Medical Marketing Do’s and Don’ts

Guy learning about SEO

As technology has advanced, the global economic landscape has changed with it. While people used to rely on the yellow pages and TV commercials to find what they’re looking for, now people turn to search engines such as Google and Bing to find the products and services that they seek. This means that having a strong online presence is a must to compete in today’s world. This starts with having a strong website that is visible on the first page of search results. When search engines decide where to rank the various web pages, they are using something called search engine optimization. Therefore, medical marketing strategies should be built around search engine optimization. For medical physicians, chiropractors, optometrists, OBGYN, and dentist everywhere should take a look at some of the SEO do’s and don’ts below.

The Top SEO Do’s and Don’ts

DO:

Use keywords. Using keywords is necessary. For those unfamiliar, keywords are common words and phrases that people punch in when they’re looking for a certain item. For example, if someone is looking for a cardiologist in the area, they will probably type in “cardiologist” followed by the location. Having the word “cardiologist” along with the physical location will help improve the ranking of the web page on the search results; however, there are certain rules about the keywords that people should remember when designing their web page.

 

Blocks of letters that spells out Keywords

 

DON’T:

Stuff the web page with the keyword. Many people might think that if one use of the keyword is good, then a multitude of uses might be better. This simply isn’t so. Yes, using the keyword multiple times can help. There is a limit to the number of keywords that people can use and improve their ranking. For example, if the only words on the web page were the keyword, this web page wouldn’t rank very well. Furthermore, the keywords need to be used in certain locations throughout the website to truly improve the ranking. To maximize the use of the keywords, it is important that people hire a professional web designer.

DO:

Use a customized website. OBGYN and medical physicians will look to minimize the overhead costs of their practice when they are first getting started. They will look at the price tag on a customized website and think that this is not worth the money; however, this couldn’t be further from the truth. The benefit of having a customized web page is that it stands out from the pack. This means that the website will wind up as a unique entity and rank highly in the search results. Also, paying for a customized website designer is a strong working relationship that is built on a team approach. After all, the customer is the one taking ownership of the website. This close working relationship doesn’t just disappear when the website is completed either. When it comes time to update the website and redesign it to ensure that it’s relevant, the same web designer would be happy to take care of this.

 

Custom Website on wooden blocks

 

DON’T:

Use a templated website. A template website is an attractive option because it is cheap up-front. For optometrists and chiropractors looking to minimize their overhead costs, they may jump all over this. On the other hand, it lacks the numerous benefits of customized websites. Template websites look like all of the other websites in the search results. Without standing out, it has a hard time ranking highly in any search result category. Furthermore, template websites don’t establish any form of a working relationship. Once the website is done, the website designer disappears. Any effort to maintain or upgrade the website when it comes time to do so requires additional funds that will come out of the pocket of the practice. In the long run, template websites wind up being much more expensive.

DO:

Use plenty of links. Another way to improve the website’s ranking and focus on SEO is to take advantage of hyperlinks. When a search engine is looking for the top website, they are looking for a website that is relevant to the search query of the customer. This means finding a website that will meet the customer’s needs. Customers rarely find what they’re looking for on the first page they visit and search engines understand this. That’s why they look for web pages with tons of links both internally throughout the website and to external websites. The search engine is going to think that these links will guide the customer to find what they’re truly looking for. Any website that is looking to improve its ranking should use hyperlinks that are relevant to the needs of their consumers. This will increase the visibility of the website and grow the patient base of the practice.

DON’T:

Use hyperlinks to dead sites of non-reputable sources. Search engines won’t simply improve the ranking of a medical website because there are lots of hyperlinks throughout the page. The search engine is going to closely examine the quality of the hyperlinks before making a decision. Therefore, anyone looking to use hyperlinks on their web page should take the time and energy to include hyperlinks to reputable sources. Use the industry expertise and make sure that the links are going to websites that are still active. Linking to dead websites will only drop the ranking of the website.

 

Weak Metal Links

 

DO:

Update the website regularly. The search engines are looking for websites that are relevant to the search entries of the customer. This means looking for websites that are regularly updated because a website that is regularly updated is more likely to be relevant to the needs of the customer. Make sure to post regularly on the blog for the practice because this allows the practice to both controls the message of the practice and ensure that fresh material winds up on the front page of the practice regularly. Furthermore, update the graphics of the practice as well. This means the videos and the pictures on the website need to be rotated on a regular basis.

DON’T:

Neglect the descriptions beneath the videos. This is a common place that websites get tripped up. Every picture and video come with a description that is examined by the search engine. This description contains valuable information regarding when the graphic was posted, when it was last updated, and plenty of words that could include keywords to improve the ranking of the website. These are only a few of the do’s and don’ts regarding SEO and medical marketing strategies. Take advantage of the tips above.

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