There are a few key things to keep in mind regarding social media optimization (SMO) or search engine optimization (SEO) for the healthcare industry. First and foremost, your content must be high quality and relevant to your target audience. Secondly, you need to be strategic about which social media platforms and keywords you target.
SEO and SMO in tandem will create outstanding results for your medical practice. We’ve written this article to give you the necessary tools to perform SEO and SMO to better your medical practice. This article will cover what they are, the benefits, and some basic strategies for beginning these initiatives.
What is medical SEO?
SEO is the process of optimizing a website for Google search to earn higher web traffic levels and improve the site’s visibility. To do this, SEO specialists select target keywords that they believe users will type into Google for medical information or treatments related to their business. They then incorporate these keywords throughout their website’s content, including titles, headers, and meta descriptions. Through that, Google’s algorithm can understand the information on the site.
When someone searches for a specific search query, the most authoritative, credible, and valuable site will display first. Therefore, you want your website to show at the top of SERPs.
What is medical SMO?
SMO uses social media to create content that can be easily shared, thus increasing the visibility of a website or business. In turn, this can lead to more web traffic and customers.
When it comes to SMO for healthcare, there are a few essential things to consider. First, you need to determine which social media platforms you’ll post on. Depending on your central target audience, you should choose between Facebook, Instagram, TikTok, and LinkedIn. Of course, there are benefits to posting on all of them!
Second, remember that the algorithm is your best friend. Encourage people to interact with your posts by asking them to like, comment, and share. The algorithm will do the heavy lifting by promoting your content.
Lastly, remember not to sell too much on social media. It’s a place for value and content, not selling.
What are the benefits of SEO?
SEO’s first and most prominent benefit is increasing organic traffic and leads. When your website appears on the first page of SERPs, you’re more likely to earn clicks and web traffic.
Second, SEO provides long-term results. Once you earn a top spot in SERPs, you’re likely to maintain that position for a long time. But, of course, this isn’t guaranteed; you need to continuously update your content and strategy.
Third, SEO can help build brand awareness. The higher you rank, the more credible your website appears. This credibility can lead to an increase in customers and conversions. Credibility and authority are essential to rank higher on search pages in medicine.
Finally, SEO can improve the user experience of your website. If your website is easy to navigate and informative, users are more likely to stay on your site and less likely to click away. That, in turn, will boost your overall search page rankings.
What are the benefits of SMO?
One of the primary benefits is that patients and potential patients see a different side of your business. A more authentic, personal side typically works best on social media. You can build trust and credibility with your target audience by showing that side.
Another significant benefit is that it allows you to share valuable content with a broader audience. When people interact and share your content, it increases the visibility of your website and business.
Lastly, SMO provides an opportunity for two-way communication. You can use social media to listen to what patients are saying about your business and address any concerns they may have.
Essential strategies to improve the patient experience using SEO and SMO
Previously, we mentioned social media is a two-way street. Yet, that’s one of the easiest ways to learn about your patients. Ask them questions, encourage them to comment, and consider running polls on Instagram and Facebook. These are great ways to know what patients love about your business while addressing other concerns. According to Digital Authority Partners, showcasing positive reviews and feedback is excellent to display credibility.
Another way to improve the patient experience is by ensuring your website is easy to navigate and informative. That means using clear and concise headlines, formatting your content in an easily digestible way, and including calls to action throughout your site. Making an intuitive site improves patient experience and helps with SEO. When search crawlers view your site, they’ll observe design features, white space, and keywords. That means it’s crucial to improve your website design for SEO and user experience.
Additionally, consider using video content on your website and social media channels. People are more likely to watch a video than read a blog post, which is an excellent way to engage potential and current patients. You can use videos to show off your facility, introduce staff members, or provide educational content. In addition, the video is highly engaging and interactive. You can show a genuine, authentic version of your medical practice.
Finally, take advantage of social media ads. These are a great way to reach new patients while retargeting current ones. For example, you can use Facebook and Instagram ads to target specific demographics, interests, and locations. You’re only spending money on ads relevant to your business.
Takeaways
SEO and SMO are critical for healthcare businesses, but they each have different functions. SEO mainly focuses on improving your website ranking in search results, while SMO is about engaging with patients and potential patients on social media.
Using SEO and SMO can improve the patient experience while growing your business. These are two essential pieces of a successful marketing strategy. If you’re not utilizing them, you’re missing out on a valuable opportunity to reach new patients and improve your bottom line. Finally, if you’re unsure of where to begin your SEO strategy, consider partnering with an experienced SEO agency.
