Whether it’s a cough that won’t go away, allergies, colds or bronchitis, consumers have healthcare concerns that you need to pay attention to. One in every 20 searches in Google are health or medical-related. 80 percent of the internet users look for health information online. Patients have the tendency to consider doctors as last resorts. If there is something they can find online, they would consider it first before going to a doctor. You might be serving patients or physicians but the fact that consumers consult online information is a tremendous opportunity for your healthcare organization to be found and to be familiarized by patients and consumers.
The success of a healthcare marketing depends largely on SEO keyword strategy and here are some tips on how you can proceed with an SEO keyword strategy:
- Communicate with Consumers
You may have a good grasp of what your customers want and need, but still, communication with them is the best way to really understand where they are coming from. You will also know what their biggest challenges are, the online resources that they trust, why they are searching for answers and if they read reviews. You can find out about these information if you research and communicate with consumers even if the conversations are informal. Communicating with consumers helps you avoid misconceptions and mistakes.
- Pinpoint keyword phrases
Talking to consumers can give you an idea of the common keyword phrases that they use. You can also use patient search data, Google AdWords, Google Autocomplete, Hubspot keywords tool and Quora. Knowing the keywords allows you to mention the same keywords in your articles and get ranked for these keyword phrases in the search engines. If you optimize your content and your site to rank for these keywords, it will be easy for you to stay relevant and get found for these keywords because Google ranks according to relevance.
- Find out your chances of ranking at the top
Even if you have good keywords, you know how tough the competition is and get a good idea of how many of your competitors are already using your keyword phrases. There is no sense in choosing good keywords with very high competition because there are probably hundreds of health organizations with hundreds of articles focused on those keywords. So, your option would be to go for low-hanging fruits and keyword phrases which, while not commonly used, have less competitors. With this strategy, you can aim for the no. 1 spot in the search engines with greater chances of success. You can find out about the competition for the keywords using tools such as Google AdWords.
- Channel your keywords into content that offers your services and products
Even if you have the right keywords, if you don’t attempt to sell, your content will just be another informational content such as Wikipedia. Make sure that you outline and develop your reader’s awareness towards achieving your goal, which is selling your services and products. Make sure that you are not too aggressive or too vague so as not to let your readers how your products and services can make their lives better. Try to develop the value and make sure will find out about this in a way that they can understand and remember.
- Write content that is rich in keywords
From your pictures to your metadata, description and videos, make sure that you mention the keyword phrases that you aim for. You can insert these keywords in your articles and your blogs in such a way that your content does not look or sound like spam. You can even include your keywords in your URLs, page titles and image alt texts and anywhere where you think they will become memorable to your readers.