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Choosing the Right Keywords

When creating custom content for your medical marketing blog, there are a few key things to remember. Of course you need quality custom content, but you also need to make sure that your content is written in the proper format, allowing you to gain maximum SEO for each post. One of the most effective ways to increase your organic search ranking on sites like Google and Bing are to use the most relevant, popular keywords and phrases in your industry. How do you know what those keywords are?  Easy: look it up.

Google offers a great tool called the Google AdWords Keyword Tool (clever, we know) that allows you to check the popularity of keywords and phrases with the click of a few buttons. It’s as easy as typing in your keyword or phrase, setting the search parameters and comparing statistics.

Choosing the Right Keywords image Keywords Tool

In the photo above you’ll see that we searched for the phrase “ear nose throat” for a client of ours. Globally this produced about 3,350,000 results. Great, but that doesn’t really matter. What matters is the local number of 550,000 searches – still a very high number. However, when you look below you’ll see that the far more popular phrase is “ent” with 2,240,000 local searches. Which one do you think we’ll want to use more in our next piece of content for the otolaryngology group we market for?

By knowing which keywords are trending and tailoring your content to them, you increase the likelihood of your post or update being picked up by Google and deemed more relevant to those who are searching in your area, thereby (potentially) displaying your website higher in results.

Now, just because you know what’s working doesn’t mean you have to spam your content with your keyword or phrase every sentence. In fact, if you overuse the phrases you’ll be flagged for spam.

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