A top priority for most medical device companies is to drive traffic to their website. A steady flow of traffic is a mark of success leading to an increase in revenues, right? But, what if that traffic isn’t converting and adding to your bottom line?
What if the people visiting your website realized your products weren’t for them?
More traffic to your website isn’t what paves the road to increasing revenues. Search Engine Optimization (SEO) is one of the best ways to have a little more control over the type traffic you get attract.
But, you might still be asking –
“If I already get traffic to my website, why should I spend my time, energy, and money on SEO?”
It’s a fair and common question. That’s why we want to break it down for you.
All Traffic Is Good Traffic, Right? So Very Wrong.
Not all traffic is the “right” traffic. Visitors won’t convert if they’re not a good match. Think about the type of visitors coming to your website.
• Do they meet the criteria for your target audience?
• Do they have a high chance of converting?
If not, the volume of traffic doesn’t mean anything in the end. So, if you’re attracting unqualified leads then, yes, your time, energy and money is wasted.
If you want to stop wasting your time, energy and money and instead increase conversions, focus on lead quality before lead volume.
Your aim is to attract only the leads that have the highest chance of buying from you or working with you. Even if it means targeting a smaller volume.
You may be saying “You don’t get it. We need more leads!” We do get it. That’s why we focus on quality to get you more of the right leads. The most frustrating situation for sales and marketing teams is when low-quality leads are sent to sales. In the end, it’s wasted time for both teams – and an uncomfortable conversation.
Trust me – you want the quality.
Are you attracting qualified leads?
You might be “meeting” your goals for traffic each month. But, how many of those visits have generated revenue? How many have turned into customers? Focus on quality. Fifty high-quality leads have more value than 1,000 unqualified leads.
Ensuring high-quality traffic with a focused, strategic SEO plan means you can narrow your efforts on gaining visits from people you’re more likely to get business from in the end.
An SEO strategy that reflects user intent
There are two different routes for your keyword strategy: a generic, broad approach or a long tail keyword approach. One of these approaches focuses on optimizing for a smaller set of keywords that are extremely relevant to your business and reflect the intent of the user more precisely. Let’s break it down.
Generic keywords are typically one word terms and harder to rank for because the competition level is higher – more websites are also trying to rank for the keyword.
Generic keywords tend to have higher search volume but they don’t necessarily reflect the user’s intent, why that person is searching for that specific word.
Long tail keywords
Long tail keywords are multi-word phrases and more effective because they’re highly relevant to your business. They’re more descriptive and easier to rank for in search engines because the competition level is lower. With long tail keywords, you can more precisely interpret user intent.
Let’s put a long tail SEO approach to work
Let’s say your company makes a drug-eluting coronary stent. You want to attract people to your website who are looking for a company who does exactly what you do. That might mean physicians, hospitals systems, investors or patients.
Optimizing for a generic keyword would focus on “coronary stent”. But, this doesn’t mean someone who lands on your website after searching for “coronary stent” is patient exploring options to treat coronary artery disease. It also doesn’t mean that person is a physician researching coronary stents. Or a researcher who wants to contribute to improving outcomes of your device.
Potential scenarios? It could be a caregiver of someone who just had a stent placed. It could be someone simply looking up what a coronary stent is. It could even be a competitor typing in “coronary stent” to see if they show up in search results.
Luckily for you, this competitor would still be focusing on generic terms.
Instead, focus your SEO efforts on a long tail variation that more precisely relates to your device. If you want quality you’ll likely have more success optimizing for “benefits of drug-eluting stents to treat coronary artery disease.” We can instantly recognize the user’s intent here.
With so much competition in the medical device industry, attracting the perfect fit visitor can be challenging. But, an SEO strategy that uses long tail keywords will give you an advantage.
Quality vs. quantity
Remember, it’s not all about the volume of traffic. First, start with quality. Once you’re seeing the right traffic, then you can expand on a solid foundation to drive more, qualified traffic that is more likely to convert and become a customer.
Adopting this philosophy in your SEO efforts will leave the question “why bother with SEO?” in the dust.
If you’re struggling to see the leads you want from your SEO efforts, let’s talk about your strategy and how we can start driving high-quality traffic to your website. Reach out today.