Academy Advantage Partner: Search Engine Optimization (SEO) at a Glance
By Glenn Lombardi If you want to bring new patients to your practice, you need to be where they look. The Yellow Pages are long dead, and while direct mail and other old methods can sometimes work, Google is far and away the most proactive way to make your practice visible online. The facts speak for themselves. And so the bottom line is obvious: to keep your practice growing, you need to understand how search engine optimization (SEO) works, and how to use it effectively as part of your web presence. Otherwise, you might not appear on search engines at all. The Most Common Search Categories: Examples and Advice Location-Based Search: “ENT, Chicago, IL.” The front page of results is the holy grail of Internet visibility—75 percent of search users never look further. And unless you’re the only ENT in Chicago, you won’t show up there. So if you practice in a metropolitan area, it’s best to use SEO to improve your search ranking for specific neighborhoods. Try optimizing for searches such as “ENT, Wicker Park” instead of going for the whole metropolitan area. General Search: “Hearing Aid Evaluations, Boston” One of the best ways to get your practice to stand out is to optimize your website for specific services rather than the catchall of “ENT.” If you specialize in a certain procedure or want to drive more attention to your less popular services, optimizing for general, service-based queries is a good way to differentiate your practice from the competition. Search After Referral: “Mark Rosewater, ENT, Seattle” Patients who have already received a referral to you often search this way. So if your name is part of what drives patients to your practice, then optimizing accordingly is always a good idea. It’s also crucial to pay attention to your reviews on sites such as Yelp and Healthgrades®, because those reviews will appear alongside your website. SEO is an ever-changing field, so give yourself a quick checkup today. If you don’t know how, call an expert like the ones at Officite, and put your practice in the spotlight. About the Author: Glenn Lombardi is president of Officite, the national leader in websites and online marketing strategies for healthcare professionals. Officite is a partner of the AAO-HNS’ Academy Advantage program and has built more than 20,000 websites and generated more than 600,000 new patient appointments. They specialize in helping practices graduate from a simple website to a full web presence platform, offering solutions such as turnkey social media strategies, expert search marketing, top-tier patient education, continual reputation monitoring, and premium mobile websites. For more information, visit www.officite.com or call 877-889-4042. SearchEngineJournal and Google “Keyword Planner” reports: Search is one of the top two activities performed on the Internet, second only to email. It’s also the No. 1 driver of traffic to content sites, beating social media by more than 300 percent. 90 percent of online experiences start with a search engine. 16.6 million people search for “ENT” online every month.
By Glenn Lombardi
If you want to bring new patients to your practice, you need to be where they look. The Yellow Pages are long dead, and while direct mail and other old methods can sometimes work, Google is far and away the most proactive way to make your practice visible online. The facts speak for themselves.
And so the bottom line is obvious: to keep your practice growing, you need to understand how search engine optimization (SEO) works, and how to use it effectively as part of your web presence. Otherwise, you might not appear on search engines at all.
The Most Common Search Categories: Examples and Advice
Location-Based Search: “ENT, Chicago, IL.”
The front page of results is the holy grail of Internet visibility—75 percent of search users never look further. And unless you’re the only ENT in Chicago, you won’t show up there. So if you practice in a metropolitan area, it’s best to use SEO to improve your search ranking for specific neighborhoods. Try optimizing for searches such as “ENT, Wicker Park” instead of going for the whole metropolitan area.
General Search: “Hearing Aid Evaluations, Boston”
One of the best ways to get your practice to stand out is to optimize your website for specific services rather than the catchall of “ENT.” If you specialize in a certain procedure or want to drive more attention to your less popular services, optimizing for general, service-based queries is a good way to differentiate your practice from the competition.
Search After Referral: “Mark Rosewater, ENT, Seattle”
Patients who have already received a referral to you often search this way. So if your name is part of what drives patients to your practice, then optimizing accordingly is always a good idea. It’s also crucial to pay attention to your reviews on sites such as Yelp and Healthgrades®, because those reviews will appear alongside your website.
SEO is an ever-changing field, so give yourself a quick checkup today. If you don’t know how, call an expert like the ones at Officite, and put your practice in the spotlight.
About the Author: Glenn Lombardi is president of Officite, the national leader in websites and online marketing strategies for healthcare professionals. Officite is a partner of the AAO-HNS’ Academy Advantage program and has built more than 20,000 websites and generated more than 600,000 new patient appointments. They specialize in helping practices graduate from a simple website to a full web presence platform, offering solutions such as turnkey social media strategies, expert search marketing, top-tier patient education, continual reputation monitoring, and premium mobile websites. For more information, visit www.officite.com or call 877-889-4042.
- Search is one of the top two activities performed on the Internet, second only to email.
- It’s also the No. 1 driver of traffic to content sites, beating social media by more than 300 percent.
- 90 percent of online experiences start with a search engine.
- 16.6 million people search for “ENT” online every month.