There are many types of marketing that clinics can utilize. However, content marketing is often one of the most favored by medical care providers. With long-form content, such as newsletters or blog posts, you can educate your patients about potential health concerns. You can also show how your clinic can help address and resolve them. But it’s most effective if the content is optimized.
Content optimization in digital marketing plays a key role in search engine optimization (SEO). To rank high on search engine result pages (SERPs) for relevant keywords, search engines have to recognize your content as high quality and trustworthy. How do you make sure that your clinic’s content marketing is well optimized? That’s what we’re here to discuss.
5 strategies to optimize your content marketing as a clinic
The goal of content optimization is to make sure that your content is as effective and engaging as possible in the eyes of search engine algorithms.
There are several strategies that you can incorporate into your clinic’s content marketing plan to increase your optimization. They’ll help you improve your search engine rankings and increase site traffic. These lead to higher conversion and patient acquisition rates. At BURG+CO., our content marketing efforts incorporate as many strategies as possible to get you the results that you’re looking for.
Here are five ways to boost your content marketing optimization:
- Cover every base for keywords — Keywords are the basis for all content. You want to do keyword research with tools like SEMrush to find relevant topics people are searching for. Then you can determine target keywords based on those topics. By using targeted keywords to guide your content, you can rank higher on the search engine result pages (SERPs) for what people are querying. You also want to use conceptually related keywords. They help the search engines gain a better understanding of the topic. For example, “knee pain while running” as a keyword can have conceptional keywords like “running injuries.”
- Focus on a readable format — User-friendly content is essential for optimization. You’re writing it for people who likely have limited knowledge of the subject. They trust you to provide value in an effective, uncomplicated manner. You want to make sure it’s easy to read without doubting the reader’s intelligence, which is where structure comes into play. A user-friendly structure can include advanced subheadings and bulleted lists. It also helps the algorithm crawl through the content and find important information.
- Don’t underestimate internal links — Relevant internal links to other content or service pages are beneficial to both the user and the search engine. From the potential patient’s point of view, they’re able to explore more of your site and how you can help them with the topic being discussed, increasing the likelihood of conversion. For the search engine, internal links help the search engine bots find more of your pages and learn how you are helpful to the searcher, leading to rank increases.
- Look at the technical side — Things like slow page speed, broken links and ineffective meta tags can hinder content optimization. It’s important that your content incorporates the technical aspects that search engines are looking for, such as a meta tag that includes your keyword, an attention-grabbing title and quickly loading content. These details help the search engine see you as a credible source for high-quality content that’s appealing to the target audience.
- Add images when possible — Optimized content usually involves high-quality images or visuals that support the article while increasing engagement with the reader. Demonstrative examples and data-backed infographics can boost the impact of your content for the reader while increasing backlinks and organic traffic for SEO. For clinics, try to include anatomical examples of the body part you’re discussing or infographics about statistics for that particular health issue.
Want to attract new visitors to your website using optimized content marketing? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
