The landscape of search engine optimization (SEO) is changing rapidly as AI grows more prevalent and search engines beef up their algorithms. This is affecting all industries, including medical practices.
It’s more important than ever to make sure your practice can adapt to these changes to be the top search result for your specialty in your area. In fact, the No. 1 search result on Google for a given keyword gets 71% of all clicks.
One thing that will help you perform well in searches that is more effective now than ever: content. Though “content is king,” as they say, there is something to be said about knowing your patients and what they’re searching for.
In this article, we’ll dive into what makes your future patients tick and how you can adapt your website content to match what they’re searching for.
Conducting Keyword Research for Medical Practice Websites
A little bit of research can go a long way in helping your patients find your practice online. Let’s look at some factors that can help improve the ranking of your medical practice’s website.
Identifying Relevant Keywords and Search Intent
The first thing you’ll want to keep in mind as you conduct keyword research is the fact that your patients are usually not medical professionals. They may not always understand complex terms for conditions or hard-to-spell words for certain treatments.
That’s why it’s important to choose keywords that patients are actually searching for. Think in layman’s terms while you’re conducting your keyword research.
The term “search intent” gets tossed around a lot in the world of SEO. It may seem obvious what it means, but to fully grasp it and apply it, you’ll have to peel back a layer of human psychology and look deeper than algorithms and generalized keywords.
Search intent is about identifying the purpose behind what someone is searching for, not just what they are typing into the search engine. This is a crucial element of medical SEO.
Going deeper and knowing what a person is looking to do with their search is even more important. Are they:
- Looking for information?
- Making a list of practices?
- Ready to book an appointment?
- Attempting to purchase a treatment product?
You can then structure your content to align with certain keywords based on a patient’s intent. This way your site will appear more relevant to people who are searching for your target keywords.
Utilizing Tools for Keyword Research and Analysis
If this seems like it requires some kind of clairvoyance, don’t worry, there are tools that can help identify what keywords users are actually searching for. These resources can take the guesswork out of optimizing your medical practice’s website for search engines.
Google’s keyword planner is one of the most powerful tools you can use to track search volume on Google, though you will need a Google Ads account to use it. If you don’t have an account, or you are waiting to get approved, there are other options available.
Powerful tools such as Semrush, Ahrefs, and Ubersuggest offer powerful insights into keyword volume. Not only will they tell you how many people are searching for a given keyword, but they will also provide a very detailed analysis, and some even dive into possible search intent.
These tools can get a little pricey for their premium features, but they are an invaluable resource for uncovering long-tail keywords that can skyrocket you to the top of the search results. And the key to picking the right keywords in medical SEO is to combine long-tail phrases with localized keywords to be most effective.
Long-Tail Keywords and Localized Keywords for Medical Practices
Long-tail keywords reflect detailed search intent. These keywords are longer and more specific than general searches. They usually have a lower search volume, but much higher conversion rates. Relevance and intent are the psychology behind choosing long-tail keywords.
It’s important to use your keyword tools to maintain accuracy with your long-tail phrases. For example, people may be more likely to search for “best athlete’s foot doctor in Austin” than “physicians specializing in the treatment of tinea pedis.”
Including your location adds another layer of effective targeting. By adding location to your keywords, you increase your chances of showing up in local search results for people searching things such as “family doctor near me.”
Optimizing Your Website for Medical SEO
Though keywords are still highly important, there are myriad other factors that go into making sure your site appears at the top of search results. Motoza has a proven track record of success helping practices just like yours increase your search visibility.
Contact us today to schedule a free consultation.
