Are you finding you are not getting any results with SEO on your medical practice's website? That could be because you are using a lot of the same tactics that everyone else already knows about. Here are seven advanced tactics that will help you with SEO on your medical practice's website.
1. Get to know your users.
Everyone thinks SEO is just about on page optimizations and link building. Google, on the other hand, wants to rank what's best for the user first, second, third, fourth and down the list. The best way to know what's best for your readers and potential patients is you talk to them and survey them. By using tools like Survey Monkey and Hot Jar, you can find out what your users love and what they don't.
By adapting your website's content, your services, and your product you will be much more likely to get that traffic from Google because you are creating the best user experience.
These days Google is looking at what's called 'user metrics.' User metrics are things like people coming to your site after they search for a keyword and click on your listing. They'll even look at what percentage of those people are clicking the back button right away. That tells Google, hey people aren't liking what they are seeing. They are also looking for things like time on site, bounce rates, pages per visitor, even how long your website takes to load.
By surveying people, you'll get what's ticking people off, and why they are leaving your site and ultimately not booking appointments with your practice or purchasing your products. Fixing these things not only helps to improve conversions, but it also helps to improve your rankings in Google because you are providing the best user experience and content.
2. Leverage schema markup.
You know all those reviews and star ratings when you're doing a search? That's called schema markup. If you are using Zen Patient, this is something our engineering team will do for you. If you are using a platform like Word Press you can just check out the Yoast SEO plugin—it allows you to do schema markup through a simple integration.
3. Expand your most popular pages.
Content marketing is a big hit or miss game. You create a lot of web pages, a lot of content pages, and some get a ton of traffic, while others just don't. You may be asking yourself why? "I did all the best practices on all of my pages!" Why are some doing better than others? A lot of the times you just won't have the answer.
What you can do is take your most popular post and expand them. Let's say you have a
When you do that, what you'll find is, that you're already ranked for the main head terms, but by adding the long term phrases you'll get extra traffic with very little work in less than 30 days.
4. Send Link Juice to Lower Ranked Pages
As I mentioned in the previous step, you have some pages that do naturally well, and some that don't do as well. For the ones that don't, go to all of your pages that are doing well and internal link to the ones that aren't and see if that helps boost them up. What you'll find is over time, those pages that aren't ranking well will start climbing higher and higher again.
5. Leverage Infographics
You're probably thinking, 'what's new about infographics? Everyone already has them!' What we are recommending are not plain jane infographics. Leveraging advanced animated infographics can really engage users. Have you ever seen an infographic on how a car engine works? By integrating aminated gifs, your content is much more likely to be more engaging, go viral and get backlinks.
6. Leverage Round Up Posts
Let's say you are writing an article on the best ways to manage diabetes. By emailing experts in the field and getting them to participate in our post, they're not only likely to share your article on the social web, but they are also likely to link back to that article and help promote it. All those links and social shares will get you more traffic, and eventually more eyeballs seeing your page. Eventually, you'll get more natural backlinks to your site, which increase the overall authority of your site and your rankings.
7. Prune and Crop
When you have an old site and you have been writing content for ages, there are a lot of pages that just won't do well, even when you do the internal links and you send link juice to those low ranking pages. Start cutting the dead weight. When you start cutting dead weight, more authority starts going to the pages that are ranking well and should help them climb even higher and higher over time.
These are all tactics you can do your self. If you want a team to help you along the way, our Zen Patient Grow product handles all of these advanced tactics for you. Please feel to reach out to us with any questions about how to improve your online digital presence.
Referenced SEO Tools for Medical Websites: