Combining Search Marketing

Tactically, Search is a key component to your business’s visibility. Without a strategy for active searchers, you are leaving these highly qualified leads at an arm’s length. For our regional healthcare client, search tactics have become the foundation of our discussions around their site traffic.

Becoming the identified expert in Search Engine Results Pages (SERPs) begins with your content stream. You’ll only have a place to send these searchers if the content you are generating answers their questions. In this way, SEO and Content are soulmates. Your content, using appropriate keywords (no stuffing!) and paired with easily digested meta descriptions can generate actionable clicks for your brand. But without the content, clicking to your site won’t make sense for the audience searching.

Engaging customers on Google through keyword bidding and other paid tactics may incite panic. Too much too soon? Start simply with Google My Business. This free business profile for your company lets you easily connect with customers across Google Search and Google Maps. One component is the business ranking, which crowd sources a (one through five) star ranking for your business and publishes it within your profile as it appears in search.

Using this profile feature allowed our client to gain 59,000 clicks on their business listing, more than half of which converted with click to call. That’s almost 30,000 phone calls in an approximate 5 month span. If appointments or calls are key to your ongoing client relationships as they are for our client, this is a necessary tactic for you to deploy. In the same time period, 431,000 views of the listing were achieved. That’s a big number of impressions influencing brand awareness and sentiment. (As you can imagine, the number of users ranking their organization increased dramatically, improving their rank considerably YOY.)