What is Medical SEO?
SEO,
or search engine optimization, has been a cornerstone of digital marketing for
decades. But how many digital marketers have heard of medical SEO? This branch of traditional SEO
focuses on improving medical websites so that they rank better on search
engines and helping them reach more patients. In a world where we search for
everything online (including our doctors) medical SEO is critical for success.
Here,
we’re taking a closer look at medical SEO. First, we define the concept,
discuss why it’s vital to any digital marketing campaign, and then offer a few
practical methods for optimizing your page for medical SEO. There’s no better
way to drive more potential patients to your site and your business.
WHAT IS SEO?
Search
engine optimization, or SEO, refers to a set of tools and strategies aimed at
improving how your site ranks on search engine results pages (SERPs) like
Google, Bing, or Yahoo. In the digital world, ranking well on search engines is
absolutely vital to drive traffic (and potential patients) to your page.
With
effective SEO, it’s all about visibility. Just think about the last time you
did a Google search. Did you click on the first result or even consider
scrolling past the first page of results? Most users don’t. In fact, according
to data, 75 percent of web
users
never look beyond page one of Google. This means that if your site isn’t
ranking well, it’ll be virtually invisible online. Essentially, you’re setting
up shop in the middle of nowhere.
WHAT IS MEDICAL SEO?
As
the name suggests, medical SEO refers to using SEO strategies and tools for
medical-related sites, including doctors, treatment centers, private
practitioners, and even hospitals. While many tenets of SEO remain true
regardless of the industry (think backlinks, keywords, and quality content)
there is a unique approach that helps medical websites in particular rank well
and reach more patients.
Generally
speaking, doctors and physicians are in positions of trust and authority. Just
think about it—we literally trust these individuals with our lives. Therefore,
your medical website needs to reflect this trust and authority. How do you do
this? First of all, your medical website needs to be safe, secure, and
user-friendly. If your website is slow, malfunctions, or filled with pop-up
ads, your patients will certainly question the trustworthiness of your
practice.
Additionally,
positive patient reviews and authoritative content are critical for medical SEO
success. Patient reviews allow web users to learn about your practice from an
unbiased perspective. Authoritative content, often written by the medical
professional themselves, also develops this sense of trust and helps put a face
to the practice.
WHY MEDICAL SEO OVER PPC
ADVERTISING?
Some
medical practitioners may simply opt for PPC (pay-per-click) advertising
instead of SEO. And why not? PPC can deliver immediate clicks and conversions
to your site by positioning your ad in front of web users. However, this isn’t
the answer to long-term sustainable growth and success in the online world. Your
digital marketing campaign still needs SEO.
But
why would we advocate for medical SEO over PPC advertising? It’s all about the
big picture. SEO is the most effective digital marketing strategy for long-term
growth and success because it keeps your page ranking well on search engines.
PPC campaigns only last for as long as you fund them. SEO, on the other hand,
can drive organic (free) traffic to your site simply because Google likes it
and is ranking you well.
While
clicks and conversions are the holy grail of any approach to digital marketing,
SEO is a much more comprehensive approach. What does this mean? SEO works to
improve your site overall, including security features, user experience, and
engaging content. Google ranks these factors and recognizes the quality of your
site, which means that the better your site performs, the better it’ll rank.
HOW TO OPTIMIZE FOR MEDICAL
SEO?
Improving
your medical website to rank well on search engines sounds great—but how does
this actually get done? Working with an experienced SEO Marketing agency is one surefire way to not only improve your SEO
ranking, but your site overall. However, if you don’t have the budget for an
SEO expert, there are strategies most anyone can use to improve their SEO.
Here’s a look at a few ways you can optimize your site for medical SEO:
1. Google My Business.
An important first step is to completely fill out your
Google My Business account. This form essentially serves as a digital “yellow
pages” that provides web users with basic information about your business,
including address, contact information, and hours of operation. This also gives
you a chance to upload images so potential patients can get a better idea of
your establishment.
2. Patient Reviews.
Before the internet, word of mouth and personal
recommendations were some of the most effective techniques for doctors to
receive new patients. It was all about trust and relationships. In the online
world, however, word of mouth has been replaced by customer and patient
reviews. Encourage previous patients to leave reviews and make sure you take
the time to respond to their input.
3. High-quality Content.
In the SEO world, content is king. Publishing consistent and
high-quality content (for any type of website) is one of the most effective
ways to boost your SEO ranking. However, especially with medical information,
you have to be certain that you’re publishing accurate and trustworthy content.
4. Multimedia Content.
In addition to text-based content
like blogs and articles, it’s important to incorporate multimedia content on
your site. If a picture is worth a thousand words, just think about what a
video can do.
5. Backlinks and Keyword
Research.
No matter your SEO niche, some rules always remain true.
This accounts for the value of backlinks and keywords in SEO. Earning backlinks
with other high-ranking, authoritative websites can do wonders for your SEO.
Additionally, performing keyword research can help you understand the language
your potential patients are using in their online searches.
CONCLUSION – WHAT IS MEDICAL
SEO?
The
goal of any doctor’s office or healthcare facility is to treat as many patients
as possible. Medical SEO can help you achieve this fundamental goal by making
your website more visible on search engines like Google and Bing. Working with
an experienced digital marketing team can help you improve your
website and boost your medical SEO ranking.
