Website SEO: How Do You Choose Keywords for Customers Who Do Not Know You Yet?

If you want more inquiries through your website, start with the words people use to look for your services. Alongside your company name, consider the service, location and requirements a customer might search for. Then prepare pages that answer those searches.

At BlinkAd, we first clarify which service you want more inquiries about. That gives us a basis for choosing keywords and article topics.

Choose the search terms your customers might use

Imagine a fictional dermatology clinic, Clinic A, that wants to tell people about its melasma consultations. A patient who knows the clinic's name may search differently from someone looking for a clinic for the first time.

Someone looking for information may request a consultation later. Their immediate questions are different, though, so service pages and informational articles should serve their respective purposes.

Google explains that people familiar with a topic may use different search terms from those who are new to it. Consider both the terms a clinic uses and the words patients use. Google's SEO Starter Guide

Help readers make the decision behind their search

Someone searching for “melasma vs dark spots” may want to understand the difference. Someone searching for a “melasma dermatologist Gangnam” may be comparing where to seek care.

The second person needs more than a definition of melasma. They also need to know about the clinic's services, clinicians, location and consultation process. Give readers the information they need for their next decision.

Search your candidate keywords and see whether the results are articles, clinic pages or map listings. Questions patients ask during consultations can also reveal what your website needs to explain.

Check whether a keyword could bring a relevant inquiry

Look at search volume alongside the services your clinic actually provides. A broad keyword may attract people with very different needs.

For a search that combines a location and treatment, check that your clinic's location and services match. Use existing inquiry and booking records alongside search volume to set priorities. Related questions with lower search volumes can also be considered together.

Use one page for search terms that ask for the same information

For example, if “melasma treatment clinic” and “clinic for melasma” express the same need, a single service page may answer both.

Google explains that it can understand a page's relevance even when its wording does not exactly match a query. Describe the service in language patients understand rather than repeating the same keyword. Google's guidance on search terms

If a relevant service page already exists, fill its gaps first. A question that needs its own explanation, such as the difference between melasma and other dark spots, can become a separate article linked to that page.

After publishing, review search traffic and inquiries together

Google Search Console shows impressions and clicks by query and page. Separating clinic-name searches from treatment and location searches can help you decide what to improve. Search Console's Performance report

Some queries are omitted from reports for privacy and other reasons. Impressions and clicks also differ from completed inquiries, so review website traffic alongside your inquiry records. The scope and limitations of query data

Decide which services you want people to discover through searches beyond your clinic's name. Prepare the information those people need, then use traffic and inquiries to guide further improvements.

Our brand blog management page explains the scope of keyword planning and content writing at BlinkAd. When you request a consultation, share your current website and the treatments or services you want to make better known.