Most doctors feel that they will get new patients through referrals, and an online presence is just needed to guide patients about address and working hours.
Are you one of them?
Have a look at this
According to a survey, here’s how the patient journey looks like
Consumers rely on online resources nearly 2x more than they do word-of-mouth referrals. Isn’t it the right time to improve your online presence?
In this guide, we will discuss in detail how you can improve your online presence through On-page SEO.
According to a survey, 52.5% of people enter the TYPE OF DOCTOR or SPECIALIST they are looking for and “near me.”
How People Search For Healthcare Online
When patients search for your service online, your name must appear at the top of the search results.
On-page SEO can be seen as a medical consultation where the doctor (SEO expert) assesses the patient’s (website’s) condition and provides personalized advice to improve their health (search engine rankings).
The doctor (SEO expert) examines the patient’s (website’s) symptoms (content quality, meta tags, header tags, etc.) and prescribes a treatment plan (optimization strategies) to address these issues.
On-page SEO involves optimizing several key elements to make web pages more relevant and accessible to search engines and users. These elements include:
These optimizations ensure that web pages are technically sound and offer valuable, authoritative, and user-friendly content, crucial for search engine rankings and user engagement.
In short, whatever, optimizations you do on your website are termed as ‘On-page SEO’.
The primary objectives of on-page SEO for healthcare practices are:
By focusing on these key objectives and implementing a comprehensive on-page SEO strategy, healthcare practices can effectively attract and engage with their target audience, ultimately growing their patient base and enhancing their online reputation.
Quick Summary
How SEO Attracts Patients Searching for Your Services?
On-page SEO is crucial for doctors as it helps attract patients searching for their services online. Doctors can ensure their website is technically sound and user-friendly by optimizing key elements such as content quality, keyword usage, meta tags, header tags, images, and URL structures.
This improves search engine rankings and user engagement, ultimately driving more targeted traffic to their site and increasing the likelihood of attracting potential patients.
Keyword research(figuring out what customers are searching online that relates to your services) is a crucial step in on-page SEO for doctors. It involves understanding the user intent behind the search queries and selecting the most relevant keywords to attract the target audience.
User intent refers to the purpose or goal of a user’s search query. For example, if a user searches for “best orthopedic surgeon near me,” their intent is to find a local orthopedic surgeon. Understanding user intent helps select keywords that cater to the user’s needs and improve the relevance of the content.
By understanding the user intent/why the user is searching for a particular term, we can create content around it.
These keywords indicate the user’s intent to learn more about a specific topic or condition. For an orthopedic practice, some examples of informational keywords include:
Content Strategy: Provide educational blog posts, FAQ pages, and detailed guides. Answer common questions using clear language and evidence-based explanations.
These keywords indicate the user’s intent to find a specific website or page. For an orthopedic practice, some examples of navigational keywords include:
Content Strategy: Ensure your website is easy to find with straightforward navigation and correct business information. Optimize for branded keywords and make sure your Google My Business profile is up-to-date.
These keywords indicate the user’s intent to research or compare products or services before purchasing. For an orthopedic practice, some examples of commercial keywords include:
Content Strategy: Provide detailed service pages, patient reviews, testimonials, and cost comparisons. Include information about your qualifications, treatment success rates, and unique services.
These keywords indicate the user’s intent to make a specific action, such as booking an appointment or purchasing a product. For an orthopedic practice, some examples of transactional keywords include:
Content Strategy: Include clear calls-to-action (CTAs), such as “Book Appointment,” “Schedule Consultation,” and “Contact Us.” Make the process simple and accessible on both desktop and mobile.
These keywords can help an orthopedic practice tailor their content and marketing strategy to effectively target its audience and improve patient engagement.
Selecting the right keywords requires you to choose the target audience. This includes understanding the demographics, location, and healthcare needs of the patients you are trying to attract.
For instance, if you are a paediatrician, your target audience might be parents of young children, and your keywords should reflect this. Consider the following factors:
We use several tools to find the right keywords for your healthcare website. Some of them are:
Several tools and techniques are available to conduct keyword research.
Some popular tools include:
It is getting a bit technical. But that’s why healthcare marketing agencies like us can help. 💡
You have two options if you don’t want to fall into the nitty-grit.
– Either assign your work to a healthcare marketing agency with a proven track record like us
Or
– Answer the most common questions that your patients ask through your content.
If you wish to learn more, just read further.
When selecting keywords, consider the following factors:
Keyword Density: Keyword density refers to the number of times a keyword appears on a page. It is essential to find a balance between using keywords and avoiding keyword stuffing(adding keywords just for better rankings), which can penalize websites. Aim for a keyword density of 0.5% to 1.5% to ensure relevance without overusing the keyword.
