The Omni Advantage

The Omni Advantage is simple – we provide the services our clients want, nothing more and nothing less. Not every market is the same, not every medical practice, bariatric surgeon, plastic surgeon, otolaryngologist, etc. is the same. Why should online marketing companies only offer you one package without understanding your needs and desires?

Newsletter Signup

Get the latest Medical Marketing News & Tips from Omni Medical Marketing

Enter your e-mail address above and hit enter to be added to our newsletter. We never give out your e-mail address or any other information.
Call us to learn more today(800) 549-0170

SEO

DON’T Let Your Competition Take YOUR Business!

Posted by

shutterstock_5744863

Does it seem like all of your competition is getting all the business in your area? Well you might have to look into your marketing efforts. If your competition is doing any type of marketing and you are just going off of referrals, that might be your first problem. According to a study done by Chitika (An online advertising network, https://chitika.com) The average amount of traffic to a website by ranking is astonishing.

Capture1

Again this data is the percentage of traffic to specific position on the first page of Google Organic results. The data of the amount of traffic broken down by what page you are in in Google is even more surprising.

Capture2

So what does this data tell you? Well if your competition is working to be in the top 3 positions on the first page of Google and you are sitting at the bottom of page 5, your competition is going to get way more traffic to their website which means way more potential clients or customers.

How can you get your business into the 91.5% of traffic range?

First: How old is your website? If you think your website could use some help take a look at an older post “Is Your Outdated Website Helping Your Competition?

Second: Is your site optimized for your products or services. If your website is not properly optimized, you can pull traffic but probably not the right traffic. The goal of optimization is to pull traffic to the site that is your perfect demographic for your business. If you have the perfect demographic coming to your website, you are going to have a higher conversion rate. For more information on optimization take a look at our Search Engine Optimization page.

Third: Is just optimizing your website enough? PPC (Pay Per Click) is another great opportunity to get right at the top of the Google ranking list. With PPC you can target specific users that fit within your demographic, that may be age, gender, Income, terms searched, previously visited and much more. PPC Basically means that you are Literally Paying Google for a user to click on your add. For more information, visit our PPC page.

Fourth: Do you have a difficult product or service to explain? Photography and Video is a great way to show potential customers or clients exactly what you have or do? If you have great images or videos showcasing your product to help explain what is looks like and how it works, can be better than written words to some users. You can also have images and videos of your office to help a customer or client feel more comfortable before even visiting your location. For more information and examples please visit our video marketing page.

If you take a look at these 4 different opportunities to better your position on Google, you are more likely to start competing with your competition for those top 3 positions on the first page of Google. If you are looking at these opportunities and data but you are not sure where to start, give us a call. Our professional team can help you come up with a plan to start working your way to the top. (720) 549-9222

Why you need a marketing resolution for 2016!

Posted by

Social media marketing should be an essential part of your overall marketing strategy. As you know, there are many social media sites and the list keeps growing daily. It is important that your business keeps up with current trends and takes advantage of having a large market accessible through multiple channels. Businesses from every industry have made the leap into social media, but healthcare has lagged behind.

Part of it is a lack of understanding about what social media is and how it integrates with current healthcare marketing efforts. Part of it is a fear of how it affects patient privacy and compliance with regulations such as HIPAA. What many healthcare organizations don’t realize is that we can overcome these  obstacles, and they shouldn’t stand in the way of building up social media strategies.

By integrating social media into healthcare marketing, businesses can share accurate, timely information regarding symptoms, diseases, medications, treatments and more. The benefits of integrating social media into healthcare marketing efforts are priceless, from improving patient care to gaining media coverage to attracting new patients and staff. If your healthcare organization hasn’t already taken advantage of social networking channels, now is the time.

However, the most obvious problem with interacting on social media is it’s a huge time commitment. Social media conversations are great unless they prevent you from being productive at work. Plus, interacting on social media works only if you interact consistently and continuously. You build your social media influence by actively engaging in social media conversations with strangers who become your friends and fans, thanks to those interactions.

Content marketing is about informing and building your audience, social media is about promoting your content, and SEO is about making sure search engines can find your content easily. SEO is a very technical field, you need us your corner to help your medical website achieve maximum performance across all platforms.

Please contact us for more information or if you are considering launching a social media campaign for you medical practice. If you don’t have a Facebook page, Twitter account or Google+ page you’re missing out.

 

The Facebook Dislike Button is Coming!

