In the first part of the “Improving your SEO” blog series, we noted that the majority of patients looking for a new doctor or healthcare provider rely on the internet to find their best local options. PatientPop survey research from 2020 shows that 74.5 percent of patients have gone online to find out about a provider or care.
While prospective patients are online, they look through patient reviews (the most influential resource, per survey data), informative healthcare websites, business directories, and your own practice website to evaluate their options.
Today, we’ll focus on the difference your website can make in helping people find your practice, and converting website visitors into new patients. Here are important ways to optimize your practice website for SEO success.
Let’s begin with the four key attributes of a successful website, so you can evaluate how your practice site stacks up. Your website must be:
Once a search engine finds your website, how does it choose which information to display in search results?
You’re informing a search engine based on the key pages of your website, with essential information included within the basic code of each page. Whether you’re creating your own website or working with a developer, you’ll need to specify items such as HTML page title and meta description, as each is used in the displayed search results for each page.
The following includes a list of must-have pages for your practice website to enhance your search opportunities, and connect with patients who find your site.
When a new patient finds you, the contents and structure of your navigation can make their experience on your website clear and easy.
Your website navigation and the links on your site are important for search, because they tell a search engine how important you think a particular topic or set of details is. For instance, if you have several links to your ‘About’ page throughout other pages on your website, Google will identify that as an important page, and will be more likely to highlight it in search results.
When you create or update your website navigation (how your prospects will travel across your site) here are three tips to apply.
Ideally, you want a practice website that, compared to other sites, has more relevant content about your specialty and for your patient needs.
First, identify the right search keywords for your website to help people find your site and learn what your practice does. Your keywords help you attract patients, because they’re usually the words and phrases people type into a search engine to find information. The search engine scours the web for the words entered to find websites that can answer their queries successfully.
When determining keywords and content to use, review these questions:
The point at which these questions meet gets you the keywords and content to write about most on your website.
After you select the right keywords for your practice, include them consistently (and naturally) on your website. However, don’t overstuff a page or blog post with keywords. Google will recognize if you’re doing so.
Make your content readable, and give Google and other search engines enough information to let everyone know what your practice is about.
Also, always let your personality and tone come through. Be yourself. Throughout your website, authenticity is a great way to begin earning a patient’s trust, even before they visit your practice.
With these website optimizations in place, your practice is applying another set of sound strategies to improve SEO and raise your potential rankings in search results.
Instantly see how you compare to other practices in your local area and specialty.