"If you want to do your job well, you must first sharpen your tools!" The first step in building a hospital website is to analyze the patient's behavior and use various channels to obtain appropriate keywords. Keywords are not determined by the website administrator or webmaster, but by netizens. Through searches by netizens, we find out what words people need to use to find what they want, then these words are called keywords. Don’t think that if you use very professional, official, and standardized words, it’s a good keyword. What you should be thinking about is how many people use these words. Therefore, understanding the search habits of patients and customizing search information and search information for hospital patients is a realm of successful search engine marketing for hospital websites.
A good keyword strategy can greatly reduce marketing costs
In bidding ranking, choosing appropriate keywords can help reduce invalid click-through rates and greatly improve user search quality. When determining search keywords, you must comprehensively consider the industry and position of the hospital in the industry, so that you can know which keywords bring you the highest click-through rate and which keywords bring you the highest return on investment. The two are likely to be different. Often, keywords that are less popular and less expensive, but highly relevant, have the highest return on investment, because what visitors are looking for is very specific. Make it very clear that this visitor has a real need. For example, the popular keyword "painless abortion", the click price of Baidu bidding is very high. At this time, we can expand the keywords "how much does painless abortion cost", "precautions for painless abortion", etc. Baidu bidding for these keywords is relatively cheap. This can greatly save marketing costs.
A good keyword strategy can help your website achieve better rankings
Keywords are classified into different categories. Keywords with low competition and few web page indexes are more likely to be ranked higher. For search engines, they are divided according to levels. Keywords owned by web pages with higher web page weights have a ranking priority mechanism. Using web pages with high weight to promote keywords with high competitiveness will make it easier to get better rankings; using web pages with low weight to promote keywords with low competitiveness will make reasonable use of website weight resources.
It is necessary for hospitals to dig deep into keywords
Generally, hospital websites inevitably have some disease-related topics or columns. These disease topics cover a wide range of topics, so they should expand on core keywords and constantly analyze user search behavior. It is very necessary to analyze and mine keywords on the basis of expansion. For example: "Abortion" can be expanded to "the best time for abortion", "what to eat after abortion", "how long does it take to get menstruation after abortion", these are topics that patients who have undergone abortion are more concerned about. These keywords capture users’ common search habits.
A good keyword strategy can enhance the core competitiveness of the brand
Brand building is a continuous and uninterrupted process, and brand establishment is a long-term time effect. Through keyword analysis, we can continuously strengthen the impression of the hospital brand in the minds of users; establish a keyword database, constantly monitor the positive and negative news of the brand, and handle the crisis public relations of the hospital brand network, so as to conduct more effective integrated marketing. Maintain and build your brand.
Finally: the hospital can selectively build website content, especially the update of the site's articles. Where do these articles come from? Mainly based on capturing users' common search habits, these can be formulated through website background statistics and search engines to update articles. The content improves the accuracy of the website visitors and greatly improves the website’s conversion rate. At the same time, it saves labor costs and avoids a lot of wasted work.
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