Google’s goals are to show the most relevant, highest quality content for any given search query. Because the second that Google stops providing the best search results, it creates opportunity for another search engine to take it’s place. If you can align your website with those two goals, Google will rank you all day.
A study indicates 78% of local Google searches result in an offline purchase. In other words, if you are a doctor, capturing more Google searches equals more patients. In this case study, Logic Inbound explains the exact tactics and techniques the company used to increase a Seattle doctor’s patients by over 1,000% in 15 months through SEO. We simply aligned this doctor’s website with Google’s goals. The company says that anyone can be ranked by Google, as long as they align the website with Google’s goals.
All doctors who have a private practice know this: scoring even one new customer can go a long way as patients tend to be long-term customers. Word of mouth certainly works for most doctors, but there’s another way to get even more patients: leveraging the power of Google searches.
Logic Inbound, a Seattle digital marketing agency, has recently published a case study in which they detail the tactics and techniques they used to increase a Seattle doctor’s patients by over 1000% in 15 months through search engine optimization (SEO).
The case study makes it clear that the agency did not resort to dubious methods of getting ranked such as getting numerous back links from unrelated websites. The agency simply aligned their own goals for the site with Google’s goals. Google’s goals in ranking a website are simple, and they revolve around getting the most relevant content on a subject matter to the first page of search results.
According to Logic Inbound, SEO has been made to sound confusing, overwhelming and difficult by inexperienced search engine marketers. The agency says that to rank on Google, the following five activities have been particularly successful:
Keyword research is the natural starting point for any search engine optimization campaign. With regards to SEO for doctors, what must be considered is that people tend to look for the same thing using different queries. Some patients search for the symptoms they’re experiencing and the more knowledgeable bunch will search for treatments to specific ailments.
In any case, it’s important to know what a doctor’s potential customers are searching for in order to target them effectively.
Logic Inbound says that there are three ways patients search for doctors. Some search for generic doctor and health care centers, an example of which might be “mens health clinic seattle”. Others might have more specific searches.
On-page optimization is a core part of any search engine optimization campaign. This part of a campaign for SEO for doctors is generic, as users will be following the a basic set of principles such as:
Setting a keyword-optimized meta title
Creating a keyword-optimized and actionable meta description
Creating keyword-optimized H1 (page heading)
Creating H2 headers which use keyword variations
It is important to note that keyword variations must be used throughout the page in order to signal Google on what the page is about. For example, ‘trt’ is a popular acronym for ‘testosterone replacement therapy’, and as such is used in search queries as well. So users must include both terms in H1s (or H2s) in order to have better chances of ranking for both.
Content and Structure
Creating engaging content (part of content marketing) is non-negotiable if you want to rank well on Google. Content that has been hastily created will never rank well, or even if it does will quickly fall off in rankings as it will fail to generate any kind of meaningful engagement from users.
According to Logic Inbound, Google also favors content that is structured properly, and that means it includes bullet lists, tables and numbered lists. Users do not have to shoe horn these elements into content, but it’s always better to get creative and find a meaningful place for them.
Company Name: Logic Inbound
Contact Person: Hayk Saakian
Email: Send Email
Phone: (206) 800-7756
Address:500 Mercer Street Floor 2
Country: United States