For private hospitals to choose online marketing, it is inevitable to choose search engine marketing. The marketing strategies of many private hospitals are to achieve quick results and high returns; then search engine marketing has become the first choice for hospital online marketing. In addition, compared with other forms of advertising, The low-cost investment in search engine marketing is low, and no private hospital will give up this piece of cake. Today, the search engine marketing of private hospitals is becoming increasingly competitive and the network environment is becoming increasingly complex. Especially after the Baidu Fengchao plan is fully launched, how can the search engine marketing of private hospitals develop sustainably? The author discusses how private hospitals should Here are a few points on how to carry out search engine marketing more effectively.
1. Doing a good job in search engine optimization is a must
Doing a good job in the natural ranking of hospital website search engine optimization is an inevitable measure based on the long-term interests of hospital Internet marketing. The author has listed several suggestions for doing a good job in search engine optimization of hospital websites:
1. Formulate a large number of keywords that reflect medical services. Our goal in search engine optimization is to obtain good rankings for the core keywords that reflect our services, and also to have a large number of long-tail keywords that can bring traffic. As a medical service industry, inconspicuous long-tail keywords are more likely to be searched by target customers. So we need to constantly develop new long-tail keywords to participate in search engine optimization.
2. Update pseudo-original articles on time and in quantity every day. Articles in the medical industry are all similar. Pseudo-original articles are an effective article editing method. Usually, after an original article has been effectively processed, it can also be recognized by search engines. At the same time, Write an appropriate amount of original articles to ensure that the content of the website is fresh and rich.
3. Use free information publishing platforms to obtain a large number of external links. The release of advertising information in the medical industry is essential. When publishing advertisements, attach links to allow the website domain name to obtain a large number of external links. Baidu relatively pays attention to the number of links.
4. Private hospital websites cling to each other and exchange friendly links. It is recommended that private hospitals make full use of medical website alliances, medical website QQ groups and other platforms to exchange friendly links with hospital websites in the same industry and obtain friendly links related to the website theme. Google Friend links from related websites have relatively high ratings.
2. Participating in search engine bidding is necessary to break through the competition
Search engine bidding is the largest investment in Internet marketing for private hospitals. Most of the most expensive keywords in Baidu bidding are medical-related. The most expensive words that the author knows, such as "painless abortion", are used in some areas. The unit price reaches more than 60 yuan. In the fiercely competitive medical industry, bidding is a good way to break through online marketing. Most private hospitals are not short of money. They must pay attention to the bidding method to ensure a sure win. At this stage, Baidu Fengchao/Google adwords bidding is becoming more and more strict on the qualification review of private hospitals, and has blocked many keywords from participating in the bidding. This has created great difficulties for private hospitals in bidding. For example, words such as sexually transmitted diseases and hepatitis B cannot participate in the bidding. , it cannot appear on the display page in Google adwords. I personally put forward the following suggestions for private hospitals to participate in bidding.
1. The accuracy and effectiveness of keywords determine website traffic and conversion rate. Through effective keyword analysis and mining, the hospital can decide which words should be used as main keywords and which words should be used as auxiliary long-tail keywords, and filter the keywords. First, focus on what is relevant to your own services, and second, focus on the search volume of the keyword.
2. According to my experience, rankings must strive for the top three on the left. Netizens’ search habits generally leave ads on the right unattended. Whether it is Baidu or Google, the top three on the left are a golden throne, and competition is fierce. It is fierce. For private hospitals, they can make plans to strive for the top three according to their own budget.
3. The bidding page should focus on the conversion rate. Different types of diseases should use different bidding pages, and different keywords should be linked to different web pages. The design of the bidding page should display the hospital's special services and latest activities, and at the same time, the hospital's customer service service should follow up.
3. Combining multi-channel search engines, resonance creates high efficiency
Many private hospitals only focus on Baidu and ignore other search engines. Baidu search engine currently accounts for more than 60% of the Chinese search field, but 40% of the share is occupied by other major search engines. The quality of Google search users is quite high. , Tencent Soso has developed rapidly in the past two years, and Yahoo search bidding is relatively cheap. These are their advantages. Therefore, our private hospitals should consider making full use of multiple search engine games when doing SEO or search engine bidding, and achieve the best results through the combination of multi-channel search engines.
In search engine marketing (SEM), Changsha Fangtai Hospital ( www.ft120.com ) has achieved relatively good results. SEO natural rankings bring a lot of traffic and consultation volume every day. Baidu and Google bidding make the results even better. building. I hope it can provide some reference for private hospital Internet marketing workers. I also hope that everyone can make full and effective use of search engines to bring maximum help to the marketing of private hospitals.
Welcome to the author's blog: http://blog.sina.com.cn/hui348376552