you might find that your patient and caregiver audiences refer to themselves or are talking about different issues using different terms than you might expect.
Your website is like your “virtual sales force” bringing in prospects from the all over the internet. Our research around chronic disease state sites is that over 50% of the visitors come in through disease related terms — and not always the obvious ones. It’s less about the medicine than it is about the disease for most people. The “long tail” refers to the matchmaking between the few people searching for specific information and longer maybe multi-word description of a page devoted that that concept. This is in contrast to the broader keywords that might bring in people through the homepage for your generalized marketing messages.
If you are “listening through your webdata” you might find that your patient and caregiver audiences refer to themselves or are talking about different issues using different terms than you might expect. As a pharma marketer, you probably can’t engage in the conversation. However, anything they are discussing can certainly be used to optimize your search campaign.
This is an especially powerful technique in a chronic disease community. You can address issues that THEY see as important. KPIs for measuring how well your “long tail” search engine optimization strategy is working are well defined by Stephan Spencer below:
This is the percentage of unique pages that yield search-delivered traffic in a given month.
This ratio essentially is a key driver of the length of your “long tail” of natural search. The more pages that yield traffic from search engines, the healthier your SEO program. If you have only a small portion of your website delivering searchers to your door, then most of your pages, your virtual salespeople, are warming the bench instead of working hard for you. My colleague Brian Klais has a name for the webpages that aren’t driving any search traffic — freeloaders.
This is the average number of keywords each page (minus the freeloaders) yields in a given month. Put another way, it’s the ratio of keywords to pages yielding search traffic.
The higher your keyword yield, the more of the “long tail” of natural search your site will capture. In other words, the more keywords each yielding page attracts or targets, the longer your tail. So an average of eight search terms per page indicates pages with much broader appeal to the engines than, say, three search terms per page.
The average merchant in our study had 2.4 keywords per page.
Visitors Per Keyword
This is the ratio of search engine delivered visitors to search terms.
This metric indicates how much traffic each keyword drives and is a function of your rankings in the search engine result pages. Put another way, this metric determines the height or thickness of your “long tail.”
- 02 April 2010 at 2:04pm
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