Though Google is hot to trot to sell Google Adwords, the company recently provided information that shows, organic SEO is second only to direct referrals (like word of mouth), when it comes to making a purchase decision.
Google released some new information on Think Insights called “The Customer Journey to Online Purchase,” and while dentistry isn’t sold online, the decision that leads a patient to a practice is much like that of a customer selecting a product for purchase.
In the article, marketers are encouraged to explore the journey that leads customers to a sale. Channels included in the research were: email, direct, paid search, social, organic search, display click ads, other paid ads, and referral. These channels are divided by region and industry. They’re placed on a timeline that goes from path to purchase to actual purchase.
If we select “health” as the industry and “USA” as the region, we find that:
- Social networking and “other paid” ads only assist with the purchase decision.
- Email, paid search, and display click are at the front of the final interaction before decision is made.
- Organic SEO and direct referral are the closest channels to final decision making.
This means, organic SEO is second only to direct referral, when Americans make health decisions that require a purchase. While all the other channels can lead to the final decision, SEO is the most important, controllable factor along the path.
The SEO Battle
“Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.” –Google Search Engine Optimization Starter Guide
I own a marketing company that specializes in copywriting and SEO, and guess what? Every day, I get emails telling me how some other expert can make my site come up “number one on Google.” My first question is, number one for what phrases? My second question is, paid or organic advertising? My third question is, show me the proof. Everyone gets these emails, so please don’t believe they’re true. Find the company name and Google it. See how they rank for various terms. That will say a lot for their abilities in the realm of SEO marketing.
I’ve also gone head to head with other dental marketing companies that claim having websites (blogs, microsites) on more than one domain is “bad” for organic SEO. My first question is, where’s the proof? I have proof that my dental clients show up multiple times on page one for targeted keyword phrases, and they have multiple domains. Each domain has unique content, incoming links, and SEO strategy, so each site is unique. Google loves unique. My proof is in my clients’ success.
What it boils down to is, Google holds 93-95% of the search market for PC and mobile searches. What does Google say about search engine optimization?
The company offers a one-page pdf download with three steps to optimizing a website. In short, Google says, 1) Look good in search results. This means, page titles, meta descriptions, and domains should describe a page’s content. 2) Help Google understand images, which means the file name and alt tag, and even caption, should describe what is in your image. 3) Post useful, unique, relevant, and up-to-date text on your website, and post regularly.
Problem is, most companies don’t employ writers and journalists who understand SEO. That’s not the case with MDPM Consulting. Our writers are trained in SEO, and we guide our clients’ SEO strategy with keyword research. Here’s a rundown of how we plan an SEO strategy for a dentist’s office:
- Select keyword phrases based on city, services, symptoms, and synonyms.
- Check those keyword phrases in Google Adwords, and tweak based on popular variations.
- Integrate keyword phrases throughout website: metadata, heading tags, image tags, links, and content.
- Research the keyword list on Google to determine where the client’s sites rank. The goal is page one, position one.
- Use the research to determine which keyword phrases need work, and create a content management strategy based on that information.
- Develop a calendar of topics for blog posts, articles, press releases, and web pages, perhaps even microsites, to improve rankings for the lowest ranked keyword phrases.
- Research the keyword list on Google, and compare it to previous months to determine the next month’s content marketing strategy.
Does this work? Absolutely. I have numerous clients who were never on page one of Google for targeted keyword phrases until they began an aggressive content marketing strategy with MDPM Consulting. Our team of copywriters have expert skills in writing SEO content for all online venues.
For your custom content marketing strategy or a comprehensive online marketing program, including a logo, website, blog, microsites, and articles, call MDPM Consulting today at 972-781-8861 or email us at [email protected]