Search engine optimization (SEO) is critical for online success. But for ophthalmologists, knowing how to create an effective SEO strategy that increases visibility and consistently brings in new patients is more important than ever before.
One of the most difficult steps in the SEO process is researching and targeting the right keywords for your practice.
Traditional approaches to keyword research have become too narrow for the evolving online market. Knowing what questions to ask provides a broader perspective, which provides greater returns on your SEO investment.
Problems With Keywords
Until now, most businesses have invested heavily in targeting keywords that directly relate to the services or products they offer. But this is no longer effective for long-term growth.
The most obvious keywords have become difficult to rank for, and ophthalmologists must work against competitors who offer similar services in the same local area.
Understanding who your ideal patients are is the first step in developing a powerful keyword and SEO strategy to grow your ophthalmology practice.
Knowing what your patients value can guide you to the SEO strategy that will ultimately provide the greatest results. It gives you data to leverage your messages, services, and marketing efforts.
As search engine algorithms continue to be updated, successful ophthalmologists have to take on a broader perspective in their SEO and keyword research strategies.
The SEO specialists at Optimization Prime help ophthalmologists and other service professionals develop successful plans that increase visibility, establish industry authority, and grow their number of patients.
Asking the Right Questions
Patients in need of high quality eye care also have interests in other products and services related to their health.
Asking the right questions in the research stage uncovers new ways to reach prospective patients at an earlier stage in the process. It helps you develop a relationship with patients who may not yet realize they need your services.
Using optimized content, social media, and online reviews, you can find out what your patients find most valuable, and what they share with others.
What other resources are patients using for important information related to their vision or general health?
These are just some of the questions ophthalmologists need to consider when developing an SEO plan.
If the keywords you target are too narrow or competitive, you’ll reduce the likelihood of achieving higher rankings in the search engine results pages (SERP). Instead, you get greater results by targeting indirect keywords related to the interests and needs of your patients.
Social media tools like Facebook’s graph search allow you to target users based on their interests, income level, and location (among many other factors). This helps you provide the right information that makes people choose your practice over your competitors.
You’ll generate more keyword options that you may not have considered before. This leads to new opportunities to reach even more of the people who are looking for your services. Traditional keyword targeting approaches often limit other SEO professionals and leads to poor results.
Optimization Prime works with you to help you understand your patient’s’ needs, interests, and behaviors. Using valuable analytics, you’ll learn how to use the valuable feedback your patients provide to design more effective marketing plans over time. By understanding all the needs of your patients, you create a marketing message that reaches more people and generates greater interest in your services. Taking this new approach to keyword research will help you achieve and maintain high rankings in the evolving online market.