What You Should Know About Healthcare SEO Services
As a digital marketing agency that specializes in supporting medical and health organizations, we have the pleasure of speaking with folks across the entire spectrum of the industry, from recruiters to practice managers and providers, as well as those in the realms of devices and software.
What I’ve learned is, no matter what type of business or organization they might be a part of, they are all curious about healthcare SEO services.
Now, as a professional marketer, I always want to delve as deeply as I can into the mindset of our clients as possible. There are many different facets to SEO and many different ways in which one can use SEO strategies to benefit the business.
Our recommendations are based on the best data we have available to us, and it’s always our goal to execute a strategy efficiently and effectively — we don’t want to waste your time, your money, or your effort.
So when I hear someone say, “We need help with our SEO,” it typically means, “We want our search rankings to improve,” but precisely what you want to rank for can mean many different things.
There are many different ways in which we can support that objective, and this is why we put so much effort into how we communicate with you before we propose solutions, and certainly before we launch anything on your behalf.
With that in mind, I’d like to spend our next few blogs talking a little bit more about what SEO means, as well as some approaches for building a stronger organic (non-paid) SEO strategy for your organization.
Healthcare SEO Services: The What, Why, and How
“SEO” is an acronym for search engine optimization. Search engine optimization refers to the continuous improvement of a website’s visibility on search engines, such as Google, Bing, and others. (Though it should be noted that Google owns the vast majority of market share — a whopping 82%!)
Why does website visibility matter? Because consumers overwhelmingly depend on internet search for gathering information and making purchasing decisions, including healthcare related investments.
They want to compare providers, products, and the experiences of their peers in order to make decisions confidently.
If you want your brand to be chosen — or even just considered! — then you need to be very strategic in how you approach your website’s design and content.
Quality Content Is More Than Keywords — It’s Context
Keyword research is essential to the success of your content strategy, but identifying keywords for your organization is just the beginning of the content creation process. Keywords are a catalyst for something deeper.
Keywords pave the way for publishing content that is relevant and useful to your audience. For thoroughly exploring a topic to uncover every possible aspect of a subject. For carefully answering even the most particular questions in order to showcase your expertise, and also to communicate to your audience that you are a resource for reliable information.
While sharing your expertise matters, being easily understood by your audience matters just as much. Creating content that is readable, digestible, and comprehensible to the layperson is more important than sounding like an expert. Avoid jargon. Use good bedside manner, so to speak.
And don’t forget to be unique! People are seeking high-quality information, but they’re also seeking something (whether they realize it or not) that they can connect with on an emotional level.
This is where you can lean into your brand’s personality to create a body of content that is unlike any other.
If you’re unsure about what type of voice you want your content to have, ask yourself these questions:
- How do you want your readers to feel when they read your content?
- How do you want to be perceived by your readers?
- What adjectives do you think best describe your brand?
If it suits your organization and preferences, don’t be afraid to inject humor, warmth, passion, or other emotional perspectives that will help you connect with readers and differentiate you from your competition.
Remember to keep it relevant and to offer a fresh perspective. But don’t forget about the technical details!
The (Basic) Technical Side of Healthcare SEO Services
I’m not a technical expert. Formada employs a wealth of technical experts who can run circles around me when it comes to the back end specifics of SEO, but I know enough to understand the importance of how a strong technical foundation can support your brand’s SEO health.
In general terms, this means having a site that is secure, mobile-friendly, and well-organized for users.
Organization matters because it makes it 1) Easier for visitors to navigate through your website and find what they’re looking for, but 2) It also helps search engines evaluate and index your pages.
The internal links (the links that connect one page to another in your site) also influence the user experience and search engine evaluation.
You want people (and search engines) to know what your content is about, how to easily find things on the site, and to easily take action (e.g., fill out a form, book an appointment, or make a purchase.)
Of course, there are many deeper technical aspects of SEO, but these are important, fundamental ideas that must be implemented into your site in order for it to function as a growth driver for your organization.
Remember:
- SEO is a combination of strategies including keyword research, content creation, frequent publication, and technical structure, and more
- “Good” SEO means having a deep understanding of your core audience and providing them high-quality information
- SEO never sleeps — in order to maintain visibility and relevance to your client-base, your website must be frequently updated with useful information
Formada Can Help You Achieve Your Goals
As medical and healthcare marketing experts, we take a comprehensive approach to promoting your business across the platforms that will best help you achieve your goals.
Just as there are no one-size-fits-all solutions in the SEO game, there are no off-the-shelf strategies that are going to help you create the growth you want. You deserve a marketing partner who wants to understand the nuances of your business and the needs of your client-base to create an efficient and effective plan of action.
Formada can seamlessly plug into your organization, elevate your brand, and help you create real, significant growth through proven marketing strategies — including those relate to healthcare SEO services.
If you’re ready to finally partner with an agency that understands your unique challenges and puts your goals first, then we’d love to speak with you. Contact us today to learn more!