Pull Marketing for Healthy Website by Savvy Medical Company (Part II)
Posted by Jeff Machado on Fri, Jul 24, 2009
Elekta Medical is beginning to 'see things differently' as they take steps to organically improve their search engine rankings. Here are the remaining six items (which brings us to a total of thirteen) that keeps them in perfect website health!
These actions also increased their PageRank from a PR6 to a PR7. Oh, did I forget to mention that in the last post? Silly me. For those of you who don't know what I'm talking about, I'll keep it simple. PageRank (affectionately named after one of Google's founders, Larry Page), assigns a numerical value to web pages and ranks them from 1 to 10 (you're shooting for 10). See, I told you I'd keep it simple.
"We are in the Oncology business and I checked our competitors ranking and no one else is a PR7. Most are PR 4-6," states Andrew Rodgers of Elekta. Here's what they did:
8. Purchased relevant domain names and created satellite sites for in-depth content and pointed then to landing pages.
Now for a small to medium sized business, it may make more sense to use your existing site, and then simply point visitors to a subdomain in which the landing page resides. Upon arrival, you must provide something of high value if you expect them to give up their personal information.
9. Create well structured landing pages
If done correctly, designing landing pages is not a difficult endeavor. No fancy-shmansy visuals necessary. It's as simple as asking the right questions and placing them in the right location.
10. Checking stats daily to see what's working and what's not.
Obviously some pages and certain offers will do better than others. It's a best practice to keep a tab on your metrics and make adjustments as needed.
11. Ongoing content review and updating pages, adding new content, archiving (not deleting) old content.
My ever-present marketing mantra is "content, content, content." The great thing about mantras is they can be shared by all! If you like this one, go ahead use it. You may find yourself feeling 'content' (get it?) with the increased traffic to your website.
12. Updating keywords on all pages, using the 'long tail strategy' for lower level pages.
A long tail strategy involves targeting more specific phrases with generally a lower search volume. This will help you gain authority as you build up your web reputation and starting to rank for these phrases.
13. Increased our activity in social media, became active in forums, etc.
The end result is that Google now reviews their page every 48 hours (for those unfamiliar, when you do a search, the results that surface are from the web pages Google has indexed. It's not technically 'real time results' and the Google 'web crawlers' search sites more often, if the sites have frequent and updated content).
Andrew continues, "Our pages and Press Releases are fully optimized, more inbound links - people want to link to us as we are thought leaders in our field, hospitals and edu's are linking to us. Our traffic has increased globally, not just in the U.S."
Man, what a success story! And the best part is, you don't have to be a large organization to take advantage of these tools. Small business owners are doing it everyday and leaving their competitors in the dust who have 'fallin by the wayside.'
Yeah, the number thirteen has certainly got a bad rap over the years. However, don't be afraid, the only thing that can hurt you is the lack of sleep you'll be getting from trying to follow up with all of your new prospects.
Photo Credit: Plutor