Posted by

How many times have you viewed a post on Facebook and wanted to be able to show people you either didn’t like the post or felt compassion for the post? Well, it’s coming and could have a huge impact on social media for many types of practices — especially plastic surgeons.

We all know most plastic surgeons are typically more aggressive with marketing their websites than other types of practices. Plastic surgeons were some of the first to have websites, the first to work with an SEO company to help rank their websites for plastic surgery and many were the first to use mobile sites and responsive websites to market their practice. Plastic surgeons were also the early adopters of social media marketing which includes Facebook.

So how can the dislike button negatively affect your medical practice? First and foremost, social media can and does have both positive and negative effects on all types of business. Have a great product and service? Social media can be your best friend. Have a poor product or service ? Social media can be your worst enemy.  If your level of service is great, with a little activity on your part many likes and shares can be easily created providing you with great referrals. Each like is a vote of confidence from a patient or customer. Within Facebook people can easily see if any one of their “friends” have liked you practice. When a potential patients sees that “like” it’s an instant referral.

With the new dislike button people may have the ability to see which of their friends have disliked your post which could easily give the perception that their “friend” does not like your product or service.

HIPAA should always be considered when marketing your medical practice online including social media. In addition you need to consider the types of post you are posting to your status. Could your feed be considered offensive to some? Is it possible that someone could “dislike” a third-party article link you post? For example could you post a news article in regards to young teens undergoing plastic surgery, adding your own comments that are against it and still receive a dislike? I believe it’s not only possible but highly likely. Someone may agree with your statement but still hit dislike because they don’t think teens should be considering plastic surgery.

Take a look at this actual Facebook post and the comments below it (sorry for the language). This post was put up to engage people create buzz and gain traction. This post did get share and even some likes. With the dislike button coming how many people do you think will dislike it? Based on the negative comments my guess is hundreds.Facebook Dislike Button

With the dislike button coming, most plastic surgery and other types of practices are going to need to rethink their digital marketing and social media strategy.

Please contact us for more information or if you are considering launching a social media strategy for your medical practice. We are often thought of as the go-to company for medical website design, SEO and reputation management, but we offer amazing social media campaigns as well!

Is Outsourcing Your Medical Website Design Right for Your Practice?

Posted by

The world has gotten much smaller over the last 10 years and will continue to do so. Unlike many professions, the market is worldwide for website developers. Due to hourly wages being far less in other countries than in the US many people consider outsourcing their medical practices website design, development, marketing, SEO and social media to people all over the world. While this may seem like a great way to save money, and for some it can be, for others it could cost you much more than you had bargained for. I have listed out some of the pros and the cons of engaging in this type of relationship. Ultimately the decision is up to you but when armed with information, selecting the best medical website builder will be much easier.

Medical Website Design Costs

In third world nations some website designers and developers literally work for $3 per hour — I’m not kidding.  This should be a huge red flag. Even though $3 per hour may be a good wage in their country, it’s still way below world market value. Developers charging $50 per hour are still getting plenty of work on worldwide outsourcing sites like Elance and Upwork.

Freelancers often do not have the overhead many agencies have which does mean there can be hourly savings but it may not be worth the amount of extra time you will need to put into the project. Remember your time has to be calculated into the total cost of the project. If you make $200 per hour and a project takes 50 additional hours of your time you have to add $10,000 to the total project cost. Saving can be eliminated right here making you wish you had not used a freelancer.

Time of Project Completion

As mentioned above your time involved in the website design and development process needs to be factored. The total competition time should be factored in as well, meaning how many patients will you lose waiting for your new site and marketing? If you currently do not have a responsive website for your medical practice you are ignoring 50 percent of the people looking at your website. Fifty percent of medical website traffic from SEO and PPC marketing are using mobile phone and tablets. If you are planning on optimizing your practice’s site for the keywords people use to find your marketing, waiting for the project to finish is costing you time and money. Every month we have doctors calling us because the outsourced company they used still has not delivered the final product. Not only have the lost money, time, and patients, they now have to start from scratch.

Experience

Most freelancers will take any type of project they can get their hands on. Marketing your medical practice website is not the same as marketing any other type of business.  HIPPA, patient behavior, content and conversions are all very different for medical websites. Not to mention specialty. All we do is medical, we understand the legal issues, we understand SEO for plastic surgeons and all other types of specialties. Since all we do is medical we are able to save our clients time, money and provide better marketing results to help you build your practice.

