Top 5 healthcare SEO tips
SEO: three little letters that can mean a whole lot when it comes to website performance.
These days, search engine optimization (SEO) plays a key role in website development across all industries. And it’s not just B2C companies optimizing their websites for search engine authorities like Google and Bing. In fact, a 2011 study by DAC Group found that 71% of survey participants turn first to a search engine when seeking business information.
This applies even to the healthcare IT space; hospitals, physician practices and payer organizations are all run by people who all have consumer habits that cross over into their business lives, including using search engines to find what they need on the Internet. The bottom line? It’s important for healthcare IT companies to make SEO a critical part of their overall web strategy in order to reach key decision makers.
Here’s how you can make SEO a priority for your company’s website:
- Establish a benchmark upfront. Before you begin implementing an SEO strategy into your website development, it’s important to conduct an assessment of how you’re currently performing. By setting goals upfront, you will be able to gauge your website’s performance both before and after optimizing it.
- Identify the right keywords. In order to optimize your site, you’ll need to determine the keywords for which you want a high ranking. One thing to consider is the competitive landscape; if your competitors are ranking low for a particular keyword that holds weight, this may be one you want to go after. You’ll also want to choose a group of keywords with a good mix between those that have low competition and those that generate high traffic.
- Incorporate keywords across the board. Once you have identified your preferred keywords, it’s time to start using them in various ways on your site. Developing fresh, keyword-focused content on a regular basis for your site and company blog is essential for your SEO strategy. Individual pages on the site should have keywords that speak to the specific topics, and you’ll want to incorporate them in the meta and title tags, as well. Linking to these pages—whether from other pages on your site or from other websites—is also important for positioning yourself as a credible source on the topic.
- Be social. Google places great emphasis on social media activity when determining website rankings, so you’ll want to maintain a strong presence across all of your social media platforms. You can do this by posting regularly about healthcare topics that are most relevant to your end users and by following and engaging with industry leaders and experts on Twitter. Also, consider an active Google+ page for your company with multiple “friend” circles.
- Know your audience. At the end of the day, Google determines your site’s ranking based on how well you answer a user’s search query. Web content should be both unique and informative and position you as an expert on healthcare topics specific to your organization. When it comes to SEO, your overall goal should be to provide your end users with what they need when they “Google” your keywords.
If you think we’re writing this blog just for SEO purposes, well you’re partially right. Ironic, isn’t it? We practice what we preach, but also thought you might want some tidbits that can help you stay ahead of the competition. Now, that’s killing two birds with one stone.