It has been three years since we entered the medical industry in 2009. In the past three years, the development of medical network promotion has also experienced many changes.
First of all, before 2010, it was the earliest stage. I remember that at that time, the competition in medical care was not as fierce (or brutal) as it is now; at that time, everyone was just building a website and changing links honestly. At that time, There are also very few dedicated medical friendly link QQ groups. Most people exchange links on some website platforms, and then initiate temporary QQ conversations to communicate with each other. In the second half of 2010, there were more and more dedicated medical link exchange groups, and people became more accustomed to posting their own link exchange information in the QQ group (this also reflected the increase in medical websites). Today, many popular friendly link exchange platforms no longer exist. Today, SEOers who still publish links to their websites on friendly link platforms are actually doing external links for a greater purpose.
The inevitable changes brought about by the increase of websites are the linear rise of competitors and the linear decline of traffic. More and more hospitals are opening and more and more medical sites are online. The initial medical sites can generally be established in three countries after hard work. The traffic reached 1,000 IPs in a month. By the second half of 2010, it would be difficult to obtain a better ranking and traffic in the short term through normal means unless extraordinary measures were taken. This is due to the increase in the number of medical sites (most of which are pure copy-paste and even simple modifications of the template); Baidu has become more and more strict in controlling medical sites, and the weight given to them is getting lower and lower. There are certain reasons. .
One of the more significant changes in the second half of 2010 is that many hospitals have shifted their focus on external promotion and neglect internal promotion, and have increased their efforts in off-site classified information, Baidu Knows, blogs and other content publishing sites, because they can To get the most off-site word-of-mouth rankings in the fastest time, the traffic of your own hospital website has become less important. You only need to keep a few key keywords and everything will be fine.
The focus of key keywords has also gradually evolved from the previous broad words such as: gynecological hospital, how much does abortion cost, etc., to the name of the own hospital and XX (region name), the best gynecological hospital, XX abortion hospital, etc. around the area Exact matching is also due to the fact that too much energy has been invested outside the site, and the competition has become increasingly fierce, and there is not much time to maintain some popular keywords with high traffic but low conversion rates. I realized the importance of regional keywords relatively early. I remember that before the first half of 2010, the regional keywords for the region I was responsible for were basically all in the top three on Baidu. However, in the second half of 2010, I needed to spend more time. Only with energy can we ensure that we are ranked at the forefront of other hospitals.
Time has entered 2011. 2011 is a year full of spam information and spam websites. SEO in the medical industry has gradually changed from traditional on-site optimization to all-round promotion outside the site. This is actually a situation that I don’t want to see. , due to the increase in spam information and poor imitation sites, Baidu's trust in medical sites and related keywords will only drop again and again; to this day, there are fewer and fewer medical sites with natural traffic exceeding 1,000 IP per day. ; Due to the situation and helplessness (my website only has one or even no ranking for most keywords on the first page of Baidu, but competitors' off-site promotions occupy most of the positions), I have also studied off-site promotion for a long time. In the end, in less than half a month, I was able to occupy 4 to 6 seats out of 10 on Baidu homepage rankings for any regional keyword; but I felt very uncomfortable because I felt that this was becoming more and more contrary to SEO. From the original intention, the website of my hospital has simply become a display site.
Everything is bound to decline. Entering 2012, more hospitals will blindly invest in the Internet. Many people think that they can imitate a website from a website, pull out other people's templates, and then instruct editors to paste articles from other websites to create simple pseudo-originals. By investing in Baidu bidding and cooperating with the promotion of large-scale spam information outside the site, you can make huge profits overnight. This model has been applied to more and more medical networks.
In fact, it is a very scary thing, because any action that can obtain huge benefits through simple methods cannot last long. With the rapid increase in the scale of the industry, promotion methods are becoming more and more simple and crude, and the media continues to expose it. The medical industry is likely to experience a major shock in the future, and only a few large-scale enterprise groups may survive in the end.
Doctors are wise, build the website with care, and give visitors a better browsing experience, so that they can get more content they need, instead of blindly popping up windows. The strong X-style Baidu marketing model may be the ultimate solution.
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