The use of digital technologies surged in all areas after the outbreak of the Covid-19 pandemic, including the health sector. Email marketing, influencer marketing, content marketing, Search Engine Optimization (SEO) marketing, social media marketing, pay-per-click, and mobile marketing are popular digital marketing techniques. Email marketing has been found to be more effective than any other tactic. In email marketing, commercial emails are sent to your clients or people in your contact list who give you permission to send them emails on a commercial basis. Email marketing offers many benefits for healthcare providers. Digital marketing outsourcing companies that provide medical SEO services help physicians implement effective email marketing campaigns.
Role of Email Marketing in Healthcare
Developing and maintaining cordial relations with your patients is very important. Email marketing plays a key role here. Sending personalized messages via email is an effective way to convey information about your services, facilities, offers, and so on. Delivering right information at the right time to your target audience is necessary to building strong connections with your patients.
You can even send personalized emails based on their interests, health status and so on. The benefits that healthcare providers can enjoy via email marketing are as follows:
Helps maintain proper communication
Delivers vital information about services and offers
Sends timely alerts to patients about their appointments, and other matters
Email marketing can create a link between you and your patients even when they don’t need any medical assistance.
Benefits of Email marketing for Healthcare providers
The key advantages of healthcare email marketing are:
Newsletters are the best way to provide relevant information and educate your patients. Provide information about your services. You can include health tips, solutions for common health conditions, and so on, and also mention special offers as well as facilities you are providing via newsletters. Send out educational newsletter emails every month and also on special days related to health like World Diabetes Day, World Cancer Day, World Tobacco Day, etc.
You can also provide a review link for your patients to leave their comments and feedback. This can build a strong relationship with your patients.
Publishing informative blogs and including a link to them in your newsletter can help increase website engagement and connect your patients to the vital information published on your website.
2) Transactional healthcare emails
Transactional emails act as an informer or reminder for patients regarding their appointments with their physicians or related to insurance or billing issues. This type of email is an alternative to a phone-in reminder and is much more cost effective. Transactional emails are accessible on any kind of electronic device — smartphones, laptops, tablets, and so on.
3) Responsive email templates
Templates for emails are a major factor in success with email marketing, especially responsive emails. Responsive email templates can adapt to any screen size, including mobile phones. They offer complete functionality on a small screen, just as on a normal screen. As it has many template design options, you can choose the template that would be right for your email campaign.
4) Marketing email
This kind of email is mainly used for marketing purposes. In such emails, you can promote offers and facilities you are providing as well as public health campaigns. Provide content on your experience and services.
Health care providers like opticians, dentists as well as cosmetic physicians/surgeons always have something like designer frames, contact lens, skin treatments, skin related products and so on to promote or sell. Healthcare marketing emails are the best way to promote such products. Send email regarding your products to your subscribers at a regular interval.
While sending any kind of email to patients, make sure that you add essential elements for branding your health firm in order to ensure the success of the email marketing. These essential elements include:
Include the logo, address, phone number, redirecting link to your website and so on at the top of your mail
Content should be organized and concise
Include links to evergreen blogs posted on your website
Include social media links
Include call-to-action for every piece of content
Always conclude your mail acknowledging the reader
Tips for effective healthcare email marketing
At the end of the day, the aim of email marketing in healthcare is to help providers retain their patients. Here are some tips for success with email marketing:
Welcome patients: Extend a warm welcome to new patients and also use expressions like thank you, sorry and so forth when relevant.
Send reminder mails: Send reminder mails to your patients regarding check-ups, follow-ups, appointments and so on. This will create an impression that you are concerned about their wellbeing, which will improve your relationship with them.
Mobile optimization: Use an email template that all kinds of electronic devices will support. This will help increase subscribers.
Should be informative: The mail should be informative and educate the patient.
Space for feedback: Leave space or a link along with your mail for feedback from patients. Their comments can help you improve your services.
Reduce typo errors: Take care to avoid typos. Proofread your emails before sending them out.
Points to note
Focus on the security aspect.
Build a list of contacts.
Avoid sending too much email to your subscribers as it might result in their unsubscribing your email list.