Communication Issues

We pride ourselves on being available. Without being able to speak directly to the people working on your site, communication will suffer. Communication is one of the often left out elements of a great partnership. If you are still considering outsourcing be sure to consider communication a need during your decision making process.

Marketing Your Medical Practice

Experience comes into play here. While great SEO companies can do a good job of marketing your practice there will be a learning curve for them. Whenever you are marketing a business online you need to become an expert in marketing that type of business.  A great deal of the time we put into SEO for doctors is researching. Since we only have to research medical related SEO and PPC we save time across all projects. This saves time and delivers better results. If a lawyer were to sign up with us we would invest time every month to see what lawyers are doing to market themselves online. It doesn’t seem that bad but mix in a dozen other types of businesses and you can see how little client work time is left.

As you can imagine there are many factors to consider. If you believe in keeping your hard earned dollars in the US whenever possible also be sure to check to see if the big name medical website company is sending your work overseas. We know some of our competition does this. While it makes sense for their bottom line it may hurt your outcome. We never send our work overseas, we are proud to have the best medical website design and development team on the planet working right here in our office.

Valuable Resources for Medical Practice Marketers – Part 1

Posted by

If you have the necessary time, patience and dedication, marketing your own medical practice website can have fantastic results.

While many don’t have the time, those who do typically don’t have the budget to hire a high quality repeatable firm.

We are all about helping those who want to help themselves and have no problem offering some of the tools we pay quite a bit of money to have access too. While some of the paid tools are fantastic and provide great detail, they are also expensive and may not make sense for a DIY type of person to invest in.

On the flip side, there are many amazing resources available. Here are the first half of my top ten:

  1. Moz.org — just Google the term ‘SEO’ and you will see that Moz comes up first. I would estimate that 90% of what you will read that has been published in the last year on Moz.org will provide great results while sticking close by Google’s guidelines.
  2. Matt Cutts blog — Matt Cutts is one of, if not the most outspoken executive at Google who often provides hints as to what Google needs to see in order for you practice website to rank higher.
  3. Google’s Webmaster tools — Who would have thought Google would just tell us how to rank sites? While they do not tell us everything they do provide the foundation.  Since Mobile is now more than 50% of web traffic I suggest you start here on this page. Time and money could be saved by just reading one page on webmaster tools. See what they have to say about having a medical practice mobile (RESPONSIVE) website.
  4. Another great free reference from Google — The Keyword Planner — This tool will help you find what people area searching based on volume for when they are looking for your services. Don’t have time to visit the Keyword Planner? If you are plastic surgeon looking to increase your visibility give us a call. We have the complete list and we can send it to you for free!
  5. Mashable — Great section on social media. While many of are not fans of social media, if our competition is there, we need to be there, too.

While doing your own marketing may be very difficult and it can also be very fulfilling, provide profits and the knowhow to oversee an agency if you do decide to higher one.

Is SEO dead? Should I fire my SEO company?

Posted by

Omni Medical Marketing - Responsive Design WebsiteThese are the top two questions anyone actively seeking new patients from their website should be asking.

There is no right or wrong answer, and as you will see from what I am about to tell you is based mostly on the term SEO itself.

SEO for most stands for ‘search engine optimization.’ SEO itself is not dead, however “SEO’S,” the people who do SEO certainly are a dying breed. Here’s why:

For years the way SEO’s or SEO companies went about ranking websites was very spammy and even a bit seedy. To produce the highest profit margins these companies would use tactics to trick Google into thinking a site was more popular than it actually was. There are many tactics that could be used to do this, the most popular is to buy links from third-party companies. These companies could provide 1000’s of links to a website for a very low cost. Each one of these links would be counted as a popularity vote for the site. Google would see these links, believe it was popular then rank the site higher based on each one of these votes.

Why did Google put a stop to link building?

Google is the number one search engine, and wants to stay that way. Part of the reason why they are number one is due to the fact they provide high quality search results to the people who use it. Better quality search results will keep people using Google, while poor quality results will result in more traffic for Bing and Yahoo.

Think about it this way. If we optimized a swimsuit e-commerce site for the term ‘tummy tuck,’ built a large number of spammy likes using the keyword ‘tummy tuck’ and Google ranked it high for the term, people would end up on the site even though they just wanted the hottest new two-piece. If this type of scenario happened all the time people would start using other search engines.

