Not only is it essential to present potential patients with valuable and relevant information, but this content should also help increase your online presence. Coupling content with a Search Engine Optimisation Strategy tailored to your needs means you will be able to not only improve your ranking on Google but also provide potential patients with quality content.
With our help, our clients are able to improve their searchability for desired keywords and give potential patients the information they are looking for.
Why an SEO Strategy Is Important for Medical Practitioners?
The healthcare industry is a competitive market. For this reason, marketing strategies should be implemented to better connect with prospective patients. Search Engine Optimisation (SEO) is one of the most effective marketing strategies to improve your online presence.
Statistics show that 77% of patients conduct online searches before scheduling an appointment. Most people rely on the internet to get relevant information about different healthcare companies before choosing one suited to their needs.
Here are the top reasons why an SEO strategy is essential for your clinic:
Increases Your Online Visibility
Since most people use search engines, it is crucial to increase your online visibility. You may have a well-designed website for your clinic, but one should ensure that it is visible to your target audience.
Your goal is to have more people visit your website and be aware of your services. However, it is not possible unless your website ranks on search engines, like Google.
SEO plays a vital role in ensuring that you meet your goal of increased exposure and awareness. Implementing SEO techniques enables you to appear on search engines and drive more traffic to your website.
Most people only look at the first page of the search results. Therefore, with an effective SEO campaign, you have better chances of appearing within the top listings. As a result, more prospective patients will find you and your practice.
Optimises Your Website
Another way to increase the visibility of your website in search results is through website optimisation. Search engines usually assess the website content and rank it based on its ability to attract organic traffic.
Various SEO techniques help you optimise each page of your website. These techniques include off-page or on-page SEO, keywords, title tags, link titles, site maps, and meta descriptions.
SEO not only improves the overall performance of your website; it also leads to a better user experience. These SEO efforts result in more clicks, more leads, and higher conversion rates if done correctly.
Search Engine Optimisation Targets the Right Audience
SEO enables you to drive targeted traffic to your website. This unique strategy helps you address your audience’s needs by creating helpful resources and making information accessible to them. By doing so, potential patients can easily find your website.
You will be more effective in reaching your target audience if you focus on attracting users who are actively searching for information related to your services. Once you have brought valuable visitors to your website, there is an increased chance of lead conversion.
Common SEO Challenges
When it comes to SEO implementation, healthcare companies also face distinct challenges. The common SEO challenges that can hinder the effectiveness of your clinic website and its visibility on search engines are:
My Clinic’s Website Is Not Ranking on the First Page
We know that ranking is necessary to increase exposure and website traffic. However, there could be a few reasons why your clinic’s website is not ranking in search results:
- There are technical issues in your website that prevent search engines from indexing the pages and ranking them.
- Your page content does not effectively target and align with your chosen keyword. It means that Google does not see your page as relevant to the information being searched by users. For example, if you are trying to rank for the keyword “Lasik Surgery” and your page only contains “eye surgery,” your page topic is not specific enough.
- The keyword you are targeting is too complicated. When deciding whether to use a particular keyword, you should consider the value gained by ranking for the keyword versus the required amount of effort. Make sure that the time spent in website optimisation for ranking will pay off in the long run.
- Your page content is not geographically relevant to local users. Google strives to serve the most valuable information to users, including their geographic location. That’s why for most healthcare searches, Google prioritises local results for services that are near the user’s area.
- Your website has little to no authority. Aside from relevance, authority is an essential factor for SEO. Google aims to provide users with relevant and reliable information, especially for healthcare.
How Do I Track ROI for Content Marketing?
It can be challenging to track the return of investment (ROI) for content marketing. According to a survey, only 39% of marketers are somewhat successful in tracking their content marketing ROI.
However, there are ways to improve your tracking proficiency. You can consider the following metrics to measure ROI from your content marketing efforts:
- Website traffic
- Number of qualified leads
- Number of customers
- Amount of sales
How Can an SEO Strategy Fix These Challenges?
An SEO audit looks into your website’s structure and content to understand how each page interacts with search engines. An effective SEO website audit must be comprehensive and analytical to determine the following:
- Keywords that the page is ranking for
- Number of clicks and impressions the page is getting from searches
- Average position of the page in search results
- Correct metadata and heading (H1, H2, H3) tags
- Page loading speed and updates needed to fix slow loading pages
- Quality and quantity of inbound links
- Keyword advancements and losses
- Other opportunities for improvement
During website audits, an SEO strategy can uncover why your website is not ranking on the first page of search results. It can also recommend an action plan to help you rank and achieve your marketing objectives.
Helpful Tools for Website Audit
There are many helpful tools for SEO website audit. It is necessary to choose the right tool that works for your clinic’s goals. Some of the most popular SEO audit tools include:
- Google Webmaster Tools
- Moz Pro Tools
- Hubspot’s Website Grader
- Screaming Frog SEO Spider
Content Strategy (Link to Page)
The goal of SEO content strategy is to understand which keywords and phrases are being searched by users. Then, creating content that is relevant, readily available, and accessible to them.
Content strategy involves researching high-intent and highly searched keywords, defining topic clusters and pillar posts, and building out content funnels that convert visitors into potential patients.
It is crucial to continuously update and optimise your content to keep the information relevant and accurate. Websites that regularly update their content are ranked higher by search engines.
You should always go back to your older content, update them with links to newer pages, and ensure that they contain the most recent information.
Local SEO is the process of optimising your site and content so that they can be found in local searches. This strategy is essential, especially for healthcare companies.
When your SEO strategy includes local listings, your clinic will appear for nearby patients searching for your service. The patients will then see your website, address, contact details, and operating hours. Make sure that all of the displayed information is correct.
For local listings, you can create a profile on different sites, such as Google Business, Yelp, or Yellow Pages.
To rank well on search engines, your website should contain the following:
- Secure website certificate (HTTPS)
- Site map
- Mobile-responsive design
- Fast page loading speed
Backlinks are one of the top-ranking signals for SEO in Google’s algorithm. Websites with high-quality backlinks from relevant and respectable domains rank higher in search engines. It is because backlinks are a signal that the website content is good and deemed to have authority.
While quality external backlinks improve your healthcare SEO strategy, a robust internal linking structure helps search engine crawlers navigate your website. In turn, it increases your chances of having higher rankings.