In the hit show Mad Men, Don Draper once said: “Advertising is about one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s the billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”
Though advertising is just one part of it, you could apply Draper’s wisdom to the entire field of marketing. As hearing health professionals, it is our job to make sure that people “feel okay,” and a large part of that is ensuring that their health through treating hearing loss.
When it comes to marketing in this era of internet, there’s no denying that search engines are the start of many consumer experiences. Even more, search engine optimization plays a large part in a successful marketing strategy. Think of your website as the threshold or lobby through which a new client walks. You want this website to get them into your brick and mortar audiology/hearing business – and even more, you want your clients to understand the value and the happiness that comes with treating their hearing loss.
Local search engine optimization (SEO) strategies consist of many different moving parts, but a lot of it happens behind the scenes. Today, we’d like to focus on one major part that is often overlooked: content. Content is the heart of local SEO strategies, because it is the thing that personalizes your audiology business and speaks directly to your client’s heart.
Laying the Foundation
When it comes to SEO strategy, every single word on your website matters. When search engines perform their algorithms, they crawl hundreds of thousands of websites to find the best match. From a marketing point of view, the content on your website is a major element of how you rank on a search engine results list. For this reason, it is crucial that your content reflects the keyword searches that are most popular in your geographical location. A coal miner in West Virginia will have different searches than a baker in San Francisco. Laying the foundation with location-based content ensures that your audiology practice has boosted visibility in your specific area, appealing to the people who need your services.
At AuDSEO, our team consists of internet marketing experts and experienced content writers. Together, we create content that is successful technically from an SEO perspective.
Unique, Quality Content
After fulfilling the technical SEO requirements, here’s where things get interesting. With content writing – as with every kind of writing – quality matters. Even more, unique content matter. And even more, unique, quality content that is fresh matters. In part it has to do with the way search engines crawl sites and look for keywords, but even more, it has to do with readers in your geographical location. At AuDSEO, we always create unique content specific to your practice and location.
When you consistently update with the latest in hearing loss news and research, and hearing aid technology, you establish your business as an authority in your geographical region. With content that is catchy and “shareable” on social media, you increase the potential of visitors to your website – and thus, your audiology practice.
Accessible and Effective Writing
In 1982, David Ogilvy, of Ogilvy & Mather (the iconic advertising and marketing firm), sent a 10-point memo to his staff. In these 10 points, he gives timeless advice on effective writing. “Write the way you talk. Naturally,” he says. “Use short words, short sentences, and short paragraphs. Never use jargon words…Never write more than two pages on any subject.”
These pointers ring true with today’s marketing as well, especially when there is so much content out there. At AuDSEO, we focus on accessible and effective writing that clearly outlines to clients in obvious steps why treating hearing loss is important and how your audiology practice can help.
At the heart of it, it is about happiness. As a hearing health professional, you know the detrimental effects of untreated hearing loss. You also know all of the technical ins-and-outs of hearing, hearing loss treatment, and new hearing aid technology. Our team of content writers at AuDSEO make it their job to provide accurate information in clear, concise language that makes the appeal to readers: if you believe you are experiencing a hearing loss, the most important thing you can do to ensure your happiness, health, and well-being is to visit your local audiologist.
Consult with us at AuDSEO
If you are in need of fresh content for your audiology practice, contact us today. Our team at AuDSEO consists of experienced content writers who are up to the task for creating pieces tailored to your practice.