Automate reminder emails, mails for particular occasions, and so on
Do some industry research to learn when is the best time to send emails to patients
Avoid using words like ‘100%free’, ’best price’,’ promise’ and so on in your mail content as these may land your mail in the spam folder
Closely analyze metrics like bounce rate, click rate, open rate and so on as it will allow you to come to know whether your campaign is working or not
Email marketing is the best method to connect with your patients. However, it is difficult to retain subscribers and even a small mistake might make them unsubscribe from your service. An experienced search engine optimization company can help you implement an effective email marketing campaign to connect with your patients and retain them.
In today’s digital world, online reviews have overtaken word of mouth marketing. Online reviews are just as important for the healthcare institutions as they are for any other business. Patients trust online reviews and reviews help them to make a decision to invest in a doctor. So good online reviews mean a good reputation. Online reviews also play a significant role in SEO. Displaying reviews and ratings on a webpage shows that the crawlers understand that customers have taken out time to leave feedback about your services. This will improve ranking and online visibility, leading to better conversion rate and increased sales. Medical SEO services can help physicians improve their result page ranking and good online reviews improve SEO results.
According to a survey by Software Advice about how, why, and when patients use reviews sites, the number of people who use online reviews sites to help select a new physician is growing. This means that it is important for even small healthcare practices to have a strong online presence. The key findings of the survey are:
A strong online presence is important for your medical practice because the findings show that 90 percent of patients who responded to the survey use online reviews to evaluate physicians.
Around 71 percent of surveyed patients use online reviews as their first step towards finding a new doctor. This means that your online reputation acts as the first impression that you make on your potential patients.
Positive review history helps to attract out-of-network patients to your practice; around half of the respondents (43 percent) would go out of their insurance network for a healthcare provider that has positive reviews.
Only one percent of patients leave “very negative” feedback on reviews sites, and just 10 percent leave “somewhat negative” reviews. Majority of reviews are either positive or neutral and so it is easier to engage with.
66 percent of respondents feel it is “very” or “moderately important” for providers to respond publicly to online reviews, so addressing complaints without violating HIPAA laws is a smart strategy.
People consider online reviews as a personal recommendation. Online reviews are a type of user generated content that is heavily monitored by search engines. When people search for a medical practice’s name, they get their first impression about the practice through online reviews. There are many marketing tools like SentiOne, Reputology, Review Push, etc. that help manage online reviews. Some of these systems have communication features that will automatically send out emails asking patients to leave reviews on popular reviews sites after they come in for an appointment.
Here are the ways online reviews help potential patients:
To Find New Healthcare Providers: Online reviews play a significant role in helping patients find a physician. Most patients go through reviews to decide whether they should book their first appointment with the physician. Physicians can leverage reviews sites as marketing channels and grow their patient base with healthcare CRM software. These system have a dashboard that help you to keep track of metrics and examine the success of your marketing strategies.
Positive Reviews Attract out of Network Patients: If a healthcare providers has good positive reviews then potential patients are willing to overlook factors like cost convenience and choose that healthcare provider, even if they are out of insurance network.
Most Patient Post Positive Reviews Online: If you have a large number of positive reviews, then you are likely to attract more patients. This is one of the main reason why healthcare providers ask patients to leave a review. Physicians are concerned about negative reviews, but negative reviews do not happen that often. Make sure to focus on better patient engagement to get more positive reviews from the patients.
Patients Want a Response for a Negative Review: Most healthcare providers are not sure about how to handle these negative reviews. It is important to respond to negative reviews because it shows your level of engagement and responsiveness. Most patients often overlook negative reviews. So healthcare providers need not worry too much about getting such reviews. If they do, they should respond to them. Here are a few tips on how to respond to negative reviews:
Never Take it Personally: Some negative reviews can be rude and harsh, but don’t take them personally. Always remember to be courteous and professional when responding to any reviews.
Be Polite and Offer a Solution: Don’t waste your time trying to debunk or refute unreasonable or untrue reviews. Just try to understand what caused the patient to have the negative experience, acknowledge it, and offer a solution if possible. Do not offer any discounts or offer in response to any negative review because it will encourage people to leave more negative reviews.
Acknowledge the User’s Concern: Responding to negative reviews in healthcare industry is different from other industries, because you can’t actually confirm whether or not the reviewer visited your practice or was treated by you or your team.
