If you are running digital marketing campaigns for companies in the healthcare sector, you’ll definitely want to make Search Engine Optimization (SEO) one of the key pillars of your campaign. When people have health issues or ailments, they are likely to be searching for medical advice online, and that’s where SEO plays such an important role. If you’ve optimized your website presence properly, you’ll be getting a deluge of new visitors and prospects, all of whom have discovered you via search. With that in mind, here are a few SEO tips for healthcare marketers.
Tip #1: Use the right keywords
The “right” keywords are not necessarily the most popular keywords. Using a tool like Google’s Keyword Planner, you can get the best of both worlds: keywords that generate a significant amount of monthly activity, but that are not so expensive that you’ll limit the upside of your SEO campaign.
Tip #2: Constantly update your site with fresh, original content
The Google search algorithm rewards sites that are constantly updated. So think about ways you can keep the content on your site fresh and relevant. One easy option is to create a corporate blog that is regularly updated. Another option to is to publish new case studies, new medical studies, or new updates about your medical facility.
Tip #3: Don’t forget about social media
Many digital marketers tend to compartmentalize SEO and social media, but the reality is that the two fields are actually quite related. Search engines like Google, for example, reward websites that share their content across social media. So take time to make sure that all of your social media icons are prominently displayed on your site, and that you’ve installed social media sharing buttons for any content on your site. It should be easy, for example, for a site visitor to share a corporate blog post on Facebook.
Tip #4: Optimize across all search verticals
There are a variety of different search verticals that you should keep in mind. For example, in addition to the traditional “website” vertical on Google, there are also verticals for News, Images and Video. Images could be particularly useful for healthcare companies, because many people try to “self-diagnose” themselves by comparing photos of their own condition or problem with photos online. Thus, your medical practice might think about publishing “before and after treatment” photos in order to showcase the expertise of your medical staff.
Tip #5: Optimize for mobile
Nearly 50 percent of all searches are taking place on mobile, so you definitely need to keep in mind how mobile searches are going to differ from desktop searches. Most likely, if people are searching on mobile, they are searching for things like, “Good pediatrician near me.” On your website, it will be helpful to embed maps or other tools that will make it easier for people to find you. And, you will also want to make your website pages as fast-loading as possible, because Google rewards those websites that are lightweight and optimized to be viewed on mobile devices.
Using these SEO tips, you can take your healthcare marketing to the next level. And that’s good news for your clients: people searching for medical information online will have an easier time finding doctors near them, and as a result, will be more likely to convert into future patients.
Ryan Gould: From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organization.