As promised in our last medical marketing blog, SEO: The Basics, this blog will discuss the importance of site content and keyword use in web copy. Keywords are words or phrases that are placed on your website that drive traffic to your site via search engines like Google, Yahoo, and Bing. Proper keyword use is one of the most important aspects of search engine optimization (SEO).
Unfortunately, even though the correct use of quality keywords can result in more effectively reaching your audience, keywords often get overlooked or overused. Overuse can cause your website to be banned for spamming, but strategically chosen words and phrases, relevant to your content, can improve your ranking and potentially display your website higher in search results.
So what is the best way to choose the correct keywords? The answer is simple: use website tracking data. When choosing quality keywords, it’s important to identify what search terms are being used in searches for your product or within your industry. Web analytics and tracking software can uncover this, and ultimately help add to or improve your current keyword selections.
For example, as you can see in the chart below, Google reported a total of 301,000 global monthly searches for the keyword “orthopedic surgeon” and only a total of 110,000 global monthly searches for the keyword “orthopedic physician.” Clearly, it would be ideal to use the keyword “orthopedic surgeon” in your content versus the others to help increase your pagerank.
Here is a list of some great automated website tracking software: