Staying relevant and visible to potential target audiences is one of the biggest challenges that medical practice today face. In a digital space that is swarming with competitors, only medical practices that can identify, connect, and build a channel of engagement with their audiences stand a chance of surviving and succeeding.

Regardless of the size and scale of your medical practice brand, getting your brand out in front of your target audience base will only work if you are consistent and dedicated with planning, following, and implementing effective marketing policies that make it easier to search and find your medical practice online.

And if we are talking about search, then it is next to impossible for any medical practice to survive if it does not follow a Google-centric search marketing program.

Here are three things to keep in mind;

Old Vs New – Moving with the Times

Data driven marketing practices are your best chance at building your medical practice brand in the digital realm. However, digital technology is continuously evolving and it is imperative that medical practices keep up with changes that happen as a result of this evolution. A few years ago, marketers excessively focused on keyword ranking as the most important means of building website ranking and performance.

That kind of thinking however, has taken a beating today. Website performance and ranking in search results is a collective result of a number of elements such as stellar content, responsive design, simplified and faster site access and navigation among other important user experience metrics. Adopting a more Google centric approach to web performance and ranking can definitely help bring greater marketing traction to your medical practice.

Search Results can vary from One User to Another

Up until a few years ago, marketers focused only on using high search volume keywords. However, the best way to make your medical practice more visible in search results is by identifying and using keyword(s) phrases that provide a higher conversion rate. The reason why this is important is because even if two of your potential patients residing in the same geographic area were to type in the same search term, the keywords will not pull up identical local search results. Here’s why this happens – Google uses a wide variety of search elements when assigning an average ranking position for a website. Things like a user’s browser settings as well as his location can have an impact on the kind of local search results Google provides.

Change your Ranking Approach

Building and maintaining a robust online presence for your medical practice is a continuous process. And without and effective online medical marketing strategy you will find it difficult to boost your medical practice brand in the digital space.

Instead of simply focusing on keywords, start focusing on a more comprehensive search marketing approach. The best way to build online exposure is by providing the one thing that is of paramount importance to both the online audience and search engines – Content.

Useful and highly relevant content can be your key to improved search rankings and greater brand exposure and acceptance. In addition to content, use a simple and attractive web design, claim your business places, go responsive (mobile-friendly is now a crucial ranking factor with Google), and build a strong online position by building presence on all major social sites and online review sites. Use your online real estate to connect and engage with your target audiences.