Healthcare Blogging: Web Traffic And Trends
An interesting blog article from the folks at Compete came to my attention recently. Compete for those who don’t know is a fantastic analytics site to see how ANY website is doing in terms of popularity (number of visitors in a given time period). The basic data is free. For more in depth information, there’s a charge.
For example, for our practice’s website, here is the Compete data I pulled which is pretty accurate based on my own analytics information:
My nearest local competitor in terms of website popularity is the hospital, Fauquier Health System:
Though I may smile that my solo private practice website is getting nearly 30X the number of visitors as a community hospital, such numbers PALE in comparison to what truly is driving website searches by the lay-population… celebrity, entertainment, and political topics which collectively garner more than 80X the search volume compared to searches related to healthcare. Here is the graph by Compete.
Healthcare is the purple line WAY down at the bottom.
Assuming people ARE searching for healthcare topics, what might those topics be?
They are pregnancy and cancer related by a vast margin (chart taken from here).
What is the take-home message?
Healthcare blogging is truly a niche market… and a small one at that…
BUT, if one wants to become a successful healthcare blogger, it should be slanted towards pregnancy and cancer topics.
“Thyroid” made the top 20 list, but beyond that, ENT healthcare topics are left out in the dust… perhaps even smaller than dust.
Take a look at the stats for perezhilton.com, a website dedicated to celebrity and entertainment news:
*This blog post was originally published at Fauquier ENT Blog*
This is an interesting review, though it should be noted that Compete’s methodology will consistently miss the mark for most niche websites. As I understand it, they use a small sub-sample of user-data (~1%) provided by a couple of ISPs in select markets and then attempt to extrapolate this sample audience into a larger user-pattern. Overall this is a pretty decent methodology (though it will be no where near as accurate as Google Analytics or server-side analytic tools) but it runs into problems when you’re looking a niche audiences… if your site has 50K unique visits a month, but they are primarily in one geographic area, or they do most of their browsing from work (and thus have business ISPs) Compete will likely over or under-estimate traffic by orders of magnitude. I’m not 100% sure how this would affect sites where the primary readers are interested in medical topics, but I suspect that it would be fairly accurate in monitoring searches with fairly large and evenly distributed audiences (cancer, pregnancy) but have a lot of trouble with more specific topics, because the chance that their sample audience accurately represents the whole internet audience gets less likely.
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This is an interesting blog article, which given us the information of “Healthcare Blogging: Web Traffic and Trends”
Actually Web traffic comes in all different shapes and sizes. If you are offering spectacular content on the website, make sure people are coming to read and engage with it, Being active and involved with social media, creating keyword rich content not with the keyword stuffing, and giving patients enticing reasons to come see what you have to offer are great ways to drive traffic to your site. The clinic is doing wonderful things, so make sure people know about it!