What’s a quick way to improve my search engine positions?
We are often approached by clients in search of a quick fix to bring more traffic to their websites. Somewhere along the line they’ve been led to believe that tweaking META tags or resorting to tricks might somehow manipulate the search engines and deliver improved search engine positioning.
With over a decade of experience in medical marketing to search engines, there is one simple strategy that has stood the test of time – if you want more traffic, offer more quality content.
Even our long time clients sometimes balk at the call for more content. It strikes me that for those who are not knee-deep in search engine strategy, the understanding of the value of good content is not inherent.
Here’s why good text and compelling images are so important, and how to arrive at them with the least effort and investment.
Many physician websites begin as simple brochures. Just a few pages about the doctor, the practice, and a list of services rendered. If this small cache of pages has at least a smattering of content, there’s a small chance that we could optimize them for a targeted list of key phrases.
But if competition in your market is fierce, and today it’s fierce everywhere, it will be very difficult for such a site to compete.
You see, each new page in your site is a new opportunity for search engine rankings. Search engines consider each page, looking at the words and phrases it contains and its popularity online, and determine when and where that page should appears in the results. More pages means more for the search engines to consider.
So how does a private practice or service professional build great content?
First take stock of who in your business can write. Chances are that you are not the only one in your practice who studied English in school. And while any content published in your name should pass your scrutiny, playing editor takes far less energy than author.
- Case Studies – Take the time to provide detailed descriptions with before and after photos you offer on your site. Where the patient will agree to an interview, write a detailed case study with quotes from the patient about their experience.
- Procedure FAQs – You hear the same questions every day in consult. Note them down and document your standard replies. These are ready made content for a page or section on your site with answers to common questions.
- Guest Articles – Contact the manufacturers of medical devices used in your practice and offer to publish content they provide on your site.
- Detailed Directions – If you just offer your address online, take the time to offer clear text directions from major local landmarks. It will be rich in regional keywords and helpful to your visitors.
- Watch the News – If you have an opinion about a news topic that impacts your practice or your patients come out with an article on the topic. As an example, during the South Florida Botox scare we helped many of our clients publish articles and news releases containing Botox Buyer’s Guides to set the record straight and reassure consumers of the safety of Allergan’s Botox® Cosmetic in the hands of a trained practitioners.
- Testimonials – Type your testimonials and display them alongside a scan of the card or letter. The scan gives the testimonial credibility while the text is visible to the search engines and easily legible for your visitors.
Of course the easiest solution is to hire our team of professional writers. For more information on copywriting for the web, just call us at 866-374-3762.