Are your medical website visits up? Do you know why?
In the medical marketing field, it’s easy to ignore your website when your traffic is up significantly. While we spend most of our time addressing our site when traffic is performing below expectation, it can be equally important to focus on your site’s productivity during the good times. What have you done recently to make traffic go up? Have you tried a new SEO strategy? Are you just coming out of the holidays when traffic generally slumps? These are all important questions to ask when enjoying a spike in traffic volume.
I know, you spend so much time on your site to improve it, you just want to put it on the back-burner for a while and enjoy the current success. Here are 3 reasons why it’s so important to know why your traffic is up, just as you want to know why your traffic is down.
SEO Updates Take Time to Manifest
If you’re heading up your own search engine optimization, making changes to the site will take time to manifest in results. If you’ve made changes recently, take some time to let the changes take hold within the search engine index. One of the biggest mistakes you can make is panicking and making a ton of changes to your site to improve ranking. Now that your traffic is up, how do you know which strategy was effective? In a competitive medical marketing strategy, it’s easy to make a significant amount of changes to your website all at once in hope of improving traffic dramatically. Controlled changes will give you the ability to assess what worked, and what didn’t. During the positive increases in search traffic, you’ll actually be able to identify what it was that helped move your medical practice up the rankings. While we all want our medical websites to rank for hundreds of keywords as quickly as possible, not knowing how you got there can lead to a lot of questions down the road.
Search Engine Algorithm Updates Can Be Confusing
One of the major additions to the search engine landscape has been the Panda and Penguin updates from Google. If your SEO strategy depends heavily on buying links and “black-hat seo” techniques, these updates can cripple any progress you’ve made. A punishment from one of these updates can cause your traffic to plummet, literally overnight. So if you see a sharp increase in traffic from buying back-links, or you suspect your medical marketing firm may be doing the same, knowing the reason for a Google penalty will go a long way. While it may be fun riding the wave of an increase in search engine traffic, an algorithm will quickly bring your party to an end. Understanding how to avoid these updates, and in many cases benefit from them, understanding why you’re seeing an increase in traffic is a good place to start.
Diagnosing an Unexpected Drop in Ranking
The more you know about your websites successes, the better you’ll be able to understand where it may be coming up short. If a keyword is delivering quality leads to your practice, it’s important to understand how you got there. For example, if you rank for Rhinoplasty in Orange County and it’s delivering quality traffic to your site, how would you react if this keyword feel out of the rankings entirely? Knowing why a keyword ranks highly for your site will give you a great starting point if it no longer happens to do so. When diagnosing an unexpected drop in Google ranking, it’s important to look at the things you’ve done to achieve a quality ranking. It’s not always a Google Update. In some cases, your competition may just have changed their strategy to be more competitive for that specific keyword and dropped your ranking. With a majority of search traffic going to the top 3-5 results, 1-2 spots can make a huge difference on the amount of traffic being delivered.
Not sure if you have the time to track your search engine results?
That’s okay. Tracking negative results can be time consuming as it is, so it’s understandable to think you may not be able to also watch your site’s success. SEO is a fluid system that has it’s ebbs and flows. Hiring a medical marketing professional is a great alternative to constantly observing your site in the good times and the bad times. Not to mention, additional experience in the field will help a professional know whether or not to panic. It’s essentially the idea that they can stress out about your medical website, so you don’t have to.
If you’re a medical professional that sees more fluctuation in search engine ranking than you can possibly keep up with, Contact Omni Medical Marketing today.
If you want to speak to a trained medical marketing professional, give us a call now.