How Your Veterinary Hospital Can Benefit from PPC and SEO
A lot of young people grow up dreaming of being a veterinarian. Kids love animals and all things cuddly, so it seems like a perfect fit. As an adult veterinarian, you realize that the dream is great but there’s a lot more to it than playing with pets.
Having your own practice involves understanding pet medicine, yes. But you also have to market your veterinary hospital and bring in new clients regularly. In fact, it can feel like the office and business side overrides the fun sometimes.
The good news is that you can use some marketing strategies that will bring in results while you focus on your core business. Search engine optimization for Veterinarians (SEO) and Pay Per Click advertising for Veterinarians (PPC) are two of them.
Let’s take a look at how these approaches can help your business grow.
What are SEO and PPC?
When someone is looking for a veterinarian, one of the most common ways to find one is to search on Google. The pet industry is worth almost $100 billion each year, and a majority of people look online to find the right product or service.
If someone looks for “a veterinarian near me” in your area, will they find you? If you’ve been investing in the right veterinary marketing services, the answer is yes.
Search engine optimization means tailoring your website so that you show up on the first page of search results for specific keywords. You’ll want to focus on the terms that your customers are most likely to be searching for.
Pay Per Click works alongside SEO to give you quicker results. While you wait for your organic ranking to catch up, you can pay to have advertisements for your clinic show up for specific search terms. You’ll only pay if someone clicks on your ad and lands on your website.
There are a variety of strategies you can use to maximize the return on your veterinary SEO and PPC. We’ll get into those details now!
Using SEO to Promote Your Veterinary Practice
How do you take advantage of search engine optimization for your veterinary hospital? The first step is to take a look at your veterinary website design. How useable is your website? How does it look on mobile? Mobile optimization has been a Google ranking factor for years.
Next, think about what keywords your website focuses on. Are they the ones that your customers are most likely to use? Also, do some research and make sure the terms aren’t too competitive. Some terms are too general, or your competitors have already spent heavily to win them.
One of the best ways to win SEO as a veterinary practice is to focus on local SEO. This involves using keywords that include your local area. For instance, you might use “Dallas veterinarian” or “Dog boarding in Dallas.” To get even more focused, use specific neighborhoods or streets.
When you use local SEO, including claiming your Veterinary Google My Business page, you have the opportunity to show up in Google’s local pack when your potential customers look for veterinary services. The local pack is to the side, often above the first search result. It shows a map, business names, and a link to reviews. This can help you jump the line and win search terms right away!
Once your website is focused on the proper keywords, make sure your site is reliable, fast, and secure. Create new content regularly using your focus terms and engage your audience and move them further into your sales process.
Taking Advantage of PPC
While you’re waiting for your SEO to move you toward the top of search results, you can jump to the top right away by paying for pay-per-click advertising.
PPC is a great approach when you’re targeting very common but very competitive keywords. It may be impossible to rank on page one organically, but you can pay for the ads to get there. The key advantage is that you can reach targeted audiences, giving you the chance to bring in clients for specific services that may be less popular at your clinic.
Because you can target specific audiences, you can improve your conversion rate by matching the offer to the market. If you know the audience well, you can create an ad that will pique their interest and get a click.
Once you get the click, however, you want to turn that into a client. Your landing page will have a lot to do with that. Make sure the page or site the prospect lands on is relevant to the ad and shares key information right away. Internet marketing for veterinary clinics can be complex, but the primary goal is to move visitors to an appointment with your practice as quickly as possible.
Veterinary marketing services can help you get the ad copy and landing pages you need to grow your practice.
Use SEO and PPC Together to Bring in New Clients
One of the reasons SEO and PPC are so popular is because they fit together so well. SEO is a long-term strategy that can bring in new clients regularly once it’s established. However, it takes a lot of time and effort to win keywords and appear on page one organically.
While you’re waiting, PPC can get you in front of new customers right away. You can target more competitive keywords and focus on high volume terms. Your keyword research might lead you to additional phrases you can add to your SEO campaign as well.
The work you do to identify your target audience, look for keywords, and appeal to your readers helps you succeed in both SEO and PPC. You’ll learn new things from each one that will help you excel at the other.
If you’re looking for effective veterinary marketing ideas, get started with SEO and PPC today!