So is SEO dead or not? SEO is very much alive and doing better than ever. Why? Because Google has always defined what SEO is, and their process is more and more meaningful every day. Google has provided outlets of information to inform us exactly how to best optimize your medical practice website for higher rankings. They have also warned for years not to try to cheat or manipulate their suggestions (DEAD SEO).

So what should I be focused on now?  There are many details, too many to list and actually expect someone to finish reading so I will just give you the bullet points.

  1. Content marketing (what SEO has always meant to Google) – Provide fresh relevant content users of the site will invest time into and enjoy.
  2. Social media – Google sees your activity on social media. Make a plan and stick to it.
  3. Provide value (content marketing) – Answer questions no one else is answering.  Realself.com traffic and popularity is all due to the simple fact that they add value to the user. You can do the same on your site!
  4. Mobile – Make sure to have a responsive site, NOT a M.dot website. Take a look at what your site looks like to users and to Google using our free preview tool.
  5. Onsite SEO – Each page of your site needs to be dialed in and highly crawlable by Google. This often takes time. We spend countless hours increase the page value of each page on a site by making changes to stay ahead of the latest suggested best practices. Since spammy SEO is dead each page of your site needs to be nearly perfect.

Keep in mind most SEO’s will not do the hard labor listed above as there is little profit margins compared to buying tons of cheap, spammy links.

What should I watch out for with my current company of one I am thinking about hiring?

  1. Link spam – links should never be purchased for your website – especially in bulk. Google will find out and will penalize you.
  2. Link Networks – Don’t just trade links with other people. A link from my website to your website with a link from your website to mine will at best cancel each other out. If the link coming to your website is not relevant i.e. from a hardware company, a trucking company or a gambling site this link will look spammy to Google.
  3. Link wheels – Having a large number of links from your site to a large number of other sites that are relevant. At some point Google will catch this and you could face a penalty.
  4. Press release spam – Yes this can be spam too. A press release from time to time can be a good thing, however sending out a press release every two weeks will look odd to Google and the original links will be devalued.

DO NOT buy into a separate M.dot website (see our blogs on M.dot sites). These duplicate content and do not provide all of your content for Google and users to see on mobile devices. Duplicate content does negatively impact SEO and it should be avoided at all times.

If you have any questions, feel free to contact us directly at (800) 549-0170.

5 Basic Things You Should Monitor in Google Analytics

Posted by

It’s easy to brag that you get thousands of visits to your medical website each month, but is it quality traffic?  Are you using analytics to find a high-quality audience, or are you settling for a high number in the total visitors column and assuming your website will convert sooner or later?  This is an important question to ask yourself when spearheading your own Medical Marketing strategy.  For many, Google Analytics is the preferred tool for gathering information about your website.  While there are a number of other tools that will gather this information, Google Analytics has been the go-to-source for this information and has proven the most reliable.  That being said, it’s important to know what is available in analytics that you may or may not be using to gauge the success of your marketing.

By actually analyzing the large amount of data that Google Analytics provides, you can get a better idea as to marketing strategies that have worked, and strategies that have not.  For example, do you know how users are finding you?  Are they finding you in search?  If so, what search terms are delivering visits?  This is a just a small portion of the amount of information that you can find in analytics.  Below, you will find the top 5 basic things that you will find on Google Analytics, besides the total number of visits, that you should be monitoring.

