Imagine your practice busting at the seams with new patients, a full schedule of happy customers and well, a LOT of revenue. Achieving this success is possible with the right vision, the right strategy and the right focus.
Looking back at the past year, it’s clear that Google stepped up and wreaked havoc on what we knew as SEO, bringing the online marketing world away from the tricks and strategies to get to number one, to reconsidering the value of quality and user experience.
Don’t get me wrong. We still want to rank on the first page of Google, have our practice found across the web and mentioned on all social media, but we all have limited resources. We need to focus and be more judicious in what we choose to do and that still means ranking on Google.
So, what does Google want? The answer is – the same thing our potential patients want: they want to know they can trust your website to provide users with a great experience, relevance to what they are seeking and content of value.
To achieve this, a website must have the following qualifications:
- Up to date content
- Well-thought design (use of color, graphics, layout, hierarchy of text)
- Logical structure
- A lot of credibility (incoming links)
While this may all sound familiar, we want to approach the web from a new perspective. Rather than seeing our online presence through the eyes of technical SEO, keywords, rankings, links, etc., we want to view it as genuine, real online marketing. This means reaching out to people in a meaningful way which will create natural attention and natural links to your website and online presence.
Here is an example. Say that once every two weeks a doctor takes a half a day to go speak at a local school, old age home or Lions Club. Every two weeks that practice is generating new content from another organization that is promoting the doctor to come and speak. These are natural, credible links pointing back to the practice website. This will boost your ranking on Google, but it isn’t called SEO – it’s marketing.
Along those lines, working to educate the public through regular marketing initiatives such as Diabetes Awareness, What is Ortho-k, or New Tests and Treatments for Dry Eye can reach a large audience and gain a lot of attention from local resources and potential patients. Such marketing initiatives will focus on reaching the public with a specific and valuable message, not on keywords and why your website dropped to #2.
The key is to be consistently working on ways to market your practice and get your name out there. If you are saying to yourself, “Wow that sounds great, but it also sounds like a lot of effort and a lot of time I don’t have,” you may be right. And there are a lot of companies out there that can help.
So make 2014 the year to break out of “SEO” and focus on real and lasting results that don’t depend on Google’s latest algorithm update but on marketing your Practice. Try to change your thinking to be about the people first, which will naturally boost your rankings and bring the new patients that will find you at the top of Google.
Think this is a great idea, but short on time to invest in making it happen? Let us help you save time and get more patients in the door. Contact Daniel at 412-532-6542 or email him directly at firstname.lastname@example.org!
Article provided by EyeCarePro.