Health Market Tip: How to Optimize Your Site

Written by on November 1, 2013 in Insight - No comments

(Or how to choose the right keywords)

Many doctor’s offices, medical practices, health facilities and small businesses simply don’t understand the importance of optimizing a site, don’t have the money to hire someone who can deal with Search Engine Optimization (SEO) or know how to go about it themselves.

Here are some tips for optimizing Your Site:

Is website SEO driving you crazy?
1) Make the site content-rich

Whether it is article publishing, ezines or blogs, content is a key part of SEO nowadays.

Published content and keywords is what search engines detect while crawling online and then they index the site and the content.

Incorporating an active blog to your website is a great SEO tactic, but many doctors complain that there just isn’t enough time to write content.

While it’s ideal to add a new blog post every day, it’s understandable that that’s just not possible for many businesses. Instead, consider having a weekly blog and get each employee to write one.  Have an editorial calendar to organize the type of blog, what keyword the blog will be focusing on and what the topic will be in addition to when it will be published.

2) Incorporate social media into your content publishing

Like content marketing, social media is also now an important component of an SEO campaign. There are plugins that you can use on your blog site that will automatically post your blogs to each social media site (twitter, linkedIn, Facebook) Use social media to promote content and engage with others.

Using keywords and sticking to them allows the search engine sites to know what your website purpose is, what your niche is and what types of solutions you provide as well as getting an understanding for who your target market is. Selection of the right keywords is crucial to good SEO implementation.

7 Tips to choosing the best keywords

1) Think like your client  -The first step in selecting the keywords that will work most effectively is to put yourself in the shoes of your ideal client.  What words would this person key in when doing a search (that also describes what you or your business does)

2) Use long-tail keywords- Combine 2-3 words together as a descriptive phrase for your   products or services. Make them specific but not so technical that a person who is not in the trade can still understand and still be apt to search these words.  Don’t make them too vague or generic because you will then be competing with everyone in that genre.  The trick is in the balance so that they search for a topic and you stand out, leading the pack.

3) Look at Your Website- Ask yourself, “What are all the topics that I provide solutions for?”     “What words could be used that describe each product, service or feature”?

4) Look at Your Location- if you are a brick and mortar business, having your geographical location of your business works very well.  When people are searching for a type of non-virtual business, most will search for the company that is closest to them.  E.G. Instead of plumber, one would look for “Hartford, Connecticut Plumber”.

5) Look at Your Competition- See what other businesses are using for keywords in your niche, for ideas. Find them in the keyword tags (which you can find under source in the View tab of your browser)

6) Be Keyword Savvy- Using a keyword tool to run your selections through is vital to success.  While you may have chosen the words, which seem perfect, your clients may not have the same mind frame.  Entering your keywords in these programs will confirm how effective they are.   Not only will keyword tool programs show how effective the keywords you entered are, these programs will also suggest word combinations that most people search for so that you can add these to your list for consideration.

7) Use an analytical program- the keywords that you have chosen are not etched in stone.  Search engine optimization for your site is an ongoing process.  By using an analytical program, you can see which words received the most attention and which words got no visits.  You can then adjust your list accordingly until the results are satisfactory.

While in the investigative stage, you may want to enroll in a pay-per-click program for a nominal investment per month, which will tell you how many impressions are received for each keyword you are working with.  When the results become blatant, you can continue with a free analytical program (e.g. Google Analytics Tool)

Is optimizing your site giving you anxiety?  It doesn’t have to.  Outsource it for others to do.

By Barbara Hales, M.D.

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