SEO is one of those things most business owners push to the back of their mind or put in the too-hard basket.
After all, it’s an acronym, so it must be hard – right?
There’s also a good chance you’ve received emails from companies claiming they’ve found problems with your website or SEO and, if you just hit reply (and pay them $$$), they will magically fix everything and drive oodles of new customers to your website within minutes.
Let me be straight with you – they won’t.
SEO isn’t a magic trick. It’s not something you switch on at night to get thousands more website visitors by the next morning…
It’s a process and, if you follow it, you’ll understand so much more about your business and your customers and will see some impressive results – over time.
So, how does SEO help your business?
Here are five truly useful things SEO can do to help your health or wellness business grow.
1. SEO helps you understand your customers
More specifically, keyword research – a critical part of any successful SEO strategy – is a great way to learn more about your customers.
Wait! I can feel your finger moving towards the mouse, getting ready to click away…
Yes, research can be a downright pain in the bum, but it’s so worth it.
For instance, do you know how many people are searching for what you’re selling (product or service) right now, in this country?
Let’s take a quick look at an example.
Google “dentist near me” and see what comes up. Did you know there are more than 22,000 people in Australia looking for that term each month?
Imagine if there was a way to capitalise on that volume of search queries, without paying for online ads…
Creating content based on keyword research allows you to do just that.
Lots of people write copy for their website themselves, focusing on what they want to say about their business, rather than what their potential customers want to know.
SEO is important because it forces you to put yourself in your customers’ shoes.
You’ll need to think about:
- what they’re looking for
- why they’re looking for it
- how much they already know about the type of product or service you offer.
Once you know what people are looking for, you (or a good copywriter) can start to expertly include those search terms in your relevant pages and posts.
2. SEO helps potential customers become aware of you
Do you have a plan for how you will get on the front page of Google Search? If you don’t, how will people find your website?
Maybe you use social media, or you have a budget for advertising to drive traffic to your website. Both of those options are great – but they come at an additional cost in terms of time and/or money.
The great thing about SEO is that if you set up your website posts and pages with your customers’ search terms in mind, more of those people will start to find your site.
And the beauty of SEO done well is that your site will become more visible to your target customers as time goes on, without you needing to spend a cent on ads.
3. SEO will increase your sales
Good business is not just about lots of traffic. You can have all the traffic in the world but if no one is buying what you’re selling, you’re done for.
SEO can be a great way to help convert your website visitors into customers because it allows you to tailor your website pages or blog posts to people at different stages of the buyer’s journey.
In a nutshell, the buyer’s journey is series of steps or stages your customer will go through on their ‘journey’ to buy from you.
For example, some people have done their research, know about the product/service you offer and are ready to buy – like, yesterday – but they haven’t decided on who to buy from just yet. These people are well into the buyer’s journey.
Other people are just starting out and don’t really know what they want or if you can help them. They might be asking more general questions about things related to your product or service because they don’t know if they need it… yet.
By being super strategic with your keywords, you can tailor content to attract people in the early stages of their buyer’s journey with information and education, while making the sales process super streamlined for those who are ready to buy.
4. Good SEO will weed out website problems
SEO done right should not only bring the right traffic to your website, it should also help you uncover problems and fix them.
If you’ve made the mistake of hiring one of those shady SEO companies mentioned earlier, you may already be dealing with some seriously bad Google juju that’s led to plummeting traffic or a drop in your search engine rankings.
As much as we’d all like to believe the people out there in the interwebs are lovely, morally upstanding individuals, there are many who just want to make quick cash – no matter the cost to you or your business.
Having an understanding of good SEO (or working with someone who does) means you’ll be more aware if someone is trying to take advantage of your site, and you can take steps to avoid or fix it.
5. SEO will help you build your referral network
Any chance you’ve Googled your competitors or other health/wellness businesses lately?
If you have, there’s a good chance they’ve looked you up too. And, if your page is ranking well, you can be sure they’ve taken notice.
Having a high-ranking site builds trust and authority, not just with your potential customers but also with other businesses that may be looking to send some clients your way.
For instance, a physiotherapist might be looking for a podiatrist to refer a few of their clients to. If they don’t have any existing referral relationships, they might head straight to Google to find someone nearby.
The upshot is, if your site doesn’t appear on the first page of the search results, it’s likely that you could miss out on referral business. And that definitely affects your bottom line.
Over to you – are you using search engine optimisation to grow your health business? I’d love to hear what you think.
Hi, I’m Sophia Arthur, Wellness Copywriter and Sales Coach.
I’ve spent more than 15 years writing about stuff.
Everything from reporting on murder trials, to creating fact sheets on how to reverse a vasectomy...
I’ve also worked on real-life launches for some of Australia’s biggest brands and health organisations.
But none of that compares with how I feel about writing for you.
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