  1. Average Time On Site – This is a great way to measure how engaged the average user may be.  Are you ranking for a term that doesn’t really have to do with the services you offer?  It’s more common than you might think.  For example, someone could be searching for the best tooth-whitening toothpaste and land on a dentist’s professional teeth whitening page.  While this is a generally positive outcome, the likelihood that they will immediately leave the site is much higher.  Using this information, you can change your keyword targeting to “Professional Teeth Whitening” to ensure that you are capturing the right audience.
  2. Landing Page – You might not think this is important, but knowing where people are entering the site is important.  Not all visitors to a medical website will begin their experience on the home page like you may want them to.  They may land on a procedure page, or a blog.  By knowing where users begin their experience, you can customize the navigation of the site to drive visitors to different areas of the site and improve engagement.  Are you relying heavily on blog tags and categories to drive traffic to your site?  If so, what is the user experience like once they’ve landed on a tag or category page?  The more important question to ask yourself is, if you took your focus off of tags and categories, and spent more time optimizing specific landing pages, are you willing to accept fewer visitors to your site that are much more likely to convert?
  3. Referral Sites – Not all traffic to a medical website will come directly from search.  If external marketing efforts are driving traffic to your site, it’s important to measure the return on investment.  If you are running an advertising campaign with Groupon, looking at referral sites can help you to determine if this particular idea was effective.  Also, if you’re paying for a directory listing, or you have purchased banner ads on other websites, the referral sites data in analytics will tell you if these investments are worth the money.
  4. Mobile Overview- As the number of visitors from tablets and smart phones increase, it is important to understand how much traffic is coming from a mobile device.  This information is going up across the board, but you might be surprised to learn that 25% of all healthcare related website traffic is coming from mobile devices.  If you are seeing a significant amount of traffic coming from mobile devices, this will drive home the importance of having a mobile site built with responsive design.
  5. Geographical Location – If you know that you want to geographically target certain areas with SEO, do you know which cities, and do you know how to track your success?  Google Analytics also tracks where website visitors are physically located and reports that information.  For a dentist, they may want to create a tighter geographical area to target, while a plastic surgeon may want to create a much larger reach just based upon the nature of their medical practices.  While people may be willing to travel further for plastic surgery, the same may not be true for dentistry.  If you are a dentist that finds a significant amount of your website traffic is coming from surrounding cities, and you’re not seeing an increase in patients, it may be time to reassess your marketing strategy.

While Google Analytics offers much more data to comb through, these five basic examples of additional data can give you a great perspective on your current medical marketing strategy, and the additional data could lead you to even manipulate your current strategy.  Paying close attention to these additional factors will help you to attract potential patients that are much more likely to convert once they reach your medical practice website.

If you don’t know if your current medical marketing strategy is working to the best of its ability, or if you are looking for someone to manage the massive amount of data that is generated by analytics tools, give Omni Medical Marketing a call.  Our team of trained marketing professionals can help you to analyze the data to determine what things you may be doing right, and what things you may not be doing as well.

Call 800-549-0170.

The biggest mistake to avoid while choosing a medical website designer

Posted by

The biggest step to avoid when hiring a medical website designer is pretty simple. Let your marketing company help choose your designer. While there are numerous developers and designers who do amazing work, very few take into consideration your return on investment. Sure they are capable of building an amazing looking site, but does it convert? Does it drive in the additional patients your practice needs every month? How many medical practices has this website designer worked with? Do they understand exactly what people seeking top notch medical care are looking for and what pushes their buttons to make an appointment to see you?

There are many companies out there that do very good work for plumbers, bakeries, schools and law firms for example, but do they know how to build a website that will drive traffic to your site and increase website conversion?

Often times, medical practices get caught up in the look of the website.  While this is certainly important, it is not as important as building a plan to drive traffic to the site. By combining both a preliminary marketing strategy and a world-class medical website design, medical practices can enjoy the benefits of a great looking website that converts leads into appointments.

Each and every month, a medical professional will call us after having invested a large amount of money on a complete website design.  Despite the large intial investment, months or years can go by and the website may still not generate and convert any potential patients to your practice.  This triggers the call to us.  When we review the work that was done by a previous medical website designer, we often find that many of the best practice’s for lead conversion are either done incorrectly or missing completely.  We find issues from lacking a mobile-friendly version, lacking a call to action, hidden contact information, or other serious best practice flaws that lead to lost website traffic.

There’s no doubt that our In-House Medical SEO Team can increase the traffic to a previously designed website that doesn’t focus on marketing, but will it ever reach a return on total investment that will overcome the large initial investment of a website design?  Possibly, but it leaves us with two options.  Either we turn away the business because it may never reach the potential we work so hard to achieve, or we tell the client that they have wasted a large amount of money on a website design that can’t be marketed to its full potential.  We would prefer to not have to choose from either of these options.

Building a medical website right the first time will save you money.

 

What is the difference between White Hat and Black Hat SEO?

Posted by

This is a great question that leads to a lot of different explanations.  More now than ever, the line that is drawn between white hat and black hat SEO is growing wider.  With the inherent difficulties associated with marketing medical websites, some companies are tempted to blur that line.  While you always hear that black-hat SEO is a horrible way to achieve long-term results, it really comes down to what you see as black-hat, what you see as white-hat, and how broadly you draw the line between them.

