Have you “Googled” yourself lately? If not, Google the name of your practice and/or physicians and see what comes up. Is the information and directory listings that appear accurate and up-to-date? If not, spend time making sure you get all your information correct. Also make sure your information (name, address, phone number, and web site) is updated on Google+.
#2 – Set Up Your Keywords
Identifying your keywords is one of the hardest parts of SEO and healthcare marketing. Think about what search terms people would use to find you. Make sure you share your lists with everyone in your practice (doctors, medical assistants, front desk staff, etc.) to ensure your list is comprehensive. Once you have your list, use Google’s Keyword Planner to assess each keyword. You may find that competition for top keywords is very high. Instead of giving up, view this as a challenge. You’ll want to narrow in and determine how you can modify your SEO strategy to focus on optimizing your site and content for medium and long-tail keywords (more specific keywords).
#3 – Use Your Keywords EVERYWHERE
The keywords that you have selected should be used in all your marketing materials, not only on your website. Make sure to use your keywords in blog post titles, blog post content, video titles, tags and descriptions, Twitter handle bios, and in any other online marketing you do. Also, don’t forget about the Metadata. Metadata provides information about certain item’s content. For example, when you post a picture on a site it includes metadata that describes how large the picture is, the color depth, the image resolution, when the image was created, and other data. Metadata helps tell the search engines what the page is about using the title tag, the Meta description and headers.
#4 – Create Great Content
Today search engines are changing their algorithms to adjust how they rank web pages. It is becoming crucial to have quality content that gets shared. If you create original content, such as blogs, landing pages, and call to actions, for your website on behalf of your healthcare organization, it will help you standout amongst your competition online, specifically in the search engines. This is generally referred to as off-page SEO. The more people sharing your content through link-backs and social media the better.
#5 – Evaluate & Adjust
One of the most important aspects in SEO is using analytics to make sure your goals are being met. Many tools, some even free like Google Analytics, allow you to see how many potential patients are visiting your site, where they are coming from, and even who they are.
According to Search Engine Journal, SEO leads have a 14.6% close rate, meaning they convert to customers and in this case — patients, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. If your healthcare organization can’t crack the first page of search results, you’re losing out in significant traffic.