6 Reasons to work with Clinical Marketing Services
To rise above the competition
requires an intelligent approach to digital marketing
3. IN DEPTH RESEARCH
Helping Health Professionals
Achieve Web Visibility
6. CONTINUOUS MONITORING
Read Our Client Guide to SEO
Proprietary methods for optimal client results.
Things A Client Should Know
How Does SEO Help A Business?
Google crawls millions of web pages every day and adds them to their own index, so when searching Google, you are actually searching their index of the web.
Google and other search engines rank web pages for specific terms that are searched by users.
The primary purpose of SEO is to get your business website in front of the best possible audience, ahead of all the other businesses in that niche.
Only 10 search engine results appear on a Google search page. These results will be appearing under the paid Google ads which are taking up an increasingly large proportion of on page real estate, with every recent Google update.
However, searchers are much more likely to click a search result known as the “Click Through Rate” (CTR) for organic (natural) rankings rather than ads, as people tend to trust businesses more who appear naturally.
It is also more expensive and more difficult to appear as a paid ad on Google as a long term prospect for business growth. If your site ranks well with SEO, it will give a much greater ROI in most cases.
If your site appears for your given search terms, anything other than the first page, the site will very likely receive no organic traffic.
Ideally, websites need to be highly ranked on page one for that keyword. This means a site may have to beat a lot of competition, depending on your niche.
hen a search is carried out in Google, each site that appears has a certain amount of power and relevance which determines where it appears. Some will be relatively straightforward to displace with the right strategy. Some are much more difficult and require much greater amount of resources and a much longer time period to achieve the desired result.
This is dependent on many factors such as the niche, how old the site is and much more.
Search engines much prefer to show older, long established sites with a track record of real traffic, social signals and other positive ranking factors, so new or young sites will take much longer to rank for the terms they need, in most cases.
How Do Websites Actually Rank?
There are a large number of factors that Google and all other search engines look at to decide where a business appears in the search results (the SERPS) for any given search term.
Google have claimed around 200 factors which are examined by “Google bot”, when it crawls a web site which may very frequently indeed.
These can be very broadly categorized as:
The “On Page” factors – technical elements of the web site itself and the “Off Page” which are factors such as the quality and relevance of sites that link to you, including social sites and other things such as directories.
What Other Factors Do Search Engines Look For?
Google for example quotes over 200 mostly unspecified data points, here are some key factors:
The Age of the site – older established sites have much more influence as they usually are seen as more authoritative and a better option for the keyword that is being searched.
Number of quality backlinks – This is one of the most important factors for ranking a site. Large numbers of relevant quality backlinks from other sites is a very strong signal to the search engines, your site is a good option for the search term.
When combined with quality “On Page” SEO, this will normally significantly increase rankings.
Citations – this is where your site is mentioned on other quality sites relevant to your business.
Social Signals – having lots of positive mentions across the social networks and traffic directly from them helps significantly.
Good Reviews – on the site itself, on Google and on third party sites
Real Location. If the business is local, it needs a real physical location (or the appearance of one) and name address and phone number on the site itself. This is known in SEO, as the NAP.
There are many more factors, but these are some of the key areas.
Visitor Behavior – this is otherwise known as “User Metrics”. Google measures several factors about every visitor to your site.
These add to the picture that Google is building about how good a business you are, and how well you should rank for a given search term. Some of these include;
- The amount of time each visitor spends on your site.
- The pages the user visits before leaving
- How much time spent on each page
So, in very basic terms the longer people spend on your site, the better a picture is presented to Google, Bing or Yahoo. Returning traffic is also a great positive signal.
Things A Client Should Know
Some keywords are much easier to rank for than others because there is less competition for that term.
But if there is little competition, the reason is usually fewer people are searching for the term and it is less valuable.
“Plumbers New York” is more valuable than “Plumbers in New York specialist heating repair” as it has much more search traffic.
You also will be competing with businesses running paid ads for the same terms which are a huge part of Google and other search engines business revenues.
Quality SEO is therefore even more important in competitive niches.
Sophisticated and effective keyword research is essential for ranking for most businesses.
We carry out extensive keyword research for all businesses, to determine which are the best keywords for your organization. We then consult with you to choose the optimal combination.
That doesn’t always mean the most obvious keywords or the ones everyone else in your niche is trying to rank for. There is a great deal of hidden keyword data on terms which are achievable and using our strategies, will give you the results businesses need.
Clients may target as many as you wish but eight primary keywords are usually enough as a baseline, for most local business. National businesses may need a greater number. You will also find that during our work you will start to rank for other variations and new terms as a bonus.
When Google or any search engine crawls a site, there are certain locations within the site’s structure that are of great importance for SEO. There are also numerous technical aspects that search engines look for and this is a part of “On Page SEO” Other factors like site speed correct coding protocols are important.
However, it requires very careful consideration to enable a site to rank highly without risking the website itself being penalized. This can be due to an over optimization issue and can result in the site becoming fixed for long periods on a back page, where it will not be found in searches. Careful judgment must be used to avoid this in all areas of SEO.
Google & Keyword Position
The search engines use a large number of highly complex algorithms which change very frequently – in recent times, aspects of the Google algorithm have changed around 500-600 times a year. Each of these algorithms examines aspects of a websites ranking factors such as number and quality of backlinks, social trust, topical relevance, site speed, content, keyword frequency and much more. It also critically looks at how the site in question compares to other sites in the same niche for quality and relevance.
After the data is returned to Google and analyzed, each keyword or phrase that the site ranks for, is assigned a position for which it will appear in the results. These are known as the SERPs. (Search Engine Ranking Position)
Each term may change on a daily basis especially for high competition niches, new sites, websites that are adding new content or entering new niches. Newer sites are especially vulnerable to stronger competition, negative seo, penalities, bad Google reviews and poorly executed SEO practices.
Businesses need an SEO consultant that has an expert understanding of these factors.
Reach More Patients – Start Remarketing
There are several ways to increase the power of your marketing budget.
Remarketing or retargeting as it is known, is one of the very best, where you are able to place highly targeted ads in front of visitors who are familiar with your brand.
Read how to take advantage of low cost remarketing.
Contact Us To Discuss Your Business Objectives