Everyone makes mistakes and no one is perfect, including business owners who specialize in something as important as healthcare. If you’re creating a search engine optimization (SEO) strategy as a small healthcare business, it can be helpful to know about potential mistakes you could be making that could interfere with the success of your efforts.
SEO is a marketing process that can help boost your small business website to the top of relevant healthcare keywords. While your site’s content should always prioritize the user, it should also appeal to the algorithm that’s in charge of ranking sites on search engine results pages (SERPs).
Here are a few SEO mistakes that you should avoid when you’re trying to strategize for your digital marketing efforts.
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Overemphasizing keywords
By targeting the right keywords in your content, your Google Business Profile and your domain names, you can boost the likelihood that you’ll be seen by people who can gain value from your site because they’re actively searching for it.
However, focusing too much on the keywords that you think the algorithm is looking for can do more harm than good. For example, using keywords for irrelevant content or having a high keyword density is known as keyword stuffing, and it can negatively impact your SEO. Be sure to use keywords in an organic way to avoid the possibility of being perceived as only trying to appeal to the algorithm.
You should also focus on long-tail keywords (three-plus words) as opposed to short-tail (one to two words) so that you can avoid broad topics that have an overwhelming number of results.
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Ignoring mobile optimization
Are you reading this post on your phone? If you are, then you understand why it’s essential that your site’s content is just as accessible on a mobile device as it is on a desktop.
Your site should be optimized for mobile users because it increases your accessibility and the user experience. It’s also a contributing factor to SEO, with the algorithm prioritizing mobile-optimized sites.
Mobile optimization includes:
- Compressed images
- Quick page load speeds
- Simple navigation menus
- Responsive design
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Forgetting about local SEO
Healthcare facilities are essential in every city, which means the people in your city should see your site appear on search engines much higher than more distant options. That’s why local SEO is essential for all brick-and-mortar healthcare businesses.
If a business doesn’t claim its Google Business Profile, that business is limited in the control it has over how its site is presented on the search engine. This can make it difficult to get the visibility needed for site traffic, especially in the local community.
Local keywords are also an essential aspect of SEO. You want to be sure that your content is as targeted as possible toward the potential patients in your area. You can focus on local keywords to be sure that you’re covering relevant topics.
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Neglecting quality content
Quantity over quality is rarely the way to go in any aspect of your business. Pumping out as much content as possible in hopes that you can flood the targeted keyword SERPs can lower your credibility. The algorithm prioritizes high-quality content that has the following:
- Correct spelling, grammar and sentence structure
- Authoritative links
- Relevant, engaging text
- An easy-to-follow format
You also want to update old content that can be reoptimized to stay relevant.
- Underestimating the importance of analytics
You don’t want to just post content and move on to the next thing. If you don’t properly track the performance of your SEO efforts, you may be missing an issue that needs attention or new trends in your user behaviors.
By monitoring your SEO analytics, you’ll be able to recognize the strengths that you should capitalize on and the weak spots that should be addressed. It also helps you make data-backed decisions for any necessary changes.
BURG+CO. can help you avoid SEO mistakes
While it’s expected to make mistakes now and then, taking the proper precautions can also reduce the risk. Hiring an expert SEO team like BURG+CO. can be a key strategy. We’re thorough every step of the way, from strategizing, implementing and tracking SEO. We know what it takes to get you the results you’re looking for.
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.
