We’ve seen this situation quite a few times: A hospital’s Website content is in desperate need of SEO, but that hospital doesn’t have the time or budget to optimize it—much less restructure the navigation, develop new content, etc.

Look closely at your SEO and landing page content before starting or refining an existing PPC campaign.

What usually happens next is that a budget is hastily cobbled together for a pay per click (PPC) campaign. The results? Predictably poor.

Why? And what can be done?

PPC Amplifies What is Wrong with Your Website

Presumably, the goal of any PPC campaign is to improve conversions. But if that goal is not met, is it necessarily a problem with the PPC campaign?

Sure, a poorly designed PPC campaign will suffer, but even a carefully researched and executed campaign can produce subpar results if related landing pages don’t encourage visitors to convert. Which leads to the next point…

Good SEO Encourages Site-Wide Best Practices

As most SEO and Web content experts will tell you, best practices for content involve more than just what you read—they also involves other concepts such as metadata, usability and visual design practices that not only encourage, but simplify a visitor’s navigation of a page.

That is why a properly optimized Website is essential before embarking on a PPC campaign.

Along with having efficient and effective landing pages, an optimized Website will also likely produce better ROI and PPC results. This is because the SEO process should ideally have already organized pages and content that balances:

• what patients, customers and guests want to know, and

• what keyword research suggests are popular (and thus desired and relevant) topics and concepts your content needs to address.

AVID Design is a leader in hospital and healthcare SEO and PPC. Our no-cost SEO and PPC evaluations can get you on the path to success!

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This entry was posted on Thursday, August 27th, 2009 at 10:28 am and is filed under Best Practices, Pay Per Click (PPC), SEO. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.