The Shifting Landscape Of Marketing
The digital marketing landscape is in constant flux, and recent developments like Google’s November 2024 core algorithm update, advancements in AI and the growing trend of using AI or social media for searches have significant implications for healthcare marketers. Understanding these changes and exploring the impact on Google Search and Google Ads will provide a realistic marketing plan for healthcare clients looking to broaden reach in this rapidly evolving environment.
Google's November 2024 Core Algorithm Update
The Thanksgiving 2024 core algorithm update, rolled out over three weeks ending on 12/5/2024, caused fluctuations in search result rankings and volatility in website traffic. This update, while impacting all sectors, had specific implications for healthcare. Websites in the healthcare and medical industries often contain complex, technical content that can be difficult for search algorithms to understand. The November 2024 update aimed to interpret this type of content better, ensuring that high-quality, relevant websites are appropriately ranked in search results. Additionally, the update emphasized the importance of original, relevant and high-quality content for organic search visibility, particularly for healthcare facilities seeking to reach their target audiences.
Medical website scrutiny
The healthcare and finance industries, categorized as your money or your life (YMYL) sectors, are held to higher standards of content quality and credibility. This emphasizes the importance of experience, expertise, authoritativeness and trustworthiness (E-E-A-T) for healthcare websites. Medical websites must maintain a strong technical SEO foundation to adapt to these algorithmic shifts and maintain visibility in search results. Some experts believe that Google's increasing influence in healthcare could potentially lead to improvements in patient care and a reduction in misdiagnosis rates.
The rise of AI in search
AI is rapidly transforming how people search for information. Studies show that 29% of consumers search for information about companies or products on social media. This trend is even more pronounced among younger consumers aged 18-24, with 46% using social media for product research. Furthermore, there are differences in how men and women use social media for decision-making, with 47% of women and 36% of men believing social media is very valuable. In addition to social media, 17% of consumers are turning to AI chatbots for online answers. This shift is driven by AI's ability to personalize search results and provide more relevant information.
Expanding reach
Google has integrated AI into the search engine and advertising platforms to enhance user experience and ad performance. AI-powered tools like responsive search ads (RSAs) use machine learning to optimize ad copy and target specific audiences. Although AI can automate certain aspects of Google Ads campaigns, human oversight and strategic decision-making remain crucial for achieving optimal results. The use of AI extends beyond search engines to social media marketing as well. More than three-quarters of those responsible for social media strategy report using AI for audience targeting which highlights the growing influence of AI across various digital marketing channels.
The effectiveness of non-AI content
Despite the rise of AI, high-quality, non-AI content remains crucial for reaching new audiences. Studies show that human-generated content consistently outperforms AI-generated content in terms of traffic generation and engagement. While AI can assist with content creation tasks like brainstorming and outlining, human writers are still needed to craft compelling and authentic content that resonates with readers. Many consumers can distinguish between AI-generated content and human-generated content, and the latter tends to be more effective for building trust and engagement.
High-quality writing
Content marketing that provides answers to specific questions is an effective way to reach specific audiences. By creating valuable and informative content that addresses the needs and concerns of target audiences, healthcare providers are established as trusted resources and attract new patients. Targeted content marketing plays a major role in generating leads and conversions. Video marketing, in particular, can be highly effective due to the engaging and interactive nature. Furthermore, content marketing is often more cost-effective than traditional marketing efforts, offering long-lasting benefits and a significant return on investment. To maximize the reach and impact of content, promoting content strategically across various channels, including social media platforms and email marketing, ensuring topics reach the target audience. Consistency in content marketing is also crucial for enhancing brand recognition and user experience.
Best marketing approach
As AI continues to change the marketing landscape, the best approach continues to be multi-pronged. Choosing to only use pay-per-click (PPC) advertising or to only have a website that does not change on a weekly basis will not reach the largest audience. Combining high-quality content on an SEO-focused, mobile-responsive, high-speed website with a PPC and social media campaign will reach a much broader target audience. Using a holistic approach to marketing also allows potential patients to understand a healthcare brand before ever picking up the phone to make an appointment.
