The numbers on smart SEO don’t lie
SEO is part of a long-term strategy, not a quick fix. Read on to learn how optimizing SEO will help increase and retain your market share, refine your approach and lend you an air of authority as an industry leader.
– Organic SEO counts for more than 70% of web traffic
– Nine out of 10 searchers don’t look past the first results page
– More than half of all web traffic is driven by SEO optimization
The second most important factor is maximizing mobile platforms. That doesn’t just mean accessibility, but making sure that your content is formatted to work just as well on mobile platforms as it does on a PC. The majority of people are performing company searches on mobile devices, looking for business locations while they’re on the road and searching for medical information or recommendations. Search engines also reward mobile-friendly businesses with higher search rankings.
Enhance Your Online Presence
This goes hand-in-hand with local SEO. In fact, it’s a big part of implementing it. Consumers don’t just want to know that a business or service exists. They also want to know how well it serves it’s customers. There are many consumer websites and services that provide this information. In addition to Yelp! and Yellow Pages, there are review websites like Healthgrades that are geared toward medical practices. It’s incumbent on your to know what they are and how to use them effectively. Best practices include:
– Creating a page on every platform that provides customer feedback
– Keeping your information current and correct
– Letting your patients know about such platforms and encouraging their use
– Controlling your online reputation
– Implement and use social media platforms as a form of outreach and patient engagement.
Think Globally, Plan Locally
A local business relies on being accessible to the community. It means letting people in your neighborhood know who you are and how you can help them,. This is especially important for local health care providers, and shoring up your local SEO is the best way to reach the widest possible audience.
When someone is looking for a dentist, where is the first place they’re going to look? Statistics will tell you that nearly 3/4 of web searches are from members of your community looking for service providers. That’s why local SEO is almost as important as what keywords you choose. If a patient typed in “Endodontolgy in My Community,” how high would your practice rank on the results page? Try it and see. If you don’t like your results, you can improve your ranking by making sure that information about your business is current and complete and by using tools like Google My Business and Moz Local that are developed specifically to help business owners like you compete. These platforms work best when you combine them with all of the other elements we’ll discuss.
By now, nearly everyone who puts up a website knows the importance of including links in their content. This means both internal links to relevant pages within your website and backlinks to reputable websites.
The old black hat practice of just popping a bunch of links randomly into a blog post or page content to spam or gain exposure doesn’t work and may get you blocked from search engines. Think quality and relevance to your business. Choose websites that have been vetted by Google and other search engines as reliable, use keyword phrases as anchors and make sure your own content matches the quality of the sites you’re linking. This brings us to the next tip.
Invest in Fresh, Quality Content
Ultimately, search engines rank user experience higher than any other criteria. Your content should be well-written and evergreen. What that means is posting content that will be as useful five years from now as it is when you post it. It should also provide some practical benefit for your visitors. Some ideas include:
– Blog posts that contain health tips and information
– Company news and information
– Video and photos
Web designers and marketers have been trying to figure out ways to game the algorithms for nearly as long as internet marketing has been around, and search platforms know all the tricks. Today’s consumers want a personalized experience and value-added service, and that’s why search engines exist: to serve their users. Taking time to maximize your content is an investment in creating a more satisfying customer experience that fosters loyalty.