Categories Интернет-маркетологу, МаркетологуPosted on

Как получать больше заявок из поиска, или три кита поисковой оптимизации

Руководитель SEO-направления Svipe agency Георгий Некрасов рассказал, почему SEO тесно связана с другими видами работ над сайтом и почему SEO как отдельный элемент неэффективна.

Что такое SEO сегодня?

Успешное SEO на сегодняшний день – это грамотная и тонкая работа над сайтом в целом. Правильный комплекс работ по SEO состоит из трех составляющих:

  • Дизайн
  • Техническая сторона
  • Контент

Дизайн

Задачи для дизайн-отдела: 

  • соответствовать фирменному стилю и повышать узнаваемость бренда;
  • максимально повышать конверсию сайта.

Что мы делаем:

  • Для страниц услуг разработаны тематические шапки с описанием услуги, тематическим изображением (пользователь сразу видит, что попал на нужную страницу) и быстрыми переходами на интересующие его вопросы (цены, результаты, отзывы).
  • Для каждой услуги нарисовали и запрограммировали раскладку важной информации о каждой процедуре/операции, которая нужна пациенту в первую очередь. Расположили ее в максимально удобном формате.
  • Также добавили немного интерактива и увеличили задержку пользователя на сайте, нарисовав 3-D модель для подбора услуги по частям тела.
  • Отрисовали блоки акций с подробным описанием. Для баннеров использовали не стоковые фотографии, а наняли модель и провели фотосессию.
  • Отрисовали множество новых баннеров, форм, кнопок и других элементов дизайна, а также информационные страницы. Например, страница «Для иногородних» понятна и графически оформлена. Она не оставит лишних вопрос у иногородних пациентов и вызовет отклик.

Подытожим: мы постоянно работаем с сайтом и подстраиваем его под современные тенденции, чтобы он не терял актуальность и выглядел свежим.

Читайте статьи от Svipe agency, как они продвигают клинику пластической хирургии в пандемию, ведут Instagram и VK, также ищут новые категории пациентов.

Зачем это нужно для SEO?

Дизайн сайта влияет на поведенческий фактор: если сайт некрасивый или скучный, пользователи его закрывают. Поисковики это фиксируют, и ваш сайт опускается в поисковой выдаче. Поэтому всегда нужно анализировать эффективность страниц и форм и проводить А/Б тесты.

Техническая сторона

Задачи для IT-отдела:

  • запрограммировать работу необходимых блоков и сервисов;
  • следить за техническим состоянием сайта.

Что мы делаем:

  • Программируем интуитивный поиск для сайта (сделан без использования внешних готовых скриптов и сервисов).
  • Разработали онлайн-запись по аналогии работы «Квиза» (можно вставлять любое количество страниц и наборов сбора данных. В первом окошке пользователь видит выбор: проконсультироваться по телефону, по видеосвязи или через почту. В соответствии с выбором он оставляет свои контактные данные.

Затем мы предлагаем выбрать специалиста: косметолога или пластического хирурга. 

Потом мы просим фото в 3-х проекциях и оставить комментарий.

А дальше благодарим за сообщение и получаем заявку потенциального пациента на почту клиники.

  • Для лучшего восприятия результатов до и после операции разработали ручной слайд, когда пользователь двигает ползунок и сравнивает, как менялась пациентка клиники (также без использования готовых скриптов).
  • Запрограммировали автоматическое подтягивание отзывов на страницу соответствующих услуг и специалистов (отзывы также еще разлетаются на страницы специалистов, для которых они были оставлены).
  • Контролируем нагрузку сервера, ищем ошибки и конфликты кода, который возникают когда отдел маркетинга добавляет на сайт внешние скрипты для аналитики трафика и других сервисов.
  • Настроили автоматизированный сбор подписчиков сайта для рассылки акционных предложений и информационных материалов.

Подытожим: техническая команда мы обеспечивает работу новых блоков и сервисов, следит за корректной и безотказной работой сайта.

Какая связь тут c SEO?

Техническая сторона влияет на SEO сразу по трем фронтам:

1.         Чем больше (удобных) сервисов на сайте, тем интереснее и комфортнее пользователю. Следовательно мы получаем больше кликов на странице, больше времени на сайте, а это ПЛЮС к поведенческому фактору для ПС.

2.         Скорость работы сайта также прямо пропорциональна желанию использовать данный ресурс. Соответственно мы сокращаем процент отказов для ПС.

3.         Чем меньше технических ошибок на сайте, тем выше ваш сайт будет стоять в «глазах» поисковиков. Поведенческий фактор падает, если пользователь нарывается на видимую ошибку 4хх или 5хх и прекращает сессию.

Копирайт

Задачи для копирайт-отдела:

  • подготовка текста для страниц услуг (продающие страницы);
  • подготовка текста для информационного раздела блога;
  • тексты должны быть грамотными с медицинской точки зрения и интересными.