Patient Often Disregard Unreasonable Negative Reviews: Reviews that are unreasonable or are extremely bad don’t get much attention, and prospective patients are likely to ignore such messages. Some of the reasons for disregarding such negative reviews is that they seem exaggerated, the reviewer’s profile looks suspicious, or the issues in the review does not apply to the healthcare provider or the practice. Patients look at reviews with a critical eye and they will not be easily influenced by fake or untrue reviews.
Patients Always Consider Quality of Care: Patient consider quality of care when they are evaluating reviews. What they look for can be categorized into three sections: general, delivery of care and administrative. In the general category, patient like to read about other patients’ experiences. In delivery of care category, patients are interested in the accuracy of diagnoses and how well the provider listens to patients. In the administrative category, patients look for how easy it is to schedule an appointment and how friendly they are.
Online review can either make or break your business. Good online reviews help SEO by improving search ranking and attract more potential patients to your practice. Partnering with an organic SEO company can help you manage online reviews and build your reputations.
Are you a plastic surgeon having trouble reaching potential clients to grow your business? Then consider PPC or Pay-per-Click advertising, one of the top ways to advertise your plastic surgery practice online. With many users looking for medical data on search engines like Google on a daily basis – that is, according to cardinal digital marketing, daily health-related searches total 70,000 a minute, which is more than a billion healthcare-related searches a day – having a strong online presence is more important than ever for your medical practice. By using the right strategies such as PPC advertising, you can ensure that your website is on top of the search results page instead of getting lost among millions of results. Reach out to a reliable medical SEO company that can help implement an effective strategy to reach your target audience and attract new clients.
What Is PPC Advertising?
As, today, more and more people are seeking healthcare professionals and medical data online, conventional methods of advertising simply don’t work anymore. No matter how large or small your plastic surgery practice is, you need to increase your practice’s visibility, and be at the top of the search engine rankings. And for that to happen, you can use two options: build an organic SEO strategy, or introduce your practice to PPC advertising on the most prominent search engines. Though both are feasible digital marketing strategies adopted by many plastic surgeons, SEO might take a longer time to show measurable results. But with PPC, you can expect increased site traffic, brand awareness and leads in a day.
In SERPs (search engine result pages), the top slots are reserved for ads that align with the search query, which are the first results seen by users, and often, the first options they’ll click on. These ads are examples of pay-per-click advertising. It is an internet marketing advertising system that only charges you when a potential user clicks on your online advertisement. For instance, if you have placed a PPC ad for your practice online, you’ll have to pay a small fee whenever a patient clicks on your ad. Basically, PPC ad is a way of purchasing visits to your website, rather than trying to “earn” those visits organically. There are many types of PPC ads – including local search ads, search ads, remarketing and display ads – but one of the most common types is the paid search ad.
Paid search ads appear when people search for things online using a search engine – like Google, Bing, Yahoo Search Marketing, and so on. Regardless of the search engine or your ad type, your ad post will usually look similar to other, non-paid posts. The only difference is that PPC posts will appear higher in the search engine results list and will labeled as “sponsored” or “promoted.”
What Is PPC Advertising for Plastic Surgeons and Why Should they Consider PPC for Their Practice?
PPC advertising for plastic surgeons also targets lead and click generation. However, it is not limited to search engines; digital marketers can help plastic surgeons target PPC ad campaigns across social media platforms, including Facebook, LinkedIn, and Twitter.
Apart from generating clicks and (potentially) leads rather quickly, PPC also offers some other benefits to plastic surgeons, such as:
Making the practice’s website more visible to potential patients.
Allowing the use of PPC retargeting campaigns to show ads to people who have visited particular pages on your website.
Launching highly targeted campaigns based on competitive, high-intent keywords, and audience personality.
The ability to target very specific audiences.
The availability of rich and deeper data that can be used to optimize campaigns.
However, PPC is part of a wider online marketing strategy called Search Engine Marketing (SEM), which also includes SEO. You can use PPC along with these strategies as it helps to increase traffic to your plastic surgery website and ensures that your website reaches as many prospective patients as possible.