Each medical marketing company can have a very different view of what is black-hat, and what is white-hat.  Of course, when it comes to acquiring new clients, every company claims to use only white-hat techniques.  No one wants to admit to using risky techniques that directly go against Google’s best practices.  This can lead some to hide their efforts behind the facade of white-hat SEO, while also taking very big risks with the site to show a large initial improvement.  This blog will lay out the agreed upon differences between the two medical marketing strategies, but will also offer a world of grey.  A world where risks are taken and skirt the edge between right and wrong to deliver results.

What is White-Hat SEO?

As you might infer, white-hat SEO offers a strategy that adheres closely to Google’s best practices and standards.  The main focus is through promoting the website through more traditional PR methods, and typically requires more work on behalf of a medical marketing agency.  This method involves a constant attention to the ever-changing search engine environment to ensure that every approved method possible is being done to get a website noticed within search engines.  Especially true for new medical websites, white-hat SEO typically takes more time for a website to rank, because it relies on word-of-mouth and creative content.  The website has to be noticed and shared before it starts to see a return on investment.

Every medical marketing company claims to use white-hat SEO, but quite frankly, there’s much more grey involved than anyone wants to admit.  After all, we’re all trying to get a website ranked for competitive keywords quickly, which inherently goes against what Google is trying to achieve.  We all want to deliver high-traffic keywords quickly to please the client, and hopefully have more time to do things the right way.  With each marketing company trying to improve your rankings faster than their competitors, it can be tempting to move closer to the middle of the road.  In the long-run, sticking closely to Google’s best practices will deliver the best long-term results, but it does typically take more time to show positive results.

What is Black-Hat SEO?

In general, black-hat SEO is the use of any technique that does not comply with Google’s best practices.  It involves using a strategy that is either devalued, or actually penalized by Google to achieve quick results.  It’s the idea that it’s only wrong if you get caught.  For medical websites that don’t get caught, it can be a quick way to improve search engine rankings and often leads to a medical professional applauding the efforts of their SEO company early on.  Some agreed upon black-hat methods are site-wide footer links, purchased back-links, and keyword dumping.  While these methods have been hit hard in recent years, these methods are still being used to this day to improve search engine rankings.  Why would anyone use a tactic that has been directly penalized by search engines?  It’s simple really, sometimes they actually work.  The question any medical professional should ask themselves is, “Can I afford to lose my rankings overnight?”  This has happened, and will continue to happen, as long as companies are willing to take the big risks.  But is it a medical marketing company’s right to take risks with your medical practice?

If you’re willing to take a big risk with your success, and by risk I mean potentially never recovering from a Google penalty, then using any and all methods available can offer some short-term success.  The main problem with black-hat SEO is that medical professionals are rarely aware of the risks that are being taken with their overall success, and by the time they find out, it might be too late.  An all too often example at black-hat SEO is link-wheels.  This is where a medical marketing company decides to link all of their client’s sites together without actually notifying their clients.  This is done through hidden pages on their site that are a laundry list of clients with links going out to other websites.  While this can give a medical practice a boost early on, the long-term ramifications can be severe.  Not only is Google looking to penalize these “link-wheels,” but if a potential client found this page, would you want them to see a list of your competitors on your medical practice website?  As you can see, black-hat can be more than just taking risks.  Attempting to hide black hat SEO practices behind a veil of white hat SEO can actually be dishonest and unethical.

The Evolution of Grey SEO

While any marketing director will tell you that Google provides what it considers black-hat SEO techniques, they tend to move the field goal posts when search engine results no longer deliver valuable content.  For example, up until late 2011, footer links were a great way to add value to your site.  With a number of updates since, sites that use site-wide footer links have been penalized severely for the practice and are now struggling to recover.  While we don’t know what the next target will be, we can certainly make assumptions as to where search engines are heading.  Finding a good SEO company can be as simple as finding the company that has the most logical forward-thinking strategy.  That is to say, medical marketing companies should be taking calculated risks to deliver results.  The most important step though, that often gets skipped, is honest communication.  Any good medical marketing plan, black, white, or grey, will include an honest discussion with those who have the most to lose; the medical professional.  Is black-hat SEO the use of risky techniques to increase ranking, or is it an overall dishonesty that makes a strategy black-hat?  Anyone who has done medical marketing for any length of time knows what risks are necessary to meet the desired goal, but taking large risks with the success of your medical practice, without having you on board, is the worst of the worst when it comes to black-hat techniques.  Grey SEO is willing to take risks to achieve results, but it should never be without transparency with a client.  

So what does this all mean for your medical practice?

