Most dentists & doctors aren’t interested in marketing. The ones we’ve met would be very happy if they never had to give it a second thought. Honestly, If I spent 8 to 10 years in school getting my medical or dental degree, I probably wouldn’t be that interested either.
If you’re a little bit different from the run of the mill dentist or doctor, and would like to learn about medical marketing, this post’s for you. We’ve decided to put together a Medical Marketing 101 blog post series. It will include several different pieces of content that each break down an essential principle of digital marketing.
Optimizing your website from an onsite perspective is the original SEO tactic. Even before Google was invented, digital marketing pioneers started to learn how to get higher organic placement using this strategy .
The basic principle of onsite optimization is to incorporate keywords in your website’s content and meta data. This sends a signal to the search engine that your site is a relevant source of information about the terms.
Onsite optimization tactics have definitely evolved over the years. At first, it was all about quantity. Web masters would plaster their websites with as many keywords a possible. They would essential trick the search engines into giving them top rankings. While spammy practices like this ended decades ago, there are still a variety of important ways to optimize your website.
Below are the best way to leverage onsite optimization to help improve rankings. As with all modern SEO tactics, it’s important for everything to look natural. If you go overboard with using too many keywords in places that don’t make sense, Google will actually penalize your site. When building your Title Tags, Meta Descriptions, Alt Tags, and body content, be sure to follow the guidelines we specify in the post. This will ensure you follow the strict guidelines Google and the other search engines have developed.
1. Title Tag
The Title Tag is the most important place where you can optimize your website. This is the first place Google looks when deciding how to index your content. As you can see below, the Title Tag isn’t just important for rankings. This is what Google pulls when displaying your website in search. It’s absolutely critical to include the main keyword you’re trying to target for that page in the Title Tag. When you write the Title, you want to make sure it contains no more than 65 characters and includes two different keywords.
If you’re website was built in WordPress, we recommend downloading the “All in One SEO Plugin”. This makes it really easy to dynamically create the Title Tag for your pages & blog posts. Most people write custom tags for their most important pages. However, it’s a pain to have to create a new tag for all lower tier content & blog posts. That’s why it’s nice to have a SEO Plugin.
After you’ve activated the Plugin, you’ll be able to see the settings in the top left corner of the WordPress menu. When you click into it, you’ll want to write a write a custom tag for your homepage. Below you can see what it looks like on my site. After you have that finished, just save the settings. WordPress will then pull the title of your blog post and/or page and use it for the Title Tag. This is a really easy way to make sure all of your content is always optimized.
2. Meta Description
While the Meta Description isn’t as important as the Title Tag, it is still a key part of a sound online optimization strategy.
Like the Title Tag, Google and the other search engines use the Meta Description when showing your listing in search. It’s also the smaller text below the Title in the organic listing. Below you can see Solution Med Media’s Google listing. The smaller text that describes the site is the Meta Description.
When writing a quality Meta Description, you’re going to want to include both of the keywords your’e targeting. You’re also going to want to keep it to less than 160 characters. It’s also wise to include some kind of a call to action or phone number. This gives the user the ability to convert directly for the SERP (Search Engine Results Page) rather than having to click into the site.
3. Website Copy Keyword Density
After the Title Tag and the Meta Description, having website copy that contains the keywords you’re trying to target is the most important thing. To tell you the truth, you don’t really need to even think about this. If you are creating content on a regular basis about a particular topic. you will automatically create content about your target terms.
The website copy is the part that most people do wrong. They try to incorporate too many keywords, and get hit with a spamming penalty. Rather than thinking about how many terms you’ve included on a single page, think about how many pages you’ve written about the keyword. If you are consistently generating high quality content, there will naturally be plenty of keywords.
The baseline principle here is the importance of content. Google will reward websites that provide a consistent flow of information. The whole goal of the search engine is to provide the most accurate results pages. Websites that are constantly updated are usually the ones that have the best information.
4. Alt Tags
Alt Tags are a way to describe an image. These have traditionally been used for the visually impaired. If people can’t see the screen, they need a special tool to tell them what’s on the page. This is where Alt Tags come in. This is a piece of HTML where you can describe the image. Including the keyword in the tag is an extra little way to incorporate keywords in your content.
If you are working with WordPress, adding Alt Tags is very simple. When you add the image to your site, you will see the screen below. Right above the “Insert into Post” button, there’s a “Alt Tag” field. This is where you want to describe the image using a keyword.
Onsite optimization is only one of the many tools in digital marketing. The most important thing to remember is we never want to try to trick Google. We want to provide amazing information that informs users. We want to optimize the website to help Google categorize it correctly.
Optimizing your website with the tags and descriptions mentioned about isn’t about tricking Google. Its about assisting it to understand when to display your content. If you look at it like that and follow the guidelines we mention in the post, you’ll be on your way to becoming a great webmaster.