WHY THE WEB RANKING IS IMPORTANT
A New Competitive Arena – Beating the Competition
The Internet is rapidly becoming the information source of choice for both consumers
and healthcare professionals, as well as large scale customers such as insurance
companies, universities, HMOs, and PPOs. Consumers will go to the web much more
quickly when they have a specific health question rather than waiting to ask
their health care professional, especially when researching disease or drug information.
Larger customers may use the web to do their own research.
Whoever ranks highest on a search engine, whoever holds the highest ground,
has the first and best opportunity to make a presentation to the prospective
customer. The lower the ranking, the less opportunity to make that presentation. Investment Protection
In the search engine world, a ranking below #30 means your site is virtually
invisible to the customer.
Knowing where your managed care organization stands (and this is a moving window
that changes daily, weekly, and monthly) and how to improve your web ranking
helps preserve the investment you have in your web site. If your ranking
is below 30, a great deal of your investment is lost because the web site
is not sufficiently visible to the individual looking for the information
it contains and the information you want them to receive.
KIKAKU NETsendex ranking analysis can determine how meets or fails to meet the criteria search engines use to determine ranking, and what you need to do to re-position yourself. By knowing what you are doing right or wrong, you can maintain or improve your ranking to gain a competitive advantage.
KIKAKU NETsendex can not only tell you how a managed care organization ranks
in each of the major search engines, it can show you how you rank against
your competitors and their products – and how to improve your position
among your enabling publics.
Changing Ranking Criteria
THE NEED FOR A MONTHLY ANALYSIS
Maintaining an understanding of where the managed care organization
is in relation to your competitors is as important in the Internet knowledge
market as it it is in the sales field. Failure to monitor your ranking continuously
could result in a loss of visibility and a loss of opportunity to make your
presentation to customers. Elements that affect how your ranking can change
without your participation are listed below.
Different search engines use different criteria to rank pages. Those criteria
change from time to time. Even if your site is properly positioned one month,
changes by a major search engine, or a loss of data by a search engine, could
result in a major ranking change for you.
A competitor may consciously work to improve its web position to get ahead
of you. However, because of the way search engines set criteria, your ranking
could change inadvertently because of the way a competitor changes the text
or even the graphics on its web site, even if they were unaware of the negative
effect on your ranking
Highly Specialized Field
WHY NOT DO THE ANALYSIS IN-HOUSE?
Computer engineers and technicians tend to be technology oriented rather
than marketing oriented. Since search engine marketing is a highly specialized
field within the Internet community it is more effective to trust the task
to those who already understand and work with the process on a daily basis.
No Additional Training
With KIKAKU NETsendex there is no need to provide additional training for primary
and back-up specialists. We already know how to (a) acquire the data, (b) interpret
the data, and most importantly (c) act on the data
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