About the author : Daniel Griffith

Daniel is an Author, Designer, and Entrepreneur. With over 10 years of industry experience, Daniel utilizes his unique blend of mathematics and poetry, engineering and creative thinking to solve both technical and business challenges to ultimately co-create the world he wants to live in.

Since 1993, OZ Home Medical has provided the finest in home healthcare equipment (HME) to customers throughout the Midwest. Headquartered in Elyria, Ohio, OZ Home Medical offers a wide variety of HME mobility equipment products, such as wheelchairs, walkers, bath aids and patient lifts.

The HME market is a seriously competitive one, but this is nothing new to GHIIS. Since 1999 we have conducted more than 700 search engine marketing campaigns in many competitive (and non-competitive) markets with success. There are a few general guidelines we follow when developing campaigns for competitive online companies, which we will share here for the benefit of anyone else thinking about such a campaign.

1. Don’t be tempted by schemes. It’s easy to be swayed by some of the more unethical SEO practices, especially when you have had a web site for months and nothing seems to be happening. Unethical SEO practices include buying text links, building web pages stuffed with keywords and

2. Research your audience. Get online and spend time reading up what your customers are talking about and the questions they are asking. In the online HME market, for example, there are several resources available to wheelchair users such as user forums on www.wheelchairjunkie.com. Forums such as these are chock-full of personal accounts by the very customers Oz Home Medical is targeting, which provides opportunities for content that could be built on the web site.

3. Exploit niches. In the vast mobility products and scooter markets, the opportunity for high rankings on some general keywords is relatively slim, especially when working with a small-business budget. However, multiple opportunities exist in the “long tail” keywords – terms that consist of 3 or more words that are related to the core term.

4. Write good content. “Good” content is the combination of #2 and #3 above. That is, GHIIS will build web pages within the OZ Home Medical site that provide high quality information for the company’s potential customers using keywords and phrases that have not already been highly exploited by other companies. If content is truly written with the end user in mind – along with a dose of search engine friendliness – true success can be achieved, even in a very competitive marketplace.