SEO happens to be 75% of digital marketing for any website. It's responsible for bringing most of the traffic to the website. Spending even millions on Search Engine Marketing (SEM) is worthless without doing SEO for a website.
Here are some factors to be considered:
1) SEO promotes healthy content and also increases online visibility:
Going through the exercise of optimizing your content helps you hone in on competitive differentiators, as well as anticipate and address the needs of your audience. Additionally, the main objective of any SEO campaign is to drive more traffic to your website by increasing its visibility within organic sources (i.e., search engines like Google, Yahoo, and Bing). Since the majority of online users do not look past the 1st page of search results, or below the top 2-3 listings, it is paramount to craft a search engine strategy to ensure your website is found by prospective patients.
2) SEO captures highly qualified prospects:
Compared to other marketing channels, search engines are unique in that they deliver targeted traffic to your site; that is, consumers actively seeking your services. Google coined this crucial decision-making process as the Zero Moment of Truth (ZMOT). Whether patients are looking for a physician or information on knee replacement, SEO helps you ‘win’ the moment—driving valuable visitors to your site.
3) SEO is cost-effective:
Unlike marketing efforts like paid search (SEM), direct mail or billboard advertising, there is no ongoing “pay for performance” cost associated with SEO. There is an up-front investment, in strategy and content; but when executed correctly, SEO drives immediate site growth and provides long-term value on the initial investment.
4) SEO is key for mobile:
It’s official: there are now more mobile search queries than desktop queries, according to Google. Of more importance is the intent of those searches, specifically in healthcare: Google found that 44% of patients who research hospitals on a mobile device make an appointment, compared to 34% for desktop. Taking advantage of newer techniques, like local SEO, is essential to putting your physicians and facilities front and centre when patients are ready to book.
5) Your competitors are investing in SEO:
If your site isn’t well optimized, your competition is likely outranking you in your target market. SEO can help you identify key local search trends and new content opportunities to ensure patients find and choose your organization for their medical care.
Feel free to share your views in the comments section below.
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