Are you hosting a continuing medical education (CME) event in the future? Do you want its attendance to be as robust as possible? If the answer to both questions is yes, it's time to turn your attention to matters of search engine optimization (SEO). SEO has been a mainstay in digital marketing strategies through the years and has continuously evolved. SEO in CME marketing can be just as effective to attract more attendees and learners via the web.
[RELATED: Learn how to increase attendance at your next CME event!]
What is SEO?
SEO is a set of sophisticated techniques that you can use when building your CME website. In essence, SEO makes your site more appealing to the algorithms of major search engines such as Google. With sound SEO strategies, your site will rank higher on their results pages.
Consider that organic SEO is approximately 5.66 times more effective than buying search engine advertisements. On top of that, 75 percent of people look only at the first one or two search engine results pages.
For that reason, the higher you rank, the more likely you'll be to persuade people to attend your CME events. Thus, SEO in CME is absolutely vital.
SEO Best Practices
SEO is an incredibly complex topic, and its tactics keep changing as internet technologies and habits evolve. Therefore, your best bet for consistently great SEO is to hire experts who keep track of the latest advancements.
Even so, certain SEO in CME rules have remained firm over the years. For example, it's always been beneficial to supply content that's original, useful, well-written and varied. Helpful content will launch your CME brand forward in search results, as well as in the eyes of your target audience.
With high-quality pieces, you'll cultivate a regular readership of people who trust you for medical information and recommend you to others. In turn, search engines will reward you for attracting that higher level of traffic.
Therefore, never plagiarize or spin other writers' articles. Search engine algorithms never reward those actions.
Keywords are Key
Good SEO strategies start with thorough keyword research. You'll need to learn which CME-related keywords are currently the most popular and how many times to use them throughout your text.
However, don't stuff keywords into your posts just for the sake of doing so. Instead, your keywords should be a natural part of your text; they shouldn't draw undue attention to themselves.
In addition, focus on local SEO. Local SEO emphasizes the location of a business or event. For instance, if you will be holding a CME workshop in Salt Lake City, you'll want at least a few of your keyword phrases to include "Salt Lake City." That way, when people search for "CME in Salt Lake City" or for similar terms, they can stumble upon your website.
SEO isn't just about sentences and paragraphs. When your site contains plenty of compelling videos and images that connect to your topic, you're sure to rank higher on search engine results pages. Moreover, use keywords in your descriptions of photos and videos as well as in your titles and meta tags. In short, just about everything that's included on your web pages ought to be optimized.
Of course, you shouldn't expect to achieve excellent SEO in CME overnight. It takes time and effort to craft the materials that will significantly boost your search engine standing. Plan ahead carefully, and get started weeks if not months before your next CME event. And, just to reiterate, SEO expertise is invariably worth the investment.