There are a nearly limitless number of benefits that SEO can bring to businesses, and good SEO practices can help your company flourish amidst the competition.
SEO (or Search Engine Optimization) is a marketing tactic that revolves around enhancing your website’s ranking in organic search results produced by engines such as Google. A site’s ranking is based on how relevant it is to the searched words or phrases, as determined by the search engine’s algorithm. The better your site’s ranking, the higher it appears on the list of results, and more site traffic increases the potential for more business.
The practice of SEO isn’t just about garnering clicks through Google searches, however. It encompasses the full scope of modifications dedicated to site optimization. Site performance, accessibility across devices, sensible layouts, and compelling web page content are the other core essentials of search engine optimization.
The process of search engine optimization is neverending. The rules are always changing, making it crucial to stay on top of the latest SEO trends and update your site as needed to maintain your ranking.
1. Boosts your brand awareness
A good search engine ranking will, if nothing else, guarantee a significant increase in overall brand awareness. Even if someone does not click through to your website, they will still see your company’s name and meta description. By keeping your site on the first results page and working up to one of the top listings, HCPs will begin to remember and associate your brand with CME activities, which may prompt them to browse your content during a later search.
You will face competition when it comes to clicks and purchases. The more your business appears at the top of relevant search results, the more HCPs will think of you when it comes time to fulfill their CME requirements. Slacking on the algorithm side of SEO all but guarantees that you will lose potential clients to your more visible competitors.
By ranking in the top 3 search results, your target audience may begin to think you are an industry forerunner—especially if your website has the professional layout and quality content to drive that home.
Poor search engine rankings, on the other hand, may result in HCPs failing to even see your site, especially if the top results are occupied by strong competitors who will likely secure their clicks before they can scroll down to see your listing. Very rarely do people check the second or third pages of search results, so it is important to constantly monitor your ranking for major search engines and adjust your meta information as necessary.
2. Strengthens your ability to monitor and predict online trends
As mentioned above, the criteria for effective SEO are constantly changing as search engines modify and upgrade their algorithms. The one constant, however, is the need to stay up-to-date on major online trends beyond the scope of your CME niche.
While this may seem like extra work, diligence towards changes in SEO tactics will equip you with the skills you need to remain ahead of upcoming trends within your niche. SEO prompts you to exhaustively research prominent keywords and phrases as they relate to your CME content, which—in turn—will grant you a deeper understanding of both your audience and your competitors.
Realistically speaking, it is not possible to keep up with everything. Take care not to waste time trying to manage such a massive scope of information; instead, keep an ear to the ground, note significant developments, and stay focused on your industry vertical.
3. Improves your site’s user experience
Keywords are not the only way to win over search engines. Most algorithms have complex and sophisticated methods of screening websites, which will contribute to those sites’ rankings.
Providing relevant, well-written, and informative content on your webpages will assure the algorithm (and potential clients) of your website’s overall quality. Beyond that, it is vital that your site is easy to navigate, particularly with button labels that are accurate and concise. On your content pages, take care to avoid massive walls of text and instead break them into chunks separated by pictures or videos that relate to the specific page topic.
By optimizing your site’s user-friendliness, you satisfy the needs of both the algorithm and your audience in one maneuver. When it comes to potential clients, your site layout and content are the first impressions they will receive of your business, and it is pivotal to put your best foot forward.
After all, high traffic means very little if potential customers cannot comfortably navigate your website. Enhancing your search engine ranking with relevant keywords may get people to visit, but from there, it is real people—not an algorithm—that will be potentially buying access to your CME activities.
4. Generates new leads
Whether you deal with other businesses or individual customers, whether you are a for- or non-profit organization: every company uses inbound marketing tactics to draw attention to their products.
Search engine optimization, social media, content marketing, and referrals are some examples of inbound marketing. SEO alone can be a major player in generating new leads, but only if your strategy has accommodated current trends relating to both SEO and your target audience. Even then, it is always possible that a competitor has optimized their content to a higher degree and is netting the new leads within your shared audience.
