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What Works

Breaking SEO News:
At Google, a Hummingbird Changes SEO

By Nancy Rausman, EyeCarePro

NEW YORK—Website owners and web marketers are facing major upheavals in the coming months thanks to Google's newest algorithm update, dubbed "Hummingbird," which eliminates organic keyword referral data from Google Analytics.

According to Google, the update's main emphasis is to promote conversational searches. For example, instead of searching for "Optometrist NYC," Google is promoting searches for "Where's an optometrist in NYC?" The practical result of the update, however, is that you will no longer be able to see which keywords are effective in bringing traffic to your webpages.



Getting Beyond Content Marketing Hype

By Janet Fouts, CLICK Contributor

NEW YORK—The whole concept of content marketing seems obvious doesn't it? Create content that speaks to the needs of the people you want to reach. They will find it and be drawn to you and your products or services naturally. You'll build trust and relationships. Cold calls will be no more. In fact, people wanting to do business with you will be breaking down your door just to speak with you! B2B or B2C, the idea is the same. Sounds great doesn't it? Finally a simple and painless way to attract business.

Ah, but that simplicity is deceptive. "Content" is one of those words tossed around in the ether, and we all assume we know what it means, how to find it, and many assume that it will instantly rocket any business ahead of their competitors.


Local Eye Site

Cool Tools

Alcon and AARP: Experts on Call

More than 20 million Americans are currently affected by cataracts, and a new survey from AARP Media Sales and Alcon, a global leader in eyecare and one of the global sponsors of World Sight Day, found that there are many questions and misperceptions among Baby Boomers about the condition, their options and how to treat it.



World Sight Day Coalition

A major highlight of this year’s campaign is the formation of a coalition of 13 leading eyecare companies to raise awareness of the importance of eye health and access to care. The Coalition, which is being coordinated by VSP Global, will support a range of activities over the coming weeks including a major outreach event in Atlanta from Oct. 9 to 13, which will provide eye exams for an estimated 2,000 disadvantaged people.


TOMS Eyewear

TOMS Eyewear is encouraging consumers to #BESHADY with TOMS for World Sight Day, and raise awareness awareness for World Sight Day by challenging people to wear sunglasses indoors on October 10, 2013. "Whether you are at work, in bed, at a restaurant, inside a movie theater, at the mall or anywhere your day might take you, we want you to "Be Shady" and show your support.



Sites to See


The PECAA group of independent doctors, one of the U.S.' leading eyecare professional alliances, has launched a new corporate website, part of a complete rebranding project for the organization, including a new logo design, color scheme and refreshed brand identity. The site redesign was done to provide a more user-friendly experience, with improved navigation and functionality.



A new website, featuring videos and an online shop as well as a locator for dealers around the world are some of the features of the redesigned The Berlin-based company will enable online purchases to be shipped only within Germany; international expansion of the online shop is anticipated for 2014.



Insurance Status Impacts Users' Online Health Exploration

NEW YORK— The Pew Internet & American Life Project continues to explore the impact of digital in our culture, including those in the health care arena. A 2013 study, which contrasted results to an earlier one conducted in 2010, reflects some changes, particularly among those consumers/patients who are exploring health matters online and who have insurance benefits.

"We have been interested in the social aspect of online health resources since the very beginning of our project. In 2000, we asked people if they had emailed a doctor and if they participated in an online support group for people who shared the same health issues. As social tools proliferated, we adapted our survey questions to fit the current reality," the Peer-to-Peer Healthcare report said.


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