SEO Strategies for Healthcare Professionals
Whether a patient is looking for a flu shot in Dallas, or a pediatrician in Seattle, you want prospective patients to easily find you online. Considering the fact that the conversion rate through SEO leads is more than ten times what it is with outbound leads, it's not that difficult to make a case for implementing a strong SEO strategy.
Focus On Anything That Makes Your Practice Unique
When narrowing down your choice for keywords and phrases, start by focusing on what makes your practice unique. Pretty much any family practice in Seattle is going to use some variation of "Seattle family doctor" as a keyword, so something like "Seattle family doctor evening appointments" gives a busy working mother an incentive to choose you over that other "family doctor" in Seattle.
Use Meta Descriptions and Headers
Meta descriptions, which should include the name of your practice or facility along with a few quick selling points, shouldn't exceed 150 characters. Don't forget to include your location, especially important for health-related sites looking to attract patients primarily by geographic location. Heads and subheads within your content can make it easier for patients to browse, so throw in some relevant keywords here too.
Have More Than Just a Website
Google rankings are based on more than just your website. Unfortunately, many healthcare professionals don't have all that many search verticals, referring to things like videos, mobile-friendly content, slideshows and relevant images, which should include a title or caption peppered with a few keywords. You can find companies like Progressive Dental Marketing for answers to specific SEO questions related to the dental industry.
Confirm That Your Contact Info Is Up-to-date
A big part of your SEO strategy is the way your contact information appears anywhere online. You'll also want to make sure you have current content info on your website, your Google+ local page, any webpages with a phone number or address and on review sites, especially since positive patient reviews tend to have more of an impact than carefully crafted content.
Remember that not all of your search engine optimized content needs to be geared towards bringing in more patients. Informative and educational content, especially in the form of short video presentations, tends to generate more interest than blatant marketing efforts. If you're not using social media to generate two-way conversations, you're missing out on a prime opportunity to drop some keywords and links. Finally, consider adding a sitemap to properly index all parts of your website for search engines.
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