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This lecture was delivered at the AAO (American Academy of Ophthalmology) 2018 in Chicago, Ill.
This course has evolved over the past 10 years and reviews the basics of creating, maintaining and ranking your website. SEO, using the concepts of content marketing, is the process where search engines compare and rank webpages.
Each search engine (Google, Bing, Yahoo, etc.) has its own SEO algorithm, a formula to rank webpages. Though each search engine has a unique algorithm, all heavily weight the content (words, articles, pages, posts) of your website to be the most important variable in ranking sites.
Content is usually in the form of text (words) for most websites. Healthcare and medical websites are no different. Other types of content can include: podcasts (audio), images (visual), video, music, etc. At this time, SEO has developed to best rank sites containing text. Using different types of content to appeal to different learners is a method to broaden your digital exposure.
Social media can be used to enhance digital identity. Not all platforms appeal to all users. Identify the platforms which may appeal to your patients before starting a particular social media campaign.
Local SEO allows your practice to rank when patients are filtering a search by location. Ranking well depends upon several factors: consistency and number of claimed review sites, SEO of your website and reviews. Healthy and active websites which rank well have heavy influence on your practice ranking with local search.
All the best!