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Ranking high in search engine results pages (SERPs) does not happen magically. Months of hard work and research are required to optimize your content with relevant keywords. Also, you must keep up with the current medical SEO trends to stay on track.
However, if you utilize appropriate medical SEO methods, you may notice a rise in your website's internet presence and begin receiving inquiries as your campaign progresses. Let your website rise through the ranks with these medical SEO tips.
Use Long-Form Content and Long-Tail Keywords
Search engines currently prefer long-form material with long-tail keywords due to its authority and quality of information. In a Moz survey, 57 percent of polled digital marketers say long-form, report-style content proves to be most effective in generating links.
Meanwhile, long-tail keywords are more likely to match what consumers type in search engine. They get more conversions and help you gradually grow traffic and reach new customers.
When writing your content, take note of the following:
- Write with the user intent in mind and use keywords that people would likely type in search engines to find you. Use Google AdWords or Google Trends to find the best keywords for your brand.
- Make sure your health articles are well-researched or written by a health professional or an authority in the field. A long-form content must still be informative, credible, and authoritative to rank.
- Strive to explain health issues and provide answers to patients accurately. Doing this can help your page get featured in the “snippets” displayed at the top of the SERP.
- Use a question and answer format or include an FAQ section for search engines to recommend your page to voice search queries. Take advantage of the growing number of people using Alexa, Siri, and other voice command devices.
Consider EAT and YMYL Content Quality Standards
Improve your SERP ranking by providing valuable and substantial content on your website. Google, for one, ranks websites with reliable information high in the SERP. Search engines look for high-quality content with expertise, authority, and trustworthiness (EAT).
Search engines put higher standards on websites that contain medical articles. Google refers to it as Your Money or Your Life (YMYL) content. Such content can seriously affect a person’s health or financial status; as such, make sure to establish your site’s credibility.
Comply with Google’s YMYL standards by providing accurate information on industry-accepted sources. Optimize your EAT and YMYL content pages by adding internal and external links that lead users to credible pages that further explain your topics.
Use HTTPS, E-Commerce, and Telehealth Features
Building an HTTPS website powered by eCommerce and telehealth applications would also be helpful. HTTPS, eCommerce, and telehealth features provide a good user experience that search engines look for in websites.
Meanwhile, HTTPS ensures the security of the site. As such, the government requires all medical websites to use HTTPS encryption. It is prudent to develop a secure website that complies with the Health Insurance Portability and Accountability Act (HIPAA) to avoid hacking and having your patients’ details collected or altered.
Incorporate more programs like an electronic medical record (EMR) and electronic health record (EHR) with an HTTPS medical website. Then upgrade to eCommerce to accept payments directly from the website. The eCommerce and telehealth applications help patients transact directly on the website and obtain online consultation with ease.
Create and Embed Videos in Your Site
Lemonlight reports that about 26% of Google search results feature video thumbnails, attracting users to engage. The video thumbnail can make its way to the rich snippet of Google search results and help increase click-through rates of a site. Video content can improve organic traffic from 10% to 250% when partnered with a post.
With such potential of videos to contribute to your website’s medical SEO click-through rate, you can improve your online visibility and garner more clients.
Also, optimize your health videos by adding keywords to the title and the description. It will help a lot if you mark the time or parts where you mention the keywords. The marker will signal search engines about the health video clip that can be featured as a rich snippet. Include links in the video description to boost your Medical SEO score further.
Here are some video content ideas.
- Describe illnesses frequently treated in your hospital or clinic. Assert your credentials as a registered medical practitioner capable of giving medical advice regarding this illness.
- Briefly explain how your hospital delivers treatment or performs a surgical procedure for your patients. You can use photographs and illustrations to help laypeople understand the condition.
Post your to YouTube and embed it into your website. Share it on Facebook, Twitter, LinkedIn, and other social networks. Invite your prospects, clients, and patients to watch and share the videos. Encourage them to subscribe to your channel so they stay current about health issues.
Viral videos embedded into your website will boost your rank in the search results.
Enlist in Google My Business and Other Local Directories
Attract local traffic to your website by registering your practice in Google My Business and local directories. Doing so helps boost your site’s exposure in local searches, increasing your site’s chance to boost click-through rates and gain a higher SEO score.
Most people prefer to get their lab work done at a nearby hospital or clinic. Registering on Google My Business and other directory services like Yelp, Yellowpages, and Foursquare could help locals find you faster.
Be sure to encode your hospital or clinic's exact address and phone number and the services you offer. Mention your hospital's website and provide a map for drivers. Add a clearer map with landmarks so that people can find your hospital faster.
Post Patient Reviews
RepuGen found that 81% of patients refer first to online reviews before choosing a hospital or clinic, while 95% of polled patients said they take reviews seriously when choosing a healthcare provider.
The better your reviews on your site, the more patients you can attract to visit your website. Reviews easily impress search engines, allowing your site to rank high in SERPs.
Don't fear including negative reviews or low ratings. So long as you’ve addressed the issue, and with the client replying positively, these should now lower your ranking.
Include feedback forms into your web pages or papers in the EMR or EHR tab to collect more feedback. You can also have your website builder email it to patients after a lab test, payment transaction, or telemedicine appointment.
Try giving rewards like discounts to those who complete the feedback.
Ranking high in the SERPs with your medical SEO efforts requires strategic campaigns that meet the needs of patients and their family members. Knowing your target market and how they can access digital technologies will help you implement online marketing techniques that produce better results.
Increase the effectiveness of medical SEO by incorporating varied forms of content and new technologies into your sites. Most importantly, take good care of your patients and provide excellent customer service so that they will appreciate your hospital and willingly provide positive feedback.