The Right Medicine For Healthcare Marketers’ SEO Pain Points
By Lisa Bowen
In today’s world, it’s easier than ever to Google something when we have a question – especially when it comes to our health. While access to information is usually a good thing, it also presents a challenge to healthcare marketers. How do you make your website stand out amongst the hundreds, if not thousands, of other search results? How do you provide patients with the information they need to take the next step and make an appointment?
Thankfully, there’s an easy answer: search engine optimization (SEO). With 53.3% of all web traffic coming from organic search, implementing an SEO strategy is a must for any marketer looking to drive site traffic. If your Google search ranking isn’t where you want it to be, have no fear. We have a few tips that will provide a true prescription for success.
Competitive Search Review
The first step to building a robust SEO strategy is to look at a competitive analysis. Competitive analysis can help identify areas your website succeeds in, as well as other areas to improve upon. What’s more, it provides insight into how your competitors are strategizing their results.
Gauging Your Performance
A website’s functionality (or lack thereof) can make or break an SEO strategy. Page titles that don’t match keywords or having broken links creates red flags for Google’s web crawlers. When considering the next steps for your search strategy, knowing where you can improve will help shape your to-do list.
After identifying what could be inhibiting your site’s performance, make a list of technical to-dos to hand over to your development team. Many times, the items on these lists are quick fixes, like repairing those broken links we mentioned above.
To identify keywords, put yourself in the patient’s shoes. How are they getting to your site? Is it through branded search terms, like the practice’s name? Or is it something that’s non-branded, like a service? Branded keywords signify that the audience knows your brand. Non-branded keywords mean they’re looking for a service or solution the provider offers.
Aligning Your Content
Optimizing search terms to align with a website’s content is a true prescription for success. Let’s say you’re working with a provider that specializes in nerve pain. If the provider’s website isn’t coming up when someone searches for “Nerve pain help near me,” then the website’s content and search terms aren’t aligning. Populate their website with content that clearly articulates what the provider is offering.
A thoughtful and robust SEO strategy is important in any industry, but especially in one as people-driven as healthcare marketing. It’s how patients get the ball rolling on finding a new provider and making sure their healthcare needs are met.
Feeling burned by your current search ranking? We’ve got the right medicine! Our healthcare marketing experts can help you build a buttoned-up, results-driven SEO strategy. Contact us today to get started.