{"id":8208,"date":"2013-07-25T18:09:06","date_gmt":"2013-07-25T22:09:06","guid":{"rendered":"http:\/\/www.poweryourpractice.com\/?p=8208"},"modified":"2013-07-25T18:09:06","modified_gmt":"2013-07-25T22:09:06","slug":"practice-marketing-series-making-seo-work-medical-office","status":"publish","type":"post","link":"https:\/\/carecloud.com\/continuum\/practice-marketing-series-making-seo-work-medical-office\/","title":{"rendered":"Practice Marketing Series: Making SEO Work for Your Medical Office"},"content":{"rendered":"<p>A 2012 study by Google found that 77% of patients search for their physician online prior to booking an appointment. This makes two things readily apparent. One, your practice <a href=\"https:\/\/www.carecloud.com\/continuum\/medical-website-design\/\">needs a high-caliber website<\/a>. Two, <strong>potential patients must be able to find said website on search engines<\/strong>. Welcome to the world of search engine optimization.<\/p>\n<p>Using SEO-best practices when creating content for your website is an inexpensive way to raise awareness of your practice &#8212; the first step in bringing in new revenue-generating patients. And although what you\u2019ll read here won\u2019t make you an SEO specialist, it\u2019ll provide an understanding of what SEO is and how to apply its principles to market your practice.<\/p>\n<h3><strong><!--more-->What is SEO?<\/strong><\/h3>\n<p>Search engine optimization is the process of increasing a website\u2019s ranking on search result listings generated by engines like Google, Yahoo and Bing. Since web users are increasingly less likely to click on the links further down the list, <strong>the goal is to be at or near the top of the first page<\/strong>.<\/p>\n<p>For instance, a family physician located in Baltimore would want to appear high on the list of results when people search for terms like \u201cfamily doctor Baltimore\u201d or \u201cBaltimore family physician.\u201d<\/p>\n<p>Now, let\u2019s take a look at the primary factors affecting your website\u2019s ranking:<\/p>\n<ul>\n<li><em>Content<\/em> \u2013 the actual words or text on your site<\/li>\n<li><em>HTML<\/em> \u2013 the programming language used to build the site<\/li>\n<li><em>Architecture<\/em> \u2013 refers to structure, while considering the way users interact with your site and the content search engines use to crawl your pages<\/li>\n<li><em>Back-links<\/em> \u2013 when reputable outside websites link back to your site<\/li>\n<\/ul>\n<p>Combined, these elements determine how search engines rank your website among peers. So when creating your site, be sure to build upon them with SEO in mind.<\/p>\n<h3><strong>SEO Best Practices<\/strong><\/h3>\n<p><em>Sprinkle key terms throughout content \u2013 <\/em>The term(s) you want to appear for, such as \u201cBaltimore family doctor\u201d, should be used occasionally in the text on your website. Using a keyword once per 100 words is a safe rule to follow.<\/p>\n<p><em>Substantial keyword research \u2013 <\/em><strong>It\u2019s important to find out what terms potential patients are actually looking for before creating your content<\/strong>. By using the <a href=\"https:\/\/adwords.google.com\/o\/Targeting\/Explorer?__c=1000000000&amp;__u=1000000000&amp;ideaRequestType=KEYWORD_IDEAS\">Google Adwords Keyword Tool<\/a>, you can determine people\u2019s search habits for a given keyword, including volume and geographic area.<\/p>\n<p><em>Hyper-localize search terms \u2013 <\/em>If you\u2019re located in a large metropolitan area like New York City, there will be more competition for the top ranking spots. Therefore, it\u2019s easier to rank well in community-centric searches, like \u201cpediatrician Queens\u201d or \u201cHarlem cardiologist.\u201d<\/p>\n<p><a href=\"https:\/\/www.carecloud.com\/continuum\/3-reasons-add-blogging-physician-practice-marketing-strategy\/\"><em>Maintain a blog<\/em><\/a><em> \u2013 <\/em>Blogs are easy ways to keep creating content that will help your site appear for varied search terms. This way, you aren\u2019t limited to the keywords on the standard pages of your website.<\/p>\n<p><em>Start with some professional help \u2013 <\/em>SEO specialists are professionals who focus solely on optimizing websites. It\u2019s a good idea to hire a consultant to look at your site and tell you what areas need improvement. If the fixes are basic, you can take it from there.<\/p>\n<h3><strong>SEO Worst Practices<\/strong><\/h3>\n<p><em>Keyword stuffing \u2013<\/em> While the goal is to show up for certain keywords, <strong>using the word excessively within your text will actually get you penalized by Google<\/strong> and placed further down in search rankings.<\/p>\n<p><em>Invisible Text \u2013 <\/em>If discovered, this tactic will get your search ranking lowered. It involves placing keywords onto the page that viewers can\u2019t see in an attempt to boost search ranking without providing valuable content. A common ploy is placing white text over a white background.<\/p>\n<p><em>Getting too Flash-y \u2013 <\/em>Building your website with applications like Flash, AJAX and JavaScript may make your site look a bit nicer but slows down loading times. For Google, a slow loading time will negatively affect your site\u2019s search rankings.<\/p>\n<p><em>Subpar content \u2013 <\/em>Although it\u2019s important to optimize your site, <strong>don\u2019t let it get in the way of creating quality content<\/strong>. After all, if potential patients come across your site just to discover useless information, it\u2019s highly unlikely they\u2019ll come to you for care.<\/p>\n<h3><strong>SEO Resources<\/strong><\/h3>\n<p><a href=\"https:\/\/www.carecloud.com\/continuum\/blog\/why-doctors-need-to-know-seo\/\">Q&amp;A: Why Doctors Need to Know SEO<\/a><\/p>\n<p><a href=\"http:\/\/moz.com\/beginners-guide-to-seo\">The Beginners Guide to SEO<\/a><\/p>\n<p><a href=\"http:\/\/searchengineland.com\/download\/seotable\/SearchEngineLand-Periodic-Table-of-SEO-2013.pdf\">The Periodic Table of SEO Success Factors<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A 2012 study by Google found that 77% of patients search for their physician online prior to booking an appointment. This makes two things readily apparent. One, your practice needs a high-caliber website. Two, potential patients must be able to find said website on search engines. Welcome to the world of search engine optimization. Using [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32785,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[2],"class_list":["post-8208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-growth"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Practice Marketing Series: Making SEO Work for Your Office<\/title>\n<meta name=\"description\" content=\"A basic guide for physicians looking to use search engine optimization, or SEO, to market their practice better in good search results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carecloud.com\/continuum\/practice-marketing-series-making-seo-work-medical-office\/\" 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