Why Search Query Optimization Is Vital for Paid Search Success

// By Hardy Kalisher //

To thrive in healthcare’s hyper-competitive search arena, your organization’s paid search needs to be able to hit the nail on the head perfectly every time. Search query optimization (SQO) is a vital first step in setting your paid search up to maximize your ROI.

Many paid search efforts begin with keyword research. But by taking one step back and anchoring your paid search build on actual historical search queries, you can eliminate waste and maximize the opportunity to capture and convert each search impression.

Google processes more than 40,000 search queries every second on average. That translates to more than 3.5 billion searches per day and 1.2 trillion searches per year worldwide. Of these, 15 percent haven’t been seen by search engines in the past six months (if ever), and 70 percent have no keywords that exactly match the search queries across any campaign.

Searchers express their unique intent to Google, actively seeking something very specific. The goal in search query optimization is to perfectly deliver on your audience’s “ask” (search query) to maximize the opportunity to capture and convert each search impression.

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