Though PPC ads help you drive leads, doing so efficiently requires a targeted and smart strategy. Plastic surgeons should also manage their PPC strategy closely to increase its value. Let’s check out some best practices that would help to get the most out of your PPC campaigns:
Target Your Audience: For a successful and effective ad campaign, target your audience personas – ranging from age and income to physical location, gender, as well as behavioral tendencies. This is very important because, most paid search campaigns include certain components such as targeted keywords, the ad text/messaging and landing pages – that not only convey the language that your audience uses during their searches but also brings them valuable, timely, authoritative information that suits their plastic surgery needs. These components pave the way to an effective paid search campaign. So, whenever you are placing a PPC ad, ask yourself:
Who is your target audience?
What are the obstacles that prevent them from choosing a plastic surgery procedure?
What type of procedure are they looking for?
How do they search for plastic surgeons and practices?
Answers to these questions will help you refine your audience’s traits and characteristics, complete with basic demographic information, as well as their considerations, top priorities, and any obstacles that prevent them from choosing a particular plastic surgery procedure or services.
For better insights, try to talk to your actual patients and listen to them about how they navigated their patient journey.
Utilize Social Media: As we mentioned above, like search engines, many social media platforms – such as Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat and so on – offer PPC advertising, which is named as social PPC. There are now plenty of online advertising options to run alongside Google AdWords such as Facebook has its ever-expanding advertising options, Twitter has rolled out promoted tweets and profiles and cards, LinkedIn has its advertising and marketing solution, even Snapchat has now begun its advertising offering.Luring people from social media to your practice through social PPC ads increases your brand awareness and helps to gain trust with potential patients. This is easy with social PPC ads because your ads and practice name will follow the patients most interested in plastic surgery around the internet and they will already know your name.
Like PPC ads, social media ads often have a lower cost per click and it tends to convert more than traditional PPC.
Choose the Right Keywords: The foundation of any successful PPC campaign is keyword research. Be it a plastic surgery practice or any other business, if you are deciding to place PPC ads for your website, then choose the best keywords that are most likely to result in clicks and conversions. Ideally, a well-organized PPC campaign will include a number of different types of keywords with different levels of intent, such as brand, commercial, broader, low-intent, long-tail and competitive keywords. All of these keyword types can and should fit into your PPC advertising strategy.
Focus on Geo-Targeting: Geo-targeting, also known as local PPC, is a paid advertising strategy that is designed to target an audience within a specific area. It plays a vital role when it comes to creating highly targeted, customized campaigns. By focusing on geo-targeting PPC strategies, you can deliver your plastic surgery services to your prospective customers based on their geographical location. If the majority of your clientele reside in a specific area, you can target your campaign solely there, instead of wasting your ad budget targeting the entire city. Through this strategy you increase your ROI by targeting the people most likely to convert.Another effective geo-targeting option is “geo-conquesting”, which targets people who are at or near a competitor surgeon’s location.
Mobile PPC advertising is a lot easier to convert users who click on your ads than desktop PPC ads – whether on the search networks or display networks – because of the level of intimacy that a smartphone provides.
However, one of the most important things to remember while optimizing your mobile PPC ad campaigns is to optimize landing pages for mobile devices. You can’t send your PPC leads to a landing page designed for desktop leads.
Being an evolving strategy, PPC advertising will promote your website and provide a multitude of data that can be used to refine and retarget your paid search ads. Moreover, there would possibly be thousands of people within your specific target area that search online for plastic surgery options and services. This creates a great opportunity to tap into this search demand through PPC ads, get your brand and services seen, and drive highly qualified leads to your practice. Plastic surgeons also will always have the option to expand their keyword targeting strategies or to test new ad copy. You can also rely on a professional PPC marketing agency that can offer you the right PPC campaign to increase your website visibility, traffic and conversions.
Do you want to drive more organic traffic to your website?
In fact, attracting more organic traffic in to your website is no longer a complex task, if you are well-versed in the SEO benefits that blogging brings. Blogging – which was once regarded as a leisure activity – has now become one of the significant elements of search engine optimization (SEO) and is one of the much sought-after digital marketing services. Blogging has become a powerful tool to share your area of expertise, build better relationships with clients, and make connections online. Creating quality-packed and informative blog posts by answering your readers’ questions can improve your chances of ranking.
