Search Marketing

 

Key Word Research, Pay Per Click and Search Engine Optimization

According to the Pew Research Center, search engines such as AOL and Google are typically the first places Internet health information seekers turn to, not academic medical center or hospital websites. And while large consumer sites like WebMD will likely perform best for general health topic searches, hospitals are uniquely positioned to perform well for localized searches.

Key Word Research Workshop

The key to doing any kind of search marketing is to understand what words your audience is using to look for information. Our Key Word Research Workshop will help you to identify what key topics or service offerings you wish to promote, and what words your customers are using to search for them. Deliverables include:

• 1/2 day on-site work session. We meet with your key stakeholders to identify what topics or service offerings will be best served through search, what audience profiles we will be targeting and what key aspects of the hospital might be used to differentiate you from your competitors. We then brainstorm an initial set of key words phrases focusing on opportunities for localization.
• Key Word Index. Using a variety of research tools and resources we will review the set of key word phrases to determine search frequency and availability. We test multiple versions for each phrase to determine the best mix of words.
• Search Marketing Plan. Your final Search Marketing Plan will include recommendations for where key word phrases should be placed in your site (including recommendations for new content) as well as a preliminary costing for pay per click campaigns using these terms.

Pay per Click Campaign

With Pay per Click you "rent" certain key word phrases. When users search for these terms your ad is displayed as content in the right hand margin next to the actual search results. Pay per Click marketing is an excellent way to drive "instant" traffic to your site. You should see results for the duration of the campaign, and through the campaign we will monitor traffic to ensure your phrases are performing well and to make adjustments as necessary. Pay per Click Campaign deliverables include:

• Identification of key word phrases to use in the campaign.
• Set up for Google Adwords Account, securing key words and define any geo-location rules.
• Creation of Search Display Ads and Search Landing Pages.
• Ongoing campaign monitoring and adjustments to bidding to ensure you pay for only those key words that are delivering results.

Search Engine Optimization

With Search Engine Optimization you place your key word phrases within the contents of specific pages on your site. When users search against these phrases your pages appear within the actual search results. How high you appear in the results list depends on how relevant the search engine thinks your page is to that search phrase. Each search engine has their own slightly different formula for determining relevancy, but will typically look at things like placement in title tags, image description tags, and position on the page.

In our Search Engine Optimization offering we review your site to determine how well your chosen key word phrases are represented and identify opportunities for improvement. We will also create new content as necessary paying particular attention to creating strong "calls to action". Deliverables typically include:

• Content Audit documenting what keywords will be placed in which pages of the site, as well as what new content needs to be created.
• Re-write content for identified pages (Title tags, meta tags, alt tags, page contents)
• HTML development for new and revised pages.