In today’s instalment of the Practice Growth Agency blog, we’re going to be taking a closer look at SEO, more specifically Keywords- and how integral they are to ensuring your website gets traffic and your practice gets results. We’ve already written a blog detailing exactly what SEO is, so if you have the time we highly recommend checking it out! If you’re pressed for time, however, SEO stands for Search Engine Optimisation, and it’s basically the process of getting your website to the top of Google when someone searches for the product or service you provide.
Keywords are an essential part of SEO, as the words you use on your website to describe your practice are picked up by Google bots, which go on to collate and index every page on the internet to determine which content is relevant to a particular search enquiry- and this ranking of relevance is what you see every time you Google something. Research has shown that 95% of people only look at the first page of search results, and half of the clicks on that page go to the first three results! This means that if you aren’t putting the right words into your website, your practice will seriously suffer.
So, what’s the best way to get your keywords just right? Glad you asked, because we’re going to give you a few tips to get you on your way to the top of the Google search results!
Research: the first step to keyword success is to see what people are Googling when they are looking for practices similar to yours. Brainstorm a few terms that you think your patients might be searching for, then whack them into Google and scroll to the bottom to see ‘related terms,’ or what else people searching that term also looked for. If you want to find out what keywords people are already using to find your site, use Google Analytics to see exactly how your keywords are attracting patients.
Placement: exactly where you put your keywords determines how fruitful they’ll be- we recommend starting with your page title- not just your home page, mind, but every page of your site. Use your target SEO keywords or phrase at the start of the title, so Google sees it as more relevant and so the important bits don’t get cut off when being viewed on a mobile. Next important is the meta description, or the bit of text you see underneath the title – this is the clincher, because if potential customers are drawn in by your title but put off by the description, chances are they aren’t going to follow through and click on your site. Make your description relevant and short, and try to use a variety of keywords so you aren’t seen as a one-trick pony by customers or Google bots.
Content: the use of keywords in your actual online content is one of the top SEO ranking factors, so you need to get this right. A common pitfall for practices is to cram their content full of keywords, mentioning the same couple of words over and over- this will actually harm your SEO, as Google doesn’t like spam, and it can actually be quite irritating to read as a potential patient. The best way to use keywords in your website content is to mention your main keyword in the first couple of sentences, or in the first paragraph, then use variations on that keyword throughout the rest of the content. Easy!
Hopefully you’re all a bit more clued in on how to use keywords to boost SEO, but if you want some expert help on web design, SEO or any aspect of digital marketing, we’ve got you covered at Practice Growth Agency- just give us a call on 0208 123 3541.