You’ve designed a great website but now you need patients to find it.
Search engine optimisation (SEO) is the art of changing your website to meet user expectations and providing valuable content in an effort to boost your position in search engine results.
Where medical practices could once rely on word-of-mouth marketing to bring in new patients, SEO is now a must because the majority of patients will begin their search online.
SEO for medical websites is more complicated than some might think but there are a few mistakes that you can avoid to keep your website on page 1 of search engine results.
- Common SEO Mistakes that Doctors Make
Not thinking like your target audience
While there are plenty of tools that will help you find the right keywords to use in your website’s copy, the key to keyword success is to think like one of your patients and not as a doctor. While you might have a thorough understanding of the procedure and the technology that you use, you need to consider what a patient would be looking for in order to get to the information on your website. If you’re having a hard time deciding what your patients would be typing into a search engine, rather speak to an SEO professional.
Neglecting regular testing
The reality is that search engines favour websites that provide the best possible user experience. If your website is slow or doesn’t provide a smooth patient journey, your SEO rankings will suffer because of it. It’s incredibly important to regularly test the functionality of your website if you want to maintain a good position in search engine results.
Forgetting about the mobile version of your site
If your website isn’t easy to navigate or view on a mobile device, you are going to lose out on potential patients and your SEO rankings are going to decline. Google has implemented mobile-first indexing which means that while it will serve the desktop version of your website to users on desktop, it will be indexing the mobile version of your website. Doctors and other medical professionals need to ensure that the mobile versions of their websites look great and function correctly. A digital agency specialised in marketing for plastic surgeons will be able to assist you with responsive website design should you find that your site isn’t mobile-friendly.
Failing to provide valuable content
There are a number of different factors that search engines take into account when deciding where to rank your website and your content is one of them. As a medical website, your content should not only be of a superior quality but valuable too. Focus on aspects such as sentence structure and length as well as readability when developing your content. Randomly throwing in keywords will detract from your content’s quality and search engines will notice.
Not combining organic and paid search
Unfortunately, it takes time to see the results of your SEO efforts, which is why you will need to consider paid search options if you want to speed up the ranking process. The more people you can drive to your website, the more data it will send search engines on the user experience and whether or not your content is delivering on user expectations.