Search engine optimization is a critical part of driving traffic to your medical practice website. Having an effectively optimized page means understanding the way web users enter search queries into search engines. There are three main categories searches fall into, informational, transactional and navigational. To follow is a look into each type of search and how they matter to your website’s SEO.
Informational searches are entered as questions web users are asking Google or any other search engine. For example, a web user may enter, “How do I know if I have a cavity?” into a search engine. These types of searches are difficult to rank for because it’s impossible to determine the curiosity of the human mind. Queries plugged into a search engine such as “dentist” is an incredibly general thing to optimize for. Methods aimed towards ranking for specific, targeted searches may provide for more positive results.
If you’re craving pizza and live in Mystic, Conn., you’d Google “pizza in Mystic,” which will provide top pizza parlors in your area. The same holds true for doctors and medical professionals. For example, if you’re searching for an Urgent Care in your area, you’d enter, “Urgent Care in Name of my Town.”
When a potential patient is looking for the types of services you offer, having a geographical tag associated with your office will help lead that patient directly to you, regardless of your placement on the first page of Google’s search engine. In the end, it isn’t so much ranking that matters, but driving up site traffic and and a better patient conversion rate.
A navigational search query is when a user types something specific into a search engine with the intention of landing on a certain site. For example, by typing “YouTube” into Google or any other search engine, the top result will most likely be YouTube.com.
Navigational search queries indicate a user has an objective. This type of search query is often entered when a web user is already familiar with your brand, but isn’t positive of your URL, so they leave that up to Google or another search engine to find out for them. For example, en existing patient may want to access your website, or maybe a potential patient heard your advertisement on the local radio station, they may search “Doctor’s Name in the Town I am in,” with the intention of finding your medical practice website’s unique URL.
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