Что мы делаем (совместно с SEO отделом):

  • Сбор семантического ядра по услугам (ключевые запросы сайта).
  • Сбор семантического ядра для информационного раздела.
  • Подготовка материалов для каждой услуги (+консультации со специалистом в данной области: хирург/косметолог при необходимости).
  • Подготовка структуры текста (шаблон подачи информации с вовлечением читателя).
  • Размещение готовых материалов с соблюдением шаблонов страниц и применением внедренных блоков (ход операции, противопоказание, показания к применению и т.д.)

Важно: тексты на сайт пишут не наемные фрилансеры с незнанием темы, а собственный штат копирайтеров. Все они работают в узком направлении медицины, имеют медицинское образование или опыт работы в медицинских организациях. А при необходимости мы подключаем врачей клиники, например, когда речь идет об авторских методиках.

До нас на сайте можно было встретить вот такие моменты:

Но ведь о деликатности тоже нельзя забывать. Пациенты часто обращаются к нам с довольно интимными вопросами. 

На выходе каждый текст получается информативным и полезным, он повышает доверие к клинике. А также такие тексты хорошо оцениваются поисковыми машинами.

Какая связь тут c SEO?

Думаем: нет смысла рассказывать про полезность качественного контента для SEO, так как  контент был и остается главным ранжирующим фактором для ПС. И с каждым годом требования к нему все строже и сложнее.

SEO сегодня – это целый комплекс работ. Наша задача – грамотно организовать работу сотрудников разных отделов и все элементы соединить в один работающий проект!

На что мы нацелены и что дает наш комплекс работ: 

  • повышение позиций в поисковых системах;
  • рост конверсии с SEO переходов на сайт, также рост продаж через контекстную рекламу;
  • удобный сайт для новых и старых клиентов;
  • канал для общения

Также нельзя забывать, что у SEO отдела есть и свои задачи по выводу запросов в ТОП, где они используют свои наработанные и проверенные инструменты.

Немного достижений:

  • «пластическая хирургия» – ТОП10,
  • «клиника пластической хирургии» – ТОП10,
  • «сделать грудь» – ТОП10.

 Теперь давайте немного в цифрах отобразим наши результаты:

Данная схема показывает рост посещаемости ресурса. Но мы не гонимся за числом посетителей. Наша цель – привлечь целевую аудиторию. Заказчика интересуют звонки, которые можно конвертировать в продажи. А со звонками ситуация следующая:

Именно этот график показывает, как работает сайт и вся команда: дизайна, копирайта, технической поддержки и SEO оптимизации.

Почему у вас может не получаться с SEO?

  • Очень сложно состыковать работу разных исполнителей. Каждый, как всегда, не виноват, виноват другой.

Нужно спланировать работу, определить ответственных за каждый этап и анализировать результат работы.

  • SEO занимаются специалисты широкого профиля или без опыта в медицине.

Едва ли копирайтер, который вчера писал текст о межкомнатных дверях, сегодня напишет хорошую статью о SMAS-пластике. Учитывайте это при выборе подрядчика.

  • Неправильная задача: посещения, а не пациенты.

Наверное вы уже слышали или читали, или сами задавались вопросами, почему вам не звонят, хотя реклама и сайт работают. Как правило, заказчик получает в ответ на такие вопросы большой красивый отчет о проделанной работе или ответ: «У вас цены высокие, вот и не звонят!»

Но мы можем подсказать вполне реальные причины:

1.         У сайта хорошие позиции или много целевого трафика идет через контекстную рекламу, но не звонят? Скорее всего, не работают конверсионные составляющие сайта! Нужно пересмотреть логику каталогов и разделов и качественно проработать продающие страницы.

2.         У сайта большой рост посещаемости, видимый по графикам систем аналитики, но количество заявок не прибавляется? Смотрим пункт 1 или копаем глубже, могут быть еще две другие причины. 

Первая: вы раздуваете семантическое ядро сайта, добавляя нетематические или неконверсионные запросы, чтобы привлечь дополнительную аудиторию. Часто это происходит через разделы: блог, статьи, словарь тегов и т.п. и т.д. Например, вы продаете услуги стоматолога, а люди приходят к вам по запросу «средство для полоскания рта после удаления зуба». Да, в принципе тематика схожа, но это не ваш клиент, он вам не позвонит. 

Вторая: накрутка посещаемости. Откроем секрет: это сделать несложно. И даже любая система аналитики не поймет подмены реальных пользователей на обученных ботов. Это даст невероятные цифры в статистике, а вот звонков точно не добавит.

Вот поэтому для нас главная цель и честный показатель – это ПРОДАЖИ! 

Сотрудники маркетингового агентства Svipe Agency отлично знакомы с медициной. Один из основателей агентства создал клинику, ставшую первым заказчиком. Постепенно команда бывших маркетологов клиник выросла, превратилась в полноценное агентство, которое теперь ведет SMM сторонних медцентров. Агентство любит эксперименты и стремится дать клиенту пациентов, а не отчеты.

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