When you have a healthcare website, you’ve likely understood the need to make sure marketing fits perfectly in order to make it sustainable and adaptable to various changes in the industry. This often includes making sure your site is suitable for search engine optimization (SEO), as a lot of your marketing may hinge on its rankings on various search engines.
However, SEO isn’t just about putting out content or fixing your website layout – it’s also just as much about making sure you follow particular practices and avoid particular mistakes in order to ensure everything is smooth sailing. In this article are SEO mistakes to avoid when marketing your healthcare website.
If you’ve ever wondered why you should take SEO seriously, it’s important to understand just how much it benefits being on the first page of Google’s search results. In fact, sites on Google’s first page enjoy 91.5-percent of average traffic share, and the first organic search result enjoys 32.5-percent of average traffic share.
In terms of sites themselves, traffic can come from 51-percent from organic search, 10-percent from paid searches, 5-percent from socials sharing, and 34-percent from all sources as well. Interestingly, phone calls acquired by the end of 2018 via mobile search alone can balloon up to 73-billion.
Marketing And SEO: What You Shouldn’t Do To Your Healthcare Website
When you deal with SEO and marketing in the context of your healthcare website, you should understand that you’re dealing with both a targeted and general niche. It’s targeted in a sense that you’re pushing to generate appeal across audiences attracted to health and wellness.
Likewise, it’s also a general audience niche because health does tend to get itself acquainted with a ton of other niches as well. This means it’s important to remember that you’re always getting to hit two birds with one stone whenever you make site changes, which can be both good and bad, depending on your approach. Institutions such as Studio 56 can actually provide assistance with your digital marketing woes, but it’s best you keep yourself up-to-date as well with practices you need to avoid. To keep you on the safe side, here are things you shouldn’t do:
● Don’t forget to always look into your internal links: A lot of pages rely on spreading content to other audiences in order to increase your rankings, and a good way to do this is to make sure other people get to link back to you either as a source or when they share your content. However, when they share broken links, the opportunity to increase your rankings become useless. If you want to level up your SEO game, make sure your internal linking structures are properly organized and set up. Make sure your most important web pages are organized by anchor text that is keyword-optimized, and that there’s a lot of interactive and reading materials for readers to consume. Authority pages should also be embedded within your site, while conversion pages should have clear pathways. Make your internal linking system with an XML sitemap can help you and search engines have a clearer understanding of your SEO intentions.
● Don’t just make content because you need to make them: A lot of digital marketers tend to overlook the importance of content when it comes to their website. This is especially if you’re a healthcare website, considering you’re going to need to establish yourself as a relevant source of information for everyone to look up to. This means your content should always remain relevant and consistent with your site’s goals. Your SEO will naturally develop if you combine both the technical and audience-oriented aspects of your content. Don’t just write content because you want to, and without doing strategic keyword research.
● Don’t forget to invest in content that is link-worthy: Building on the above, make sure the content you make is actually something websites will want to link to. This means you should make content that’s not just relevant, but also something new and fresh for people to read. Don’t just make content that people already made, as that can just hurt your ranking. Instead, improve upon the topics of others, or think of completely new approaches to subject materials.
● Don’t just submit content, make sure you promote your content: When you write blogs, don’t forget to share them to your other social accounts and platforms. You may have done an excellent copy, but audiences can’t appreciate this to their utmost when you don’t make ways for them to see your content in the first place. Make sure things are shared across your different marketing platforms, and you may even want to tap into other influencers and bloggers to publish your content.
● Don’t forget to optimize content for the right keywords: Keyword research can be one of the most challenging aspects of SEO you can encounter, but it’s not impossible to accomplish. Optimize your content for the right keywords, and focus on the keywords you can develop into good content. Segment your search competition and volumes according to area, and rely on keyword phrases that actually get you your conversions. It’s not always about which keywords are being researched a lot, but to see which keywords are exposed to your audiences enough that your competition hasn’t leveraged on yet.
The Bottomline: Make Or Break Your SEO With the Right Or Wrong Tactics
When you want to focus on marketing your healthcare website, you’ve got to understand some fundamentals – both in making sure your SEO is on point, and making sure your SEO game has avoided the mistakes indicated above. Being able to do the latter puts you in a much better position to be protected from penalties Google and other search engines may have to websites who follow what they consider bad practices. Always keep the above in mind and keep track of various algorithm trends in order to be ahead whenever adjustments have to be made.