At Omni Medical Marketing, we understand the importance of achieving rankings quickly.  More importantly, we understand and have seen the impact that penalties from Google can have on the overall success of a medical practice.  It’s important to know that white-hat SEO is always the best bet for long-term success.  Occasionally, we all want to drift closer to the line, and even blur the line, when the pressure is on to deliver results more quickly.  However you decide to conduct your medical marketing strategy, the most important thing is that you stay informed on the risks you or your medical marketing company are taking.  Slow and steady (Following Google’s guidelines) wins the race in the long run, but if you want to lead laps in the meantime, sometimes you have to take calculated risks.  When it comes to the riskiest of black-hat strategies, make sure you can afford to crash and burn.  Trial and error can be a big part of an ever-evolving medical marketing plan, but it should never compromise the professionalism of your medical website design and medical practice.

Perhaps we should just throw out the terms altogether.  At the end of the day, we all want to see search engine gains, we just have a different way of achieving them.  Perhaps instead, we should break it down to honest and dishonest SEO practices.  At least in this case, it leave less room for grey.

If you want to learn more about SEO for medical practices, and our personal commitment to an honest SEO strategy, give us a call.

Call 800-549-0170.

Blaze Your Own SEO Path to Success

Posted by

Creating a well-planned medical marketing strategy can come with its own set of challenges.  With the importance of social media marketing and Google reviews growing, there are certain medical fields that are at a distinct disadvantage.  For example, a plastic surgeon is going to have a much more difficult time getting patients to post public messages or reviews that are directly tied to their personal social media accounts.  This can cause an overreaction by focusing too much on what the competition is doing.

The most important thing to remember when planning a medical marketing strategy is, don’t get caught up in what the competition is doing.  While it’s tempting to duplicate the efforts of the competitor that may be ranked #1 for a target keyword, this is never going to yield the results that you really want.  Your new medical website design is unique, and it will have a very different set of circumstances.  The strategies that are implemented by your competition are unique to their circumstances and won’t always work for you.

While there are tried and true methods to medical marketing, taking your practice to the next level can be a difficult task that may involve trial and error.  In many ways, the ever-changing Google algorithm can make it seem like each site is being held to a different standard.  In all reality, this is absolutely the case.  While some sites have been penalized severely for “Black-Hat SEO” techniques, it seems as though others have flown under the radar.  For example, many sites were penalized in 2012 for a large number of footer links.  These are links that exist at the bottom of your site and are on every page of your site.  With a little digging, you may find that your competition has a large number of footer links, but they seem to rank well for every keyword.  Whatever you do, don’t fall into the trap of doing what they’re doing.  Chances are, you’ll be hit right away with a Google penalty and essentially have to go into recovery mode.  This isn’t fun for anyone, and your website traffic will suffer.

Avoid the war, and be patient

Your first reaction may be to want to report the competitor site for using “Black-Hat SEO” techniques to leap to the 1st position, but you should avoid this too.  No need in starting a search-engine war with your competition.  In due time, doing the right things will pay off.    As your medical website design reflects the level of professionalism that you want your medical practice to represent, so too should your medical marketing strategy.  While it may take time for Google to catch your competition using negative SEO techniques, penalties can go as far as de-indexing the entire site from search engines.  By penalizing your competition, guess who’s next in line to take their spot at the top of search engine rankings.  Most importantly, if you manage to stay above the fold in your medical marketing strategy, you won’t have to worry about losing the #1 spot anytime soon.  You got there the right way, and you don’t have to worry about Google updates raining on your parade.

Competitive SEO Analysis

While there is no doubt that you want to avoid duplicating your competition’s marketing strategy, understanding their strategy can be very beneficial.  For example, how are they building links?  Are they using paid listings or Pay-Per-Click marketing?  Knowing what your competition is doing can help you to counter their strategy, and it can also give you a heads up if a Google penalty is heading their way.  In some cases, you may even see where they are building their links and see if you can get a link or two from the same sites.  However, you don’t want to duplicate their link profile either.  Again, your site is different from their site, and your marketing approach should be unique to your goals and circumstances.

Position yourself to win

I can’t stress enough how important it is to do the right things early.  When you begin to develop a medical marketing strategy, you’re essentially building the foundation that will support the overall structure over time.  It’s the difference between building your castle on stone or sand.

If you are interested in building a winning SEO strategy, Contact Omni Medical Marketing today.

Call (800)549-0170