Google’s algorithm updates are always making SEO for doctors interesting and challenging, and this year is certainly no exception.
However, there are some things you can do when creating content that will help you to continue ranking after the next Google algorithm update so that you don’t miss out on attracting patients with your online marketing.
Focus on Answering the Questions Your Patients Are Asking
Keyword research is very important, but it can only be part of the equation. The content itself needs to be helpful to the patients who are searching.
Write a Captivating Headline
Just because your content is ranking doesn’t mean that patients are going to click on it. Having a captivating headline can provide significant benefits in attracting website traffic.
Your titles shouldn’t be clickbait, but they should spark interest. For example, if you were a patient wanting to find information on getting a flu shot, which title would you click on?
Helpful Information on the Flu Shot
5 Reasons to Get a Flu Shot, (#4 Is Often Overlooked)
If you’re like most people, you’ll click on the second title. Who doesn’t want to know what # 4 is?
Anchor Your Main Topic to the Keyword That Has the Highest Search Volume
Often, your blog post might target multiple relevant keywords. While this is certainly ok and can be a good strategy, you want to make sure your content is geared primarily around the keyword that has the highest search volume.
For example, if you’re writing content targeting the keyword carpal tunnel symptoms, you might also want to include the keyword carpal tunnel symptoms in the wrist. That’s a good strategy, but you want to make sure your content is primarily written to attract carpal tunnel symptoms because of the much higher search volume.
Offer Actual Practical Advice
Sometimes, it can be tempting not to give away actionable advice because you want patients booking appointments with you. I know it’s counterintuitive, but to the degree you can, be generous with the information and advice you share online.
Why? Not only will this help with SEO, but more importantly, patients will trust you. When they need to book an appointment, you’ll be the one they reach out to because you’ve already provided value.
Case in point, this very website. I make a point of being extremely generous in sharing my expertise, so much so that physicians who want to DIY (Do It Yourself) online marketing have enough actionable information that they can be successful just by following and implementing what I share here for free. But for the physicians who don’t have a desire for DIY online marketing, I’m an established leader in this space and regularly attract new full-service clients.
Do Internal Linking
It often makes sense to link to other content you already have on your site to make your content as helpful to your patients as possible. This is called internal linking.
In addition to adding value to your patients, internal links are also a positive ranking factor for Google.
Get the Basic Technical SEO Correct
You don’t need to be a technical expert to get the basic on page SEO elements down.
Ensure you have things like title tags, URL structure, images, and readability taken care of.
Because Google’s algorithms are constantly changing, you will always need to keep an eye on your content. But by focusing on future-proofing your content as much as possible from the beginning, you’ll be well ahead of your competitors when the next algorithm hit does come.