6. Improve the UX
The ‘user experience’ (UX) your website offers will impact how users behave when they land on your site, and it can make the difference between acquiring new patients and alienating your target audience.
When executing your SEO strategy, ensure you conduct a UX audit and determine how improvements can be made to enhance the user experience. This may mean refreshing your brand design, simplifying site navigation or simply making the typography on your website more readable.
Users are more likely to remain on your site, engage with your content, and make direct content with your practice when your website offers a good UX. In turn, it will impact both conversions and rankings.
7. Optimize Meta Titles and Descriptions
Meta titles and descriptions are shown on search engine results pages, and they are an important way of enticing users to click on the links to your web pages. When you’re crafting them, be sure to use persuasive and motivating language that compels your target audience to act – but be sure to incorporate your target keywords too.
By using your target keyword in a web page’s meta title and description, you can boost the page’s rankings and ensure that your web pages are shown on SERPs when users search for related terms.
8. Use Images and Videos (and add alt text)
Integrating a wide range of content into your site can enhance its design and improve the UX, but it also keeps search engines satisfied. What’s more – visual content is often more popular than text, so users may engage more frequently and more meaningfully with images and videos.
An introduction video gives users an opportunity to ‘meet’ a physician, for example, while a detailed infographic can provide them with important information regarding healthcare procedures and services.
Whatever types of images or videos you use, make sure they are fully optimized for target keywords. By including your keywords into image titles and alt text, you can tell search engines what the content and the web page is about and, therefore, increase your rankings accordingly.
9. Enhance the Technical Performance of Your Site
Technical SEO is a branch of search engine optimization that should never be ignored. After all, Google wants to direct users to websites that will deliver an optimal UX and enhancing the technical performance of your site will enable you to do just that.
Although technical SEO is far-reaching, there are some initial tasks you can undertake to improve the technical aspects of your medical practice SEO strategy, such as:
- Optimize Website Speed: Minimize loading times for better user experience.
- Mobile-Friendly Design: Ensure your site is responsive and looks good on mobile devices.
- XML Sitemap: Create and submit an XML sitemap to help search engines crawl and index your pages.
- Robots.txt: Use this file to control which pages should not be crawled by search engines.
- Canonical Tags: Implement canonical tags to avoid duplicate content issues.
- HTTPS: Secure your website with an SSL certificate to improve security and rankings.
- Structured Data Markup: Use schema markup to help search engines understand your content better.
- Internal Linking: Link relevant pages within your site to improve crawlability and user engagement.