Healthcare & Fitness
“The research Anvil performed for Foundation Fitness has really helped us develop a web strategy specific to our market. I really get the sense that (they) took the time to understand our business and the other players before suggesting improvements.”
SEO: Search Engine Optimization
SEO tactics vary widely between the healthcare and fitness communities. While healthcare terms are highly competitive, the current search climate for fitness keywords provides an opportunity to improve position in search results quickly. In projecting SEO success in the healthcare and fitness industries, it is important to determine the right set of keywords to target. Anvil looks at a variety of metrics during keyword research including:
- Keyword search volume: high volume keywords will provide greater traffic
- Cost per click (CPC) & saturation of a keyword: High CPCs and advertiser saturation often indicate that a keyword is qualified and valuable
- Ranking difficulty: multiple factors affect the effort it requires to rank well for a keyword, and Anvil reviews a dozen different mitigating factors for each keyword
- Keyword relevance & conversion history: keywords with a history of leading to sales or site engagement provide better quality traffic
PPC Search & Display Advertising
When running paid search of PPC campaigns in the healthcare or fitness industries, advertisers need to consider their target audience. If an advertiser has a specific profile of their target audience (for example, a woman 30-25 who cares about nutrition), display advertising including Facebook ads may be the best bet to reach their target audience.
Furthermore, advertisers should avoid making assumptions. Rather, advertisers should rely on tests. What do users search for before determining which hospital is best? If they focus on location, advertisers should considered localized PPC targeting, mobile advertising, and buying ads within Google Maps.
Social Media Marketing
Social media marketing in the healthcare industry can be tricky as users are sensitive to privacy concerns. Furthermore, users on social media are going to look for reviews of specific hospitals and providers. Utilize review sites and encourage patients to write reviews and leave feedback online.
Conversion Focused Analytics & Reporting
Anvil is committed to continually improving, and Anvil’s regular reporting and analysis provides the opportunity to reflect on the success or failure of campaigns. Analysis of past campaigns provides Anvil with the data to plan future and better implement future strategies.