SEO is difficult even as part of a big team. But wouldn’t it be great if there was a simple way to do SEO when you’re a small private hospital, clinic or solo practitioner?
Well actually, there is!
Hi, I’m Geoff, and today I’m going to break down a simple approach to SEO for busy practice managers, marketers and independent clinicians.
Now, if you don’t have a big team – or any team for that matter – at your healthcare practice, then there are two things that you can focus on today for success.
The first is, optimising existing content, And the second is creating new content.
How private healthcare clinics and practitioners can optimise existing content
So looking at existing content first.
First, use Google Search Console. This is a free tool made by Google to help website owners understand exactly how they (Google) see your site.
Here’s a quick run-through of how to set up Google Search Console on your site…
Struggling? Get in touch and we’ll be happy to help.
Google Search Console will show you which pages of your site are being shown in the search results, how often they are being shown and – perhaps most importantly – the words and phrases people are using to find those pages. These are often referred to as “keywords” or “keyphrases”.
You can also look at the clicks in GSC. This is the number of times people click through to your site from the search results.
So if we divide the clicks (number of times people click through to your site) by the impressions (number of times your site is shown in the search results) then we get the “click-through rate” or CTR.
Thankfully those good folks at Google provide you with the CTR right within Google Search Console.
Now we want to increase our CTR so that we get more traffic to our site. The way you do that is to improve your titles and meta-descriptions.
These are the first things you see in the search results and these determine whether people do or do not click through to your site. You can think of them as your “shop window”.
Now it’s important to note here that you don’t want to use clickbait. There is literally no point whatsoever in getting people to your site that have no interest at all in becoming a patient either now or in the future.
You also don’t want to use terms that have no practical application for your clinic. For example, there’s no need to use a term like “Covid Vaccines” if your clinic specialises in urology and will never give such a vaccine.
The next thing to do is put the keywords that you’re seeing in Google Search Console into those pages as well.
So now you’ve put them in the title tag and meta description but you also put them within the content of your web pages. Sometimes you already have those keywords, sometimes you need to add them because that’ll help you rank higher.
Other places you’ll want to add your keywords:
- Internal links
- Image alt-text
- Schema Structured Data
If you need help putting together an SEO strategy like this and implementing keywords, get in touch
Author: Geoff Meakin
Geoff is a digital marketing consultant at Healthcare SEO and director of Online Success Systems. He has worked in the SEO industry since 2013 and has led a team of five direct reports and helped hundreds of clients with their SEO. He holds a BA Degree in Online and Offline Publishing, is Google Analytics and Google Ads qualified. He has first hand experience working in both the private and public sectors as an Operating Departement Practitioner, lead for infection control and blood transfusion and is advanced life support qualified. You can read more about Geoff on our About page or connect with him on LinkedIn. He lives in the South East of England with his wife and four crazy children.