Are Blogs Good for SEO?
For a website, valuable traffic can arise from different avenues like social media, email lists, YouTube, forums, and referrals from other bloggers. However, search engines still remain one of the biggest sources of traffic to most websites. People use search engines like Google to find information, solve a problem and research or buy a product. Blogging helps improve search engine optimization (SEO) in many ways that enhance your ranking or positioning in the search engine results pages (SERPs). Some of the top benefits of blogging for SEO include –
Blogging helps answer your target audience’s questions, thereby showcasing your area of expertise. By reading your blog posts, the audience dwell time on your site increases.
If your blog post contains high quality content that offers value, the bounce rate also goes down.
You can use long-tail keywords in your blogs and get back links (both of which improve your ranking in the SERPs).
Quick SEO Optimization for Blogs – Tips
In today’s busy environment, many businesses do not find time to create blog posts to promote their website. However, businesses that post blogs in their websites have a marked lead over others that do not make these posts. Many people do not realize the significance of blog posts, how these blogs can improve SEO, and how often they should post blogs. Studies suggest that publishing over 11 plus blog posts a month is good for SEO. Blogging frequency depends on several factors like company size and goals behind blogging like – whether you are planning to drive traffic or aiming to increase brand awareness.
If your goal is to drive organic traffic to your website, you need to blog 3-4 times a week (in case you are a small business) and 4-5 times weekly including both fresh and updated content (if you have a large blog). On the other hand, if your goal is to build brand awareness, work on 1-2 fresh blog posts weekly (if you have a small blog) and 3-4 new posts (for large blog) and refresh others weekly. No matter what your blogging frequency is, it is important to follow a consistent posting schedule, so that your audience knows in advance when to look for your posts.
Now, how do you write a blog for SEO? Always make sure to write for the reader, not the algorithm. Here discussed are some expert tips for optimizing your blog posts for SEO –
Research Your Target Audience – Doing adequate amount of research before writing blogs is important. Before writing a blog, identify your primary audience – people who will be interested in reading your blog, their age, education and other related aspects. Begin your blogging thinking of how a prospective client would search for your business. When people search, it may be a simple search query related to what your business offers that they would be typing in the search box. Therefore, create blogs on various aspects of that possible search query. People will be searching in many different ways, entering many different kinds of search terms or keyword phrases. So, it is important to perform a detailed keyword research which can help you plan various blog topics.
Grab Your Readers’ Attention – When posting blogs, select topics that grab the attention of your readers. For instance, instead of posting on a general topic, try to bring in content related to recent news or updates. Create unique and novel content that may catch the attention of the readers from the very first line itself. If you succeed in attracting the interest of the readers from the very first few lines itself, then the better will be your chances that they will read the full blog.
Right Keywords Matter – Keywords research is a significant aspect that lays the foundation of optimization. By targeting or placing the right type of keywords, you can help Google understand what your blog content is all about. This in turn increases the likelihood of your blog content popping up in the search results. Try to focus on one specific keyword per blog as this helps you laser target your blog for that keyword. Other aspects related to keyword selection that must be considered include –
Know the user intention – Understand the user intention and try to target keywords based on that. Identify what the searcher is looking for and what they expect to find when they search for those keywords in Google. For instance, if you are promoting CAT T-shirts through your blog, you will need to rank for keywords like “buy CAT T-shirts,” “purchase CAT T-shirts” etc. In that way, users who are looking to purchase your product will likely see your store.
Focus on low difficulty keywords – This is an important aspect to consider while choosing a keyword for your blogs. The higher the keyword difficulty, the fiercer the competition and the harder it will be to rank for the same. Make sure to select keywords that have a decent traffic volume with low competition. Free tools like AdWords Keyword Tool or a premium tool such as Ahrefs can be used to find keyword difficulty.
Focus on long-tail keywords – Long-tail keywords are three- or four-phrase keywords that are very specific to what you are selling. Normally, these keywords are easy to rank due to their low competition. It is important to use these keywords in the right places in your content, for example, in the title, description, and subheadings of your content. However, never try to stuff your keywords in an attempt to manipulate your website’s ranking as this can create a negative impact.
