You have built beautiful landing pages, written creative copy, and have used significant resources to create an online presence for your B2B healthcare company. But all that time has been wasted unless you can get clients to go to your website.
Traffic generation is one of the most important parts of starting and growing a profitable business. It is the act of driving clients to your website so that you can convert website visits into sales.
Here is a breakdown of organic versus paid online traffic generation so that you can increase your healthcare provider website conversion.
Organic Search
Organic search is the search method that is produced using search engines. Search engines rank websites by relevance and other factors according to their algorithms. Boosting your organic search ranking is referred to as search engine optimization (SEO).
People rely on search engines to get answers, so if your website is one of the first results to show up, they will trust that you are the best solution for their needs. Because you appear to be more trustworthy than other websites out there, these people will be more likely to purchase from you.
SEO is also cost-effective because there is no advertising fee. You have control over how you invest your time, team, and other resources to boost your organic search ranking.
Increasing your website’s ranking in search engines can be complicated, so it is best to do your research. These are some important tips to remember before deciding on your organic search strategy:
- Define your SEO keywords before you start to strategize
- Optimize your HTML headings with your SEO keywords
- Choose “white hat” over “black hat” SEO marketing
Paid Search
Paid search is the search method that uses paid advertisers to direct people to a business’ websites. It is a more conventional form of traffic generation. In most cases, it involves purchasing advertising space online to drive people to a website, similar to how a radio or television ad works traditionally.
There are several popular ways to use paid search methods to drive traffic. Two of the most frequently used practices are paying other relevant websites to promote your business and using carefully placed pay-per-click (PPC) advertisements that directly link to your website.
With PPC, a business has to pay a fee to the hosting site each time someone clicks on the advertisement. The PPC cost is calculated from this formula:
PPC Cost = Advertisement Cost/Number of Advertisement Clicks
Organic vs. Paid Search to Increase Online Traffic Generation
Consider the differences between organic and paid search methods so that you can decide which one will generate the most traffic to your website.
In the end, neither search is perfect. Both organic and paid search types excel at different things. Often, healthcare providers find the most success using both approaches in combination with each other to optimize their online traffic generation conversion.
Using a lead generation company is one of the easiest, efficient, and powerful ways to generate high-quality leads to increase conversion.
Also check out our article on how you can optimize your healthcare website for successful lead generation.
Click here to get in touch with Prizm Media for more information.