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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 SEO

SEO for Medical Practices: How to Pick the Best Keywords

Medical Practice SEO

Getting high search engine rankings and maintaining them demands consistent work over the long term. You have to stay up to date on search engine optimization (SEO) best practices, search engine results criteria, and the competition for rankings. For this post, we will focus on researching and choosing keywords, a key SEO practice.

Here are our four tips for doing the best keyword research.

1) Make A List of Keywords

Content is king. But identifying the keywords your medical practice needs to rank for comes before creating content. Consider the medical services you provide and compile a list of keyword phrases you would like to rank for. Note the keywords that are most unique to your medical practice are your core keywords.

2) Choose A Research Tool

Using keyword research tools can help you find the best keywords. Here are some popular keyword research tools that can expedite the research process.

  • SEMrush: Requires a subscription. You can try this marketing tool by signing up for a free 7-day trial.
  • Google Keyword Planner: A free tool, you can use it by setting up an Adwords account.
  • Moz: Requires a subscription. You can try this marketing tool by signing up for a free 30-day trial.
  • Ahrefs: Requires a subscription. You can try this marketing tool by signing up for discounted 7-day trial for $7.

With the right too in hand, we are ready to dive into competition research!

3) Research Your Competition

First, identify your local competition in your medical field and research their websites. Note the following:

  • Their ranked keywords.
  • Their pages earning the most organic traffic.
  • Their terms and phrases other practices also rank for.
  • The most popular keywords in your industry.

Based on this research, create a list of keywords that fit your practice.

4) Research keyword metrics

Now it’s time to take that list of keywords and ask a few questions about each.

1. What is the monthly search volume?

2. How difficult would ranking be (keyword difficulty score)?

3. Does it present any local search opportunities?

In general, the higher the search volume and the lower the keyword difficulty, the easier it is to rank for a given term. For example, an orthopedic practice in San Francisco wants to rank highly for the term ‘knee replacement San Francisco.’ That phrase has a high search volume, but also a high keyword difficulty. By contrast, ‘total knee replacement surgery San Francisco’ also has high search volume but is much less difficult.

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.

Physician Website

7 Critical Things Every Physician Website Should Have

Physician Website

Knowing what to include on your website can be intimidating. There are so many options—what’s most important? For patients looking for a physician, trust is a key factor. But so is convenience, accessibility, and reputation. These seven critical elements will help you convince potential patients that you can offer them what they need.

1) Clickable phone number at the top

Put your phone number near the top of your website, where it’s easily seen. Making it clickable is especially important, since it eliminates one more step between you and the patient.

2) Images of the facility for patients to look at and feel comfortable

Going to the doctor can be a nervous experience for any patient. Easing that anxiety can start with the website. Choose some images of your facility that reflect both tranquility and professionalism.

3) Images of the doctors

Putting a face to the doctor’s name starts building that all-important trust. Seeing the smiling face of the doctor who’ll be treating them is the first step in making a lasting connection.

4) Reviews from around the web on their website

How many times have you picked a restaurant based on the reviews? Word of mouth is a very powerful tool and placing select reviews on your website can go a long way to convincing a patient to choose your practice.

5) A blog to show they are industry experts

Patients want to feel confident in their physician, and there are several ways to go about instilling that confidence. Having a blog on your website shows that you’re keeping up with the latest developments in medicine.

6) Easy to fill out contact form to set an appointment

This seems like a no-brainer, but sometimes we get in our own way. Make it simple and easy for a patient to get in touch with your office. Or even better, add an online booking form to your website. Again, the less work the patient has to do, the more likely they are to choose your practice.

7) On-page SEO to get top Google rankings

In order for potential patients to visit your site, the have to find it first. Make sure your site is optimized to not only reflect the information you want to put out to your patients, but also to rank highly enough to come up first in Google searches.