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Even Lasik Surgeons Have to Pay Attention to Search Behavior

Just BehaveET by Mark Sprague
Like many small business owners, you’ve just hung out your shingle for your new business: a Lasik Surgery practice. You know that there are a lot of folks who are blind as a bat, and hate their coke-bottle glasses. You’ve paid good money for your website, but the customers are slow in coming. Why? And more importantly, how do you get their attention and interest? Here I will explore a search behavior model that shows how consumers search for medical services. In this case we will look at Lasik surgery in some detail. In this behavior model consumers exhibit eight categories of search behavior across more than 9 million searches a month, according to data I pulled from Google AdWords tools.

Search behavior categories

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Consumer search behavior falls into the following groups in descending order by search volume. General information searches will always account for the lion’s-share of searches. However, you can always tease out three or four themes from this group.

  1. General Information
  2. Value-based searches
  3. Type of medical procedures
  4. Post operative
  5. Search for clinics
  6. Search for surgeons
  7. Search for specific content
  8. Quality-based searches

These eight search categories above can be further reduced to just four types of search request.

  1. Searches for general informational and content.
  2. Searches for very specific medical information.
  3. Searches using adjective-base queries.
  4. Searches for people and organizations with physical addresses.

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Let’s take a look at each category in some detail.

General Information: 8,202,060 searches Most of these searches are vague in meaning—they don’t ask any particular question, and consumers often string together terms hoping they return good information. Examples of these include Lasik surgeryLasik visionLasik eye and eye correction. It’s often hard to determine user intent when dealing with informational searches. But, if you examine the secondary modifying terms you do see a couple of recurring themes in these searches. The majority of the informational searches are modified using just three terms:

  • Correction: 417,200
  • Treatment: 48,300
  • Procedure: 19,000

To find out more read the  rest of the article at Search Engine Land’s Just Behave.

Find Out More

If you want to find out more about how we can help you with your Keyword strategy please call me now at 781-862-3126 or contact me at: Mark@MSprague.com

Lexington eBusiness Consulting

About Lexington eBusiness Consulting

Mark Sprague’s 25 years of product development experience which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your web sites performance by:

  • Developing a superior data-driven SEO strategy for your website.
  • Understanding your customers’ search behavior and normalizing it to your content strategy.
  • Understanding how search engine technology practically impacts SEO and content strategies.
  • Understanding how search technology impacts content in a social networking environment.
  • Developing a superior user experience based on sound information architecture, usability and coding standards.

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Mark Sprague,  CEO
580 Lowell Street
Lexington, MA 02420

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