Nowadays, search engines are the first stop for all consumers when it comes to locating products and services. So while you should dedicate resources to other online marketing avenues rather than relying solely on search engines, you must ensure that your SEO is as effective as possible first.
5. Bolsters your conversion rates
SEO generates new leads, and those leads have the potential to positively affect your conversion rate. As more people become aware of your brand and the quality of your content, your company will accrue credibility that causes others to look to you as a trusted expert within your market.
As a CME organizer, your goal is to entice HCPs into buying your content, whether you are offering online courses or in-person conferences. Healthcare professionals require up-to-date and accredited information in order to maintain their careers. Therefore, they are far more likely to register with a brand that has established itself as a familiar and reputable source of medical information.
6. Offers better cost management
One of the major advantages of SEO is that it can be cost-effective. Using the correct SERP (or Search Engine Results Page) monitoring tools can help you boost your website's rankings and incoming traffic; many of these paid tools have low-cost or free alternatives that are useful for brands that are new or have yet to secure a significant foothold in their respective markets.
However, the best SERP tools do much more than track your site ranking and keyword usage: they offer a myriad of useful features that can be applied to your overall online marketing strategy.
7. Ensures mobile-friendly site design
While SEO itself does not affect the way your site can be viewed on smartphones and tablets, a mobile-friendly site is the natural result of a concentrated SEO strategy. Nowadays, with the percentage of mobile-users around the world on a sharp rise, no aspiring business can afford to overlook the necessity of a website that is accessible across all devices.
Since 2016, over 50% of all web traffic comes from mobile devices. If your site does not have a mobile-friendly layout, visitors accessing it from their smartphones are not likely to stick around long enough to browse and buy your content.
8. Provides a long-term marketing strategy
Effective SEO is an intrinsically long-term marketing strategy. It can take a long time to climb the SERP rankings, at which point you must maintain your best rating for a minimum of six months through attentive SERP monitoring and careful consideration of the ever-changing SEO criteria.
The good news is that descending the rankings takes a long time too, affording your business enough time to adapt your SEO tactics before your site is booted from the top results.
9. Nurtures your market share expansion
Every aspect of SEO is interconnected, with each part working together to promote a stronger online marketing effort overall. Top SERP rankings can result in new leads, which can result in an improved conversion rate in the form of either subscribers or sales.
A higher conversion rate, in turn, helps grow both your business and your market share.
10. Cooperates with your other digital marketing strategies
All digital marketing efforts—such as content marketing, email campaigns, social media marketing, blogging, and web management—serve to boost your rankings in search engine results. Success is inevitable when all of your digital marketing operations, including your SEO, are integrated and focused on a shared goal.
11. Attracts more social media followers
If your content is high quality and easy to find, people will come to regard you as an authority on medical education. In recent years, social media platforms have become the go-to source when it comes to reading up on new information.
As you build your business’s reputation, your audience will want to follow your social media accounts in an effort to be among the first to receive the latest healthcare updates and CME content. On the other hand, maintaining active and engaging social media profiles will boost your site traffic by appearing to other HCPs on the platform in the form of original posts and comments.
12. Grants a head start on competition
Healthcare professionals will always choose the option that gives them the most protection with the least risk, and being at the top of the SERPs demonstrates that others have already trusted you and the content you have offered. As a result, HCPs will be more likely to choose you over a competitor, which will help you further consolidate your position within the CME industry.
Once you have integrated digital marketing methods into your overall organizational plan, your company will develop in a way that provides a competitive advantage within your market. Stay aware of advancements in the digital world, remain flexible in your strategies, and you will always be one step ahead of the competition.
In terms of brand awareness and equity, the opportunities SEO offers cannot be understated. To make the very most of SEO, you must take the time to learn its ins and outs and thoughtfully adapt what you have learned to meet your company’s specific needs.
When it comes to marketing CME content, the crux of successful SEO is anticipating your target healthcare professionals’ interests, recognizing the type of conferences or courses they want to attend, and offering the best activities for their needs. As with any facet of good business, knowing your audience is a critical first step.
The key to effective SEO relies on striking the perfect balance between technical efforts aimed at search engine algorithms and strategic efforts aimed at your target audience.