Hearing Aid Search Term Happiness
I have been exceptionally busy in my new position in the last six weeks. Of course this has involved my working in or on several areas of the business such as Practice Management, Referral Networks etc . One of these areas has of course been marketing and on-line marketing in particular.
I have been writing numerous articles for the company blog site. Articles that are informative on all areas and aspects of our general business. I have clear ideas and a plan in relation to the content of those articles. I pick the content based on the information that people are searching for online.
I also pick the content based on the general enquiries that we receive every day. In this way the content is seen as informative and good matches to searches undertaken by people. I also use these articles to support the main website of the company. In this way we keep the company’s name on the front page of the SERPs.
I use Google analytics constantly to ascertain how we are doing with the website. I also use it to get a clear picture of what our viewers do when they arrive at the site. Also more importantly to our content marketing plan, how they got there. As part of this information we get a clear picture of the search terms that are used and our position on the search return page on average.
During one of my sessions with google analytics I discovered that we ranked number one in the organic search returns for the search term “the best place to buy hearing aids”. It’s quite interesting that Google has returned us for this term. We don’t actually target this term in any way. I think it would be a bit gauche to put an article up stating we were the best place, even though we are :) but yet we rank for it. I actually didn’t believe it at first until I undertook a search through Google.ie, then voila! as you can see from the picture.
The only thing I can think of is that the articles I regularly publish have lead to this happy situation. It is proof of the content marketing strategy, publish well written articles that meet the needs of searchers and you will be rewarded. It isn’t just as simple as that, you need to use be intelligent in your strategy, my Google Authorship and my past blog history does help. However, this can be replicated, it can be done if you commit to it.
This happy set of affairs is valuable to us, it is valuable in a real monetary way. We receive enquiries from the web, enquiries that we convert to prospects and prospects that we convert to sales. The website is a real source of revenue for us, so any money we spend on it is money well spent. Because myself and a girl named Lisa do most of the work, we spend very little on the website or blog. Another happy set of affairs, but if we did, we would be happy to.
Being strong on the web is only getting more and more important for us. Our Patients are online searching for information about their health, if they are not, their children and grandchildren are. Perhaps it is time that you thought clearly about the ramifications of this for you and your Practice. For now I shall bask in the warm glow of being the business development manager of the best place to buy hearing aids at least in Irish search pages. I of course know that this is indeed my true place :) For I surely rock, fall before me, stop laughing Miller.
If any of you need help, advice, content and strategy ideas or assistance setting up stuff, don’t hesitate to give me a shout.