When patients have a question, where do they turn to first? The internet. Whether they have a question about a specific health condition or are looking at practice reviews, patients are searching online in each phase of the patient journey. For your healthcare practice to successfully connect with these patients, one of the fundamental components of inbound marketing must come into play: Search Engine Optimization (SEO).
Here are 3 SEO tips that will help your healthcare Brand reach new patients while simultaneously building your relationship with current patients:
1. Keyword Research
Performing keyword research helps your practice gain insights into the keywords patients are using in their online searches. This information can then assist your healthcare Brand in knowing which keywords and phrases to implement in your SEO strategy and online content.
Not only does keyword research improve your SEO strategy, it also ties into consumer research that can help your healthcare practice understand more about your patients than what they search for online. From there, your healthcare Brand can use these findings to create keyword-centric healthcare content catered to your patients’ wants and needs, while also increasing your rank in search engine results. Since keyword data includes which keywords are being used and how many times a month they’re searched for, you can use that information to update old content to reflect more relevant keywords, or create entirely new content.
Remember that it’s important to use the language your patients use. If your healthcare Brand uses lots of medical terminology and jargon on its website, your patients will have a harder time finding and understanding you. For instance, while your practices uses the term “blepharoplasty,” your patients are more likely searching for “eyelid surgery.”
2. Links and Navigation
Another way to enhance your Brand’s SEO and increase traffic to your website is to make your site user-friendly. Search engines use certain algorithms to determine the authority of a webpage, and designing your site for a better user experience (UX) - such as linking more internal pages to one another to improve navigation - can help your healthcare website gain more credibility with search engines.
You’ll also want to create webpages dedicated to certain key topics related to your healthcare Brand’s products and services. If a patient searches for “LAISK near me” and you offer LASIK surgery, but it’s only listed on a page with all the services you offer, search engines will first provide the patient with a list of practices with pages specifically about LASIK. The search will not necessarily result in the homepages of ophthalmology practices.
3. Mobile Optimization
Since mobile overtook desktop as the primary device to access websites in 2016, it’s important to optimize your healthcare website for mobile as well. According to Marcus Miller in an article on Search Engine Land, patients are five times more likely to leave a site if it isn’t mobile-friendly, and over half of mobile-users will leave a website if it takes longer than three seconds to load.
Even though your search engine rank is mostly based on your desktop website, if your site isn’t optimized for mobile, patients will quickly leave your site resulting in a high bounce rate. Ultimately, you want to optimize your mobile website to reflect a responsive design, high page-loading speed and mobile-friendly usability.
SEO goes hand-in-hand with your healthcare content, as well as your overall inbound marketing strategy. To learn more about SEO and how it can increase your healthcare Brand’s ROI, you can download our free eBook, Increasing Your Inbound ROI, 3 Metrics That Matter: Landing Pages, SEO, and Blogging.
Optimize your website with inbound marketing to attract more patients to your healthcare Brand. Let's chat and I’ll put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your healthcare practice.