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Posted on 06-25-2014
As a chiropractor exploring search marketing options, a good place to start is understanding the difference between paid and organic search results. In many cases, you may need to find a balance between the two.
When conducting a Google search, the results you see at the top or on the right-hand side of the page are the paid search results. There will be a label that reads “Ad” in yellow next to these entries, to help clarify which results on the page are paid or sponsored.
Below the paid results are the organic search results; these results show websites with quality SEO content that match the search query. Regardless of your organic chiropractic content, paid results will always be displayed at the top and to the right.
Let’s discuss the pros and cons of each paid versus organic search marketing for chiropractors.
PPC is used to target commercial intent, branded, and local keywords geared towards consumers looking for goods and services. These campaigns allow you to target a very specific audience or location for each paid ad that you create. Once you begin a chiropractic paid campaign, you should see an increase in new website traffic that would typically fall outside your organic search reach.
While paid search has its benefits, these campaigns can also be difficult and expensive for business owners attempting to begin their first campaign. PPC also requires knowledge of AdWords and techniques for maximizing budgets. When you stop paying for your ads to appear, your paid searches will disappear.
Organic SEO is best utilized for search queries asking questions or including informational keywords. This allows you to provide rich, informational content for people seeking an answer related to chiropractic care or looking for a local chiropractor in your area.
It is important to keep in mind that consumers who can distinguish paid ads from the organic results will often place more trust in organic search results and may choose them over an advertisement. Because organic results are based on the Google algorithm, some searchers will believe these results hold more credibility.
A notable drawback to organic search is a degree of unpredictability regarding how your results may appear. Constant Google algorithm updates and increased privacy options for web browsers can make it difficult to determine how to boost your chiropractic rankings to first page exposure. It may take months or more to appear on the first page of results using organic SEO. Your competitors will also be continually optimizing their sites, which it means you really need to stay on the ball when optimizing your own business’s website.
Due to stricter guidelines for optimization it is becoming more time consuming to optimize for organic search. To rank well it may take an entire team of specialists to optimize content and market your business effectively.
For many chiropractors, the best route for success is a balance of paid and organic search strategies to maximize exposure. Paid search results will bring in those consumers looking for very specific goods and services, like chiropractic care, while having a solid organic ranking will provide your business with credibility and build trust in skeptical patients.
Learn more about PPC and organic SEO for your chiropractic practice. Call 1-800-IMATRIX to speak to a ChiroMatrix Internet Consultant today.
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