Yes, it would be incredible to rank on the first page of Google for “total knee replacement.” But chances are, that’s not going to happen unless you work for Mayo Clinic. (Or Johns Hopkins, as it turns out.) And that’s OK. Because what you really should be focusing on as a community, local or regional hospital is improving your local SEO.(more…)
Every hospital and health system wants to grow its patient base. That is the job of hospital marketing: to increase brand awareness and build positive relationships between the hospital and potential patients.
There are a lot of methods that hospitals currently use to market themselves. From buying billboards to airing TV commercials, creating a Facebook page, and even sending out direct mail, marketing strategies can work together to create a total-package approach that targets a patient from multiple angles. (more…)
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.
If Microsoft search engine Bing becomes as popular as predicted…it will require new optimization tactics.
If Microsoft search engine, Bing, becomes as popular as predicted…it will require new optimization tactics.
So you’ve worked hard to be ranked on the first page of Google Search. Congratulations! But then along comes Bing. Bing is Microsoft’s new search engine and in less than a year when Microsoft takes over Yahoo’s search infrastructure, it could account for over 30% of the U.S. search market.
And Bing ranks pages differently than Google. There is less emphasis on inbox traffic and more on content and key words. The same strategy will not optimize both.
So the landscape and the challenges could drastically change. Microsoft is still tweaking Bing, but it will definitely be different then Google. That may mean a company may need two websites, one to optimize for Google search and one for Bing. That of course will require more financial and personnel commitment.
So just when we were about to have it figured out and enjoy the fruits of successfully being organically found on the first page of Google search, there is a new player who has great potential to capture significant market share.
It’s still a bit early to develop strategies for Bing, but if they do manage to get 30% or more market share it cannot be ignored. Investment in Goggle search will lose 30% of its value and two parallel strategies for search engine optimization will be required. It’s not something marketers want to hear but it’s something to watch and be prepared for.