How To Use SEO as a Healthcare Provider and why it is the key to getting more patients consistently

How To Use SEO as a Healthcare Provider and why it is the key to getting more patients consistently

SEO is a HUGE component of internet marketing, building your brand and establishing yourself as an industry expert. Your potential patients use search engines to search for products and services EVERY. SINGLE. DAY. You want to capitalise on this and have your service offerings displayed right in front of their eyes, when they search, you want them to find you. Without optimising your SEO, you may be missing out on enormous opportunities to attract patients who are searching for your services.

In this article we are going to show you how to use SEO as a healthcare provider to optimise your content, build your brand and boost your search engine rankings!


To begin with, what is SEO?

SEO stands for Search Engine Optimisation and is the process of optimising a website or website content for search engines. No doubt you’ve got countless spam emails in your junk folder from businesses offering you help to build your website SEO, it’s big business.  


To start with, you create content about specific keywords your patients might use on search engines to find you. If you’re a Physiotherapist that specialises in Pelvic Health your key words might be, Physiotherapist, Pelvic Health, Women’s Health, Urinary Incontinence, Pelvic Pain, the location you work in, for conversations sake let’s say Perth WA.  If a prospective patient jumps on google and searches for a Pelvic Health Physiotherapist in Perth, your website will get ranked by these keywords and if your SEO is better than the competition, they will visit your website. 


SEO includes three parts that are known as on-page SEO, off-page SEO, and technical SEO.


On-page SEO is about the quality of your content and how you use the keywords in your website. Off-page is about backlinks and mentions. Technical SEO is about user experience and technical parts of a website.


Why creating good content is crucial for SEO

The more content you create, the more traffic you generate from search engines. The search engines will find your content and allocate it under relevant keywords. Content is king and is the first step of your internet marketing. If you have quality content, you can get backlinks, mentions on the internet, and shares on social media.


Content also establishes you as an expert in your particular field. Patients who search for key words associated with your particular area of interest will find your website and learn from you which helps you build credibility with your audience. It is not only the potential traffic that can be massive in the long term, but driving traffic to your website helps build your brand awareness and will help ensure you become the first option in their minds when they need your services.


Lastly, it can boost your local SEO rankings. If you target local keywords, you can get traffic from people who search for healthcare services in your local area. It’s another factor that builds trust and credibility because Google will suggest your business above your competitors.


How to create SEO-optimised content

Before getting started with content, you need to establish what questions your potential clients are asking so you can provide the answers and direct them to your website. You can start with the most common questions your patients ask you in your consultations, the chances are they are asking the same questions online. Next, you want to find some good keywords. The easiest way is to use a free or paid keyword tool and type terms relevant to your business. You can also use the Google auto suggestion feature. When you type a word or phrase on Google, it autocompletes and suggests various keywords. Most of these keywords generate traffic. 


Once you have a keyword, you can start creating relevant content around it. The quality of the content you produce is one of the most important factors in SEO. Search engines always find the highest quality and most relevant content on each keyword. 


As an expert in your field, you can provide valuable insight and generate content that is going to be valuable to the people reading it. Creating good quality content takes time and with time you’ll perfect your skills and become more efficient. Most of your competitors won’t be investing the time in into producing content that is of high quality or producing content to begin with due to the time it takes therefore it will give you a competitive advantage by enabling you to outrank the most relevant websites.


Of course, there are some on-page SEO rules you can follow to increase your chances of getting on the first page of Google:

Place the keyword on the headline.

Place the keyword in the first 100 words of the article.

Add internal links to other pages of your website.

Add external links to trustworthy sources if they are relevant.

Place the keyword on the meta title and meta description. You can use an SEO plugin for WordPress websites.

Place the keyword on the alt-text of one image.

According to a study, lengthy blog posts tend to rank better than short blog posts. The focus should be on the reader and not the length, but it is suggested to aim for 1300+ words.


How to optimise your existing content 

If you already have created content for your website without doing SEO, you can apply these rules to your existing pages. Google likes updates because they provide extra value and fresh content. Many successful websites update their content when they have something new to add. 


Google understands the topic of your content from the keywords so even if your updates include minor edits to include keywords, it can help your rankings. Remember to put your keyword in the heading and at the beginning of each page in the first 100 words.


Optimise your headlines for more traffic

Research states that readers click on search engine results based on headline and description as this is the only available information available to the reader before visiting your website. Even if you reach the first page of Google, you still need a nice and interesting headline. 

key worlds that google might pick up as spam like secret, magic, easy, tip, etc. 


Lastly, headlines with 80-100 characters tend to get the most engagement. Using numbers on the headline is another tip that works for many blogs and websites.


Share your content on social media


The easiest way to get backlinks and mentions online is through social media. Backlinks can help the rankings of your website. Your followers will share it, or other professionals in the industry can find it and link to your content as a trustworthy resource.


Lastly, you can also get more traffic just by sharing it. Quality content can become viral quickly and marketing gets the best results when you spread it across different platforms.


If you like to be in front of the camera, you can also create a few YouTube videos based on the content of your website. YouTube also works as a search engine and can bring a lot of targeted traffic.


Always remember that your content has to comply by AHPRA or, your governing bodies advertising standards. Providing links to research papers that qualify your content is a great way to add backlinks and helps Google qualify your content as good quality. 


Listing yourself on directories


Directory listings affect SEO by bringing your website up even when people haven’t searched for you specifically. Studies show that 85% of people use the internet as a means to find local businesses. However, when they make this search, they often are looking for a service or topic rather than a specific company. Directory listings will bring up a list of websites that can potentially answer their questions or meet their needs. So it stands to reason that the more internet presence you have, the greater your chance is to bring in potential clients.  Getting yourself onto good quality directories such as Medical Mecca will allow you to benefit from their marketing campaigns to reach a brand new group of consumers. 


Conclusion


If you don’t use SEO for your business, you may be missing out on a great opportunity to reach more patients, boost your brand and establish yourself as an expert. This is a long-term strategy that will bring traffic, leads, and more recognition. A page that gets ranked on the first page of Google can stay there for months or years therefore it is worth the time to develop content that will boost your brand.