I know SEO is important but why has it never paid off for me?

How to develop a winning SEO strategy for your business.

I know SEO is important but why has it never paid off for me?

How to develop a winning SEO strategy for your business.

In today’s highly competitive healthcare environment, it’s important to use your website as a lead-generation tool. Google is where most of your target audiences go to find information, locate businesses, and make buying decisions so when your prospective customers are searching online for what you offer, it’s vital that you show up in the top results. Efforts to rank well on search engines is known as “search engine marketing” or “SEM”.

There are two ways to rank well on Google using search engine marketing. You can buy top position using Google Ads, where you pay a fee every time someone visits your website from your ad. The Google Ads PPC platform is powerful and can drive amazing results, but mistakes and mismanagement can be costly if not set up or managed correctly.

The second way to rank well on Google is through search engine optimization (SEO), where you build authority with Google to impact how high your website gets ranked on search results pages for important keywords/phrases. Any website visits from organic Google listings are free – Google does not charge for them.

Each tactic has strengths and weaknesses and requires an effective strategy to be successful. Google Ads is like plastic surgery in relation to weight loss – you can buy your result, but it can be costly. SEO is like diet and exercise – it doesn’t cost as much but it takes time and effort to produce results. Since SEO offers the greatest potential for long-term growth in online visibility and is impacted in more varied ways than Google Ads, we are going to discuss both the elements and advantages of a successful SEO strategy in this article to serve as a blueprint for your own SEO efforts.

According to a recent study by Forbes, organic search results on Page 1 receive 90% of clicks while Page 2 results receive 6%. Also, the first 5 organic results on Page 1 receive almost 70% of clicks [1]. Ranking on Page 1 is no longer enough to be successful – you must now rank at the top of Page 1 to be noticed. If you don’t, you are basically “invisible” to your target audiences online.

Since higher search rankings generate more organic website visits and opportunities to convert new customers, it’s important you have an effective SEO strategy for your company that informs what signals to send to Google based on their impact on improving your domain authority and organic rankings around important keywords.

What are the elements of a successful SEO strategy?

SEO can be confusing because it involves so many things, although here are the proven elements of an effective SEO strategy you can use as a checklist to make sure you are investing consistent efforts in the right areas:

  • On-Page SEO
  • Off-Page SEO
  • Local SEO
  • Content Creation

What is on-page SEO?

On-page SEO (or “on-site SEO) involves optimizing pages on your website to improve your organic search engine rankings and earn more organic website visits. Publishing relevant, keyword-rich content is an important part of on-page SEO (which we will discuss shortly) and includes the following practices:

  • Add/update page titles
  • Add/update page meta descriptions
  • Add/update page header tags
  • Implement Google structured data
  • Address 404/303 errors
  • Add/update schema markup
  • Add/update image alt tags
  • Add/update robots.txt

On-page SEO is important to help search engines understand your business and what you so they can evaluate the best search queries to rank you for when target audiences are searching online for what you provide.

What is off-page SEO?

Off-page SEO involves all SEO activities that happen off your website. Link building can be a part of your off-page activities, although there are many other practices available to boost organic activity as well, such as:

  • Content Marketing
  • Local SEO (which we discuss next)
  • Events
  • Guest Posting
  • Social Media
  • Podcasts
  • Reviews 

Off-page SEO activities are important because they also improve domain authority for your website and will help you outrank your competition online as you become more relevant and credible in Google eyes.

What is local SEO?

Local SEO involves practices that improve your ranking and visibility in local search results (such as Google’s Map Pack/Local Search Pack) to your target customers in a specific city or neighborhood. Google’s focus on delivering the best search results to its users is evident in recent algorithm changes focused on “hyper-local” results which offers your business another area of visibility when potential customers in your area are searching online for what you offer. Here are the factors that SEO experts believe are the most important ranking factors for local search:

  • Primary Category (Google Business Profile)
  • Location-specific keywords in your Google Business Profile title
  • Physical proximity of your business to the person searching
  • Physical address in the city being searched in
  • Additional GBP content optimizations around “categories”
  • Top-rated reviews
  • Optimizing all areas of your Google Business Profile

Local SEO is essential for business looking to serve local B2B or B2C customers by capitalizing on local visibility in the areas where you operate.

How does SEO relate to writing content?

