Why Google’s SEO Strategy May Drive You Back to Digital Display

Bit by bit, Google has been changing the terms of its SEO strategy deal with healthcare marketers. Google’s strategy is shifting away from matchmaker to one of being a destination in and of itself, with fewer hand-offs necessary to your non-e-commerce site.

Bit by bit, Google has been changing the terms of its SEO strategy deal with healthcare marketers.

Health systems produced content and then made it “findable” by following established search engine optimization (SEO) techniques, in exchange for greater visibility when Google’s users plugged in related search terms. With more than 60% market share, Google’s importance as a matchmaker between content and curiosity could not be overstated.

But Google’s strategy is shifting away from matchmaker to one of being a destination in and of itself, with fewer hand-offs necessary to your non-e-commerce site. As your organic traffic plateaus, marketers will be forced to re-balance their digital tactics, just to hold onto the same user volume.

Google’s changing approach is based on old trends, as well as new ones. Marketers have long known that the longer a user spends on a site, the more opportunity there is to capture value from the visit. Google now leverages that logic for its benefit. The more information previewed in the top-level results, the more likely it is that the user’s question will be satisfied without the need to click through your site. The results from voice-based searches are even more succinct and less subject to commercialization (at this point).

What Healthcare Marketers Can Do

Are you unsure if this trend applies to your hospital?

Do a condition-based search, relevant to your facility, on a desktop. The results page probably starts with knowledge panels and instant answers, a map with showing facilities like yours, followed by paid ads, and then organic results — where SEO lives.

This hierarchy is more pronounced on mobile. Google depends on your site to serve up information that it compiles and displays in an at-a-glance format, regardless of device. A substantial number of searches relevant to your core content can be addressed, without ever registering on your analytics as a site visit. The irony is you can be getting better at SEO; especially with speakable schema, but not see the growth in traffic you’ve come to expect.

So, do you abandon SEO efforts? No. Digital queries in all forms will continue to increase, and competitors will not sit still. Quality content will retain its value, but likely needs additional behind-the-scenes mark-ups to be optimized.

Beyond that, you may need to revise your assumptions about traffic volume that will be produced by organic results and offset that volume loss with traffic generated from targeted outbound display ads. Of course, this has implications for your budget and audience mix.

The good news is that digital display on reputable outlets can give you the targeting and frequency levels necessary to generate awareness. And, creativity will once again become the focus of display ad development to pique the viewer’s interests and earn the click.

Like so many things, what was old is new again.

3 Quick Ways to Sabotage SEO Efforts

Are you sabotaging your own SEO efforts? As an SEO consultant, I see numerous well-intentioned business leaders make decisions that, in effect, sabotage and trash months and even years of SEO work.

Are you sabotaging your own SEO efforts? As an SEO consultant, I see numerous well-intentioned business leaders make decisions that, in effect, sabotage and trash months and even years of SEO work.

Because of these poorly thought-out decisions, organic search traffic craters and sales decline. This situation is often an indirect result of site owners making decisions without estimating or understanding the impact these might have on the long-established SEO efforts. Tactical SEO mistakes are easier to recover from than ill-thought out business decisions.

Here are three business decisions that can sabotage your SEO efforts:

  • Change your brand name
  • Dramatically shift your product offering
  • Target a different customer segment, while abandoning the previous target audience.

Here is how and why each of these marketing/business decisions can have a long-term negative impact on the site.

Changing Your Brand Name

As businesses grow, shrink and change ownership, there is often a desire to rebrand the company. This decision is usually made many pay grades above the SEO team. The assumption is that altering the name will be simply a matter of shifting the website over to a new address. This is what it takes technically, but it greatly oversimplifies the impact such a change can have on organic search traffic. A quick look at what percentage of traffic is first-time visitors and how dependent your site is on new customers coming in from search will give you the scary truth of how much of an impact a change might have.

If your site is a commerce one, there is more to lose. Google gives brand names preference in the search results, so you will be found for the new name on the door; however, this does not account for the broader loss of name recognition in the marketplace. If you are in a pitched battle for search placement with established brands, you will be giving them a gift; for until your new name is broadly known, you will be a nobody. Searchers do not see your lovely rebranding visuals or associate your once trusted name with the new name. There are ways to mitigate the impacts. Begin with a rebranding strategy that includes a thorough understanding of its impact on your organic search strategy and seek to mitigate upfront any impact. In short, don’t make the change and then ask why organic search traffic has declined.

Shifting Your Product Offering

Most e-commerce businesses change their product offering regularly as the seasons shift and styles change. This type of change is accounted for in the SEO workflow and causes little disruption to the flow of organic search traffic. It is dramatic shifts that can severely interrupt search traffic. You cannot go easily from selling gardening supplies to quilting fabrics without an appropriate segue. Before extinguishing a product offering, try adding the new offering and devise ways to inform your audience that you are shifting. This lets your content, links and traffic ramp up organically without injuring the site’s overall reputation. Organic search is not simply a spigot that can be turned on or off at your whim.

Shifting Your Audience

Search is still accomplished through keywords and hyperlinked text. Your search program is designed to optimize your visibility to a target audience. It has been my experience that search exposes how completely a business is focused on and aware of its audience. The SEO program hones the vocabulary so that the site brings the customers whose needs match your offering. When there is a mismatch of site content and keyword emphasis to target audience, search traffic declines. If there is an ambivalence as to who your target customer is, this will be apparent as well in diminished, sub-optimal results.

Conclusion

There is an overarching theme in this analysis of just a few of the ways you can sabotage your search traffic: Tie search into the major business decisions early on and seek ways to mitigate any negative potential negative impacts before they occur.