Discover which Content is Performing the Best
When getting started with search engine optimization for a medical practice’s website, we use the site’s Google Analytics report to see which content is the most popular. We also check to see which keyword phrases are bringing visitors to the site using Google Search Console. Additionally, we use SEO tools such as spyfu.com, semrush.com, moz.com or ahrefs.com to get insight into what keywords we should target in the future to bring more potential patients to the site.
We start with the basics to learn what content is ranking better and which keywords are bringing in traffic so we know where to target our efforts for improvements that can increase appointments.
Every Practice Location Should Have a Page
If your practice has multiple locations, make sure each location has at least one page. We will fully optimized this page for local keyword phrases. In addition, I suggest you list your location addresses in the footer of your website (if there aren’t too many locations) so you can show the important location keywords for city and state on every page.
Fix Errors that Can Knock Down Your Ranking in the Search Engines
If your site has errors such as broken links or missing descriptions, visitors might leave or never arrive. Use a site scanning tool such as ahrefs.com Site Audit to check your site for errors. Some errors aren’t obvious but could be affecting your site’s ranking. Fix issues that are discovered or get help to fix them if you need it.
Become an Authority Site
Google wants websites to provide E-A-T. E-A-T stands for the expertise, authoritativeness and trust signals that a website offers. Make sure your website shows the world the image you want it to portray. Offer useful and educational health information to your current and future patients.
Optimize Local Directory Listings
You should claim and verify local directory listings for your locations and physicians in Google My Business, Bing Places, Yelp and more directories and review sites. Keep your NAP – Name, Address, Phone Number (website address & more) consistent in listings with a local directory listing service such as Moz Local. Put a system in place to respond to patient reviews in a timely manner.
I hope this helps you get started on your medical website’s search engine optimization. Another important consideration for you is what happens after a visitor gets to your website. Do they get the information they need and then contact you to schedule an appointment? Coming soon, read my next post on conversion optimization for medical practice websites. Subscribe to our newsletter to keep up-to-date on website trends and contact us if you have any questions.