Developing relevant, keyword-rich content is the one of the quickest and most effective ways to educate Google on your business. The more information you can provide search engines about your business, the greater your website’s domain authority will be if you create the right content. To create effective content, you need to invest efforts into 3 important steps:

  1. Conduct Keyword Research
    Identify keywords/phrases that convert before you start writing and then invest in creating content with topics that your target audiences are searching for that includes them.
  2. Conduct Competitor Analysis
    Research and analyze the keywords, phrases, and content your competitors are investing in to evaluate areas you can capitalize on to rank higher than them – or avoid overly competitive topics and focus efforts on other topics instead.
  3. Promote Your Content
    Once you have created great content for your key website landing pages and blogs, promote it in various ways online to increase its visibility to potential customers. Relevant, valuable content also helps to improve overall brand awareness and equity in the communities you serve.

Effective ways to promote your content include:

  • Local Business Posts
  • Emailers
  • Social Networks

You have invested so much time and effort into developing amazing content, make sure you get it in front as many people as possible.

What are the advantages of a successful SEO strategy?

The main advantage of an effective SEO strategy is ranking at the top of search engine results pages for target keywords that potential customers are searching for online. The higher your website ranks for key searches, the more website visits you will earn and the more opportunities you will have to convert prospects into customers.

As we discussed earlier, SEO involves many different factors and an effective SEO strategy also produces a variety of advantages, such as:

  • Increases organic traffic from potential customers
  • Increase monthly organic leads and conversions
  • Builds brand reputation as an industry leader and improves your position as an expert with search engines and target audiences
  • Develops brand (domain) authority with Google and increases rankings for key landing pages and content
  • Guides the optimization of landing pages to improve rates of engagement and conversion
  • Offers insights on topics/content/keywords that convert to guide future content development
  • Increases your listings in Google’s Map Pack/Local Pack and other location-specific searches
  • Organic conversions can lower your overall cost-per-acquisition of new customers

If you have concerns about your current SEO strategy or would like to start investing in SEO, take action. Meet with your digital marketing team and prioritize SEO or work with companies who specialize in this tactic. As Google has become the go-to tool for consumer research, engagement, and decision-making, take full advantage of the online visibility that is available to your business! If you are tired of being invisible online, act now.

If you need help creating or optimizing your SEO strategy, we can help. Organix Digital offers ongoing SEO management and consultation or one-time projects such as Keyword Analysis or Competitor Research. 

We are a digital marketing healthcare partner based in Austin, TX who work with urgent care providers, specialty clinics, medical centers, and research/diagnostic companies.

If you want to leverage the full power of the internet to grow your business, visit https://organixdigital.com/.

We offer the following managed services:

  • PPC Management
  • Google Ads Management
  • Facebook Ads Management
  • SEO (Search Engine Optimization)
  • Content Marketing
  • Conversion Rate Optimization

We also offer the following short-term projects:

  • Conversion Audit & Tracking
  • Reporting Dashboard Development
  • Google Analytics 4 Integration
  • Keyword Analysis
  • Competitor Research
  • Local SEO Location Setups
  • Pixel Placements
  • Google Ads Audit
  • Google Ads Setup

Here are the elements of an effective organic search marketing strategy:

Target audiences/personas are defined

Target keywords/phrases are defined

Key landing pages have keyword-rich content

Long-Form blog content is developed around relevant topics and target keywords

  • Seamless online brand experiences
  • Various ways to connect
  • Updated & optimized online business profiles (including Google My Business)
  • Monitored online reviews (that include brand responses back)
  • Tracked performance is analyzed and optimized

reaching and engaging with these audiences online is important to an overall business development strategy.

To effectively connect with potential customers online

When prospective patients are searching online for information about specific medical conditions and treatments, it’s vital a medical brand shows up in the top results.

Many patients go online first to find health-related information and then to locate medical care providers most suited to address their specific needs.

companies need to connect and engage with target audiences online more than ever before.

develop impactful business development for their practices online. SEO is a great digital marketing tool and investment because it can serve as the foundation of a provider’s digital marketing efforts in the way it informs website structure, content, and develops solid online experiences for both patients and search engines.

According to a recent study by Forbes, first-page search results receive 90% of clicks while second page results receive 6%. The first 5 search results on the first page receive almost 70% of clicks [1]. So higher search rankings generate more organic website visits and opportunities to convert new patients.

Here are the elements of an effective medical SEO strategy for a healthcare provider:

  • Defined target audiences
  • Defined target keywords
  • Seamless online brand experiences
  • Various ways to connect
  • Updated & optimized online business profiles (including Google My Business)
  • Monitored online reviews (that include brand responses back)
  • Tracked performance is analyzed and optimized


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