During “The Key To Maximum ROI: Keyword Mapping,” an SEO guide for healthcare marketers webinar, attendees learned what to do beyond selection of keywords and what specifically to do regarding mapping relevant and topical keywords to each landing page for best practices and user experience in order to achieve search-marketing success.
The webinar focused on the five elements of keyword mapping.
1. Define the Goal
You’ve already made your keyword selection. Now it’s time to map those researched keywords to specific landing pages—keyword mapping. Before you get started, it’s important to define your goal and to keep that goal in mind throughout the entire process. In healthcare and medical industries, the ultimate goal will remain the same. That goal is new patients.
These major benefits of keyword mapping will get you there:
- Higher rankings
- Increased “stickiness” or time on site
- Provide users with the exact content they want
2. Content Audit
This step is crucial to keyword mapping success. Performing a content audit, or inventory, will give you a very clear idea of what you have and what you still need. In doing so, you can be sure you fill in any content gaps.
Always keep in mind what potential patients will be searching for. Your inventory should include:
- Types of content
- How much or volume
- Relevant content
3. Identify Pages
According to Search Engine Watch, the number one position in Google gets 33 percent of search traffic and 75 percent of users never scroll past the first page.
Page one rankings are useless if the search term doesn’t link to an appropriate page. It’s important to choose pages with high relevance and topical value. In other words, be sure the content on the page is relevant to the search phrase. If a page has high topical value, site visitors will know they landed on the right page.
4. Create Focused Content
Who are you trying to reach? When creating focused content, be sure to keep the following in mind:
- Is this what they want?
- Does the content have high relevancy and intent?
- Google will punish you for “keyword stuffing.” Keywords should be used no more than ten times on the page.
- Content should be at least 500 words per page.
5. Keyword Mapping
Always remember to avoid friction and guide potential patients where they want to go. And don’t forget, you must always keep the goal in mind.
Takeaways for keyword mapping success are:
- Be sure to fill in your content gaps.
- Write relevant content. Every page must have an associated relevant and topical keyword.
- Map that content to one single URL.