One of the aspects that keep medical practice management interesting is learning new business strategies and terminology. In digital marketing, there are many concepts to learn, but perhaps the most interesting is how businesses are discovered in online searches through search engine marketing (SEM). But what is SEM? This blog simplifies the complexities of medical practice visibility in search engine results.
The Essence of Search Engine Marketing (SEM)
What is SEM? While search engine marketing may sound like a fancy technology term, the basics are rather simple to explain. SEM is a set of strategies and tactics that help businesses be discovered when consumers search for products and services online.
With healthcare being more influenced by consumerism than ever before, the frequency of being found in a patient’s search results can do wonders for medical practice growth. Why? Because patients who are actively searching for healthcare services online are usually motivated to become new patients.
Navigating the Terminology: SEM, SEO, and PPC
Is there a difference between SEM and PPC? While search engine optimization (SEO) is considered to be part of SEM, paid search (pay-per-click) takes up much of the focus with healthcare digital marketers. Core concepts of SEM are:
- SEM – Strategies to increase the chances of a business being found in the results of search engines.
- PPC – A primary method of SEM, where you use Google’s advertising platform to run ads that appear in search results. The advertiser pays for each time a user clicks on the advertisement.
- SEO – A select few websites gain visibility in keyword search results through unpaid methods. Because the space allotted for “organic” results on the Google search engine results page (SERP) is minimal, it is generally deprioritized in SEM strategy.
- GBP – Google Business Profiles (GBP) is another chance to be found in local search results for healthcare services. Each medical practice can set up a free Google profile and optimize it.
SEM vs. PPC: Understanding the Distinctions
What is SEM marketing in relation to PPC? SEM is an umbrella term that covers various strategies, both organic and paid, that enhance a website’s visibility on search engine results pages (SERP). This includes SEO to improve organic ranking and PPC for paid advertising. The goal of SEM is to improve a website’s performance on search engines using a mix of organic and paid tactics.
PPC is a subset of SEM that focuses primarily on paid advertising campaigns. PPC ads appear on different platforms, from search engine results pages to websites and social media. PPC provides immediate visibility for advertisers willing to pay, with precise targeting based on keywords, demographics, and more.
The Benefits of SEM for Medical Practice Growth
For medical practices, being found online has moved from being a “nice-to-have” to a ”must-have.” Patients want to look at all of their options for healthcare, and when they do, they often initiate this search online.
Medical practices that invest in SEM significantly improve the chances of patients finding them online. The key is to form a strategy around your target demographic of patients and what phrases they search for online.
SEM vs. SEO: Complementary Strategies in Digital Marketing
What is SEO and SEM and how are they related? Including SEO (organic search) can enhance your SEM strategy. For example, a medical practice running paid ads on Google can dominate search results when it appears further down the page for the same PPC keyword. When patient searches do not generate paid search results, a strong SEO strategy helps your practice appear for organic results.
As mentioned earlier, Google Business Profiles can also contribute to search engine visibility for your medical practice. To optimize your online presence for local searches, you need a Google Business Profile that contains all the critical information about your practice, plus reviews that boost your appeal to patients.
Summary: What is Search Engine Marketing?
“What is SEM in marketing?” is a common question that comes up in healthcare digital marketing. What sounds like a rather technical term is simple to explain. Search engine marketing is a strategy for a business to be discoverable in search results.
While the most effective approach in SEM is paid search (pay-per-click or PPC) other methods of being more visible in Google’s search engine results page (SERP) include organic means. Other ways to boost organic visibility include SEO (optimizing your website for keyword searches) and Google Business Profiles (optimizing your digital directory listing in Google).
Be More Discoverable in Patient Searches with iHealthSpot’s SEM Solutions
Digital marketing for healthcare brings up many questions such as, “What is SEM?” While it’s always good to gather information to make informed decisions for your medical practice business strategy, partnering with healthcare experts is a time-saver. Our team of experts will put together a complete digital marketing strategy that includes PPC and SEO. Contact us today to learn more.
