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SEO Case Presentation

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Yan Ortiz

MedNet is a health information website that provides free, evidence-based medical content and generates revenue through advertising. It faces two challenges: increasing traffic and click-through rates to improve profits. The document discusses MedNet's competitors and business model, and potential approaches to address its challenges, including creating discussion forums, targeted keyword ads, and improving search engine optimization.

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MedNet Case Study Presented by: Yan Ortiz
About MetNet.com • MedNet was founded in 2002 • It launched its website with three main goals: 1. Provide scientifically based medical informational to a non-professional consumer audience 2. Provide this information for free 3. Generate profits from advertising sales • Content was developed and reviewed by trained journalists, doctors, designers, and administrators • Rated as the best health website for trusted, evidence- based, and consumer health information
U.S. National Library of Medicine World Health Organization Cholesterol .com ClinicalTrials .com Alternative health.com Marvel Search Engine MedNet’s Competitors
MedNet’s First Challenge • Pay-per-click (PPC) • $ 0.54 per click • Search engine • Large but non- targeted audience • Award winning health website • Visitors stayed longer and explored avidly • Smaller but Targeted Audience • Large volume through purchases • Cost per thousand impressions (CPM) • $ 3.33 per click MedNet Marvel Windham believes click-through is more important than impressions and they are over-paying MedNet for the same service they can get in Marvel
PPC Approach • Unlike Marvel, MedNet focuses on specific target audiences which mainly attract pharmaceutical advertisers to generate revenue • Revenue will drop at least 80% Alternative Healing Approach • The board disapprove of alternative healing approach to increase traffic • Alternative health audiences do not trust pharmaceutical companies Corporate Health Site Approach • It can help reduce reliance on advertisers • Possibility of being involved in a debate about driving health care costs down • Change in business model from an information content business to a human resources service provider-for-hire Possible Approaches
MedNet Marvel Advertiser Payment Methods Cost-per-thousand impressions (CPM) Pay-per-click (PPC) Average Monthly Visitors 4.3 million 19 million Impressions Received 17.2 million 57 million Cost $ 100 CPM $ 0.54 per click Click-throughs 516,000 798,000 Click-through rate 3% 1.40% Total Ad Costs $ 1.72 million $430,920 Cost per click-through $3.33 $0.54 Potential Conversion Rate Potential Conversion Potential Average Profit Margin MedNet vs. Marvel 57 million 1.71 million 6% 2% ( 1.71 mm * 0.06) 102,600 ( 798,000 * 0.02) 15,960 5.7 million ( 102,600* 150) $ 15.39 million (15,900* 45) $ 715,500 1 2 Data is based on Windham’s advertisement on each site Data is based on Exhibit 3 – MedNet Visitor Survey Results Data is based on Exhibit 4 – Average Profit Margin per Pharmaceutical Prescription for Heart Medication 1 2 1
Second Challenge • Wide range of medical conditions delivered real value to its readers • Visitors valued both condition-specific pages and general health information • Non condition-specific visitors • Unable to focus on one category’s traffic improvement • Do not provide tailored recommendations for medical treatment • Focused on one chronic condition and sought to disseminate the latest information from medical sources • Provide interactive tools for visitors to store and track data • Provide tailored recommendations about medical treatment • Unable to attract visitors who are looking for general medical information • Possibility of violating both state and federal government regulations MedNet Cholesterol.com Ultimately, Windham is asking MedNet to come up with a solution to increase traffic and click-throughs in its website
Possible Approaches Prescriptive and Diagnostic Approach • Provide treatment and tailored recommendation for visitors • Charge for content and reduce advertising cost • Increase risk of violating both state and federal government regulation Alternative Healing Approach • The board disapprove of alternative healing approach to increase traffic • Alternative health audiences do not trust pharmaceutical companies Corporate Health Site Approach • It can help reduce reliance on advertisers • Possibility of being involved in a debate about driving health care costs down • Change in business model from an information content business to a human resources service provider-for-hire
Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
Example
Example The opinions expressed here are solely those of the user
Avoid providing medical and alternative health treatment on site Visitors can now discuss their medical issues with others who are experiencing similar problems On-site licensed doctors can provide medical advices Interaction between visitors and doctors can potentially increase traffic to MedNet.com Benefits
Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
Example
Example
Suggested ads generated by keywords may increase click-throughs For visitors’ forum, both questioner and answerer can be exposed to new product’s ad through related health topics Allow MedNet to generate target impressions within a specific audience group rather than generating random impressions within its site Keywords targeted ads may also reduce competition against the “category-killer” sites Benefits
Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
Example MedNet MedNet MedNet
Search engine and online advertisement takes up 50% of MedNet’s traffic* By using PPC and improving MedNet’s organic ranking in search engines may drives up traffic tremendously If MedNet’s organic listing is placed above most “category-killers” site, it could increase traffic by stealing or re-gaining the target visitors Although MedNet has to pay for PPC, but since it’s site charges CPM. Every PPC visitor can be counted as revenue for MedNet. Benefits *Based on Exhibit 3 – MedNet Visitor Survey Results
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SEO Case Presentation

