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Tuesday, November 15th, 2011
The Future Of Internet Marketing For Medical Professionals

Today’s world is a much different place than it was 20, 10, or even two years ago. Even last years information can be obsolete today. Consequently,  to succeed in any facet of life one needs to acknowledge and embrace the truth that societies, technologies, and capabilities are dynamically changing at rapid rates. The medical industry is no stranger to this concept as news stories of innovative procedures, medicines, and medical discoveries continually spot the world-wide-web. However, if discoveries in the medical industry are continually changing, doesn’t it make sense that the process of getting discovered in the medical industry will change as well?

Yes. It does make sense. In fact, medical professionals that have graduated 20, 10, or even two years ago will find that effectively building their practice is much different today than it was the day they graduated. The internet is a tool second-to-none in its’ capability to increase a practice. Most of us understand this, but the challenge lies in the ability to channel, direct, and utilize that power today, and adjust as it adjusts, to ensure future internet marketing optimization.

The future of internet marketing is content and user experience. Building a business is more than just search engine optimization (SEO); it’s a total marketing campaign. Search Engines (SEs) like Google and Bing are adjusting algorithms to mimic and replicate human experience. ‘Black hat’ SEO strategy or ‘get to the top today’ tactics are not working, or will stop working in the very near future. That being said, here are a couple  internet marketing ESSENTIALS:

 

1. Websites: Your website is the most fundamental tool you must utilize in order to increase traffic. Within the website there are many SEO/Marketing factors:

Sites perceived value to users:  Your sites estimated value will be the #1 factor for SEO & Marketing in the future and CONTENT is the true backbone of perceived value and SEO. Quality of content on your site, the length of time people spend on your site, actions people perform on your site (watching videos, clicking through pages, filling out forms, calling phone number links, etc) are all factors weighted heavily by SEs.

Trustworthiness of site: Sites need an “about” page, email addresses, phone numbers, physical addresses, etc. Too many ads & not enough content will hurt the trustworthiness of a site. Anything that will let users and SEs know you are a legitimate site is what’s needed.

Format & Structure: Not as important as it once was, but still VERY necessary for SEO. Your site needs clean URL’s, concise internal link structure, easy navigation, properly labeled title tags (and meta tags), etc. It’s all about site quality!

Keywords: Use content and tags in your site to naturally target specific keywords for your market. With keywords, again, quality over quantity is encouraged.

Domains: The age of your domain, where its hosted, and who is hosting it is ALL important. The older the domain the better. If its a U.S. based company your hosting company needs to be U.S. based. You also need to know who else is on your server. If you’re using a cheap hosting solution you could have known spam sites sharing your server. SEs look at things like this.

Page loading speed: This is now one of over 200 factors Google uses to rank. The faster your site loads, the better score (1-100) it gets. The better score, the higher the rank.

 

2. Reviews & Reputation Management: Even if your ranked #1 on Google, if you have negative reviews, your not going to get business.

Local Search: The majority of online customers use SEs to find businesses, then quickly evaluate them. The quality of these two factors influence whether or not you get business. It is imperative that you have your business listed locally and have positive customer reviews.

Management: 85% of consumers use SEs to determine quality of a product or service. You need to ensure you keep negative feedback to a minimum and continually manage your online reputation. This requires constant monitoring of all feedback, quick responses to negative feedback, an assortment of online profiles where you can build your own positive reputation, and proper steps to remove fake or troll reviews.

Review system: Having a quick an easy channel for actual customers to post real reviews will do wonders for your business.

 

Before we proceed any further, stop, and make sure your website and online reputation are working for you. Without a quality website that has quality content and the factors listed above, you are limiting your online exposure. Furthermore, even if your website is spectacular, if your not staying on top of your online reputation, your online exposure will not be converting to new patients. So if you need to, put everything else on hold, and make sure the ESSENTIALS are taken care of.


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