Latest posts by Tucker Worster (see all)
- Picking the Right SEO Keywords for Your Practice - July 25, 2019
- How to Rank Higher in the Local Search Results - July 19, 2019
- Boost Your Rankings by Optimizing Your Website Images - July 16, 2019
People who work in SEO often talk about keywords and how important they are. They are certainly an important part of any SEO strategy. What are keywords exactly, and how can they help your hearing clinic reach more customers?
What are Keywords?
Put simply, keywords are the words that your customers would type into a search engine to find your products. These words are also called “search queries.” By looking at all the images, copy and other content on your websites, you will be able to find your most important keywords.
Why is keyword research important?
Keywords have traditionally been used by search engines to identify websites that are relevant for a search query. In the early days of search engines, keywords used to be the single most important aspect to making your website more visible on search engines. Some people realized this and started ‘stuffing’ keywords into websites, which led to some very low quality and hard-to-read content out there. The search engine companies have since tweaked their algorithms to increase the number of factors which tell the algorithm that the site should be highly ranked.
Due to this diversification, keywords have become marginally less important overall, but they are still very important. Doing keyword research will tell you what topics your audience are interested in, as well as how many hits these searches are getting per month.
By finding out which topics a lot of your potential customers are interested in, it makes it easier for you to focus your website content better. You can cater your content to the questions your potential customers are asking search engines every day. This makes it easier for search engines to rank your website more highly when someone searches for a topic that your hearing website has content which covers that topic. This helps drive organic traffic to your website from the search engine results pages (SERPs)
If all this sounds simple, there’s a little more work involved for you. It’s important to choose the right search terms people use when looking for your business, which can be different from the search terms you might expect. You might describe your hearing services slightly differently than the way a person would describe it. In order to release content which speaks to your audience then, you need to understand what it is they’re actually looking for, and the words they use to express that need.
Searching with Intent
Keywords must leverage a user’s intent. This is one of the most important considerations in ranking highly on search engines. Your keywords must refer to the actual problem the person searching wants to solve. This will affect your keyword research because you have to be careful about taking keywords at face value.
Let’s take an example like the keyword “hearing loss.” There are so many different directions you can go in with this keyword. Does the searcher want to learn about the different types of hearing loss? Do they want to know about a cure for hearing loss? You have to be very careful about how to interpret the keywords before you start posting content.
On the horizon: The rise of voice and semantic searches
In recent years, there has been an explosion in the popularity of voice-operated home speaker systems. The popularity of these devices is rising so quickly that many predict that they will become the dominant method of making search queries. What does this mean for keywords? As people are speaking into a microphone rather than typing words into a search engine, their queries are likely to be more conversational in tone than previously.
An example might illustrate things better. Where a searcher might type in ‘Phonak vs Oticon hearing aids’ as a search term on their laptop or smartphone, someone using a voice-activated search device might search this instead: ‘How do Phonak hearing aids compare to Oticon hearing aids?’
Recent changes in search engine algorithms have also signalled that search engine companies are now more concerned about contextual searching rather than simply the right keywords. This is called semantic search and is an attempt to encourage natural and accurate search engine by placing the search query inside a context. Search engine companies can compare what you have searched for before, your location, the time of day/year and commonly misspelled words to make an educated guess about the intent of your search.
Semantic searches are the future of SEO and will only become more influential as time goes on. Until then however, good keyword research remains an important strategy for ranking highly on the top search engines.
Do you need some help leveraging the power of SEO to get more hearing aid patients? We can help! Contact us today to see how we can help your business grow.