SEM of medical SEO keyword strategy to meet the user search experience

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On February 16, the author released the "SEM Medical PPC hand four-dial high conversion landing page" A article, soon have friends to ask: What is the high conversion rate of the bidding landing page? This is a difficult question to answer, but also a standard difficult to unify. It needs to combine various factors to comprehensively consider, the factors of disease, geographical factors, target audience factors, plus page layout, color layout, picture levels, text-assisted and so on, can become a higher conversion rate landing page. Of course, this needs to be constantly explored in the process of practice, and constantly try to change. Since speaking of geographical factors, it is said that the geographical factors for the medical SEM industry a series of effects.

"Do not assume that search engines have no user experience"

In many people's eyes, SEO is every day to face the cold data, cold rankings and cold search engine cold career, because they think the search engine itself is cold, so it produced by the data, rankings and SEO itself is very intuitive but stiff. In fact, do you think the search engine has no user experience? On the contrary, search engines are the most successful user experience. The best user experience is to change the user's habits. The search engine has been very successful in changing and reshaping the habits of the user, it is in your imperceptible in you to the imperceptible. The areas that are most easily overlooked by users are often the areas that are most easily noticed, and the details of the user experience.

For SEO keyword, feedback to search engine on the most intuitive embodiment is ranked. Let's look at the following pictures.

"Figure 1"

"Figure 2"

"Figure 3"

"Figure 4"

"Figure 5"

Figure 1-5 is in Tianjin, Xi ' An, Jiangsu, Shanghai, Guangzhou area, the key word "Male Hospital" home page ranking part of the screenshot. First of all here to declare that the focus of this article is not to explore the key words of Baidu's regional differences in the mechanism of the principle. This phenomenon is obvious, this phenomenon is also known, this phenomenon should also be trade secret, but this phenomenon is also very obvious user experience. For the healthcare industry, users in the local area (if the IP address of the region is the real premise) search "Male Hospital" this keyword, search engine regardless of the method to determine, users may want to know the region in the area of male hospital information, then priority will be the area most likely related to the site ranking ahead , so that users can see the first time. I would like to call this phenomenon "national key word regional results" good.

According to the real site data of the above five pictures, I guess (note, is guessing!), relative to the medical profession keyword geographical differences, can appropriately affect the site in the "National keyword Regional results" Ranking factors have the following points:

①, homepage title

The highest weight of the site is the home page, the top weight is the title, this is beyond doubt. From the five search results above, the most intuitive and significant of the "national keyword Regional results" is that the title contains a geographical name. The author guesses, search engine in judge the user may want to obtain the information of the local area about male hospital, will the title contains the site of the geographical priority index ranking, especially the geographical name more obvious before the situation, perhaps the search engine that such a site title and the user's search purposes more relevant and close.

②, keyword and description

Now that you have the idea of the title, there is bound to be a site keyword and description of the conjecture. After all, the first time the site presented to the search engine is the title, keywords and descriptive information. After the author carefully compared to the above five pictures in the "National Key words regional results", without exception to these sites keyword and description are included in the geographical name. The author guesses, keyword and description contain the geographical name and the target key word "male hospital" in the search engine view, is with also contains the geographical name and the key words of the title mutually corroborate the best corroboration.

③, domain name whois information

The author is certain that the search engine obtains the domain name whois information. If Google is the same, Baidu is not only a provider of search services, it is also China's largest domain registrar. Although Baidu does not provide any domain name registration and resolution services, it is the same as Google's purpose, is to crawl the time to obtain the domain whois information.

"Figure 6"

Figure 6 is the domain name whois information of a hospital in Shanghai, fig. 3. I believe that the search service provider will not have to obtain domain name WHOIS information, and it must be used to obtain this information to its services to go, then it must be crawling index and search results.

④, website location

Like a person's identity card, server IP is a website ID card. The author thinks, this and your domain name whois information should be related. Server IP is like a person's identity card, domain whois is like a person's domicile. To produce a local ID card in a local household register should be more effective than producing a local ID card in the field.

"Figure 7"

Figure 7 and Figure 6 come from the same domain name. If you are a search engine, is it also more favored with WHOIS and server IP in the same place they should be in?

