If you are in health care, one of the most effective ways to attract an audience to your website is to optimize keywords. This involves using words in your content that match what people look for.
The problem, however, is that not all writers know the right terms to drive traffic. Health care businesses often choose to create content through an in-house team of writers. These writers may have a working knowledge of the subject matter. However, they do not understand which keywords will boost search engine optimization.
Here is a brief dive into the importance of selecting the right keywords to drive your health care marketing.
Better keywords create better quality traffic
The more keywords you use that match topics and subjects your customers type into their queries, the higher your site will rank in those search results.
In marketing, this specificity is known as “relevance“. And it is essential in implementing a successful SEO campaign.
But the challenge with knowing the right keywords is that the rules change. For example, Google’s latest algorithms now assign more value to long-tail keywords than they once did.
These keyword phrases of four or more words are specific and tailored to users’ distinct needs. Searchers who use long-tail keywords are highly desirable. These searchers are more likely to purchase a product or service related to their query.
Here is an example of a long-tail keyword for a dentist’s office: “What material is used to make dental implants?”
This is a very specific query that indicates a desire to get implants. If you market a dentist’s office, long-tail keywords such as “dental implant material” or “material used in dental implants” would help rank the website higher in the results for this specific query.
Targeting your audience helps keyword selection
Another challenge to relying on an in-house writing team for health care marketing is ensuring they know the best words to use to attract the most visitors to your site.
But before you create a master list of effective keywords, you have to properly target your audience. Marketing is not a one-size-fits-all concept.
For example, dentists are not all the same. Some dentists specialize in no-pain procedures in which they put a patient to sleep. A dentist who runs this type of business will have a master list of keywords different than a dentist who specializes in implants, because the targeted audience is different.
So once you properly understand the audience you must target, you can create a list of keywords. You can create this list by using resources like Keyword Planner from Google AdWords, SEMrush, or Moz.
Google AdWords is a useful tool, because it is free and the process is straightforward. It lets you optimize your website pages by typing the products and services you offer. Then, you can generate a list of popular searches based on those keywords.
Incorporating keywords into metadata attracts more visitors
Although Google’s latest algorithms have lessened their value, meta keywords are still an important part of an overall SEO strategy.
Meta keywords show up in the HTML code of your web page. Search engines index these keywords to help identify the topic of that page.
The difference between meta keywords and standard keywords is that meta keywords do not appear on your website page. But they are still important to your page ranking, so you should use them effectively.
There are some important things you should remember when creating meta health care keywords. First, make them as relevant as your standard health care keywords. Second, limit them to about 10 keywords per page.
Some tools that can be helpful in creating meta keywords are The Free Keyword Tool and The Free Keyword Grouper.
Expertise you need for your health care SEO marketing
Health care businesses must remain aware of the keywords that drive user searches so content meets customer needs. Researching the proper keywords and incorporating them seamlessly into your content is a craft that Tempesta Media has mastered.
Our writers know the health care industry, the SEO keywords that will drive traffic, and how to integrate those keywords correctly into your content. Please contact us today to discuss your marketing needs.