In today’s digital landscape, your healthcare business should also be prepared to reach audiences through Search Engines and Social Media. And with content now being too saturated as millions, or even billions of people are using the Internet to promote their own content, being visible is just as important as being consistent.
So how do you become visible on the Internet? You make this possible through Search Engine Optimization, or more popularly known as SEO.
SEO as the Foundation of Any Website Content
Search Engine Optimization is a tactic used to put your website or content on the first page of a search engine’s search results. But why is it important for you to have your website on the first page of search results?
According to a study conducted by SmartInsights, being on the first page of Google’s search results actually gives websites a 36.4% clickthrough rate.
Also, another study conducted by Chitika found that being on the top spot of Google’s search results attracts 33% search traffic to a website, making pay-per-clicks and position zero a desirable goal for any business.
So What Does This Have to Do with Your Healthcare Website?
Your healthcare website may have an enticing message, an appealing mission and vision, and services that could help lots of people who may need your care. But how will you be able to help them if they can’t even find you online?
This is where SEO can be of help.
Nowadays, having a website brochure isn’t enough. Your website should be appealing and engaging enough to convert your audience. And with that, you have to be visible to your target audience first.
So how do you do that?
SEO and What You’re Missing
The goal of applying SEO tactics in your digital marketing content is to have your audience believe in your brand and entice them to interact with your content. Ultimately, this will encourage them to avail of your services. In case you’ve gotten the basics of SEO but still didn’t get the traffic you were expecting, what do you think went wrong?
Here, we point out the things you’ve probably missed in your healthcare website, and the reason why it’s not gaining enough traffic:
- Your Content Isn’t Giving Much of an Impression
- Your Content Isn’t Relevant to Your Target Audience
- There Are Huge Chunks of Text in Your Website
- There’s No Relevant Media in Your Content
- You’re Not Using Relevant Keywords in Your Content or Blog Posts
- Your Website Is Not Earning Backlinks from Other Sites
- You’re Not Analyzing Your Content and Your Competition’s Content
- The Content Is Not Consistently Updated to Match Google’s Algorithm and Your Target Audience’s Needs
In this article, we will be going through each one and hopefully, this will help you in transforming your mere brochure website into a converting website.
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Your Content Isn’t Giving Much of an Impression for People to Click on It
In marketing, first impressions matter. The first thing we see is what entices us or repels us from further exploring certain content. Hence, if your content title or introduction does not give much of an impression or does not immediately state the goal or reason for your content, you can expect a bounce rate. At the same time, if you have a title that’s not SEO-friendly, then your content won’t be visible enough for your target audience to even see it. In conclusion, you need to have the right mix of compelling and SEO-friendly in your title and a captivating introduction to get people to stay on your page.
Easy, right? Not really.
For any healthcare website, what you must present to your audience from the get-go is your authority and your expertise on the subject matter. Nowadays, Internet users can easily determine which type of content is written by a professional who has done their research or by someone who just needs to provide content out there.
One way to capture their attention on the first click is by providing relevant references and studies to support your claim or challenge a belief. This allows you to better explain the negating concept at the end.
Another way is to go through the first three websites that rank high on Google. Then, do your research on why these articles are the most relevant to searches. Here’s what you should take note of when doing your research on these top articles:
- How do they introduce a topic to their readers to make their content more compelling?
- What kind of approach did they use to get their readers to click on their website?
- What types of headlines have the most clicks?
Then, you can experiment on what you’ve learned and add them into your writing.
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Your Content Isn’t Relevant to Your Target Audience
With any Internet user, you only go through content that’s important to you. For example, if you have a home care agency, you check the content or topics that are relevant to your nature of business. Of course, the individual services and the topic on home care itself matters, but when it becomes too generic, you won’t get any clicks. For SEO-friendly content, we advise you to make your content targeted to a specific niche.
Example:
“Is Home Care Right for You?”
With this title alone, you’re not sure whom you’re referring this content to. Along with your SEO-friendly content comes a clear message as to who the reader should be. There are different people you can be talking to when it comes to the content of your healthcare website. Your article may be directed towards seniors, people with disabilities, or the family members of the seniors and people with disabilities.
