What the hell does the opening of a new hearing centre in Dublin have to do with You?
Well let me tell you, one of my customers decided to open a new hearing aid clinic in the south Dublin area. As part of the support strategy for this clinic he decided to attempt to rank that clinic on the SERPs (Search Engine Return Pages). We sat down and outlined a strategy to do just that, a strategy that involved SEO work on both his website and supporting blog.
The idea was to use keywords and anchor text to raise the site page up the rankings. In order to do so, we have used the phrase hearing aid clinic Dublin in the site page title seen here hearing aid clinic Dublin. We also used a page on his blog to support the site page and further go after the search phrase which can be seen here blog page about new hearing aid clinic in Dublin.
In this way we are supporting the original web page with anchor text that frames the terms of reference for Google. Google crawls the page and the links to it and assesses what the page is about through keywords and any anchor links that point to the page. This helps the page climb higher in the returns for the chosen long tail search term.
The long tail search term was chosen carefully for both search traffic and relevance. Hearing aid clinic Dublin is quite a targeted search term, it is not a massively used one, but In this way we can hopefully target all of the people that use that search term effectively. In this way we can draw web page viewers that we will have an opportunity to convert to enquiries. That is how we measure success, at this stage turning viewers into enquiries is a success as it gives us an opportunity to fill the sales funnel.
With the sales funnel full we have the opportunity to convert those enquiries to sales. Undertaking this strategy is worthwhile for every Practice, but to do so, you need to assess what search term you are going after. You then need to assess what the traffic rate or search incidence of that search term is. Then you can outline a strategy to deliver those searchers to your blog and website.
That alone is not enough though, having them on your site is great, but you then need to convert them to enquiries. That is the key, ensure that if you get them to your site, they not just view it but contact you. That is a whole other kettle of content.