Traditional marketing practices have been superseded by the power of the Internet. That is not to say that above the line advertising is not still a feature on both television and radio – or for that matter in print – but the power of the Internet to provide information – and target marketing at incredibly focused groups of individuals can simply not be matched by approaches that have their roots in the mid 20th century.
The first TV advert appeared during WWII and was for the Bulova Watch Company – it aired for 10 seconds and was seen by around 4,000 people in New York). The 21st century is a very different environment for marketers and organizations.
Today, the Internet allows companies and other organizations to focus with laser-like precision on a particular demographic segment (including taking into account where they live) – which is especially important to those companies which serve local communities.
Those companies that ignore the power of the Internet to feed the sales funnel with quality leads are at a serious competitive disadvantage – and this includes medical practices. However, it is not simply enough to have a website, medical SEO practice is the key to success.
SEO (an acronym for ‘Search Engine Optimization) is the use of keywords and phrases focusing on the product or service offering of reorganization. and phrases are embedded in copy and in content related to images and video and, if properly handled will result in a favorable search engine results page ranking (the ideal being appearance on page 1 of the Google search results).
However, it is not enough to simply embed that content in a random fashion. The articles and content must (according to Google) add value to the lives of those using the search engine. In other words – it must be ‘quality content’.
It should be realized that professional medical SEO practice relies on a close examination of the strategic priorities of the business and the search for that page one listing in an incredibly competitive environment. Even those medical practices that are in search of quality local leads and potential clients will be facing fierce competition. It is for this reason that many medical practices outsource the job of SEO.
Those who supply services related to SEO cannot only develop messaging but also measure the results of the SEO efforts – and can also refine the SEO offering to constantly provide a better return on investment. This is one of those common instances where the organization should focus on its core competencies – and leave the marketing to the professionals.