It’s no secret that search engine optimization (SEO) is critical for websites generally. After all, SEO’s purpose is to make websites and their content more appealing to search engines. In turn, getting SEO right can help more potential clients find you because you’re ranking higher in relevant search results.
However, health care providers may question if SEO is vital to their own websites. They really shouldn’t, and our team has the data to prove it.
We routinely track the performance of the SEO content we create for one of our health care clients, and our data for the first six months of 2022 indicates that the SEO content created has returned an ROI of more than 9,859% so far this year.
Here are a few of the SEO tips our team recommends for health care websites:
- Use keywords more naturally.
It used to be a standard practice to place primary and secondary keywords in specific spots in website text, blogs, and other types of content. It was even necessary to use the exact keyword phrase in order for search algorithms to recognize the keyword.
Those days are gone.
Current search algorithms are much more adept at connecting keywords to their synonyms and understanding the context of text. As a result, it’s important that health care providers ensure that their website’s SEO content is using keywords more naturally. Doing so helps boost readability for both search algorithms and readers.
- Routinely clean up broken links.
Including links on your health care website’s pages can help boost their SEO. The links you include should be a mix of links to other relevant pages on your site and external links to reputable sources. However, neither type of link will do your site’s SEO much good if it’s broken. Thus, it’s good SEO practice to regularly audit your website for broken links and fix the ones you find.
- Reorganize site content.
When a health care site is first launched, SEO professionals typically make sure it’s well organized. Yet this initial organization may not be up to the job as you add more content to and expand your site. And your patients will know it.
Research reveals that 38% of people will stop engaging with a website if the content or layout is unattractive or poorly organized. If your reviews from patients routinely include poor scores or comments about site or content organization, then you need to take steps to reorganize them.
- Mix your own data into site content.
It’s generally easy to find data to back up claims about health care services from external sources. Mixing in your own practice’s data can help your site’s SEO, too. It does so because it can offer a unique insight into specific aspects of health care that other data sources don’t. This uniqueness can lead to other respected health care entities linking to the webpages or content that includes your data. You will have to rigorously follow HIPAA guidelines to ensure that your patients can’t be identified based on the data you provide, though.
- Monitor your SEO closely.
Health care website SEO isn’t something that can just be set and then forgotten. It’s vital that your site’s SEO is regularly and closely monitored. Doing so allows you to catch SEO issues like toxic links and address them before they can tank your site’s rankings in search results. There are many tools out there, such as Moz, SEMRush and Google Search Console, that allow you to easily monitor your SEO so you can address issues rapidly.
Want SEO designed to boost your health care website’s search rankings? BURG+CO. can help
Increasing traffic to your website plays a pivotal role in increasing conversions and bringing in new patients. However, it’s difficult to attract visitors to your site when you don’t know how to build a growth-oriented SEO strategy. Fortunately, this is something we specialize in at BURG+CO.
Our digital marketing team in Tampa has years of experience in helping health care providers create SEO strategies designed to improve their digital presence, attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about our SEO services or to schedule a complimentary consultation.