Dodging the Pitfalls of Internet Advertising
A review of the steps to survive and thrive on the Internet.
BY ROBERT C. SILKEY

Succeeding on the Internet requires time, money and most of all, dedication. Because the Internet is still a relatively new advertising medium, the definition of a "good" online marketing campaign is still evolving. As if following the latest twists and turns of the information highway were not difficult enough, Internet advertisers also have to watch their backs, because cyberspace is an environment rife with tricksters and con artists. By avoiding the common pitfalls outlined in this article, you can not only survive on the Internet but also thrive.

Web site Design Mistakes

In the early days of the Internet, few Web sites met today's standards. Back then, a Web designer could make mistakes and still manage to attract a few customers, because there was little competition. This is no longer the case. These days, ophthalmology practices that wish to succeed on the Internet must continually evaluate and update every aspect of their Web sites.

The following is a list of the most common Web site design mistakes:

Lack of aesthetic appeal. The visual appearance of your Web site's homepage depends upon the strength of an eye-grabbing graphic and a memorable tag line. If your Web site lacks these features, it will probably not hold the attention of consumers. Also, avoid including unnecessary bells and whistles. Flash animation, for example, can take too long to load, and this may cause prospective customers to leave your Web site.

Bad content. As the Internet saying goes, "content is king." Consumer-oriented educational content is crucial. While information about the staff lends credibility to the site, detailed, well-written information about the procedures your practice offers is equally, if not more significant.

Clumsy navigation. Make sure your site's links are well organized and easy to find on the homepage. These might include "About Us," "Procedures We Offer," "Contact Us" and "Directions." Information must be organized in a way that is easy for Internet users to understand. Do not bury your most important information deep within the Web site.

Hidden contact info. A practice that makes it hard for customers to establish contact cannot expect to convert them into patients. This is why it is so important to include a highly visible phone number, an e-mail address and simple contact form. The contact form and e-mail communication are imperative; in today's digital world, an e-mail from a prospective customer is just as important as a phone call.

Spamming. Any attempt to deceive search engine spiders into believing that a Web site contains content or information that in reality it does not contain. This includes keyword stuffing (repeating a keyword over and over in order to attract the attention of search engine spiders), spamdexing (same thing as keyword stuffing, but carried out in a Web site's code) and hidden links (links used to convince search engine spiders that a Web site is part of a greater "community").

Cloaking. Another strategy used to deliver deceiving information to search engine spiders. Cloaked Web sites deliver one set of information to the spiders and another to consumers.

Redirecting. If you've ever typed an incorrect Web address into the address box of your browser, but been directed to the Web site you wanted anyway, you probably experienced what is considered "appropriate" redirecting (redirecting that helps the Internet user reach the Web site he or she intended to reach). Redirecting is considered unacceptable by the search engines when used to direct someone away from the intended site.

Page jacking. Considered the biggest of SEO no-nos, page jacking refers to the practice of misappropriating a Web site's copyrighted or trademarked content or code for the purpose of optimizing a Web site. Since page jacking is considered theft, the consequences are much more serious than other forms of SEO chicanery.

Pay-Per-Click Fraud

Physicians have been battling spammers and other obstacles posed by Internet advertising for years. Possibly the most dangerous breed of crooks to surface yet are click fraud artists, who have been growing steadily stronger over the past 5 years. The victims of their racket are pay-per-click (PPC) advertisers. All too often the perpetrators of click fraud are competitors.

Search engines experimented with a few different advertising models before Overture introduced PPC in 1999. Along with the two other major strategies used to achieve visibility on the search engines (Internet directories and search engine optimization), PPC advertising's software-driven bidding process has enabled advertisers to get more visibility on the search engines. But overall, the effect of this Internet revolution on advertisers has been a mixed bag. First, unlike traditional auctions, the winning bidder in PPC auctions does not get to keep the spoils forever. In fact, the bidding for PPC auctions is perpetual, meaning you are only as good as your last bid, and while Internet visibility can now be achieved with the click of a button (and the swipe of a credit card), advertisers are also much more likely to become victims of fraud. This is because dishonest companies can click on their competitors' PPC ads every time they see them on the search engines. If your latest bid is $5 per click, and a dishonest competitor clicks on the PPC advertising 10 times, your bill suddenly becomes $50. This is why PPC advertising is a realm you may want to avoid.

Disturbingly, expert contacts within the field of Internet advertising estimate that 30% of PPC clicks are fraudulent. (Incidentally, that's one-third more money in the pockets of the search engines, which are therefore loath to crack down on the perpetrators of click fraud). This further calls into question whether PPC advertising itself is worth investing in. With less problematic, more effective Internet strategies like directories and search engine optimization available, why bother?

Internet Myths – Do Not Fall for Them Myth #1: A Web site costs too much

To put the cost of a Web site in perspective, ask yourself a few questions. How much did it cost you to develop a practice brochure, buy an ad in the Yellow Pages, record an "on hold message" and hire someone to answer phones in order to give directions to your practice? Now, how much would you pay for something that would perform all of the above functions (24 hours a day, 7 days a week), as well as showcase your work, send you additional patients, allow you to update information at any time and give a great first impression to someone looking for an ophthalmologist? Your Web site could pay for itself in a day or it could take a year, but rest assured that the cost of a Web site pales in comparison to the results it is capable of producing!

Myth #2: Anybody can build a Web site

First impressions are everything, so they say, and the Internet is no exception. Right or wrong, Internet users looking for healthcare information judge a doctor based on users' initial impression of the doctor's Web site.

Think of your Web site as an interactive introduction between you and prospective patients. When choosing a web development firm, you should hire one whose Web sites convey elegance, class and beauty. Achieving this means choosing a firm that pays close attention to five key elements of Web site development, which are look, architecture and navigation, consumer education, communication evaluation and improvement.

Myth #3: If you build it, they will come

The time when you could build a Web site, put it online and expect people to find it has long since passed. These days, you need an Internet marketing strategy to go along with your Web site. A Web site that is well designed is of no value if it is not seen. The Internet is a veritable sea of information, and therefore "being found" is the most critical component, and the focus, of any successful Internet strategy. A basic Internet marketing campaign might consist of a Web site and an Internet directory listing. A more advanced campaign can include SEO.

Myth #4: Most patients do not have a computer

According to the results of a nationwide telephone survey conducted by Harris Interactive, 69% of all U.S. adults are now online. Today, even people who do not own a computer make their way online by borrowing a friend's computer, going to the library or using a computer at work. In fact, many studies have shown that most people access the Internet for personal use while at work. Even if a few of your patients do not have a computer, the majority are still using the Internet.

Myth #5: Most patients do not use e-mail

OK, so most patients use the Internet, but do they really care about e-mail? Yes. Ninety percent of adults who use the Internet would like to communicate with their doctors via e-mail, according to Harris Interactive, and more than a third of them would be willing to pay for it. Furthermore, the majority surveyed said they would choose one health plan over another if it enabled them to communicate with their doctors online.

In conclusion, the medical practices that have achieved the most success on the Internet paid good money for an attractive, informative Web site built by a reputable Web development firm that specializes in medicine. To attract potential patients to their Web sites, most of these practices invest in SEO, along with a listing from a top medical Internet directory. Ignore the myths, follow the example of these practices, and hire a good Web development firm. The rest should fall into place.

Author Robert C. Silkey is the founder, CEO, and president of Einstein Medical, Inc. This article is an excerpt from the upcoming Einstein Medical white paper, "Dodging the Pitfalls of Internet Advertising, For more information, or to order this or other Internet-related white papers, contact Einstein Medical at www.einsteinmedical.com.