Key Items For SEO Evaluation of Healthcare Websites
Your Dental or Medical Practice’s Website is One of the Most Important Marketing Asset. Don’t Ignore It.
When was the last time you took a hard look at your medical website? Has it been a while? The digital and marketing environment for a medical website is always changing. If you leave your website unattended and don’t evaluate it from time to time, you could quickly find a site that was fine a few years ago, out of step with current trends and standards. Below are ten things you should evaluate on your medical website. The following information applies to telemedicine physicians, dentists, surgeons, pediatrics, medical spas, pain management, functional medicine, primary & urgent care, cardiologists, podiatrists, addiction medicine, regenerative, wellness, therapy, OBGYN, integrative medicine, dentists, dermatologists, IVF & reproductive, pharma, bio-tech & many other medical practices.
1. Check Website Content Length
More than likely, you have more than one page on your website. Other pages likely detail the services you offer. How long are those pages? Best practices would suggest that any page you have on your website should have at least 500 words on it, if not close to 1,000. Content is King. The more you write about a service, the more authoritative it is, and you will increase your search rankings. Instead of having a page that says, “We have an x-ray machine on-site,” write up a page about the machine itself, the common reasons why someone would need an x-ray, and how they can then take those images with them. The more content rich and informative pages you have, the better you will rank online. Don’t stuff these pages with keywords, but write something a patient would find to be useful.
2. Check Internal Linking
Internal Linking refers to linking pages within your website to other pages on your website. If one service relates to another service you offer, link to it. Avoid linking every other word, as that will end up hurting your rankings in the long run, and it is aesthetically unappealing. Linking internally to your website makes your website easier to navigate for your patients, who do not need to use a menu bar to get to a page they are immediately curious about. By providing the link right there, they can click on it quickly, taking them to the information they need.
3. Check and Use H1 Tags
An H1 tag highlights the essential information on the website as the “Headline” of the website. It should be something that sums up the entire page in several words. So, if you have a page talking about x-rays, x-ray should be between the H1 tag in your content. For pages that are long and talk about several areas of a broad subject, use H2 tags to divide that content up into sections.
4. Check Duplicate Pages
Just as you don’t want to cut and paste from a competitor’s website to your website, avoid duplicate pages within your site as well. Duplicates pages lower the overall rankings of your keywords and dilute your overall SEO Power. Some medical practices use different landing pages for various campaigns. That is all fine and good, but they MUST be different and unique pages. If you find that is a lot of work to do, then create a single landing page that works for all of your marketing campaigns. Having a dozen or so pages with the same content hurt you and could become tough to keep up to date if information changes.
5. Check and Create Different Page Titles
A detail that is missed by many medical practices is not changing the title of their website pages. Many use the name of the practice as their title pages. Avoid this as it hurts your SEO potential. Ensure that every page has a unique title that differentiates it from other pages on your website.
6. Check For Keywords On Content
Do you have target keywords? They are likely included in your homepage content, but are they included on your other pages? Ensure your top priority keywords are added to the services pages on your website. The more these keywords are associated with your services, the higher you will rank as people search for you and your services. With this in mind, avoid keyword stuffing or awkward phrasing of your target keywords. Google’s search engine is becoming more conversational as they continue to improve it. Adding a keyword to your content has to make sense and read correctly, or it will not help you.
7. Check and Add Alt Tags To Images
Search Engines cannot read images, as of yet. While they are working on it, in the mean time, websites need to write a description of every picture they use on their website. The Alt Tag allows search engines to figure out what an image is about. You do not need to write 500 words for each of these tags, just a few words that describe the picture will be more than enough. Check to see your image have this tag, and if they do, that the description is accurate.
8. Check Website Load Time
How quickly does your website take to load completely? Ideally, you want your website to be loaded entirely in 3.5 seconds or less. For every second longer it takes, you lose patients. The quicker it loads, the more likely you will capture a potential patient’s attention and get them to choose your medical practice as a healthcare choice. Load speed also weighs heavy in SEO rankings. Search engines will push other websites ahead of yours if your site has a slow load time. What could be slowing down your website? Often, graphics need to be optimized, so they load quicker. You could also have various tracking codes on your site that are all trying to load at the same time, slowing down your website.
9. Secure Quality Backlinks
Backlinks are crucial to a medical website’s SEO. When other sites link back to you, that adds authority to your website. If you can secure backlinks from other businesses, educational institutions, and governmental organizations, that will significantly boost your overall SEO rankings. It isn’t easy and takes a lot of footwork to get quality backlinks successfully. On the other side of that coin, avoid getting listed on a website that is a “link farm.” There are some websites out there that contain links after links with little or no content. Search engines generally penalize these links unless they are disavowed. If any questionable websites are linking to your medical practice, disavow them before they hurt your overall SEO Rankings.
10. Include Reviews On a Separate Page
Have you received a review lately? Create a page where you can post good reviews of your medical practice. This page can be marked up, and these reviews used as snippets in various searches. Just be sure to keep them up to date. Reading a positive reviews from 3 years ago has less of an impact than a review from 3 weeks ago.
Read more about seo for doctors & dentists.
Medical marketing companies provide immense value to your medical practice. Companies add value in 13 key areas:
1. Reliable Digital Partner With Expertise & Brand-Management
2. Technology Platform – Proven and Available Plus HIPAA Compliant
3. Support & Services to Support Growth of your Medical Practices
4. SEO Leadership and Experience in the Medical Marketing
5. Digital Advertising Experience and Data to Support ROI
6. Social Media For Medical Practices – Apps and Experience
7. Website Scalable Architecture and Secure Hosting
8. Reputation Management for Medical Practices – Apps & Experience on Best Practices
9. Email Marketing and Monthly Strategy
10. Design and Graphics Support for Brand-Management
11. Content Creation & Support for Social Media Posts
12. Professional Account Management
13. Ongoing Training and Support of Front-Desk and other medical staff.