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Searchability and Visibility of Medical Information
Nowadays, it is easy to obtain information. We just open our phones or our laptop, go to Google, and start searching. From peer-reviewed academic journals to the latest fashion trends to recommendations of the best restaurants in the city, the Internet provides instant information at the tap of a button. This is the reason why it shouldn’t come as a surprise that people today are also searching for health topics online.
Although there’s been a long debate over the accuracy of the health information found online, many U.S. Internet users still search the Web for answers to their health-related questions. According to a study released by the Pew Internet & American Life Project, 80 percent of Internet users, or roughly 93 million Americans, have searched for a health-related topic online. And as a medical professional, you can take advantage of this.
In our previous blog, we’ve emphasized how important it is to have a website. Why is having a website so important? It’s a way for existing and potential patients to learn more about your practice. But in addition to having a website, you also need to have an SEO strategy in place to ensure that your site can easily be found by patients. And one important component that you should take into consideration in your SEO strategy is your keyword selection. Throughout this blog, we’ll explain why you should be mindful of your SEO keywords and how to choose them. But before we jump into that, let’s first discuss the importance of keyword research and how it helps with your searchability and visibility online.
Medical Keyword Research and Why it is Important?
One of the reasons why a website gets tons of organic searches is because of the keywords used. And to determine which ones to use, you need to do keyword research and analysis. Essentially, it’s an SEO practice that uses tools to determine which search words or phrases potential patients are entering in search engines to find the health conditions and the corresponding treatment that you provide. Keyword research is vital to the success of your SEO strategy since it helps you to understand what kind of information potential patients ultimately want. By using effective keyword research tools, you can identify, evaluate, and select the relevant phrases that you should incorporate in your web pages.
Today, it is true that you can’t rank high in search results by just stuffing your page with keywords. In fact, this is a bad practice and Google may also penalize your website. However, if you properly use the right keywords, you can attain that high ranking that you desire, especially in your local area.
How to Choose the Right Keywords for Your Medical Practice?
Keywords are a critical component of any SEO strategy, and having the right keywords is essential to the success of any website. So, how do you choose your medical keywords? Here’s how:
Determine which services are always searched.
Your patients should always be your top priority and their needs should always be met. So think about the illnesses that you cure and the treatments you provide. From the list you come up with, choose the keywords that are the most applicable to your practice and that will help you create a good SEO strategy. As much as possible, be straight to the point in choosing your keywords. Think about it this way:
- We offer______service.
- I perform______.
- I treat________.
The more specific your keywords are, the more likely it is that you will be found by your targeted audience. Your website will be displayed to people who are searching for those keywords or related keywords, making your medical website more visible online.
Identify which services are most profitable.
As a healthcare provider, your main goal is to treat people and provide them with the best quality of care. But let’s be honest, your medical practice is also a business. And so, you also need to be profitable to stay open. Therefore, it would make sense if your medical practice focused more on the services that are in high demand in your area. So, for example, suppose you are a pediatrician. You mostly make a profit on vaccinations. It would be advantageous and beneficial if you choose keywords that are related to immunizations since this is one of the areas that you are most profitable. This makes it easier for your potential patients who are seeking those services to come across your practice and schedule an appointment.
Decide which services you want your medical practice to be known for.
As a physician, you likely offer a variety of services. But there are some that make your practice stand out more than others. So ask yourself, what are you trying to achieve for your medical practice? Before choosing your keywords, make sure that it’s in line with what you want to be known for. Suppose that you run an asthma and allergy clinic and you want to be popular and known for your immunotherapy services. Choose a set of keywords that will direct your potential patients and Internet users to those services.
Make sure that your keywords are patient-friendly.
After spending years of studying the medical field, you’re likely very familiar with different clinical terms. But here’s the thing – most patients don’t speak doctor lingo. And this is one of the most important things you need to consider when selecting your keywords. You also have to remember and understand that the more complex words you use, the less traffic you’ll get. Of course, there are some patients who are more knowledgeable than others and may know high-level medical terms. However, the vast majority of people won’t. And, in the end, your keyword selection will depend on who your target market is.
Ways to Help You Choose the Right Keywords for Your Practice
If you want to start incorporating medical keywords into your website content, you may want to think about using one of these following tools:
Google Keyword Planner
Google Keyword Planner is a FREE tool that is ideal for finding keyword ideas. It can also be used to get the monthly traffic data of keywords and see how a list of keywords might perform when added in your web pages.
You will need a Google Ads account to use this tool.
Ubersuggest is a free tool that can find hundreds of new long tail keywords in a few minutes. It also allows you to get insight into the strategies that are working for your competitors so you can have the opportunity to adopt them, improve them, and eventually gain a competitive advantage.
Google Autocomplete and Autosuggest
Google Autocomplete is a search feature that can be a powerful marketing tool for healthcare practices. It is a feature that is designed to make faster and complete searches when you begin to type in the search box. SEO professionals and other digital marketers have used this tool for years in a variety of ways.
Google Related Searches
Google’s related searches are the related search suggestions you see at the bottom of the page in your search results. It is influenced by sequentially searching terms one after the other. This is what tells Google they are related.
Choosing the right keywords will improve your searchability and visibility online. This is why you need to pay attention to the medical keywords you’re going to incorporate in your SEO strategy. However, if you don’t have the time to focus on the selection of keywords for your website, then maybe you need to consider working with a marketing agency that has a team of SEO experts who are equipped with the latest techniques to ensure your site is optimized to receive the search ranking it deserves. This is where Website4MD comes in – we are a full-service web development agency working exclusively in the healthcare industry. Give us a call and we’ll make sure that your website can easily be found online.