Make blog posts frequently – People who blog should publish genuine, fresh and appropriate content related to their specific area of business on a frequent basis. Make sure to recycle content topics (when appropriate) as most of these posts must be unique.
Compelling Titles and Meta Descriptions – Click through rate (CTR) for your page in the search result is also a ranking factor on Google. For instance, if your blog or article is listed in the third position for a keyword and you managed to receive more clicks than the first, your content will eventually rise to the second or first. In order to get high CTR and to stay on top of the search page, you will need to include compelling titles and descriptions that catch the immediate attention of the searcher and tempt them to click on the page. The title should be within 55 characters. Other things to keep in mind when writing an SEO title and meta description for your blog post include –
Never stuff keywords
Add your keyword in the title and description
Don’t let your title and description cut off in Google. Give the searcher a complete idea of what your content is about.
Make Your Blog Responsive – Google utilizes mobile-first indexing which means it looks at your mobile site to determine how to rank it in the search results, even if the search is on desktop. Therefore, it is important to make your website work well on mobile devices, even if most of the traffic is on desktop. To ensure this, choose a responsive “WordPress” theme and install it in your blog.
Optimize for Featured Snippets – To get the most of your blog content, it is important to optimize your blog to show up in featured snippets. Featured snippets are shown before the first position, usually in a box with an image, video or a table. Featured snippets include – paragraph, video, table and list (both numbered and bulleted). They show up in the search results, which helps you to get more clicks. Optimizing your blog content for the featured snippet will drive more web traffic in the long run.
Optimize Blogs with Images & Infographics – Include images and infographics in your blog content as this can increase the traffic and also cut the monotony of large blocks of text. A striking image relevant to your content can hold the audience. In some cases, there may be concepts or points that are quite hard to understand. An appropriate image or infographic can simplify these concepts thereby entertaining the audience. When compared to images, a creative and effective infographic can make difficult concepts easily understandable in different parts of the blog. Apart from having appropriate images, make sure your images load fast. This can be ensured by using a WordPress plugin called “ShortPixel” that can easily compress your images and make them load faster.
Submit a Sitemap – This is an important aspect that will help Google understand the structure of your blog, and help Google easily crawl all your pages. Google will eventually find any site that is linked to from other sites across the web. Submitting a sitemap can help your website rank faster. For instance, using “Yoast Plugin” can help generate a sitemap file.
Add Source Links – If you happen to quote some research material or statistics from blog posts or articles written by others, add reference links. Linking may promote the blog or article you are linking to, but will also make the readers aware that you are doing extensive research before writing the blog content. It proves that you are actually presenting research-based information, rather than sounding authoritative. In addition, linking to other blog posts also present the possibility of those bloggers linking back to you, which will help improve search rankings. Also, link to other blogs or other pages in your website. Once you have got your blog posts done make sure to popularize it by sharing via social media platforms. Simply posting the blog in the website may not make Google’s algorithms notice it.
Add Videos to Your Blogs – Videos are an excellent medium for engagement as this may be the very first thing which readers may check out when they see your blog posts. Adding short videos (vlogs) explaining a particular point in your textual blog posts can help increase your readership and followers. A short video explaining a specific point could make readers understand what will be the content of the rest of the blog. This in turn can motivate them to read the rest of your blog. For instance, YouTube videos have become very popular as they attract your target audience by explaining a particular concept in an interesting manner by including visuals with an invisible narrator. In some case, you don’t even need a narrator. Subtitles can do that job effectively.
Always keep a clear and definite focus when you start writing a blog. In many cases, bloggers may try to stuff each and every piece of information about a specific topic into a single blog post and make it lengthy. However, the result could be un-engaging. For people who are relatively new to blogging, mastering these above-mentioned tips is a great way to start. However, bear in mind that implementing these tips won’t take your blog to the first position overnight. When it comes to SEO, you need to be patient and watchful. Make sure you verify every single change you make and measure the performance of your SEO strategy. As you get more experienced, you will start to develop an individual sense about the specific point where and when you can bend the rules, and when you cannot. By relying on the blog marketing solutions of an experienced company offering SEO services in Long Island, you can increase your website traffic and conversions in the long run.
