This is the third post in the series What You Need to Know About Medical SEO.
There is a cute little shop in a nearby town that has a big problem. It sells beautiful, high-end stationery. They have a few other things in their shop, but mostly it’s a stationery shop. And it is lovely. The problem isn’t with the products it sells, it’s with the name of the shop. Carly’s Gifts.
It’s not a gift shop. It’s a stationery store. So people who walk by stop in looking for clever gifts and find almost none. Mostly they just walk out again, but not after handling some of the expensive paper goods with their grubby mits.
It would be better for Carly to name the shop more accurately. She might get less traffic, but from shoppers who want to see stationery. So instead of 1 out 10 shoppers making a purchase, maybe 1 out of 2 would. She could staff accordingly and cut down on wear and tear to her merchandise (it’s hard to sell anniversary cards with fingerprints on them.)
This is the beauty of keywords. When you use the right keywords, you attract the right people to your website.
Basically, you want to figure out exactly what someone who is looking for your services would type into Google or some other search engine. The closer you can get to figuring out those exact words, the more you will be able to draw people that want your services to your site. Plus, you won’t attract a bunch of folks who aren’t interested in what you do and will click away immediately. That’s called bouncing, and search engines see it as an indicator that your site isn’t all that helpful for those who find it.
So how do you figure out the right medical keywords to focus on so that you get that high quality, non-bouncing traffic?
A little research into the popularity and competitiveness of medical keywords will help you fine tune it to attract the right searchers.
A great place to start is with the Google Adwords Keyword Planner Tool. This helps people buying ad campaigns on Google to target the right keywords. But lots of people use it just for research. You can too. You can also use it to test keywords in ad campaigns if you have a little budget for that.
Once you’ve found a good keyword, you have to figure out how competitive it is. Think about it – if you sell jewelry, you are going to have a hard time ranking for the keyword jewelry. Big companies with big budgets will win every time. What’s the best way around this? Use a long tail keyword. This just means you use a more descriptive phrase rather than just one word. “Upcycled estate jewelry” is going to have far less competition than “jewelry.” Moreover, the people searching for it know what they are looking for and will probably be better customers for you.
The ideal keyword has a high volume of searches but little competition. Those are hard to find, but if you keep that concept in mind, you will do well.
In the end however, the most important part of selecting a keyword is its relevance. Will searchers who look for your keywords be pleased they found your site? Or will they feel like it was a waste of time, like people who stop into the stationery store hoping to find a retirement gift? If the keyword isn’t relevant, don’t use it.
In the next post, we’ll get into how to incorporate strong medical keywords into your website for the best results. Don’t miss it – it’s an important one!
Read Part 1 in the What You Need to Know About Medical SEO here: What Exactly is Medical SEO?
Read Part 2 in the What You Need to Know About Medical SEO here: What Search Engines Want From Your Medical Website?
Photo Credit: © Omar Capelli/Dollar Photo Club