Keyword Prominence: Placing relevant keywords in titles, headings, and meta descriptions signals their importance to search engines. This helps in improving the relevance and ranking of the page. Use keywords in the following places:
Following these guidelines, we conduct effective keyword research and select the right keywords to attract your target audience and improve your on-page SEO.
Content should directly address user queries identified through keyword research. This involves understanding the user’s intent behind their search query and creating content that answers their questions.
For example, if a user searches for “best orthopedic surgeon near me,” the content should provide information on the best orthopedic surgeons in the user’s area, including their qualifications, services, and patient reviews.
Structure content with clear headings, subheadings, and visuals to make it easy to read and understand. This includes using headings to break up large blocks of text, subheadings to highlight key points, and visuals such as images, charts, and graphs to illustrate complex information.
Images should be captioned appropriately. In technical language, we call it ALT Text. This helps search engines and physically challenged people to understand what the image is all about. It affects your on-page SEO score. Also, if images are copied from a different source, the source must be mentioned.
For example, a blog post on “How to Prevent Knee Pain” could be structured as follows:
How to Prevent Knee Pain?
Headings:
Subheadings:
Visuals:
Identify related topics and subtopics to create comprehensive content. This involves understanding the user’s intent and creating content that addresses their questions and concerns.
For example, if a user searches for “orthopedic surgery,” the content should provide information on the different types of orthopedic surgery, the benefits and risks of each procedure, and the recovery process.
Google loves your content if you establish a topical authority in a particular subject. For example if you are writing about knee pain then try to create all articles that support it. This will help you to establish yourself as authority in that subject.
For example if you are writing about ‘Knee pain’ then you can create articles that revolve around that topic.
Topical Map for Knee Pain Blog
Regularly update content to reflect changes in medical knowledge and best practices. This involves staying up-to-date with the latest research and developments in the field of medicine and updating content accordingly.
Keyword proximity refers to the strategic placement of related keywords close together to improve content relevance for search engines. This involves understanding the user’s intent and creating content that addresses their questions and concerns.
For example, if a user searches for “orthopedic surgeon near me,” the content should include keywords such as “orthopedic surgeon,” “near me,” and “knee replacement surgery” in close proximity to each other. This will help search engines understand the content’s relevance to the user’s query and improve its ranking.
Related Keywords for ‘Orthopedic Surgeons’
Keyword Variations
Related Keywords
Keyword clustering is a technique used to group related keywords together to improve content optimization and user experience. By clustering keywords, you can create content that is more relevant and engaging for your target audience.
What is Keyword Clustering?
Keyword clustering is a process of grouping related keywords together based on their meaning, context, and relevance. This involves identifying the relationships between keywords and creating clusters of related terms.
Benefits of Keyword Clustering
How to Conduct Keyword Clustering
Tools for Keyword Clustering
Best Practices for Keyword Clustering
By following these guidelines, you can effectively use keyword clustering to improve content optimization and user experience.
Keyword Clustering and Search Intent Analysis
Clusters
Generated Keywords with Search Intent and Clustering
Cluster | Keyword | Search Intent |
Causes of Knee Pain | causes of knee pain | Informational |
Exercises for Knee Pain | best exercises for knee pain | Informational |
Causes of Knee Pain | common reasons for knee pain | Informational |
General Information about Knee Pain | what is knee pain | Informational |
General Information about Knee Pain | understanding knee pain | Informational |
General Information about Knee Pain | knee pain overview | Informational |
Treatment for Knee Pain | knee pain relief solutions | Commercial |
Treatment for Knee Pain | treatments for knee pain | Informational |
Local Knee Pain Services | knee pain specialists near me | Local |
Exercises for Knee Pain | stretches for knee pain | Informational |
Medical Advice and Consultation | best knee pain doctors | Transactional |
Preventative Measures for Knee Pain | avoiding knee pain injuries | Informational |
General Information about Knee Pain | knee pain explained | Informational |
Causes of Knee Pain | why does my knee hurt | Informational |
Treatment for Knee Pain | knee pain medication options | Commercial |
Symptoms of Knee Pain | knee pain symptoms | Informational |
Exercises for Knee Pain | safe knee exercises | Informational |
General Information about Knee Pain | knee pain conditions | Informational |
Medical Advice and Consultation | knee pain consultation | Transactional |
Local Knee Pain Services | knee pain clinics nearby | Local |
General Information about Knee Pain | different types of knee pain | Informational |
Treatment for Knee Pain | knee pain and physical therapy | Informational |
Preventative Measures for Knee Pain | knee pain prevention tips | Informational |
Symptoms of Knee Pain | identifying knee pain | Informational |
Exercises for Knee Pain | knee strengthening exercises | Informational |
Causes of Knee Pain | knee pain from running | Informational |
Local Knee Pain Services | knee pain treatment centers | Local |
Medical Advice and Consultation | see a knee specialist | Transactional |
Preventative Measures for Knee Pain | how to prevent knee pain | Informational |
Treatment for Knee Pain | best treatment for knee pain | Commercial |
Summary
Site architecture and siloing are crucial for creating a user-friendly and search engine-friendly website. Siloing involves grouping related content into thematic sections, making it easier for users to find what they are looking for and for search engines to understand the structure of your website.