With this alone, however, you’re probably talking to the ones who need the service themselves. But it’s better if you choose only one person to talk to. Why? That’s because these two types of audiences have different needs and different experiences.
Example:
“5 Astounding Ways Home Care Has Benefitted Seniors Who Choose to Age in Place”
The one shown above is more specific and gives you the point the writer wants to make through the content. The target audience is not vague, but it specifically targets seniors who want to age in place. With that alone, a potential reader can identify that this post is relevant to them and their situation at that moment.
Of course, since you’re running a healthcare website, if you’re providing a claim or you’re suggesting a meal plan or an exercise, then you have to make sure it’s backed up by relevant studies. Otherwise, you’ll have readers who will question your content’s credibility, or worse, you’ll be accountable for spreading misinformation.
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If Your Content Involves Text, You’re Using a Huge Chunk of It
What most healthcare websites fail to implement is using a huge chunk of words on their website. This makes the content too straining for the eyes. Even if you use SEO keywords into your content, having too much text in one paragraph can make your reader switch to a different source, which could affect your SEO overall.
Know that when the bounce rate of your website is too high, it could be far in the search results pages.
With that, we give you advice on how you can make your content readable and easy to digest for your readers.
There are many ways you can slice the huge chunk of text in your website to make it more appealing and easier on the eyes. You can chop your paragraphs with sub-headings that relate to your topic.
Another way would be to add media in your content, like images that relate to your topic or even videos that give a simplified explanation.
It also helps that you give your readers enough space to read the words in your paragraphs. So make sure that the leading of your text is enough to give your reader’s eyes to breathe.
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You’re Not Using Relevant Media in Your Content
As mentioned before, you can use images and videos to chop down huge chunks of text in your content. Not only that, but having media in your content also boosts your SEO. According to Cisco in their annual forecast of Internet trends, 82% of all consumer traffic will be video and that there is significant growth in traffic for live streams by 2021. Hence, using videos in your healthcare website or even healthcare blogs could potentially bring you leads.
Of course, it shouldn’t stop there. When we mean relevant media, you also need to put in the effort of making it presentable to your audience. If not, you’re only going to have them visit your website for a short period of time before they leave and search for high-quality videos or content they can consume and understand. This will, in turn, increase your bounce rate, making a significant impact on your search engine rankings.
Make sure that your video is interesting and visually appealing enough to keep their attention. It shouldn’t drag on without supporting your end goal or else, it will put your effort into making it visually appealing to waste.
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You’re Not Using Relevant Keywords in Your Website Content or Blog Posts
Keywords are essentially words you target on search results. These are what people commonly type in search engines to find the information they are looking for. Nowadays, Google not only looks for content that has comprehensive information, but it searches the web for content that has the specific keyword the reader used.
According to Moz, keywords are essential to a website’s content as it is the linchpin between what people are searching for and the content you have that would meet their needs. Ultimately, the keywords you choose will decide the kind of traffic you will get.
Using singular keywords may be your ultimate goal as they have high search volumes. But in terms of competition in getting the top-most spot on search engines, it’s the toughest. Not only that, using singular keywords can be vague, which would defeat the purpose of you targeting to a specific niche. This is where long-tail keywords come in.
Long-tail keywords have a more specific approach to keyword searches, like “home healthcare in Washington” or “senior care in North Carolina.” Also, by using long-tail keywords for your content, you get high volume searches but with less competition.
So how do you do keyword research for your content? You can search for many keyword research tools online for your consumption. Google even has GoogleAds for you to use.
Our Tip for Researching Relevant Keywords
- Make sure that you don’t overuse the keywords on your content. Google’s algorithm has now been updated to find content that provides real value to real people.
- You should make use of unique keywords on each page of your website where humans and bots normally look. This is to reassure them that your content is what they are looking for. This includes the title tag of your content and its body.
- Also, don’t forget to add in your primary keyword in your URL, H1 tag on each page, meta descriptions, and the alt attributes of images on the page.
But if you want to focus on your healthcare organization’s operations rather than focus on your marketing, you can get experts to optimize your healthcare website for you.
SEO experts can handle the update in your content, as well as the relevant keywords that need to be placed on your website to make it visible to your target audience.
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You’re Not Earning Backlinks from Other Sites
Backlinks are links that are done when one website links to another. These are also known as “inbound links” or “incoming links.”
