Some healthcare practices have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.
Overnight, healthcare marketers using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs.
Panda and every other algorithm update since 2011 isn’t a tale of love lost. It’s one of an enduring relationship that continues to evolve. Ultimately, with the help of healthcare marketers, many practices are once again in a mutually beneficial relationship with Google using effective strategies that increase their SEO ranking.
Be the Expert: Create High-Quality Content
Like you, other healthcare practices and patients found it cumbersome to wade through a ton of links on SERPs before they finally found the information they searched. Google found it problematic as well; thus, their emphasis on quality content reduced user frustration.
As an expert, you can rank higher by producing content that showcases your expertise. By doing this, you are reinforcing Google’s idea of a user-friendly website. In fact, if you pair this strategy with the use of keywords and other ranking strategies, you can rank higher than websites that aren’t. In some instances, when you use effective healthcare marketing strategies, your site can outrank government and leading non-profit entities.
Earn Links Through an Effective Content Marketing Strategy
Beyond content on your site, you need an effective healthcare content marketing strategy that focuses on engaging your patients through email, social media marketing, and blogging to get a better position in Google’s SERPs.
When it comes to blogging, the benefits are well worth the time you invest. The following are a few benefits of maintaining a blog:
- Drives traffic to your website
- Helps increase patient volume and loyalty
- Establishes authority amongst competitors
- Gains long-term results for your Brand
Additionally, a blog helps you educate patients on their symptoms and provide answers to their health-related questions. They can find more in-depth information about the services you provide simply by searching keywords in your blog posts.
In truth, when your blog aligns with your products and services, it can work harder than your top performing marketing campaign.
Optimize Your Website
Users like friendly, easy-to-navigate sites. Websites that load slowly or that have a lot of pop-ups are a nuisance. They also affect your bounce rate, which is a measure of how many users visit your website and only view one page before leaving. With a high bounce rate, converting visitors to loyal patients is remarkably difficult. Additionally, these websites will have a low SEO ranking.
On the other hand, a site that’s optimized provides the best possible visitor experience. Sites that are optimized will have some of the following characteristics:
- Keywords are used throughout the site
- Images load quickly
- URLs reflect the subject of the page
- Blogs are attached to the main website
There are a host of other characteristics that marketing experts in the healthcare industry consider when it comes to an optimized site. If you make improving user experience a priority, then your site’s problem areas will stick out like a sore thumb. Once you’ve fixed them, you’ll notice your site’s ranking increase.
Learn more about the effect content marketing can have on your SEO ranking with our free eBook, Increasing Your Inbound ROI, 3 Metrics That Matter: Landing Pages, SEO, and Blogging.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more patients to your practice. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your healthcare Brand.