Have you ever wondered how these search results appear? You may have heard how Google’s proprietary algorithms are constantly changing and thought it seemed too complex to matter to you. Surprise! This process directly impacts your ability to reach your potential customers and to achieve your growth goals.
The way questions get answered online matters to you as a consumer, but even more as a healthcare manufacturer. Let’s delve into the mysteries of online search and talk about some of the ways you can boost the ranks of your brand, products, and services.
The links that appear in search engine results are determined by search engine algorithms. While the fine details change often, the core components remain:
Let’s take look at a practical example. If you were planning to buy a new car, you may begin your search with any of the following queries:
Each of these queries will produce a different set of results. Why? Using a common term such as “car” in a query will produce a broad range of results including many manufacturers and models. However, when we use the word “sedan” our results will only include one auto style. Each variation in our word choice affects our search results.
In the same way that these differences affect the rank of car manufacturers, they also affect the medical product and service search results for your potential customers.
Search Engine Optimization, aka SEO. The best way to get found online is to optimize your website, and all of your digital communications, to attract more traffic organically (without the cost of digital advertising). By doing an in-depth analysis of the keywords that relate to customer problems and the solutions you provide, you can develop a keyword strategy for content, titles and meta descriptions that will drive potential customers to you.
Other common SEO tactics include linking content to internal and external sources to provide more exposure, frequently publishing fresh, high-quality content, monitoring progress and making adjustments to maximize your return on investment (ROI).
If you’d like some assistance evaluating and improving your online performance, the experienced healthcare marketing team at KBK Communications is ready to help you attract more visitors and convert more leads into satisfied customers. Contact us online or by phone at 815-464-8565.