Your healthcare website needs backlinks to show its relevance from one site to another. When one website backlinks to your content, it signals search engines that your website is, in fact, a reliable source of information. However, if a lot of websites reference the same link through backlinks, search engines can label the content as something that’s worth looking into. Thus, it boosts the content’s ranking in search engines.
For your healthcare website, getting backlinks from trustworthy and high-authority websites can help with SEO. But then, backlinks can be time-consuming to learn. And if you’re a new site, expanding your footprint may be difficult. With that, you can ask help from SEO experts who can do the link building for you.
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You’re Not Analyzing Your Content and Your Competition’s Content
When you’ve already produced numerous content for your target audience, of course, you have to make sure that it performs well on search engines. You can do this by using tools that will help monitor your traffic. That way, you’ll know which content gets the most visits and which doesn’t. When you’ve determined which content from your healthcare website is getting the most visits from users, then you can take that content and analyze how it’s getting more traffic.
When you’ve identified the key elements that make your most popular content appealing, you can incorporate these tactics into your low-performing ones.
Of course, you can also go through competitor websites to see what makes their content get more traffic. You can do this by typing in the high-volume traffic keyword you’ve decided to use and analyze the highest-ranking website.
Example:
This portion of the search engine is the local SEO, which shows highly rated and credible businesses identified by Google. Other than Ads, the top 3 websites here are getting the most organic traffic. Usually, this entails that the company has signed up for a Google My Business page to ensure that they are visible to those who want to search for their company’s location on the map. But these sites are also ranking high on this part of the search engine because they have gained organic traffic to their site. You can visit these websites and analyze how they’ve structured their website and how their content is appealing to both their target audience and Google’s algorithm.
On the other hand, this portion is also getting the most organic searches. Although most of these are listings, you can go through the websites here that are not and analyze their content. This will give you an idea of improving your website’s future content or how you can update the old ones to fit the needs of your target audience. Also, it must match the search engine’s algorithm.
And this takes us to our last tip.
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You’re Not Consistently Updating Your Content to Match the Search Engines’ Algorithm
Of course, this would specifically apply to Google as it is the most used search engine in the world. Google has constantly updated its search engine to the needs of users, ensuring that they only get relevant content. Before, Google only made a handful of changes to its search engine. But now, it’s been making thousands of changes each year. They’ve made significant changes and little ones that have gone unnoticed to SEO experts.
That’s why you must keep track of the latest trends in SEO. This ensures that you won’t fall behind on the Search Engine Results Page.
Google’s search algorithms can be complex. With numerous updates that keep coming in, it can be hard for you to keep up. Constantly updating your healthcare website to fit the standards of Google’s search engine can be a taxing process; however, you can always enlist the help of SEO professionals to do it for you.
In Conclusion
Search Engine Optimization plays a big role in ensuring your healthcare website is visible to your target audience. SEO is the foundation of your digital marketing strategy as it opens doors for many people to discover your company.
Not only is making use of SEO cheaper than most marketing tactics nowadays. It’s also the most effective way to gain conversions. However, making use of SEO can be tricky since the competition is high. Moreover, Google’s search engine is complex in terms of determining how they rank websites.
That’s why thorough research on SEO trends, keyword research, creating relevant content, and providing appealing content is essential in making sure that your healthcare company is visible to your specific target audience.
How Proweaver Can Help You Boost the Traffic on Your Healthcare Website
Are you having trouble gaining organic traffic for your website? Proweaver has helped numerous healthcare companies gain traffic through our Digital Marketing Services. We provide SEO analysis, blog content, and social media management to ensure you’re able to reach your target audience.
Our SEO specialists are skilled in researching relevant keywords that will help rank your website! They can also determine what strategies should be done so that your content is relevant to your audience. We also have experienced Content Writers who can update your website’s blogs regularly. They can provide research-based articles to your site.
If your healthcare company still does not have a website yet, feel free to enlist our help. Not only do we have SEO experts and Content Writers on our team, but we have skilled Designers and Website Developers who can make sure you have a converting website as well.
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This could be you, too. Let Proweaver handle your custom web design and online marketing needs! Partner with our team on the journey of leading your business to success.
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