There’s no need for me to go on and on about why keyword research is essential for your hospital’s marketing success. It is important however, to note there is no universal approach to executing keyword research. It will vary based on:
- Website (authority, number of pages, quality of content, etc);
- Goals and objectives (branding, exposure, traffic, leads, sales);
- Budget, resources and deadlines;
- Industry and competitive landscape.
I am going to give you a keyword research framework that can easily be adjusted depending on the goals and resources of your healthcare facility.
- Evaluate top healthcare websites.
By doing this, you can identify the most common navigation items and categories on leading industry sites. Just by studying your niche well, you can discover some great keywords.
- Use advanced search operators.
While searching for top healthcare websites, you can use Google’s advanced search operators to dig even deeper. You have operators at your fingertips that can provide significant and useful information.
Example: Searching “related: health.com” will bring you to sites similar to health.com. From here you can find more content and common keywords on other sites in the same industry.
- Google Suggest
The best free tool for keyword research is Google itself, especially with all of the features it uses to help searchers find exactly what they’re looking for. Google Suggest, is the feature that drops down a list of suggestions from the search box as soon as you start typing. For example, Google “doctor” and don’t hit enter. Instead make note of the drop-down search suggestions.
- Google Keyword Planner
Using Google’s Keyword Planner, paste your saved keyword list from the steps above into the “Product or Service” category and then evaluate the average monthly searches and competition for your area. Keyword planner will also suggest keywords and phrases to use based on your categories. Remember high competition is not always a reason to give up on a keyword. It all comes down to the balance between the business value of that keyword.
Since it all begins with words type into a search box, keyword research is considered one of the most important, valuable, and high return activities in the digital marketing field. Ranking for the right keywords can make or break your healthcare website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
Let us do the keyword research for you! Contact TotalCom to learn more about our healthcare marketing options.