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How To Drive Traffic to Your Medical Website with More Focused Keywords

How To Drive Traffic to Your Medical Website with More Focused Keywords

Using keywords in a search engine may seem straightforward.

It is for the searcher. Not so much for the people who create the content searchers need.

Searchers Narrow Down Keyword

When trying to find health information or the location of a medical clinic, people get specific. For example, Veronica in Wala Wala, Washington, wants to find out more about cures for depression.

She may just type, ‘cures for depression’ or ‘ways to cure depression’ or ‘therapies for depression.’ After researching for a while, Erica is intrigued by TMS therapy, a newer treatment for depression. 

Medical Practice Meets User in Search Engine

Now, two pain therapy clinics in Wala Wala offer TMS therapy. They have both created quality content. But one clinic shows up higher in search results when our searcher, Erica, searches ‘TMS therapy in Wala Wala.’

Erica finds the clinic that optimized its page with a four-letter keyword that includes the clinic’s physical location. The other clinic doesn’t include their location in the keyword phrase. This mistake leads to a low search engine ranking because the broad keyword is competing with other websites and clinics all over the country.

Longer keywords bring less monthly traffic to your site but indicate strong user intent. In other words, they are probably interested in visiting your medical practice. Shorter, broader keywords bring more monthly traffic but do not clearly show user intent.

Brainstorming Keywords

Now, let’s back up to the keyword creation process. Write down some keywords at least four letters long that include some essential characteristics about your business. For example:

  • business location
  • area of medicine or specialty
  • services and or procedures you intend to provide patients
  • common questions you hear from patients

Research Keyword Data

Now it’s time to use some data tools to find out how good your keywords are.

  1. Take the keywords you brainstormed and put them in the free (with Google account) Google AdWords Keyword Research Tool.
  2. Click ‘Get search volume data and trends’ then enter your keywords.
  3. Click ‘Get search volume’ (generally, keywords with a monthly search volume of 100 or more are good). 

Plugging Keywords into Quality Content

Now that you have created your own focused, or long-tail keywords, it’s time to create content around them.

Plan out each long-tail keyword as one page topic. Make sure to not use a keyword for more than one page so that none of your pages compete with one another.

Give your medical practice the best chance to rank highly in search rankings by including keywords in:

  • title tags: The titles that appear on the tabs of browsers.
  • headers: The h1 and h2 headings on your content pages.
Physicians meeting together

5 Tips Medical Practices Can Use to Leverage Facebook Ads

5 Tips Medical Practices Can Use to Leverage Facebook Ads

Like paid search ads, Facebook ads for doctors can reach a targeted audience for your medical practice. And like paid search, Facebook ads cost money to run. Learning how to leverage this powerful tool can help you grow your practice by targeting prospects who are likely to convert and can be a critical element of success when it comes to online marketing for doctors.

Here are our 10 tips:

1. Use Lead Ads Together with A Call Tool

These ads are enticing to leads. When clicked, instead of bringing them directly to a landing page, a pop-up form already populated with the lead’s contact information appears. Once they submit the form, the lead can go to a landing page.

You can increase the chance of conversion with Lead Ads by using an instant messaging tool like Chatterbot. This tool connects with leads seconds after they submit the contact form. It greets them and gives automated responses to their questions.

You can also use phone call tools like FindThatLead Prospector, which put leads on the phone with your practice seconds after they submit the contact form.

2. Use Video Ads to Show Trustworthiness

There’s nothing like a good recommendation. And a video showing a few of your doctors and staff, and featuring patient recommendations, is like a friendly “hello” and introductory conversation. People are more likely to trust a business that provides social proof through video (not just writing). To top it off, video ads have a low cost-per-click. And finally, video is also a great way to supplement your SEO for physicians.

3. Segment Your Audience

You may use an ad or two that have general appeal to your audience. But highly converting ads usually appeal to specific audience segments. Categories of audience segments include:

  • user locations
  • device types
  • user age
  • user marital status

Running paid ads takes some trial and error. But it’s worth it to identify your profitable segments.

4. Retarget the Leads Who Show Promise

Refine your Facebook ads to reach more patients by researching the keywords for your ads. To start, compare your ad keywords with the search queries leads used in search engines.

Next, your ads should only retarget the users who show interest in your practice’s services on your website. You can tell whether a lead is promising by their activity on your website.

The goal is to find leads more likely to become patients.

5. Retarget According to Specific Interest

As we touched on earlier, focusing on specific segments generally increases conversion rates. Imagine a lead who clicks on the TMS Therapy page of your pain clinic website. After they leave the site, they are retargeted (in the Facebook website or app) with an ad offering a free consultation for depression and anxiety. This specific retargeting takes extra effort to create unique ads for your practice’s various services. But it pays off in the long run!

 

For more, contact us today and learn how we can help with a tailored marketing for physicians plan.

 

 

 

 

 

 

 

 

 

 

Medical Practice Social Media Marketing

Choosing the Right Social Media for Your Medical Practice

We don’t need to tell you in the year 2020 that social media should be a part of your medical practice’s digital marketing. But we do need tell you about the potential benefits, which are enormous. These include:

  • increasing patient engagement
  • building relationships with patients
  • bringing in new patients
  • promoting medical services to an ideal audience
  • building reputation as a medical practice

Concentrated social media efforts.

Stretching your social media marketing across too many platforms constrains your efforts and the benefits they bring.

Below are five questions your practice needs to answer to narrow social media platforms down to those that suit your medical practice.

  • Which platform will help us achieve our marketing goals?

Your marketing goals shape the methods used to achieve them. If your goals are SMART, as in specific, measurable, attainable, relevant, and time specific, then you should be able to determine exactly how marketing on a particular social platform can help achieve them.

  • Where is our target audience?

Orthopedic practices and pain treatment clinics tend to target people in their middle-aged years and older. In the U.S., roughly 7 in 10 adults use Facebook. It’s the most popular social media platform for the middle aged and older demographic and it’s a great platform for all medical specialties.

Younger audiences can be found on Instagram and Twitter. Instagram is a highly visual platform where before and after images and videos can drive high levels of engagement for surgeon practices.

Facebook is still the essential social media platform. The user data Facebook stores is extensive, including exact geographic locations, demographics, and interests. Thanks to this data, ads can be tuned to target your audience with exacting precision.

But Facebook’s mass popularity is also a major drawback. With some 80 million businesses on the platform, competition is very intense and organic engagement is very low (less than 5% on average). That’s why a well-rounded strategy has to include paid ads.

  • Where are our competitors?

Keeping tabs on the competition’s social media marketing helps practices stay competitive. It helps users find out what platforms they use and how they use them.

  • Does the platform fit our content?

Facebook users generally don’t do what Instagram users do. Baby boomers who read ads on Facebook do social media differently than millennials on Instagram who share and comment on images and videos. Research how your audience and your competition uses the social media platforms you plan to use. Knowing what content appeals to your audience is key.

  • Does the platform present an opportunity for growth?

Facebook is a mature platform with tens of millions of business users. The same goes for YouTube. But there are only around 2 million businesses on Instagram. Platforms with less competition present early-growth opportunities. In other words, it’s easier to acquire followers when fewer businesses are competing for their attention.