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Every website can be improved. Perhaps with more information…or less. Perhaps the site has the right amount of information but is out of date. Perhaps the site could be better designed or better written. Or perhaps it could be more interactive.
Whether it is promoting a pharmaceutical or biotechnology product, medical device, hospital, or other medical product or service, make sure your site downloads quickly, which impacts its web search crawler “spiderability.” (Slow downloads are often the result of home page file size or “dirty” code.) And make sure that you use the wide range of interactivity tools to enable your visitors to receive information from you and, as feasible and appropriate, share it with you: opt-in programs, message boards, discussion groups, ListServs, and more.
Measuring traffic on your site
Regardless of how much or little interactivity is built into your website, do you know just how much it’s being used? Do you know who’s visiting your site and when? Where they come from? Where they spend the most time on your site?
Use a service like Google Analytics or StatCounter to see how visitors interact with your site. This will help you make improvements, increase traffic, and boost conversions.
Improving your search rankings
The world of search rankings is fiercely competitive. But with search engine optimization and marketing, you can improve the volume or quality of traffic coming to your site through search engines.
Search engine optimization (SEO)
Optimizing your site involves writing, designing, and programming it to enhance relevance to the primary keywords in your market and to remove obstacles to search engine “webcrawlers.” Optimization also refers to including video and other content on your websites. You can optimize your site by crafting the video file title, description, and keywords appropriately so video search sites such as Truveo can find it.
You also can make your video accessible to search services that accept RSS feeds, such as Blinkx. And you can upload them to sites such as YouTube.
Search engines process this data and refer “organic” traffic-people who are looking for your brand or your type of brand. But organic traffic is subject to numerous variables such as changes in search engines’ constantly evolving algorithms for calculating keyword preferences and website traffic…or changes in the audience’s preferred terminology in your market, which changes keywords.
SEO is essential, but it doesn’t guarantee traffic.
Search engine marketing (SEM)
SEM entails paid advertising on search engines-“pay-per-click” (PPC) advertising-as well as potentially on third-party sites (similar to advertising in magazines and newspapers before their near-extinction). Pay-per-click ads can take a variety of forms. For example, on Google, they may be “sponsored links,” which are shaded and at the top of the search results page or in a column on the right-hand side of the page.
This type of advertising enables you to reach people actively seeking your product or type of product. You can control costs-you pay only when people click on your ad, and you cap the amount you will pay each day, week, or month. (Once your ad has generated the clicks for which you’ve budgeted, it is removed as a sponsored link and goes back to the general listings, with its rank in the listings determined by the site’s optimization, traffic and links to it, and other factors.)
Measure your traffic…and improve it!
Web traffic is a critical component in most healthcare advertising plans.
To measure traffic, take advantage of the extensive web analytics available. To improve traffic, optimize your site and take advantage of SEM opportunities. To manage analytics as well as SEO and SEM, most pharmaceutical and biotechnology companies, medical device manufacturers, and hospitals engage the services of a healthcare advertising agency.
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Source by Bryant Brown
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