According to Google, "relevance" refers to how useful your information is to your consumer's search. Being relevant to search engines like Google means that your keywords and ad copy should directly relate to the content on your website, especially the ad's landing page. When people see your campaign, they should be able to understand what kind of provider, service, or other content they'll find on your site.
What elements should I monitor for relevance?
There are plenty of online tools to help you find the best ranking keywords relative to your strengths. Work service line by service line to find the best keywords for your goals, and then include them on webpage content, in paid ads, and in any other content you write. Make sure to check in on keyword performance regularly and make adjustments where necessary.
Another helpful tip is to Google your keywords to see what comes up in the search results. If local competitors are show up higher in search than your organization, click through to see what they are doing differently. What does their landing page look like? What keywords, links, and images are they using on their site? You will learn a lot by watching what your competitors are doing, even what they aren’t doing well, and learning from it.
2) Ad copy
When you can balance your efforts across paid, earned, and owned media, you’ll find that each realm helps lift the other up. Paid ads speak to landing page content on your owned sites, provider star ratings on your site, and outside review sites boost your reputation and reach.
Covering all relevant keywords at once is a nearly impossible task. Instead, focus your efforts on the most effective search queries. Target your most valued consumers when they are building trust with a brand or are ready to convert.
Understanding which types of terms to target requires understanding your consumers’ needs. Combining your audience’s needs with your strengths will help you maximize your budget and return on your efforts.
3) Web pages
Google ranks your webpages based on the quality and relevance of your content to search terms consumers use. In order to create content that engages your audience, you need to know who they are and what they find interesting. Create relevant, engaging, and converting content to answer the most pressing questions at every stage of the healthcare consumer’s journey. Time spent crafting quality provider bios, service line descriptions, educational material, and blog posts will be well worth the effort.
Google also offers the following tips for improving relevance on your landing pages:
- Include terms from your keyword list in your ad text.
- Make sure your landing page clearly features what you promised in your ad.
- Create ad groups with tight themes among your keywords and ads.
- Link to the page on your site that has the most useful information about the subject your ad. For instance, take your consumer to the page where they can register for the advertised screening, rather than just to your homepage.
4) Directory Listings
All of your work to rank on search is meaningless if your provider and facility contact information is incorrect in local search listings. To truly own the click, you need to make sure that your location information stays up-to-date, no matter how many roster, organizational, or other changes occur. Accurate listings help to further solidify your local search rankings and build consumer trust in your brand.
Automated tools that can make the process easier
Studies show that local search delivers more clicks and calls than other marketing channels. Local search is so important to your healthcare organization’s business growth that you must consider investing as much of your resources, talent, and time as you can into it. But, it can be a lot to tackle.
Finding technology solutions built for SEO best practices, content optimization, and speed is a good place to start. You’ll get even more out of your investment if that tech comes with an experienced services team to help keep you up-to-date on best practices and tactics. You’ll learn what works for your business goals as you continually optimize your efforts. The proof will be when you see your organization all over the first page of those local search results.
Want more help understanding how to win more real estate on local search? Read our eBook, The Quest to be Found: How to Win Consumer Attention in “Near Me” Search Moments.