Driving and looking to increase traffic on my medical website can seem daunting when there are hundreds of thousands of practitioners across the nation. How do you drive traffic to your site? Many people focus on search engine optimization (SEO) to increase their site traffic, but that’s not the only way. By understanding the different types of site traffic, you can increase the traffic on your medical website.
How to Increase Traffic on my Medical Website
The Different Types of Site Traffic
When you hop onto your Google Analytics account and go to the “Acquisition” section, you will see that there are five main categories of traffic: organic search, paid traffic, direct, referral, and social.
Local SEO or Organic Search Traffic:
- Any unpaid traffic that is a result of search engines is considered to be organic search traffic. This means that a user found your website by using a specific search query in a search engine such as Google, Yahoo, or Bing.
Google PPC or Paid Traffic:
- Just as the name implies, paid traffic comes from any type of online ad. This includes Google AdWords, ads on Facebook, Pinterest ads, display advertising, or any other similar channel. Paid traffic offers a certain amount of control, such as what audience you want to target.
- Visitors that go to your site directly instead of using other channels is considered to be direct traffic. For example, if a user types in the URL of your website into the address bar of a browser or clicks on a previously saved bookmark, this is direct traffic. While direct traffic is generally a relatively small part of conversions, it can indicate the users’ loyalty and brand awareness.
- When a user comes to your website through different links on other resources, this is referral traffic. For example, if a user stumbles across your site while searching for services similar to what you provide, they might find a positive review written by another user. The user searching for your services then clicks through to your site to learn more. That is referral traffic.
Social Media Traffic:
- As you would expect, social traffic comes from a link to one of your pages posted on a social network such as Facebook or Twitter. The volume of social traffic could be an indicator of your brand’s social presence and how well it interacts with its audience.
Increasing Medical Organic Site Traffic
Driving organic site traffic to your doctor site starts with having content to begin with. A blog provides two advantages: first, content is king for search engine optimization (SEO), and second, it is an opportunity for you to show what makes your practice stand out from your competitors.
With a blog, you can showcase your expertise while ranking in search engine results. Regularly publishing engaging content and using SEO strategies to update your content can increase your organic traffic to your medical site.
How to Use Paid Traffic
Advertising In the healthcare industry is tricky. While paid traffic does come with a cost, the advantage is that a paid ad campaign can be up and running in a matter of minutes. Paid traffic campaigns also offer more control. For example, you can choose which geographical area you’re want your ad to be available to and what age range you want to target. Depending on the types of services you offer, you can use these settings to your advantage.
Direct Traffic for Medical Sites
Gaining direct traffic can be tricky, but well worth it. A site that gets a lot of direct visits is more likely to be ranked highly in search engines. Since direct traffic comes from users directly entering your site’s URL or bookmarking your site, a lot of the work is actually done offline.
The first step is to define and consistently build your brand. As a practitioner, it might seem straightforward, but there is more to it. There is your company mission, vision statement, logo, and tagline.
Additionally, you (should) have a brand voice that helps you stand out from the rest of the practitioners in your area. Even though you might be offering the exact same service as another practitioner, it could be your brand voice that drives a patient to you instead of your competitors.
Finally, there’s the level of service you provide to your patients. All these elements and more contribute to the likelihood a patient is going to think of specifically seeking you and your services in the future.
Getting Referral Traffic for Medical Sites
In the blogging world, Pinterest has been revered as a top way to drive traffic to a site. However, as a medical practitioner, that might not be your cup of tea. There are other ways to gain referral traffic for medical sites.
Press releases are a quick and easy way to get referral traffic. You can publish a press release for an event you are hosting or to announce company milestones. Another way to increase referral traffic while simultaneously increasing your standing inf your local community is to sponsor or speak at local events. Many times, events will link your site on their own, which becomes referral traffic.
Using Social Media to Boost Medical Site Traffic
With so many social media sites out there, it could be beneficial to focus on a select few rather than jumping into the deep end and signing up for everything from Facebook and Pinterest to Snapchat and TikTok. The key is to find where your target audience spends their time.
No matter what social media network you and your brand uses, it is important to optimize your profile by filling it in. Your content should also be easily shareable. This allows users to easily share content with their inner circle. Last but not least, don’t forget that social media is just that, social! Don’t forget to engage with your audience on social media. What a user sees online could be their first time hearing of you and your site, so you want to leave a good impression.