This is the second post in the series What You Need to Know About Medical SEO.
Let’s talk this week about what search engines – operations like Google and Bing – want from your website.
Start by thinking about what search engines are in the business of doing. They have one goal – to provide relevant search results to their users. So if someone searches for hernia repair, search engines want to offer them the most useful results possible.
Why do they care? Well, they are in the search results business. If they offer good results, people will continue to use that search engine. If the results are not so helpful, users may try another search engine.
That is really good news for you, because it means that if you create content with the end user in mind, you are well on your way to making the search engines happy. Here are some points to help you achieve that goal.
You Don’t Need Everyone on the Internet to Find Your Website
If you want to build your practice, you only need potential patients to find your website. If you specialize in pediatric hernia repair, it doesn’t matter if someone who needs carpal tunnel release finds you or not. So create content for your website that is very specific and helpful to parents who are looking for a surgeon to perform their child’s hernia repair. The more specific you can be, the more easily search engines can match your content to the searchers who need it.
After You Create the Useful Content, Think About Keywords
After you write a blog post on whether watchful waiting works for an umbilical hernia then think about keywords. We’ll go into keyword research in a future article, but for now think about what a parent might type into a search engine if they needed your information. That’s a great place to start. Be sure those keywords are sprinkled in a natural way throughout your content, and include them in the URL (so if your website is DoctorSteve.com, the article on woundcare could be DoctorSteve.com/umbilical-hernia-wait-watch or something like that).
Use keywords in your titles. It’s tempting to get cute with titles, I know. I really love a clever title. But in the world of SEO, a descriptive headline that lets the reader know what they can expect from the article is much better. Wait and Watch an Umbilical Hernia is better than Playing Peekaboo with an Umbilical Hernia.
Make Your Website Easy to Travel
Web-crawling robots are smart, but that doesn’t mean you shouldn’t make it as easy as possible for them to index the content on your website. Linking from one page on your website to other related pages on your site gives the bots a path to follow and a way to make sense of your content. You can do this with links from within the text on the page. You can add related links at the end of a page like we do here at Coffee Break. You can use menus wisely to build a hierarchy of pages on your site.
It’s tempting to think that SEO is this incredibly difficult, highly technical world and just blow it off. But to get started it doesn’t have to be difficult or time-consuming. Just create high value content for people who need your services, use keywords naturally and wisely, and be sure to link from page to page on your website. If you do these three things you will be leaps and bounds ahead of most medical websites. And you will have made your website more useful getting there.
Read Part 1 in the What You Need to Know About Medical SEO here: What Exactly is Medical SEO?
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Photo Credit: © Galyna Andrushko / Dollar Photo Club