Healthcare is one of the pillars of any modern economy. And since people are becoming increasingly health conscious, there are plenty of opportunities for healthcare professionals to capitalize on. If you already run a business in this sector, you’ll want to make use of every tool and resource available to boost your success and make a difference. That includes having a strong online presence, which means more than just having a website or a social media profile. In this article, we take a look at why SEO is essential for every business involved in the healthcare industry.
SEO refers to a set of online marketing techniques that can give your healthcare business more online exposure and generate higher ROI. At their most basic, SEO techniques are geared towards improving your ranking on search engines, making your site more discoverable, and increasing both the quantity and the quality of the traffic and leads you get.
Although SEO is primarily about implementing the right content marketing strategies, there’s a technical side to it too. A well-rounded SEO strategy requires attention to things like page load speed, the use of HTML tags, mobile friendliness, and the addition of sitemaps and structured data, to mention just a few.
Digital technology has transformed people’s online behaviour. An increasing number of people now turn to the Internet first when they need to get answer to health-related questions, or when they need to find a new healthcare provider. So, it’s obvious that working on SEO can position your business at the top and make it easy to discover, eventually generating quality leads. Remember that simply having a website doesn’t mean people will automatically find it – you need to work on it, and SEO is an effective tool.
Because of its very nature, online marketing gives you exposure to a global audience. But you shouldn’t overlook the importance of local searches. These are online searches done by potential patients in your community, which are the most likely to be interested in an ongoing patient-healthcare provider relationship. And in the current situation, where many people have seen their mobility limited, proximity is a key factor in local SEO.
Content marketing is one of the most important SEO techniques. Delivering well-crafted and relevant content on a regular basis can help shape your business presence like that of an industry leader. This is an ongoing effort that can help you develop an authoritative voice that puts you ahead of the competition.
Creating content for SEO purposes can inform, educate, and empower existing and prospective clients. This is especially important in the field of health and well-being, which is often surrounded by contradictory opinions. Using SEO to develop an authoritative voice means that clients will be more likely to trust your business and what it has to offer. Moreover, search engines take into account the trust factor when it comes to ranking, so there’s a direct relationship between this and overall visibility.
SEO isn’t carried out once and then forgotten. This set of tools and techniques are meant to be used as an integral part of your business strategy since they allow you to assess their effectiveness so you can make the necessary changes to stay ahead of the curve. Data insights and analytics are fundamental to SEO, and today there are many tools that allow healthcare experts to monitor their SEO performance. Some of these tools are even free to use, as is the case of Google Analytics. Once you know what is working and what is not, you can adapt your strategy and become nimble, which is a huge competitive advantage.
To sum up, SEO isn’t a buzz word. Search engine optimization has been around for long enough to prove the benefits it can deliver. In today’s environment, no healthcare business can afford to miss out on these benefits, so having a solid SEO strategy should be a top priority.
This article was written by Conor O’Flynn of O’Flynn Medical. Conor has utilized SEO to build his online presence and become one of the leading healthcare suppliers in Ireland and the U.K.