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Can Search Engine Optimisation Be Part Of A Medical Marketing Strategy

The medical sector is still well behind the curve when it comes to their digital marketing strategies. As companies try to catch up they become embroiled in latest terminology and buzz words which inevitably is around social marketing but they are ignoring the basics and search engine optimisation is a basic which many firms think don't apply to them

Author: Michiel Van Kets
Date: Dec 9, 2011 - 2:25:18 AM

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Medical search engine optimisation is something that many companies working within the industry pay large amounts of money for over the years because in the modern era, it is impossible to attain success without a web presence that works for you. However, medical SEO is a dense, complex issue to tackle and one in which there are plenty of grey areas. Understanding these can go a long way to helping your business make better use of the web to win new clients and retain existing customers. But the reality is that there is no 'one size fits all' solution and so you will often need bespoke aid when planning a medical marketing strategy that is sympathetic to SEO.

The first point to consider in relation to medical SEO is that whilst other industries may find it simple to stick to the 'content is king' rule, the publication of relevant copy on your site may prove to be a little more taxing. Given the complexity of the topics, the sensitivity of the intended audience and the costs involved in creating a medical site that will rise to the top of natural search rankings, you might feel that you are faced with a mammoth marketing task. This is why any sensible medical SEO marketing strategy will take a multifaceted approach to the problem that does not put all of its eggs in one basket.

The second thing to appreciate is that whilst search engines are undeniably important in driving traffic to your site, they have the potential to be a little less stable in their ability to do so than you might imagine. Big search engines are constantly adapting the ways in which they filter sites and rank them using algorithms, which means a small change could drastically impact your position, for better or worse. These kinds of tectonic shifts are problematic only if you rely solely on natural search success to harvest visitors and so a potent medical search engine optimisation process will have a broader focus which analyses how competition and cooperation can be leveraged to your advantage.

By applying the fundamentals of medical SEO to your marketing strategy you should be seeking to find friendly faces in the digital wasteland with which you can initiate a mutually beneficial partnership. You need to find potential allies that are complementary to your company without being obvious rivals and work out a system of providing reciprocal links that flow naturally out of the content on each of your sites.

Such links can be a far more reliable source of visitors than natural search results and if you are not willing to pay search engines to promote your site, this is the best alternative. Of course, given that most search engines take into account the number of respected sites that are linking to your pages when formulating their rankings, this approach is doubly beneficial. Hopefully, it should be clear by this point that medical SEO is not just about bending to the will of the search engines, but about working on multiple strands of marketing to help increase traffic on your own terms.

Where companies in the medical industry need to be particularly careful is getting the balance between how well optimised their site is and how adequately it is equipped to convert those new visitors into loyal customers. If you have long-term experience heading up a real-world operation and are just getting used to marketing on the web, the sea change in conversions can be daunting. Statistics show that the companies that rise to the top of search rankings for their target keywords are often experiencing conversion rates of as low as two per cent. This suggests that either the search engines are sending irrelevant traffic their way or, most likely, the sites users land on are simply not up to the task of making sales once they have drawn them in due to high search rankings.

Experts suggest that ego can play a large part in how much emphasis a business will place on search ranking. Just because you are not in the number one spot for your target keywords does not necessarily mean that the competition ranked above you is also making many more sales. In fact, the figures prove that the opposite could well be true. This is why medical SEO in particular must be mindful of the necessarily holistic approach to any marketing campaign. Striving for first place can do more harm than good because you ultimately want to get clients through the digital door and then send them away clutching a virtual receipt.

The long and the short of it is that you need to be sensitive to the inevitable dynamism of any medical SEO process as well as recognising that the diverse tools of SEO which digital marketing agencies can help you to employ are essential to the growth and prosperity of any company in the current age, regardless of its industry or size. The analysis of web traffic statistics and your site's search rank can be complex, but it is governed by a few comprehensible rules.

Firstly, a drop in traffic as a result of medical seo does not necessarily mean that sales will also drop. In fact, in many cases you can improve conversion rates via SEO, which makes sure that you are reaching an audience to which your site is more likely to be relevant. This can mean that regardless of how a visitor has come to browse your site the content and ease of use is immediately more important. Secondly, focusing your marketing solely on the acquisition of a higher search rank that puts you above the competition is not always the best strategy even if it may be the right approach for some. Dealing with extra traffic is expensive and it can mean that you are investing more in medical search engine than you are able to extract. This is why you should seek out an SEO company that is sympathetic to your needs, knowledgeable about your specialised industry and experienced in delivering results.

Michiel Van Kets writes articles about a digital marketing agency focusing on medical search engine optimisation, offering quality website design, digital marketing, medical seo services for your sector. Find out about medical search engine optimization today.

View all articles by Michiel Van Kets

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