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6. Search Supremacy

Earn SEO, Buy PPC

Within your city, hundreds if not thousands of people are searching for you.

I know from checking local online searches of terms such as BPH, enlarged prostate, neuropathy, nerve pain, fibromyalgia and other chronic conditions for which traditional medicine has little to offer.

They’re not searching on Facebook. That subject will be addressed next but social media can put prospects into the top of your sales funnel, but the combination of SEO (search engine optimization) and PPC (pay-per-click) advertising injects prospects at the consideration or evaluation stage, much closer to purchasing your service.

Ongoing Processes

The first thing to know about both SEO and PPC is that neither is a one-and-done or set-it-and-forget-it endeavor. Both are processes described most appropriately in one agonizing word – tedious.

Both require vigilance.

You purchase pay per click ads on the Google network through its Adwords program. If you want to waste a lot of money, create an Adwords account and initiate some search ads – heck, you pay only when somebody clicks what can go wrong?

Adwords is a multi-faceted cavernous program. If you’re tempted to do it yourself, first visit the Google Partners page and take the Adwords certification test. I was first certified in Adwords in Jauary 2015, and when I renewed in July 2017 I spent more than 20 concentrated hours again studying for the test.

There’s a lot that doesn’t readily meet the eye.

Pay per click ads, incidentally, are served via auction that counts factors beside just your bid price. The relevancy of your ad to its landing page is an important factor, and once you have a track record that counts too. There are numerous bidding strategies and you can select times of day, days of the week, specify types of devices, pinpoint a geographic area, and slice and dice in almost endless ways, including posting display ads on websites selected by related topics or interest.

Adwords is also Google’s vehicle for retargeting previous visitors to a specified area of your site, or those who took a specific action (such as playing a video or downloading a form).

Pay per click is a faster route to being found in searches, while SEO is earned instead of purchased.

But SEO is earned by the sweat of your brow.

Google makes you work for it; ranking in search results doesn’t come quickly nor easily.

Chart Toppers

Google likes content – loads of it. Writing a blog consistently would really please Google. And you’ll need lots of words because that’s what feeds their web-crawling robots. They also chew up words not readily seen by your site visitors, such as page titles, descriptions, and alt text for images.

Formidable websites linking to your site – what are termed backlinks – also boost SEO. Formidable means a site higher up in Google page rank, such as the online version of your local newspaper, which will deliver far more Google juice than the local hair salon or butcher shop.

Content and backlinks have a synergistic relationship. The more information your site provides, the likelier you’re to find others linking to it. A good article on Crohn’s Disease will likely engender linkage from support groups, for instance. Same applies to dozens of conditions, and this can give you a double whammy of page rank.