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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 Paid Search

5 Reasons Your Medical Practice Needs Paid Search

Medical Practice Paid Search

In previous posts we discussed strategies that can help get you near the top of the organic (unpaid) search results.

But organic search may not be getting your practice enough traffic, and, in turn, appointment bookings. Maybe your practice simply needs more appointment bookings. Paid search, also known as pay-per-click (PPC), may be the answer.

“Isn’t paid search a gamble and a potential waste of money,” you ask? No. For many medical practices, paid search is an essential digital marketing tool.

Here are five reasons to start using it:

1) Increases Visibility

The typical search engine results page shows three paid (ad) results above the three maps results and the ten organic (unpaid) results. Studies show that 75% of internet users viewing Google or other search engines don’t look beyond the first page of search engine results. Putting your practice’s website in front of people near the top of the first page is valuable in terms of clicks.

2) Cost Effective

Research shows that 70% to 80% of people ignore paid search results and click on organic search results. But you only pay when people click on your ad. No clicks? No cost to your practice!

3) Narrows Down Audience

Paid ads appear in search results only to the audience you target.

Geographic Targeting

Practices with multiple locations can target individual towns, cities, states, or zip codes. Individual ads can specify the targeted locations exclusively, instead of all business locations. For example: “Cleveland, Ohio, knee replacement surgery.”

Demographic Targeting

Practices can further refine their audiences by targeting for specific gender, age, income, and parental status.

4) Enables Action-Oriented Keywords

Optimizing your landing pages for broad keywords can generate a lot of clicks. But a more targeted keyword of four or more words can bring more clicks and appointment bookings. Why?

Imagine an orthopedic surgeon practice that wants to bring in more patients for surgeries. They have experimented with broad keywords like ‘orthopedic surgery’, which have failed. They concluded that resource-driven keywords like ‘orthopedic surgery’ compete with informational health websites like WebMD and Mayo Clinic.

Now, this orthopedic surgeon practice creates ads with transactional keywords, such as ‘minimally invasive hip replacement surgery.’ They know people clicking on the ad are more likely to book because they are interested in a specific procedure rather than just information.

5) Brings Quick Results

It can take several months to build higher rankings with organic search. By contrast, if you pay enough to be on the first page and create great ads, paid search can bring results quickly.

Ready to use paid search?

Reaching your target audience demands using every effective digital marketing channel, including paid search. At ElevationMD, we create paid ads that bring you more patient bookings.

Surgeon Landing Pages

Surgeon Practices: 7 Tips for Optimized Landing Pages

Landing pages are standalone URLs that visitors land on when they click or tap a Google adwords ad. Your ads are visible to internet users who live in your business area and search for your ad’s keyword. A landing page should focus on one specific procedure or treatment your surgeon practice offers.

Spending the time and money to create landing pages is worth it because they are much more likely to convert leads than home pages. Landing pages are targeted to the keywords that users enter in search engines.

If leads looking for information about specific procedures land on your practice’s homepage, they are likely to leave without acting. On the other hand, landing pages place calls-to-action right in front of users.

Here are our tips for creating optimized landing pages:

 

Keep the content focused.

Everything on the page should serve some aspect of the value proposition and stay focused on conversion. Do not use a landing page for more than one service, procedure, or treatment.

 

Include crystal-clear CTA’s.

The CTA should be easy to see. The color should be distinct from the surroundings and background. Responsive Web Design (RWD) is an approach to creating websites that are optimized for any kind of device or browser.

 

Create good headings.

Your main heading needs to explain your value proposition before visitors lose interest. The sub-heading should also communicate your value proposition (perhaps with slightly more detail).

 

Keep the design and function simple.

Don’t try to create the Sistine Chapel. The LP should be sleek and clean rather than stunning and multi-faceted. Muted colors can work well as long as the text is clear and the CTA stands out. Do not include the normal navigational buttons like the normal website pages. The goal is to have the lead take action, not browse your site.

 

Use a short form.

Do not create a lengthy patient form. You may not acquire a single conversion if your form takes more than a minute to fill out. Only ask for the bare minimum information, including name, email, phone number, and appointment times. Your staff can always get the rest later.

 

Include testimonials.

If your medical practice is relatively unproven, including patient testimonials can help signal trust. You can add scrolling positive reviews by former patients on the LP.

 

Make sure it loads fast.

People expect internet pages to load fast. Even an extra second of loading time can reduce conversion rates by 7%.