Question
I am working with a client who has a large health and wellness company. I'm in charge of the marketing strategy, which includes lots of potential landing pages, individual product and services promotions, and other sales events that might require SEO keyword-rankings along with other marketing strategies, etc.
I could just have our web development agency develop the site in wordpress (using their preferred themes and skins) without thinking about SEO issues up front, but I do not want to do that. I want to make sure that we have a strong platform for organic search into the future... not only for the website itself, but also have the capability to organically rank individual landing pages for various promotions and specials...
I would like for someone to help us navigate this as we build the foundation. I distinctly feel like there are some blindspots I'm not aware of and I also feel that I'm not sure what questions really need to be asked in order to build the overall integrated marketing strategy that takes into account organic searches.
All help is appreciated. I am interested in calling someone in early February, so this is a good way to introduce me to your solutions.
Answer
Categorizing your potential audiences correctly from the start will give you a good foundation. From my perspective as a health insurance company, there are essentially four audiences we deal with and you could consider. Patient - The individual using or benefiting directly from the service. Provider - The entity delivering or perhaps also benefiting from the service. Purchaser - The entity ultimately covering the or absorbing the cost of the service, which may not be the patient but could be an employer or other entity such as government. Finally, the payer which pays for the services such as an insurance company, but is not the ultimate purchaser. So in summary, think about the strategy in terms of Patient, Provider, Purchaser and Payer and what each might want/need.Happy to speak more if you are interested.