⑤, website record

The record? No mistake, I was surprised at first, but it is understandable. According to the "operating website notes", "the owner of the site has been issued by the telecommunications management agencies in the telecommunications and Information Services business license" (hereinafter referred to as "ICP license"). This is an explanation of the site's filing. We all know that the site is required to record the operation through the space business, and domain name registrars, which is closely related to our real life. A person who has a domicile and identity card in a to go to B, is required to transact a temporary residence permit in B, and his valid document in B is the identity card of a and the temporary residence permit of B. The same is true of the website, so it is necessary for the space service providers to carry out the filing services.

"Figure 8"

Figure 8, Figure 7 and Figure 6 are all from the same domain name information.

In other words, this "national keyword regional results," The domain name whois information, space location and record location are in a similar area, at the same time this area and the station home page title, keyword and descriptive information, which should give the search engine a good impression score, It will think that the site is consistent with the conditions of a regular website, and at this time with the user in the geographical search keyword matching, coupled with the weight of their own web site to reach a standard, so it may have produced a "national keyword regional results" of this phenomenon.

Note: The "Regional results of National keywords" presented in this article have been coined by the author, not the official terminology of any search engine provider. In the previous article on the results of regional differences in the search result (①-⑤) also for the author speculated that there is no practical basis.

"The conditions of any application are useful."

We encountered in the school of every reason to apply questions, the topic will have a large and small conditions and data, these conditions and data are more or less must be involved in the whole problem-solving process, that is, there is no problem in the condition is not to play a role. The author here to say is, since we want to solve the user's problem, we must go back to the user given the conditions and data to find answers, blind fantasy and speculation, not help.

Now that we know the "regional results" of national keywords, and we have a rough guess as to the cause of the phenomenon, the next thing we need to do is to dig and pander.

For the medical SEM industry, our target audience should be confined to local areas in most cases. Since only local users are most likely to be translated into practical visits, what we need to do is to cater to our local users ' search habits. The author in the "Sem of medical SEO eyes aimed at the user behind the search engine" is also mentioned in the article, as the medical industry, SEO, ranking and traffic is secondary, we are facing the possibility of conversion of potential users. Then through the "National keyword regional results", we need to use keyword strategy to dig users keyword search habits.

"Figure 9"

I believe that 9,seo is not unfamiliar to the figure. This is the Baidu index for a certain area of a keyword search user population attributes. Although such statistics are not complete and accurate, they have given us certain conditions.

"Where to cater?"

Phenomenon, which we have known for a reason, we have roughly guessed that the potential user's fuzzy data also allows us to glimpse its one or two. The next thing we need to do is cater. Where to cater? is from the user from the search engine to our site to jump the middle of this step to do, that is the key words. First of all, our site keyword, whether it is the type of disease keywords, hospital brand words or treatment of long tail words, the primary goal is the region. I believe that a lot of seo long tail keywords are such as "Shanghai Treatment of XXX The best hospital" and so on, this is a very good keyword strategy. However, please note that try to let the search engine know that our site is closely related to the region. Because some users are not to search the precise "Shanghai Treatment xxx Best Hospital", but choose "Treat XXX best Hospital" so that more in line with the search habits of the keyword. At this time, we need to use the search engine "national keyword regional results" this phenomenon, so accustomed to search "treatment of XXX best Hospital" of this category of users can directly in the results see our inner page connection. Believe this result, is we through any SEO means can not achieve the effect.

The user experience is the user experience

I have talked about the user experience countless times. The user experience can be said to be a topic spanning many industries. But what I want to emphasize here is that user experience is the need to analyze data through real-world Web sites (such as user access to the site's antecedents, keywords, time periods, portal pages, access depth, stay time, and even browsers and the city, of course, this data through any of the Web site statistical system can be obtained) To constantly change and try to be able to gradually follow and cater to the user's habits. Self-conjecture and static, never call it the user experience.

I ning Xiao Le, buckle buckle: 604163270, welcome the medical industry sem people to discuss together! Another reprint this article please indicate the source (www.ningyufei.com)!