  • 2. About MetNet.com • MedNet was founded in 2002 • It launched its website with three main goals: 1. Provide scientifically based medical informational to a non-professional consumer audience 2. Provide this information for free 3. Generate profits from advertising sales • Content was developed and reviewed by trained journalists, doctors, designers, and administrators • Rated as the best health website for trusted, evidence- based, and consumer health information
  • 3. U.S. National Library of Medicine World Health Organization Cholesterol .com ClinicalTrials .com Alternative health.com Marvel Search Engine MedNet’s Competitors
  • 4. MedNet’s First Challenge • Pay-per-click (PPC) • $ 0.54 per click • Search engine • Large but non- targeted audience • Award winning health website • Visitors stayed longer and explored avidly • Smaller but Targeted Audience • Large volume through purchases • Cost per thousand impressions (CPM) • $ 3.33 per click MedNet Marvel Windham believes click-through is more important than impressions and they are over-paying MedNet for the same service they can get in Marvel
  • 5. PPC Approach • Unlike Marvel, MedNet focuses on specific target audiences which mainly attract pharmaceutical advertisers to generate revenue • Revenue will drop at least 80% Alternative Healing Approach • The board disapprove of alternative healing approach to increase traffic • Alternative health audiences do not trust pharmaceutical companies Corporate Health Site Approach • It can help reduce reliance on advertisers • Possibility of being involved in a debate about driving health care costs down • Change in business model from an information content business to a human resources service provider-for-hire Possible Approaches
  • 6. MedNet Marvel Advertiser Payment Methods Cost-per-thousand impressions (CPM) Pay-per-click (PPC) Average Monthly Visitors 4.3 million 19 million Impressions Received 17.2 million 57 million Cost $ 100 CPM $ 0.54 per click Click-throughs 516,000 798,000 Click-through rate 3% 1.40% Total Ad Costs $ 1.72 million $430,920 Cost per click-through $3.33 $0.54 Potential Conversion Rate Potential Conversion Potential Average Profit Margin MedNet vs. Marvel 57 million 1.71 million 6% 2% ( 1.71 mm * 0.06) 102,600 ( 798,000 * 0.02) 15,960 5.7 million ( 102,600* 150) $ 15.39 million (15,900* 45) $ 715,500 1 2 Data is based on Windham’s advertisement on each site Data is based on Exhibit 3 – MedNet Visitor Survey Results Data is based on Exhibit 4 – Average Profit Margin per Pharmaceutical Prescription for Heart Medication 1 2 1
  • 7. Second Challenge • Wide range of medical conditions delivered real value to its readers • Visitors valued both condition-specific pages and general health information • Non condition-specific visitors • Unable to focus on one category’s traffic improvement • Do not provide tailored recommendations for medical treatment • Focused on one chronic condition and sought to disseminate the latest information from medical sources • Provide interactive tools for visitors to store and track data • Provide tailored recommendations about medical treatment • Unable to attract visitors who are looking for general medical information • Possibility of violating both state and federal government regulations MedNet Cholesterol.com Ultimately, Windham is asking MedNet to come up with a solution to increase traffic and click-throughs in its website
  • 8. Possible Approaches Prescriptive and Diagnostic Approach • Provide treatment and tailored recommendation for visitors • Charge for content and reduce advertising cost • Increase risk of violating both state and federal government regulation Alternative Healing Approach • The board disapprove of alternative healing approach to increase traffic • Alternative health audiences do not trust pharmaceutical companies Corporate Health Site Approach • It can help reduce reliance on advertisers • Possibility of being involved in a debate about driving health care costs down • Change in business model from an information content business to a human resources service provider-for-hire
  • 9. Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
  • 11. Example The opinions expressed here are solely those of the user
  • 12. Avoid providing medical and alternative health treatment on site Visitors can now discuss their medical issues with others who are experiencing similar problems On-site licensed doctors can provide medical advices Interaction between visitors and doctors can potentially increase traffic to MedNet.com Benefits
  • 13. Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
  • 16. Suggested ads generated by keywords may increase click-throughs For visitors’ forum, both questioner and answerer can be exposed to new product’s ad through related health topics Allow MedNet to generate target impressions within a specific audience group rather than generating random impressions within its site Keywords targeted ads may also reduce competition against the “category-killer” sites Benefits
  • 17. Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves Place and increase suggested ad on related pages Use PPC or improve MedNet.com‘s relevancy and quality for ranking on search engines Suggested Solutions
  • 19. Search engine and online advertisement takes up 50% of MedNet’s traffic* By using PPC and improving MedNet’s organic ranking in search engines may drives up traffic tremendously If MedNet’s organic listing is placed above most “category-killers” site, it could increase traffic by stealing or re-gaining the target visitors Although MedNet has to pay for PPC, but since it’s site charges CPM. Every PPC visitor can be counted as revenue for MedNet. Benefits *Based on Exhibit 3 – MedNet Visitor Survey Results