Search Engine Optimization for Healthcare• Most web pages can be optimized for no more than 2-3 keyword phrases.• You should choose which keyword phrases to target on a particular page.• Don’t try to include too much—create a lot of pages with specific content.• Avoid putting your org chart on your website—instead, think of the patient’s mental model.
How can you raise your visibility in search?• In 2008, the average search query was 2.5 words in length, in 2011, it was 4.3 words long.• It’s about specificity; “Endocrinology” is not long-tail— it’s too general. “Cushing’s disease treatment ma children” is better.
The “Long Tail”• Long tail is where 70% of searches occur.• Long tail is less competitive.• Long tail meets people in the context of their intention. Someone searching “cushing’s disease treatment ma children” is very likely looking for that clinical service.