Why A Strong SEO Strategy is Highly Effective for LASIK PracticesBy Michael Dobkowski & Onur Birsen Organic Search Engine Optimization (SEO) is the science of making adjustments and modifications to a website in order to make the site rank higher for particular search terms on specific search engines with the ultimate purpose of increasing traffic to the website. SEO combines programming with logic and business strategy. It is more than just placing tags and links on a website, it is actually a blend of many variables. Each search engine uses complex algorithms to analyze these variables. Why should SEO be one of the first focuses of your Internet marketing planning? Are you maximizing your SEO potential?
“Search engine optimization and Internet marketing mix continue to drive LASIK leads.” Why are the top LASIK surgery practices aggressive about top SEO positions and website traffic generation?1. SEO is a dominant generator of website traffic and subsequent leads. LASIK websites that get more traffic do more LASIK surgery. Over the course of benchmarking 150 LASIK eye surgery practices with Google analytics, the top practices for LASIK surgery volume are the same top traffic generators. A subsequent study by Rob D. Young at Search Engine Watch indicates that top SEO positions will get clicks over 18% of the time. This a pretty good CTR in our minds, especially compared with paid search marketing. This study also confirms that the second and third positions especially are getting more attention these days. The conclusion is simple – get to the first page, and as close to the top as possible. 2. TOP LASIK chains spend thousands upon thousands of dollars to maintain these top spots. Veteran LASIK marketers from LasikPlus and Joffe Medical spend large amounts on paid search and organic SEO to be at the top of the pack. Do you think they would spend thousands of dollars on search positions per month if they were not getting good returns? If you hire the right SEO Company they can exploit the weaknesses of large LASIK chains and grab the top spots. See the search graphic for LASIK Houston. The TOP paid positions reveal the TOP chains are after this position at a very high click cost of over $16.00 per click. 3. Organic SEO represents a natural and often un-obtrusive way with the lowest bounce rate of all Internet marketing. Compare paid search and social media traffic and you will see with absolute certainty that organic SEO visits are far more intentional and result in drastically lower bounce rates. The leads from organic SEO are among the best quality leads because they have more relevancy than other methods of Internet marketing. After a study of 150 ophthalmology practices it was concluded that bounce rates from SEO traffic are significantly lower than traffic from paid search or social media creating a better, qualified prospect. Our survey revealed the following bounce rate averages: Data from 2013 Glacial Multimedia Google analytics traffic study of 150 practices. Bounce rates from incoming traffic by Internet media type
- SEO – 27%
- Paid Search – 55%
- Social Media – 81%