The quest to be found in Google search results inevitably leads to finding out about search engine optimization (SEO). Many medical practice managers want to better understand SEO before investing in it. In this blog, you will learn all about on-page SEO and how it is designed to propel your Google search visibility.
What Is On-Site SEO?
Did you know that the contents of your website directly impact your chances of being found in Google search results? On-page SEO (also known as on-site SEO) focuses on optimizing various elements within a webpage to make it more appealing to search engines and users. The ranking decisions of Google algorithms are shaped by rigorous quality standards centered around user experience.
On-page SEO evaluates what is contained in your website, versus off-page SEO which looks at external factors like backlinks and social media presence. It looks for what can be improved on your website as far as content and structure to make it more straightforward, relevant, and useful to both search engines and users.
Why is On-Page SEO Important in Healthcare Digital Marketing?
On-page SEO efforts in healthcare digital marketing help medical practices be found in local Google searches, attract potential patients, establish credibility, meet patient expectations, and gain a competitive edge in the industry. As you move forward with SEO, on-page optimization will be a core component of this digital reach strategy.
7 Fundamental Strategies for On-Page SEO Success
1.) Write Unique, Helpful Content
User-centric, high-quality content creation is an essential part of on-page SEO. By producing valuable content that addresses the needs and concerns of potential patients, medical practices can establish themselves as authoritative sources in their field. This user-focused approach is not only recommended by Google and other search engines but also improves the overall user experience and engagement on the website.
2.) Strategic Keyword Placement
Smart keyword research maximizes the value gained from SEO efforts. It tells you which search terms to focus on that will be most relevant to the patients you hope to reach. Optimizing on-page elements such as title tags, meta tags, URLs, and image alt tags to align with the search intent of patients increases the chances of attracting organic traffic to the website.
Adopting these on-page best practices maximizes SEO gains. While including these keywords in content pieces such as your webpages and blogs is a given, you can go even further with your keyword strategy by including them in the following elements:
- Meta descriptions: Creating compelling meta descriptions that encourage users to click on your link in search results is essential in improving click-through rates.
- Headings and subheadings: Properly structured data with headings and subheadings not only improves readability but also helps search engines understand the hierarchy of information on a page.
- URLs: URLs should be optimized to be descriptive by containing relevant words related to the content rather than cryptic characters.
- Internal linking: Strategically adding internal links to other pages within your website improves user navigation and can positively impact SEO.
- Images: When including images in your content, you can embed descriptive alt text for accessibility. Tip: Keep image file sizes smaller to make the images load faster.
The more natural the inclusion of keywords, the better. If Google detects “keyword stuffing,” this can hamper your SEO progress. Keyword stuffing is when keywords are repeated too often in content, or without any context.
4 More Advanced Tactics for On-Page SEO Optimization
1.) Optimizing for Page Speed
Page load speed is a known ranking factor. Website speed can help you rank higher in search engine results pages (SERP). By reducing file size and minimizing HTTP requests, you can optimize your website’s loading time.
2.) Targeting Featured Snippets
Featured snippets are the “call out” answers that appear at the top of some search results. Optimizing your content to target featured snippets can significantly boost click-through rates. The content featured is usually in a question-answer format, and by concisely responding to the query, you boost your chances of appearing in the featured snippets.
3.) Schema Markup
Implementing schema markup on your website, such as your hours of operation, ratings, and reviews, can help search engines better understand the context and structure of your content, which enhances your visibility. Google will recognize your website as a medical practice and present this to Google users accordingly.
4.) Utilizing SEO Tools
SEO tools such as Google Analytics, Search Console, SEMrush, and Ahrefs can help you monitor your website’s performance, keep track of your keyword rankings, and analyze your site’s traffic. Such tracking reveals areas for improvement for your website’s on-page SEO performance.
Summary: On-Page SEO for Medical Websites
By adopting on-page SEO best practices, you can maximize the results of your digital marketing investment. This strategy pays special attention to the quality of the website itself so that Google will be more likely to feature it in top search rankings. On-page factors that affect your inclusion in top search results are:
- Made for the user experience: The website should load quickly, be easy to navigate, and provide engaging content for users.
- Relevance: Are the contents of your website valuable to those conducting the searches?
- Local relevance: Can Google easily determine what geographical area you serve?
- Keyword inclusion: Planting keywords anywhere you can, including webpages, articles, image descriptions, meta tags, meta titles, meta descriptions, and URLs sends a strong signal to Google and its users that your website contains what will satisfy the search query.
- Logical linking: By linking related parts of your website together, you can better communicate to Google who your website is most relevant to.
Remember that SEO is a continuous process that should be analyzed regularly to keep up with the latest trends and algorithm updates. When implemented correctly, these on-page SEO strategies can increase your organic search traffic, attracting more potential patients to your medical website.
Maximizing On-Page SEO for a Competitive Edge
Utilizing on-page SEO best practices can establish a commanding online presence, effectively captivating your target audience. With our extensive experience in collaborating with medical practices across various specialties, iHealthSpot’s consultants excel in their ability to create content and digital marketing strategies that drive results. Reach out to learn more about how we can help you boost patient appointments—and your bottom line—through an investment in SEO.
