively to provide optimized content for onsite SEO objectives. 

SEO & Expanding the Conversational Potential of Hair Transplant and Other Cosmetic Procedure Topics

I was given an official list of target keywords (primary and secondary). Initially, I was asked to draft  more technical forms of content that strictly adhered to the primary keywords on the list. Later on, I was given the freedom to generate socially engaging topics that were more loosely linked to these terms. 

In each of these articles, I included the main concept of the target key word phrase as natural sounding variations throughout each piece. This was done to avoid potential issues with perceived keyword stuffing. However, the target phrase (and subtle variations) used some regularly throughout the H2 headings to create a more natural quality. 

Here are a few examples from the hair transplant site, www.dermhairclinic.com.

(1) Hairline Recession Versus Hairline Maturation – Know the Difference

[ www.dermhairclinic.com/hairline-recession-maturation-difference/ ]

One of the target keyword phrases was "hairline recession." In this blog post, I sought to pose an interesting question that would pique the interest of men who are experiencing the early signs of hair loss. 

(2) Patrick Stewart’s Baldness Is Treatable With Advanced FUE

[ www.dermhairclinic.com/patrick-stewart-severe-baldness-advanced-fue/ ]

The primary keyword, FUE (form of hair transplant surgery) is extremely competitive. By tying in a recognizeable celebrity name like Patrick Stewart, I intended to add a unique level of distinction by creating greater potential for social conversation and engagement. 

(3) Should You Pursue Hair Restoration or Accept Your Baldness? 

[ www.dermhairclinic.com/choosing-hair-restoration-accepting-baldness/ ]

In this post, I sought to connect the primary keyword phrase, hair restoration, with a social/emotional issue universally faced by men who are losing their hair.

Here are several examples from the female oriented cosmetic procedures site, www.finetouchdermatology.com

(1) Is It Possible To Overfill The Laugh Lines?

[ www.finetouchdermatology.com/los-angeles-info-laugh-lines-too-much-filler/ ]

In this post, the target keyword term was "laugh line treatment," The topic concept that I generated was intended to raise a question that would interest anyone who is considering a procedure to fill their laugh lines. 

(2) How Botox and Other Procedures Are Becoming More Popular As Holiday Gifts

[ www.finetouchdermatology.com/holiday-gift-ideas-los-angeles-botox-dermal-fillers/ ].

The keyword, "Botox" is highly competive. However, in this blog post, the injectable is tied to the social conversational topic of holiday gifts. It also includes reference to celebrities like Simon Cowell who has given Botox vouchers as gifts. 

(3) Should You Use A Heated or Manual Curler After Your Eyelash Hair Transplant

[ www.finetouchdermatology.com/eyelash-transplant-grooming-heated-manual-lash-curlers/ ] .

The clinic offers eyelash hair transplant procedures. And therefore, this is another term that was targeted for SEO. Women who opt for longer lashes will also need a method to keep them curled. Nowadays, there are heated curlers offered as an alternative to the manual devices sold at most drug stores. This post not only targeted the keyword phrase, eyelash hair transplant, but also to pose an intriguing question to women who are interested in this surgery. 

Content Structure and Hierarchy

An important aspect of onsite SEO is a well organized site structure. This includes the primary, authoritative content (usually related to the the tabs along the main navigation). These pieces are linked to sub-categories of other content within the site. And the secondary content is linked to a teriary tier of content, and so on. 

At the clinic we made efforts to strive for this ideal. However, there was a tremendous amount of content which had been created over the years. Therefore, creating the perfect hierarchy remained as an ongoing project. 

Both the hair transplant site and the (female oriented) cosmetic procedures site had main authoritative articles. Each one was centered on a particular offering made available by the clinic, or a target keyword phrase. Here are examples of content pieces that I wrote for both sites.

The target phrase was clearly included in the title. And it was also included either directly or indirectly (i.e. minor variations)in the H2 headers of each piece. Additionally, LSI and more contextual phrases were used with natural, but deliberate regularity throughout each article. 

Hair Transplant Authoritative Articles

(1) Scalp Micropigmentation 

[ www.dermhairclinic.com/scalp-micropigmentation-smp-via-trichopigmentation ]

(2) Eyelash Hair Transplantation

[ www.dermhairclinic.com/eyelash-hair-transplant/ ]

Cosmetic Procedures - Authoritative Articles

For this site, I wrote all of the service page content and authoritive articles. Here are three examples:

(1) Lip Enhancement Services

[ www.finetouchdermatology.com/lip-enhancement-services/ ]

(2) Acne Services

[ www.finetouchdermatology.com/acne-services/ ]

(3) Non Surgical Nose Job Services

[ www.finetouchdermatology.com/non-surgical-nose-job-services/  ]

For this particular site, we started the process of adding a secondary tier of links to related articles at the bottom. Although I had completed several pages, many of these link sections seem to be missing when I revisited the FTD site. 

Implementing  Contextual Anchor Text 

Based on requests from the clinic, I created unique anchor texts ( for links within the onsite articles and posts)  that reflected subtle, but contextually relevant variations in format and wording.  However, I also retained the original, exact phrase keyword throughout other pieces. 

Meta-Content

Every onsite article and blog post for both sites was extensively optimized through the inclusion of highly descriptive and contextual metacontent for both text and images. Whereas it is a common tendency to simply use a standard set of keyword phrases, I was able to implement a much higher standard by creating more detailed metacontent. I made sure to reference specific elements of the content which might be of interest to the end user. 

For example, within an alt-text field for a patient image, I might use a phrase like "hairline transplant before and after 1500 grafts," as opposed to FUE hair transplant. 

Meta content areas that I consistently populated for the text body included:

(1) description

(2) tags

(3) SEO title

Secondly, I included carefully chosen featured images for every blog post and article. This required another set of meta data which included:

(1) description

(2) alt text

(3) image title attribute

Thirdly, every content piece had between 1-3+ images embedded within the body itself. Each image was also optimized to include contextual information for:

(1) image description

(2) alt text

(3) image title attribute

Again, my intention for populating meta content was to avoid the use of generic keyword phrases, but to add contextual information that highlights unique points of the article, especially if it is something that a user may conduct a search for. 

While working on both sites, I used the following tools very extensively to identify SEO errors (i.e. meta content, headers, links, content issues such as duplicates and lengths and image issues)

(1) Raven Tools

(2) Google Webmaster Tools

(3) Bing Webmaster Tools

MISC

Miscellaneous onsite SEO optimization areas that I worked on included redirects and the consolidation of redundant content on the site