Why and how Google finds content is often a mystery to many medical professionals. Like the field you specialize in, that mystery can be resolved by making yourself a student of how search engine spiders work. Understanding Google and SEO for your medical web strategy is the first step toward succeeding at Inbound Internet Marketing.
Dedicate yourself to What Works Best
There are two ways you can seek to build traffic to your blog and web site. Pay per Click will generate quick traffic but it also is expensive and tends to have a diminishing return in investment.
SEO practices that produce organic searches are far and away the best use of resources. Organic results are collected by search engines’ web crawlers and ranked according to search term relevance. Relevance is calculated by benchmarks such as keyword matches and number of links into that website. Ranking in the organic search results is best because it doesn’t cost and people click on organic results 75% of the time as opposed to only 25% on paid results.
Learn How Google Works
Google ranks websites and blogs in search engine results pages according to relevance to the search terms. That relevance is determined by looking at both on-page factors such as the content on your site and off-page factors in the form of inbound links to your website. Those off-page factors are the principal influencers in your website’s ranking in search engine results.
An Outline of How to Gain Google’s Attention
- Search Volume – Given two different keyword or phrases, optimize for the one with the larger number of searches.
- Relevance – Choose keywords that your target market is using to describe and search for your products and services.
- Difficulty or Competition – Consider your chances for ranking on the first page of Google for that keyword phrase. Look at the sites ranked in those first 10 slots, their authority and relevance to search terms, and gage if you will be able to overtake them to secure a spot on that first page.
Focus on On-Page SEO
- Place keywords in the page title, URL, headings, and page text.
- Optimize your page description for maximum click-through-rate when your site ranks in Google searches.
- Place keywords in other “invisible” places on your site, including meta-keyword tags and alt-text on images.
Remember Off-Page SEO
- Build more inbound links from other sites into yours. Each link serves as a recommendation or a reference to tell the search engines that your site is a quality site.
- Build more links within context, i.e. those with valuable keywords in the link anchor text (the text that is hyperlinked to your site). Link anchor text provides context for the search engines to understand what your site is about.
- Build more links from trusted websites. Just as references from well-respected friends and experts offer more value, so do links from trusted and well-respected websites.
- Link-building tips: Submit your website to directories like the Yahoo! Directory and Business.com; communicate with others in your industry through blogs and other social media; create compelling tools (such as an interesting calculator) and content (via a blog).
Measure & Analyze
- Track number of inbound links, keyword rank over time and compared to competition.
- Measure real business results: number of visitors, leads, and customers from SEO.