The Ultimate Guide To Keyword Research For Hospital Marketing
The intense Google search has changed the entire online search and business game. Today, keyword research have become the pinnacle of healthcare search engine marketing. Without it, the foundation of online marketing and business cannot function. So what exactly is this keyword game? Let us illustrate this with an example. If you need to find a skin doctor near you, you will type the best dermatologist, skin doctor, or skin specialist in your area. These search terms are referred to as keywords. Including such keywords in your website, content, and overall marketing strategy will help your brand stand out in search results.
The power of keyword research comes from gaining a better understanding of your target market and how they search for your content, services, or products. Keyword research provides you with targeted search data that can assist you in answering questions such as:
- What exactly are people looking for?
- How many people looking for it?
- What format do they require that information in?
The exact thing works in digital healthcare marketing. Keyword research is essential to know the healthcare audience you target, their needs, the healthcare queries, and what treatment or preventive measures they are looking for. It is an integral part of healthcare search engine optimization (SEO) and PPC marketing.
So, what is the first step? Finding the right keywords is the very first thing you need to do.
Find The Right Keywords Through Good Keyword Research
Explore and make a list of keywords you think are most searched by the healthcare audience you are interested in. However, this is just an initial step in keyword research and implementation. First, set the essential keywords using strategies and tools (we’ll discuss them throughout the article). Afterward, make a list of other associated keywords and phrases of your interest.
These will be things like your website addresses like your hospital or clinic services or other healthcare topics. They are excellent seed keywords for your research. So begin there! Enter those keywords into a keyword research tool to learn about average monthly search volume and related keywords.
There is no exact scientific method for creating the best keyword list. Instead, it is a creative exercise that requires you to think like your customer rather than the business owner
To Start From Brainstorming
You and your team are aware of some of the answers to questions. These questions are what your patients ask, how they discuss their health problems and what they were looking for when they discovered you? This is an excellent group exercise to get brilliant ideas for finding suitable keywords.
Once you are done with a good brainstorming exercise, do some simple search. This can start from an effortless and basic step by entering keywords into a search engine like Google.
Search Engine Analysis
Go to Google and start typing a few of your terms into the search box. As you begin typing, you may notice that Google starts to suggest terms related to what you’re typing. This is frequently a strong signal from Google that some reasonably famous words are related to what you are searching for. Also, don’t forget to note them because they may help you expand your list. After you finish a search, scroll to the bottom of the results page rather than what Google refers to as related searches – yet another simple way to get some great ideas.
Other than this, there are more refined ways to get more realistic ideas of keywords you want to select. This is the Google search console.
Google Search Console
This is the best way to know what keywords you already rank for. There’s a good chance you’re already getting traffic for some of your key terms, and knowing this will help you figure out what you can do to strengthen them even more.
Affixing your healthcare or hospital website to Google Search Console is always a good idea. This allows Google to notify you if your website has any broken links, pages, or other issues that may be affecting your search results. Further, the other best part of this application is that it can notify about pages currently ranked for any keywords.
But, how to use Google Search Console for keyword research?
- Log in to Google Search Console, click “Performance,” and scroll down the page to see your keywords.
- By default, the “Queries” tab will be selected. You can scroll and page through the list below it to see every keyword that appears in search results across your entire website.
- You’ll need to take a few more steps if you want to see what keywords your pages rank for.
- To begin, select the “Pages” tab and then the page you want to review.
- Click the “Queries” tab once more.
- You’ll see all of the keywords that rank for the specific page you chose in the previous step here.
Other than Google search console, google trend is also another good way to check the importance of your keywords
Google Trends is simple to use and frequently provides exciting insights into keyword popularity and media coverage of the topic. This helps to compare the relative popularity of various keywords. In addition, Google Trends offers excellent insights into the seasonality of searches and allows you to see the local and regional interest for search terms.
In 2008, Google introduced a product called Google Insights for Search, displaying trending searches in specific geographical areas. Later, this product was incorporated into Google Trends. Today, Google Trends shows a breakdown of the most searched keywords on Google and trending keywords at any given time in various countries.
These are the best ways to search the main keywords, associated phrases, and related keywords. But, along with how you search these words, it is also essential to have full-fledged information about their types by length, target market and on-site, etc. So, let’s read about these:
Types of Keywords
Keywords Sorted by Length
One of the major factors to consider when evaluating and selecting keywords is their length. Keywords are classified into three types based on their length. The length of a keyword can reveal a lot about its search volume, potential traffic, and ability to generate conversions. Let’s discuss these in detail:
● Short-Tail Keywords
The search volume of these keywords is very high, very competitive, and popular. These are broad search terms of one or two words.
