A brief YouTube transcript excerpt in which Dr. Jeff Langmaid advises healthcare marketers to stop competing broadly for high-volume terms like “back pain” and instead target narrowly defined audience segments (e.g., single moms who sit at a computer). He argues that drilling into long-tail keywords and audience-specific messaging enables smaller providers to rank on Google and get steady website traffic.
Chapters
Back pain. You have 10,000 videos that can go with that. If you have low back pain because you. Because you're a single mom who sits at the computer too long answering phones in a call center, I want to tell you two things. You want to know what? It's going to be the same damn two things for a lot of other people. But if you start pitching it that way, you'll come out different. Not everybody's going to see it. It's going to hit keywords that are different. Right? I'll tell everybody here you cannot compete on back pain, neck pain, or anything else. You can't. I'll beat you because I'll spend more money and then everybody else will beat me. Meaning every hospital group, every orthopedic group, every stem cell group, every spine device company, and every other professional that makes $500,000 or more per year. They will crush all of us. But you have a huge opportunity when you start drilling down, because you can get to the first page of Google on a lot more stuff than you think. You start doing that. My website visits, they just continually do this. Just long tail keywords.