All right, after you are done with keyword clustering and adding content to your website, the next step is to interlink your articles. That way all of your articles will be interlined and it will be easy for Google to show your content to the user.
Here are some internal linking strategies that you should follow.
Internal linking is an important aspect of website optimization. It helps users navigate your website and find related content, and it also helps search engines understand the structure of your website.
Page depth refers to the number of clicks it takes for a user to reach a specific page on your website. Optimizing page depth involves ensuring that each page has a specific purpose and target audience.
By optimizing your website structure and navigation, you can create a user-friendly and search engine-friendly website that helps users find what they are looking for and improves your search engine rankings.
For instance when we create a website for an orthopedic surgeon, we target important services on the Home page. Then after we add a button that links to a particular service page. After the reader is satisfied with the service page, he is guided to a contact us page to book an appointment or request a call back.
Home page ===>Service page===> Contact Us |
However, if your brand is an established one and someone lands on your website. Suppose someone is looking for a knee replacement surgery, in that case we have a button which guides the user to book an appointment instead of a service page and in addition to that a button which directs the user to the service page to explore more about it.
Creative Ways to Add Two Buttons to a Home Page
Metadata optimization is a crucial step in the SEO process, as it helps search engines understand the content and relevance of your website. In this section, we will explore the importance of title tags, meta descriptions, header tags, image and video optimization, and how to craft compelling and keyword-rich metadata.
Title tags and meta descriptions are two of the most important metadata elements. A title tag is a short summary of the page’s content, while a meta description is a longer summary that provides more context. Both elements should be crafted to entice clicks and provide a clear understanding of the page’s content.
SEO Optimized Title Variations
SEO-Optimized Meta Descriptions
Header tags are used to structure content and highlight key points. They are also important for search engines, as they help to understand the hierarchy and organization of the content.
Image and video optimization are crucial for search engines, as they help them understand the content and relevance of a page.
By following these guidelines, you can craft compelling and keyword-rich metadata that entices clicks and provides a clear understanding of your website’s content.
In this section, we will explore the technical on-page SEO considerations that can help improve the search engine ranking and user experience of your website.
Page loading speed is an important factor in search engine ranking. Search engines like Google prioritize websites that load quickly and provide a good user experience. Here are some tips to optimize your page loading speed:
Mobile responsiveness is another important factor in search engine ranking. Search engines like Google prioritize websites that are mobile-friendly and responsive. Here are some tips to ensure your website is mobile-friendly and responsive:
Structured data and schema markup provide search engines with additional information about your website. This can help improve your website’s search engine ranking and provide a better user experience. Here are some tips for implementing schema markup:
Use schema markup to provide additional information about your website, such as your business hours, address, and contact information.
Schema markup is a type of structured data that helps search engines understand a web page’s content and context.
It is added to the page’s HTML code using a semantic vocabulary, a standardized set of tags that provide explicit clues about the page’s content and how users should see it.
Here is an example of how schema markup looks like:
<script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “Article”,
“headline”: “How to Make an SEO-Friendly Website Redesign”,
“author”: {
“@type”: “Person”,
“name”: “Zlata Verzhbitskaia”
},
“datePublished”: “2022-11-08”,
“image”: “https://cdn1.link-assistant.com/upload/news/posts/169/1667572689.png”
}
</script>
This code describes the main entities found on the page, such as the article’s title, author, publication date, and image. It is written in JSON-LD (JavaScript Object Notation for Linked Data) format, which is a popular way to add schema markup to web pages.
To add schema markup to your website, you can use a variety of tools and methods, including:
Here are some common schema markup types:
By adding schema markup to your website, you can improve the way search engines understand and display your content. This can lead to better search engine rankings, more informative search results, and a better user experience.
Use structured data to provide additional information about your website, such as reviews, ratings, and prices.
Structured data is a standardized format for providing explicit clues about a page and classifying its content. It helps search engines understand a webpage’s content and display it more appealingly and efficiently within the search results.