According to neilpatel.com, search traffic converts 9% better than social media traffic. In order to get that, you should be aware of some SEO misconceptions that you need to avoid. Seeking expert service from a SEO company will help to improve website ranking and search traffic by avoiding those misconceptions. SEO is constantly changing according to Google’s algorithm and if you don’t stay abreast with those, you cannot boost your rankings and traffic. Google is trying to provide the best user experience, so the days where you could simply do keyword stuffing and links to boost your ranking are gone.
When implementing SEO, you need to be wary about some misconceptions regarding search engine optimization. Take a look at some of these given below:
Misconception 1 – More outgoing links boosts your SEO: This is one of the huge misconceptions that can negatively impact your SEO efforts. Having more outgoing links on your website is not bad, they are just neutral in most cases. Linking to other websites improves their SEO not yours. You need both quality content and links for the best results.
Misconception 2 – Content is King: You will find this statement in many articles, blogs and other resources. While it is not completely wrong, content is less of a king and more like a valuable business partner to links, design and usability. You must have both quality content and quality backlinks. Also, there are long-tail queries that rank without links, this is because they are so unique and there is no competition for them. Here links don’t play an active role like they do in a competitive query.
Misconception 3 – Content Requires No Optimization: When you write the best piece of content about say “Best protein powder”, straight from the gut and you feel that the content worked, there you might imagine that adding keywords or optimizing your content is not necessary. But the truth is, Google uses an algorithm, it needs keywords and phrases in your web content to make it possible for users to find your site. Optimized content should include proper keywords in the right place, meta and title tags, relevant links and this is very important to generate more organic and social media traffic as well as to improve overall user experience.
Misconception 4 – Speed is not that important: If your site has a severe page speed issue, increasing your page speed can dramatically improve your rankings. A faster site is much easier for Googlebot to crawl. This means that cutting down the loading time of a page from 22 seconds to 8 seconds can increase your ranking very fast.
When evaluating the page speed, Google measures how long the Direct Object Model (DOM) takes to load. The DOM items are the items that are visible on the page excluding ads, if you have stacked your load right. This means that if you can cut down the DOM loading time from 22 seconds to 8 seconds, then Google will reward you for this dramatic decrease.
Misconception 5 – Hire an SEO agency to get top rankings: This is one of the most interesting misconceptions. No experts can guarantee you top Google rankings in this age. You might need an SEO agency for keyword analysis and competitive auditing to help with content marketing and metric analysis and adjustment. But you cannot include quick rankings in one of those reasons. It is because Google handles over 100 billion searches per month, and no SEO can predict tomorrow’s keywords, so it is almost impossible for anyone to promise you fast search rankings.
Misconception 6 – Quantity matters more than quality: Search engine algorithms are getting smarter in order to provide the best user experience. You can decide the quantity but it is very important that the intention of writing content is to provide relevant and useful information and a solution to the problem that the users are looking for. Make sure your content covers users search intent, Google can recognize whether you provide quality content and rewards you for that.
Misconception 7 – Rankings are everything: You may achieve a good rank from your SEO practices. But to achieve more benefits your ranking needs to be combined with other factors such as audience relevance and website traffic to get good Return of Investment.
Look beyond rankings and concentrate on these four SEO metrics:
Increase in organic search traffic
Increase in organic search traffic per keyword
Increase in conversions from organic search traffic
Increase in conversions from organic search traffic per keyword
Misconception 8 – SEO saves us all: SEO is powerful but it is not a magic potion that can improve your business within days or weeks. When a company is falling, it is very late to use SEO techniques to save you from that. It is a strategy that needs proper planning and time to work.
Now you know the common SEO misconceptions that can affect your hard work. Digital marketing experts are aware of the misconceptions and help you avoid them so that you can achieve the best results for your website.
The internet is the medium for healthcare practices to reach out to a large number of potential patients/healthcare consumers, and having a strong online presence has become more important than ever in this present digital world. Today, just having an optimized medical website is not enough to attract potential patients to the website. To help patients find your medical practice or healthcare business online, it is important to claim your medical practice on Google My Business listing (GMB). Getting listed on Google’s My Business listing increases your chances of improving your website ranking. So, associate with a professional medical SEO service to optimize your GMB profile and help potential patients find your medical practice.
