If you’re tired of having a website that no one sees, you need to evaluate your site’s medical SEO. SEO, or search engine optimization, are the various keywords and structure that help online searchers find your website.
Did you know that at least 54% of millennials and 77% of patients overall look online before choosing a doctor? And even more people than that use the internet to find information about symptoms and diseases.
The right medical SEO can make the difference between searchers finding you in the search results and not being found at all. Fortunately, there are some simple do’s and don’t’s that will help you get your site right.
Medical SEO: Doing it Right
The goal of SEO is to make your site easier for search engines to read and understand.
When you optimize your site in this way, search results for keywords related to your business will include your website. Having your website rank highly in search results makes you more visible to your prospects and customers.
There are a lot of techniques you can use to make your website more search engine friendly. Doing it right is important.
Do: Include a Lot of Keyword Rich Content
You’re a doctor with specific specialties. Write about it!
Keywords are simply terms and phrases that are significant to your topic. They are the phrases people might use when they search for information. Including them in your content helps search engines understand that you have something to say about those topics.
Write about what you do, what you have learned, and what patients should watch out for. Of course, you should do this in layman’s terms, rather than using medical jargon.
When you share valuable information, you’ll rank highly in searches that include your specialty areas in the search terms. The millions of Americans that use Google to find out about their symptoms and diseases are far more likely to discover you.
Do: Create Different Pages for Each Physical Office
Local search, or searches in which prospects enter phrases like “GI Doctor Memphis,” are a crucial part of how people find professionals they want to work with. As a result, each of your locations should have their own web page.
Location-specific terms are essential keywords to use on your blog and your website. Include the location not just in the onsite content, but in the website address (URL) as well.
Something like doctorjohnson.com/offices/Memphis can be a useful website address. Having location-specific websites also allows you to use paid search ads more efficiently as well.
Do: Make Content Easy to Scan
Making content easy to scan isn’t just for search engines, it’s for people too. People don’t read every word online – they scan content, getting a feel for it from headers, bold text, and color.
Rather than fight this trend, go with it.
Use bold and color to highlight key terms and phrases that you want to stand out. Use headings and bulleted lists to make it easy to understand what you’re discussing without having to read every word.
Do: Make Sure Your Website is Mobile Responsive
Having a website that resizes text and rearranges the layout to accommodate mobile devices is vital to ranking high in search results. Not only will Google penalize you for not being mobile responsive, but you’ll also lose readers and possible customers as well.
Over half of consumer traffic to top websites is from mobile devices. If your site isn’t readable on a phone or tablet, you’re losing enormous amounts of impact!
Medical SEO: What NOT to Do
As with everything, there are ways to do medical SEO right and techniques that you should avoid. Here are a few things NOT to do.
Don’t: Use Leased Content from Content Mills
You’re a doctor, not a writer, so you may be looking for help finding content for your website. That’s understandable. However, it’s vital to choose the right content.
Google and other search engines penalize websites that have duplicate content by making sure they don’t rank highly in search results. All content should be unique to your site – and leased content doesn’t meet that standard.
Just like patients shouldn’t hire the cheapest doctor, but rather the best, be sure that any content you pay for is unique to your website, helpful to your patients, and high quality.
Don’t: Overuse Keywords
A long time ago, SEO writers would write sites that looked like complete junk to a human reader. In fact, they weren’t designed for human readers at all – they were stuffed with keywords.
The idea was that enough keywords would rank highly in search engines and it didn’t matter if the quality was poor. Not anymore.
Google now penalizes any website that focuses on “keyword stuffing” instead of quality content.
Instead, write something your patients want to read, while incorporating keywords in a natural way. Not only will you do better with search engines, but your website will also be more popular.
A higher number of visits and inbound links to your site helps it rank better in search results too!
Don’t: Use Content Only to Promote Yourself
The very worst websites in any industry are the ones that are all about the company and the owner. It’s like meeting someone at a dinner party, but they only want to talk about themselves. It’s off-putting.
It’s important to understand your audience and tailor your website to what they want to know and learn. Share informative articles. Talk about the benefits of working with you.
When you right a website well, it’s all about the customer. It describes what problems people have that you can help with, and discusses the improvements and outcomes that people experience from working with you.
Ready to Optimize Your Website?
Medical SEO can be a complex topic, and you’re already busy with your practice. Fortunately, Doctor Identity Services is here to help.
We want to help you be successful and drive more traffic to your site. More traffic means that more potential patients know about you and you have a chance to gain new business and grow your traffic.
If you want to learn more about medical SEO and get a free SEO analysis of your website, we’d love to help! Contact us today to have our experts review your site. You’ll be glad you did!