healthcare marketing: the science behind keyword selection

Denise Maling EVP, Client Services

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THE SCIENCE BEHIND KEYWORD SELECTION | #AISMediaEdu

Atlanta Dallas


Amplified. Digital Marketing Performance

ATTRACT ENGAGE

CONVERT


SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT


AWARD-WINNING MARKETING & UX DESIGN


WHERE YOU’VE SEEN US


FEATURED CLIENTS & ATTENDEES


62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Industry: Healthcare

Awareness Consideration Conversion Intent

Source: GoogleInsights

Channel Roles in the Patient Journey (Assist vs. Conversion)

The Science Behind KEYWORD

SELECTION


1.  Competitive Intelligence 2.  High Volume Keywords 3.  Relevancy 4.  Intent 5.  Actual Selection


SELECTION


5 Key Elements To Keyword Selection

þ Single-word terms þ Terms that are too broad, and

not focused on what you offer þ Terms that are too specialized

or industry specific

3 Common Mistakes to Avoid The Science Behind KEYWORD

SELECTION


Determine Your Current Keyword Strength

Existing Keywords

Keyword Potential


SELECTION


1.  Increase Traffic 2. Drive Brand Awareness 3. Generate Leads

What’s Your Goal? The Science Behind KEYWORD

SELECTION


Source:GoogleCompete

of those looking for health information start with search engines 88%


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89.82% of people click links on the first page of search results.

Key search behavior facts we know…

Source: Wordstream


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Competitive Intel

Identify Your Top 3 Competitors


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Site Comparison The Science Behind KEYWORD

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What To Look For:

1.  Keywords competitors rank for & you don’t 2.  Keywords you rank for & competitors don’t 3.  Volume of branded key terms

Competitive Intel The Science Behind KEYWORD

SELECTION


Site (A) Comparison

Competitive Intel The Science Behind KEYWORD

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Site (B) Comparison

TAKEAWAY: Use common sense. Don’t

chase. Verify.


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Identify High Volume Keywords

Identify Voluminous Keywords The Science Behind KEYWORD

SELECTION


Imaging Center Ranking for High Volume Keywords

Ranked Keywords The Science Behind KEYWORD

SELECTION


TAKEAWAY: Getting to Position #1 with

less volume creates an easier opportunity to get there.


SELECTION


Relevancy

Always Keep the Goal in Mind


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Filter for Relevance The Science Behind KEYWORD

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What To Look For:

1.  Do you have content on your site that speaks to the keyword?

2.  If you were a patient would this keyword be worth writing content for?

3. Is your keyword industry or service related?

When Choosing Relevant Keywords…

Tip 1: Choose keywords that are relevant to your products, services & content. Tip 2: Keywords must accurately describe your content. Visitors will skim your website and leave because they can’t find what they’re looking for.


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Relevant Keywords

Medical Practice With Highly Relevant Terms

TAKEAWAY: Be sure to geo-modify and

add localization.


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Intent

Build Your Patient Personas

•  Demographics •  Lifestyle •  Need

•  Technology involvement •  Goals and challenges •  And more…


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Define Target Audience

35+ adult striving to look her best. See cosmetic procedures as a necessary part of aging. Wants effective procedures for long-term effect, with minimal discomfort. Price is

inconsequential.

Interest level: High

Psychographic: Age is the enemy Role: Decision maker with means

Forever Young My Best Self Finally Ready Require surgical procedures following

medical procedure such as mastectomy. Seeks to regain or improve pre-diagnosis

appearance. Balances desire to proceed with treatment fatigue. Emotionally fragile; needs

encouragement and support.

Interest level: Medium Psychographic: Reconstruction is part of

emotional healing. Role: Decision maker with means

He/she has waited a lifetime to address a specific body feature like a nose or jawline.

May view elective surgery as a major milestone. Is willing to undergo discomfort for the desired outcome. Wants to believe now is

the best time to act, if price allows.

Interest level: Low Psychographic: This is my time Role: Decision maker with lesser

means, spends wisely


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Cosmetic Surgery Personas at a Glance

What is Your Target Audience Searching for?

Answer The Following Questions:

1.  Do we show how we are different? 2.  Is trust an issue with our service? 3.  What are patients trying to accomplish?


SELECTION


Patient Journey The Science Behind KEYWORD

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Avoid friction & guide patients to easily navigate where they want to go.

High Intent Keywords The Science Behind KEYWORD

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Aesthetic Practice With High Intent Keywords

TAKEAWAY: Will this person buy my services

based on this keyword?


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Keyword Selection

What Makes A Keyword Highly Effective? þ Competitor’s keywords

þ More specific – less broad þ Relevancy þ  Intent


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Filter Your List The Science Behind KEYWORD

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Semi-filtered List

Final Selection The Science Behind KEYWORD

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Well Defined List

TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015

1.  It is not just about volume 2. Relevancy is about your patient and what they are looking for 3. Take time to research so your list of keywords is solid and offers

a measureable ROI and new patients


SELECTION


Limited Time Complimentary Offer FREE Website Performance Analysis

•  Site speed analysis •  Google’s “Mobile-friendly” test •  Technical SEO audit •  30-Minute consultation

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