My Business listing is Google’s free tool that helps medical businesses create and manage their online presence with Google listing which appears when a potential patient finds your medical business on Google Search or Google Maps. It provides key business information like your registered medical business name, logo, full address, open hours and contact details. Even though there are several other online local directories like Bing Map and Apple Map, Google My Business (GMB) is the most popular tool that is responsible for driving 80% of local targeted traffic to neighborhood businesses. Google My Business gives your business the opportunity to appear as top listing in local search and it also shows in the form of a map showing your business location and basic information along with three other providers. According to Google, having a full profile on GMB gets 5 times more views than those businesses that do not have a profile.
How to optimize Google My Business Profile
Having a consistent NAP and URL: NAP refers to name, address and phone number and it is important to provide a consistent name, address and phone number in your GMB profile as well as website. If Google finds any inconsistency in your NAP, then it can lower your ranking and it can be confusing for potential patients too. Similarly, your website’s URL should be listed in your GMB profile and if you have multiple URLs then you can mention that too, provided there is consistency in the URLs. Inconsistent URLs are regarded as untrustworthy in the eyes of Google.
Claim your business: If you own a physical business location, then the first thing you need is to claim your Google My Business listing. This will help patients find your medical practice easily when they search online. Claiming your medical business listing and providing correct location and contact information will help patients find your business on search engines easily.
List your services: Mention the service that you offer in your GMB listing and this will help you stand out from the competition. Make sure to include search phrases in your list of service so that it easier for your potential patients to find you.
Use photos and videos: Include high resolution images and videos of your doctors, support staffs, facilities and building so that your prospective patients can see how your practice looks like. Appealing videos and images may help prospective patients feel more confident about choosing you and what to expect. According to Google, listings that have a virtual tour and photos generate twice as much interest as those without these features.
Select your category: Google allows you to choose your category so that it helps you appear in search results when a user searches for the specific category. You can choose more than one category but make sure to avoid choosing plurals of categories.
Include your working hours: It is important to mention your working hours in your GMB profile so that patients will know when to approach for any treatment. Make sure that you post your updated timings if there is any change.
Write about your clinic: Write a small section about your practice on your page with one or two keywords. This will give your prospective users an idea about what to expect from your practice.
Multiple locations: If you have more than one practice in multiple locations, then make sure to have a separate GMB listing. The practice name and category at each should be the same but ensure that contact details and numbers are given correctly.
Keep Updating Your Google My Business Listing
SEO is an ongoing practice and Google My Business is a tool that lets you create a strong online presence. Therefore, being active on Google My Business listing is important, whether you are open or not. If you fail to engage with your GMB profile then it may lead to a fall in publishing tempo and decrease in review volume, which may eventually affect your ranking.
Keeping your profile up-to-date is vital if there are any temporary changes. Suppose you are expanding your services and providing service over the phone, then you can include “telemedicine services” in your listing. Or if there is any change in the visiting hours you can update your profile with the new timings.
If there is no engagement with your GMB listing then Google can add “Temporarily closed” using its Duplex Artificial Intelligence. It helps Google know if businesses have not taken the initiative themselves to indicate a temporary closure. If you don’t have time or are not current on GMB management requirements to keep an eye on your listings, then hire a professional to take care of these requirements. Ensure that you do not make too many edits as it can lead to suspension of your listing.
Provide the Latest Information and Help People Stay at Home During COVID-19
Many businesses may be closed due to the spread of coronavirus and it is important to let your customers know how it affects your business by managing your Google My Business correctly. So, always keep your profile updated about the adjusted working hours. Some other updates that you have to add to your profile are:
Use attributes to highlight your services
Add a COVID -19 update post to your profile with detailed and timely updates about online services, safety and hygiene practices
Connect with your customers with Google My Business app and turn on messaging
Edit your business description to share information about your medical services
Recommendations of healthcare providers
By providing detailed information and a variety of media through Google My Business, healthcare providers can save people the trouble of visiting their location to acquire that information in person. This also helps promote social distancing and keep people safe by allowing them to stay home during this pandemic.
To keep your Google My Business listing active, make sure that you hire a professional medical SEO company that can review your GMB profile and advise you on whether it is being leveraged properly. They will review your GMB profile and optimize it with the best strategies to improve ranking and traffic.