This is "Part 2" of Search Engine Optimization (SEO) for Healthcare.
Last week we introduced the concepts of Search Engine Optimization in Part 1 and how this increases your ability to achieve, and maintain, high rankings with the search engines.
There are several components to SEO;
1. Your content 2. Your website 3. Inbound links
Today we are addressing only how to optimize your content - it's the most worthwhile.
It's your content which separates you from your competition!
The key to getting your website ranked is your content. It's the "secret sauce." The best content gets the best rankings.
There are no gimmicks or work arounds...none. Your content needs to be relevant to your reader (so they want to read it) and also optimized (so the search engines rank it as high as possible).
Remember, that as Google "owns" search and their quest is to provide the reader with the best answer to a question on the first query. To achieve this goal, their search algorithm is designed to rank webpages with the best and most relevant answers.
This is the key to optimization. By understanding how a search engine compares webpages, you improve your rankings by understanding the process of "optimization."
Content optimization takes place behind the scenes. Within every website generator or blog is an area to write your article. It's basically a mini-wordprocessor within every program.
Along with each article, are optional fields which provide specific information to the search engines; title tag, meta description, snippet, keywords, etc.
This optimization information is valued by the search engines as you are provided specific information about your articl.
There are free programs - Russ and I are huge Wordpress fans - to help you with your optimization. One in particular, Yoast SEO, is especially helpful.
We discuss several of the most important components when optimizing your article: keywords, meta description, title tag and your snippet.
There are nuances to understanding the importance of keywords and how they improve your rankings. Your keywords can also be part of your meta description, title tag and snippet.
One word of caution: there are differences between your <title tag> and the actual Title of your article.
What can you do to start improving your SEO?
Don't worry so much about the optimization details. Commit to writing a few articles to publish on your website. This will add some fresh content. Search engines love fresh content.
With time, start to optimize subsequent articles. For instance, get in the habit of creating a Title tag for each article etc.
Don't labor over what to write. Choose answers to frequently asked questions you answer every day. For instance, as a retina specialist, I'm often asked "What are Floaters?" - hence, I'd write an article answering this question.
Thanks for listening! We'll be back next week.
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All the best!
Russ...and Randy Healthcare and Medical Internet Marketing Healthcare's Rx for Web and Social