Date: October 17, 2017
SEO, or to use the correct term, search engine optimisation, is a process of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine such as Google.
There are two main factors of SEO in regards to your website; on-site and off-site.
Ok, so first question; what is the difference between off-site SEO and on-site SEO?
On-site SEO is web optimisation done directly to your website by yourself. Off-site SEO is web optimisation done outside of your website. These factors are off-site in that they are not directly controlled by the coding on your page.
Today, we will just be focusing on on-site SEO.
One of the most important aspects of any website is the content. Content on your website can’t just be okay, it has to be great. The better content you have, the more likely search engines will rank you higher as it will deem you as a useful resource. The higher your website will rank, the more traffic will be driven to your website and the more patients will contact you for an appointment. So, what classes as “great” content? Carry on reading and you will find out…
When you are writing your content you need to make sure it is all original which means no duplicated text. Duplicated text refers to text that exists elsewhere online. Any content used on your website must be unique. This is because search engines such as Google will rank websites with unique content higher, and penalise websites using duplicate content.
Content posted frequently
A fresh flow of content is a guaranteed way to achieve a high ranking in search engines. It is crucial not only for SEO purposes but for the purpose of audiences that you have a publishing strategy and stick to it.
Content that is well researched
You need to ensure that any content posted on your website is well thought out and thoroughly researched. A patient is a lot more likely to contact you for an appointment if the content you post is detailed and informative; it adds a sense a reliability to your brand.
Now my next tip is something that has only become relevant in the past few years. One of the main things that search engines now take into account is whether your website is responsive. A responsive site is one that displays based on the screen size of the device.
With the development of technology more and more people are using mobile devices such as phones, laptops and tablets to browse the web and search for websites.
Responsive websites have become the norm rather than the exception.
If your site is responsive and adapts to the screen size which it is being viewed on, you don’t need another version of your site which is built for mobile devices. With just one website and just one URL, you automatically strengthen your SEO. Even Google states that a responsive design is the recommended mobile configuration.
It is crucial you ensure your website is responsive to ensure it ranks highly in search engines and stays ahead of its competitors.
“A picture paints a thousand words”. Truer words have never been spoken in regards to having images on your website.
Images instantly make websites more interesting and attractive. However, be cautious of the file size of images – you should look out for small size images only. Addition of big size images will slow down your website speed and will ultimately lower down your website. Google has started considering website speed as one of its rankings factor on in its organic search.
As important as images are on websites, you need to make sure the majority of photos you use aren’t stock photos. I recommend including as many unique photos as possible such as that of the interior and exterior of your clinic, pictures of you/your staff, pictures of you treating patients etc. This will make your website feel more unique and less generic. Website visitors like to see who and where they will be treated, and in turn this improves your conversion rate.
To conclude, SEO plays a huge factor in your website. On site SEO especially has a big impact on where your website will rank in search engines. You need to ensure you have the best content, content that is informative, well researched and original (no duplication), ensure you have a responsive website that adapts well to all screen sizes and include lots of engaging images.
The more time you spend on optimising your website to ensure it performs will in search engines, the higher you will rank. It means more patient referrals for you, and ultimately more business for your practice.
Looking for help with your online presence? Get in touch!
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