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Problems can arise, though, when businesses aren’t answering the right questions.
I’ll use an actual example from a client of mine – a urologist who was running SEM services for bladder surgeries and related urological issues. When I went through the site, though, there wasn’t a single mention of the word “urologist” or “bladder surgery.” No where on the site did it even say “board certified in urologic surgery,” which would be something a prospective patient might like to see. The only quality content on the site was about the surgical center, the state of the art tools used, and where the surgeon went to medical school. That won’t answer a searcher’s question if they input symptoms, diagnoses (maybe coming from a primary care practitioner or, heaven forbid, WebMD), or treatment options.
The result of this misalignment of content? Nonexistent organic search results on the top keywords and very poor quality scores on the paid search keywords. Bounce rates will be high and clicks will be more expensive to compensate for the low quality score. Searchers are asking questions but the content on the site wasn’t answering them.
After consulting with this client on their site, they added additional information about the most common illnesses they treat, how they treat them, symptoms to watch out for, as well as providing added detail about the doctor’s office and board certification. Quality score improved and the cost per click went down significantly. And it all boiled down to questions and answers.
Know what your customer is looking for, know what your customer wants. Don’t just rush in to be the answer to every question. Be the answer to the RIGHT questions.
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