As industry experts in B2B Search Engine Optimization, we understand the importance of driving valuable traffic to a company’s website and optimizing its online presence for maximum impact. Search Engine Optimization (SEO) is a big mystery for many business leaders. Everyone knows they need it, but most have a hard time defining what it is. More importantly, it’s a major struggle to determine if you current SEO provider is actually doing good work or not. Given the importance of performing well on Google, we wanted to give you three points to consider when evaluating your SEO performance:
Measurability: Unlocking the Power of Unbranded SEO:
There are two types of keywords that visitors may use to get to your website: Branded and Unbranded. Branded keywords typically include your company’s name and are relevant for those already familiar with your brand. These leads are generally coming to your site because they have learned about the company through some other source and are using a search engine to find you. Many SEO firms like to take credit for Branded searches, which isn’t appropriate. A leader really should focus on Unbranded keywords. These are searches where someone is typing in a phrase that represents what your business does, as opposed to its name.
To measure the impact of unbranded SEO, utilize tools like SEMrush or ahrefs to identify the keywords that are driving organic traffic to your website. By analyzing this data, you can determine if your SEO efforts are effectively attracting new visitors who may not have discovered your company otherwise. Measurability is the first crucial step in evaluating the success of your SEO strategy.
Progression: Be A Little Better Each Day
SEO is a long-term game that requires patience, but it should yield noticeable progress over time. As a medical device company, your ultimate goal is to generate high-quality leads and convert them into loyal customers. To gauge the effectiveness of your SEO strategy, ask yourself:
- Are we observing a steady flow of prospects engaging with our website?
- Are we witnessing an upward trend in lead generation and conversions?
- Does our SEO expert have a well-defined plan in place to drive progress?
Regularly monitoring and assessing these metrics monthly or quarterly will enable you to evaluate the impact of your SEO efforts and make informed decisions to optimize your strategy further.
Productivity: Delivering ROI
For medical device companies, ensuring that your SEO efforts are productive is paramount. Are leads generated on your website taking calls with the sales team and ultimately converting into customers? One of our clients, a large revenue cycle management firm, experiences remarkable success through SEO because of their focus on identifying which keywords are most likely to deliver qualified prospects and then tracking them through their CRM to feed results back to the marketing team.
To maximize productivity, it is vital to:
- Ensure your website ranks prominently in search engine results for relevant keywords.
- Track the deals and conversions resulting from your SEO efforts using tools like HubSpot or your CRM system.
- Routinely assess whether your SEO activities are generating a satisfactory return on investment (ROI) by comparing leads to “Closed Won” customers.
As commercial leaders in the medical device industry, it is crucial to recognize the value of a well-executed SEO strategy. By measuring the impact of unbranded keywords, monitoring progress towards lead generation goals, and ensuring productivity through strategic optimization, you can unlock the true potential of your website’s visibility and reach.
If you’re seeking expert guidance or a comprehensive diagnostic of your SEO efforts, we invite you to reach out to our team. Let us help you achieve your growth goals and elevate your medical device company’s online presence in the competitive marketplace. Contact us at scott@jairusmarketing.com today for tailored solutions and industry-leading insights.