Example: Gynecologist, Gynecologist Doctor.
● Mid-Tail Keywords
These keywords fall between the short and long-tail keywords. As a result, these words’ search volume and competition fall between the low high range and two to three words.
Example: Best Gynecologist Doctor.
● Long-Tail Keywords
Long-tail keywords are the most extended search terms and are highly specific to a particular topic or audience. As a result, these terms typically have low search traffic and low competition, making them easier to rank for. In addition, they have higher conversion rates than head and mid-tail keywords because they are more specific.
Example: Best Gynecologist Doctor Near Me.
The buyer keyword is a searcher’s term when buying a product or service. Each buyer keyword represents a unique type of search intent.
Buyer keywords are classified into three types:
● Informational Keywords
Informational keywords, also known as “know” keywords, users use terms to find general information about a topic. When users are in the awareness stage of the purchase funnel, they use informational keywords. They are aware that they have a need or a problem, want a solution, and are looking for ways.
Example: National Cancer Day or where is the eye hospital?
● Transactional Keywords
Transactional keywords, also known as “do” keywords, are terms that users look up when they are ready to make a purchase. The potential customers use these keywords to find the services or products they want to purchase. Depending on the product or service, this can be done online or offline.
Example: Buy hospital management system
● Navigational Keywords
Navigational keywords, also known as “go” keywords, users search for terms when they want to visit a specific brand’s website. These refer to a type of long-tail keyword that search engines can identify as part of a search query with the intent to navigate to a specific page, as opposed to informational and buying keywords.
Example: Where is Doc Promo located?
Keywords by On-Site Search
On-site content keywords are SEO keywords used to create content such as a new blog post or landing page. These are of two types:
● Primary Keywords
The primary keywords are the terms for which you want to rank. These are high-volume search terms that can drive a significant amount of traffic to your site. Therefore, each SEO content page on a website should have one primary keyword assigned.
Example: Gynecologist near me.
● LSI Keywords
These are terms or phrases semantically related to a primary keyword’s variations or synonyms. They are used to support a primary keyword in a piece of content. For example, each webpage should be assigned one primary keyword and three to four related keywords that give additional context to the page.
Example: If the primary keyword is Gynecologist near me, then related keywords could be: best Gynecologist near me, Gynecologist near me Chandigarh, or Gynecologist near me for PCOS.
Other than these keywords, more terms are also used at particular times. Let’s also discuss these:
● Keywords That Define Customers
These are the terms that identify a specific group of customers or audience. Customers use words or phrases to define themselves in these searches. You can then research their gender, occupation, and residence to advertise to a specific group.
Example: Doctor near me for kids.
● Product Keywords
Product keywords are keywords that are related to the offerings of specific brands. These phrases or terms refer directly to a company’s services or products. Therefore, every brand must identify product keywords for all its services and products for existing and prospective customers to find them via search.
Example: Doc Promo Contact Number.
● Branded Keywords
A branded keyword, also known as a branded search, is any search engine query that includes the name of your company, business, or brand. These are used as shortcuts to find information close to the conversion and, thus, an efficient strategy.
Example: Doc Promo SEO Services
● Competitor Keywords
These are the keywords your competitors use to improve their search engine rankings. Keyword research identifies the keywords that drive traffic to your competitors’ websites. Therefore, it is advantageous for a healthcare brand to research competitor keywords which allows the brand to attract a similar audience of interest.
Example: Reebok Running Shoes could be a competitor keyword for Nike.
● Geo-Targeted Keywords
These are search phrases that refer to a specific location. Searchers who use these terms are looking for results close to them or in a different area of interest.
Example: Chandigarh Digital Marketing Agency
A successful digital marketing strategy necessitates more than just keyword research. You must also use them effectively. Blog posts are one of the most effective digital marketing tools for strategically using keywords on your website. Regularly adding new blog content will help improve brand visibility effectively. Also, use them throughout your website copy as needed. Also, don’t forget to include them in any digital marketing or social media content you are creating.
Do you want to learn more about keyword stuffing, searching, and other digital marketing tools for your healthcare brand? Docpromo a leading healthcare digital marketing company of India is delighted to assist! Contact us today for free.