Structured data is typically added to a webpage using a semantic vocabulary, such as Schema.org. This vocabulary provides a standardized set of tags and properties for describing a webpage’s content. This vocabulary is used to create a hierarchical system of categories and properties for describing a webpage’s content.
Test your schema markup to ensure it is working correctly and providing the desired information to search engines.
By following these technical on-page SEO considerations, you can improve the search engine ranking and user experience of your website. Always test and optimize your website regularly to ensure it is providing the best possible experience for your users.
In the previous sections, we have discussed the importance of keywords in SEO and how to optimize for them. However, in recent years, search engines have evolved to prioritize user intent and context over just keywords. This shift has given rise to the concept of semantic SEO, which focuses on understanding the meaning and context of a query rather than just the keywords used.
Semantic SEO is about understanding the user’s intent behind a query and providing content that meets that intent. It involves considering the context in which a query is being searched, including the user’s location, device, and search history. By focusing on user intent and context, semantic SEO can help to improve the relevance and accuracy of search results.
To implement semantic SEO, you need to create topic outlines that ensure comprehensive coverage of a subject. This involves identifying the key topics and subtopics related to your content and creating a hierarchy of pages that cover each topic. By doing so, you can ensure that your content is comprehensive and meets the user’s intent.
Entity-based optimization is a key aspect of semantic SEO. Entities are specific objects, concepts, or individuals that are relevant to your content. In the context of medical SEO, entities might include diseases, treatments, medical professionals, and organizations. By identifying and optimizing for these entities, you can improve the relevance and accuracy of your search results.
Here are some tips for implementing entity-based optimization:
By implementing entity-based optimization, you can improve the relevance and accuracy of your search results and provide a better user experience for your target audience.
In the previous sections, we have discussed the importance of on-page SEO and how to optimize your website for search engines. However, the success of your SEO efforts is not just about implementing the right strategies, but also about tracking and measuring their effectiveness.
It is just like monitoring the health of your patient at regular intervals to look for any anomalies.
Key Performance Indicators (KPIs) are metrics that help you track the success of your SEO efforts. Some common KPIs for SEO include:
To track your KPIs, you need to analyze and interpret the data provided by tools like Google Analytics and Search Console. These tools provide insights into user behavior and website performance, helping you understand what’s working and what’s not.
Here are some tips for analyzing and interpreting data:
SEO is not a one-time task, but rather an ongoing process. To ensure the success of your SEO efforts, you need to continuously refine and improve your strategies.
Here are some tips for continuous refinement and improvement:
By tracking your success and continuously refining and improving your SEO efforts, you can ensure that your website remains competitive and effective in attracting and engaging with your target audience.
In this comprehensive guide, we have explored the key elements of on-page SEO and how healthcare practices can leverage them to improve their online visibility and attract more patients. Let’s recap the key on-page SEO elements and provide a clear roadmap for doctors to implement these strategies.
On-page SEO is not a one-time task, but rather an ongoing process. As search engine algorithms and user behavior evolve, it’s crucial to continuously monitor your website’s performance, identify areas for improvement, and refine your strategies accordingly.
By staying up-to-date with the latest best practices and adapting to changes in the digital landscape, you can ensure that your healthcare practice maintains a strong online presence and attracts more patients.
The frequency of content updates will depend on the nature of your healthcare practice and the pace of change in your industry. As a general rule, aim to update your content at least quarterly, or whenever there are significant changes in medical knowledge, best practices, or your service offerings.
The most important metrics to track are organic traffic, search engine rankings, and conversions. These key performance indicators will help you understand the effectiveness of your on-page SEO efforts and identify areas for improvement.
Stay informed by regularly reading industry publications, following SEO experts on social media, and attending relevant webinars and conferences. Additionally, keep an eye on updates from search engines like Google, as they often announce changes to their algorithms and guidelines.
Collaborate with your medical professionals to ensure the accuracy and currency of your website’s content. Regularly review and update information to reflect the latest medical knowledge and best practices.
By following this roadmap and continuously optimizing your on-page SEO strategies, you can position your healthcare practice for long-term success in the digital landscape.
Step 1: Research the Right Keywords
Step 2: Add Keywords to Important Parts of Your Website
Step 3: Create Clear, Informative Content
Step 4: Optimize Your Page Titles and Descriptions
Step 5: Organize Your Website for Easy Navigation
Step 6: Add Alt Text to Your Images
Step 7: Make Your Website Mobile-Friendly
Step 8: Improve Page Load Speed
Step 9: Use Clear Calls-to-Action (CTAs)
Step 10: Regularly Update Your Content
Step 11: Add Your Business Information with Structured Data
Step 12: Track Your Success
Summary
Follow these steps to ensure your website is optimized to attract more patients:
