Healthcare Marketing: The Key To Maximum ROI - Keyword Mapping [Webcast]

Denise Maling EVP, Client Services

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#AISMediaEDU

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Presentation

THE KEY TO MAXIMUM ROI: KEYWORD MAPPING | #AISMediaEdu

Atlanta Dallas


Amplified. Digital Marketing Performance

ATTRACT ENGAGE

CONVERT


SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT


AWARD-WINNING MARKETING & UX DESIGN


WHERE YOU’VE SEEN US


FEATURED CLIENTS & ATTENDEES


62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Industry: Healthcare

Awareness Consideration Conversion Intent

Source: GoogleInsights

Channel Roles in the Patient Journey (Assist vs. Conversion)

The Key To Maximum ROI: KEYWORD

MAPPING


How Is A Site Mapped?

Identify keywords

Perform a content audit

Identify pages with

high relevance &

topical value

Create focused

content to populate

those pages

Map a single

keyword to a single

URL

Optimize the pages

Promote the pages


MAPPING


What Is Keyword Mapping? The Key To Maximum ROI: KEYWORD

MAPPING


A process where you map researched keywords to specific landing pages.


MAPPING


5 Steps To Keyword Mapping

1.

2.

3.

4.

5.

Define the goal

Perform a content audit

Identify pages with high relevance & topical value

Create focused content for each page

Map a single keyword to a single URL

þ Higher rankings

þ  Increase “stickiness” or time on site

þ Provide users with the exact content they want

Major Benefits To Keyword Mapping


MAPPING


Key search behavior facts we know…

Paid

Organic

Source: Wordstream

89.82% of people click links on the first page of search results.


MAPPING


Define The Goal


MAPPING


What’s Your Goal?


MAPPING


What’s Your Goal? New Patients

Avoid friction & guide patients to easily navigate where they want to go.


MAPPING


Content Audit


MAPPING


Content: ü  Type

ü  Volume ü  Relevancy

What to look for…

Copyright 2015. All rights reserved.

Content Audit The Key To Maximum ROI: KEYWORD

MAPPING


TAKEAWAY: Be sure to fill in your content

gaps.


MAPPING


Identify Pages

It’s important to choose pages with…

High Relevance: Be sure the content is relevant to the search phrase. High Topical Value: Site visitors will know they landed on the right page.


MAPPING


Ex: Site Map & Keyword Associations The Key To Maximum ROI: KEYWORD

MAPPING


TAKEAWAY: Every page must have an

associated highly relevant and topical keyword.


MAPPING


Patient Journey

Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interac?ve Videos

Calculators

eBooks & Guides

eNewsleIers

Tes?monials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics Ar?cles

Webinars

Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Buyer Comm

itment Level

Ra?ngs & Reviews

Copyright AIS Media, Inc. 2014

Appropriate Content At Each Stage The Key To Maximum ROI: KEYWORD

MAPPING


Source:GoogleCompete

of those looking for health information start with search engines 88%


MAPPING



MAPPING

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu


MAPPING


#1 position in Google gets 33% of search traffic. 75% of users never scroll past the first page of search results.

Source: Search Engine Watch


MAPPING


Link To Appropriate Pages


Focused Content The Key To Maximum

ROI: KEYWORD MAPPING

þ  Is this what they want?

þ High relevancy & intent þ Keyword used 10x þ 500+ words

TAKEAWAY: Avoid friction and guide potential patients to where they want to

go.


MAPPING


Keyword Mapping

Example: Keyword Map The Key To Maximum ROI: KEYWORD

MAPPING


Always Keep the Goal in Mind


MAPPING


TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015

1. Be sure to fill your content gaps. 2. Write relevant content. Every page must have an associated

relevant and topical keyword. 3. Map that content to one single URL.


MAPPING


Limited Time Complimentary Offer FREE Website Performance Analysis

•  Site speed analysis •  Google’s “Mobile-friendly” test •  Technical SEO audit •  30-Minute consultation

Call: 404.751.1043 Email: [email protected]