At the end of January, I had a chance to share the top three trends to focus on in health care digital marketing for 2015. If you missed it, please feel free to download the session or watch the video. I answered some great questions, but there were certainly more I couldn’t get to within the hour. So let’s answer them now!
Search Engine Optimization
Q: I get negative feedback from doctors not ranking well in search results. How do I get my doctors to rank?
A: There are many options available here, but the first step is to figure out what types of queries your physician should rank well for. For example, low performance for an exact match query on a physician’s name may not be important if we know that people looking for physicians to treat their conditions typically search by the name of their condition, a hospital name, by location, service line, etc. The key is to find out how people in need of your doctor would actually look for him or her.
Once you know what type of search you want to optimize for, you have a range of options for improving the search performance of that physician. Some of these are traditional on-page SEO tactics that may involve changing your meta descriptions, title tags, heading tags and using SEO-friendly URLs. Content marketing is now a mainstay of effective SEO, so consider investing in quality blogging, social media activity and earned media promotion under the physician’s name. And lastly, consider backlinks and cross links to your physician’s profile. Are they high quality? Are there opportunities to improve? Don’t ignore linking from relevant service line pages, health content and location information on your website.
Again, you have many options. The question is really an invitation to explore the whole gamut of SEO. The trick, as always, is to understand what types of queries are valuable, and find the most effective means to optimize for those.
Q: How do we expand our listing in search pages to show locations and sections of the site?
A: We showed a few examples of search results with more than just the page title and description. Site sections, mapped locations, and a site-specific search bar are ways to increase the size of your listing and provide helpful tools for users that may not want to start at the home page. Section links (or sitelinks, as Google refers to them) are automated by Google and provide related links based on the query. If sitelinks do not appear you need to be sure you have a proper site map, site structure, and SEO elements in place on your organization’s website. If you need help, Geonetric has SEO experts who can lend a hand. Reviews and location information that appear in search results primarily come from your Google+ Local listing, so make sure that page is up to date.
Social Content Management
Q: Pinterest or Instagram: which would you focus on?
A: To choose a platform, my focus always centers on where my key audience spends their time. According to Edison Research and Triton Digital, more than half of American 12- to 24-year olds have an Instagram account, second only to Facebook. But that age group is where the dominance ends. Eighteen percent of 30- to 49-year olds have an Instagram account; six percent of 50- to 64-year olds. Remember that 57% of Instagram users access the site daily. Pinterest, on the other hand, is more balanced through ages. 18-29 (27%), 30-49 (24%), and 50-64 (14%) age groups are well represented on Pinterest, and they are primarily female (80%). Identify who you want to reach, then choose the appropriate platforms to engage them. (Numbers provided by Jetscram, October 2014). To manage your brand effectively, establish a presence on each of these sites before somebody grabs your organization’s username.
Q: Can you schedule Instagram posts?
A: There are some third-party apps (such as Latergram) and platforms (such as Instapult) that will allow you to schedule posts, but Instagram hasn’t incorporated this functionality, yet. Should you schedule posts in general? As long as you have a plan to respond to any engagement that occurs on your profile in a timely manner, go for it.
Video as Web Content
Q: Is Instagram worth using as a video sharing service?
A: You only have 15 seconds per video on Instagram, making this platform difficult to choose for housing all your sharable video content. If you know you will be sharing video, continue to post on YouTube and/or Vimeo while using Instagram when appropriate. Short video clips from events, for example, are quick and effective for sharing via Instagram.
Q: Should I put a drone into my next budget?
A: The quick answer: why not? Drones have dropped in price. In the webinar I showed the DJI Phantom 2 Vision Quadcopter, priced between $800-1,200. The video you can capture from a drone for events, construction, and brand building is now more open, but buying the drone is not the end. There are rules and common-sense guidelines to putting an aircraft in flight, not to mention plenty of practice. If you can’t justify a certain number of projects over the next year, I would hold off and let this technology mature a bit more.
Thank you to all that listened and participated in the webinar. I hope this provided some valuable insight. If you have any other questions, feel free to send them my way by commenting below. And don’t miss our next free webinar on February 26, Support SEO Efforts with a Cohesive Patient Journey.