When it comes to business, you’re probably focused on seeing and helping as many patients as you can, providing stellar patient care, and educating patients about preventative skincare.
But what about your dermatology practice’s website?
As much as taking care of your current patient load is crucial to the success of your practice, so too is taking care of your online presence. One way to do this to ensure that your SEO, or search engine optimization, is well managed.
If you’re trying to manage your SEO on your own, or you’re not working with expert SEO services, you might be missing out on crucial elements of local SEO–the set of elements and practices that can help draw local patients and grow your practice.
To help you out, we’ve compiled this list of five mistakes you can avoid with the help of expert SEO services.
5 Local SEO Mistakes to Avoid with Expert SEO Services
Local SEO can have a noticeable impact on your page ranking. Where your page ranks on SERPs (search engine results pages) can determine whether potential patients notice you exist.
By avoiding these mistakes with the help of expert SEO services, you’ll have a better chance at a higher ranking, providing more visibility so that searchers can find you.
If you’re ready to stop being a needle in the proverbial haystack known as the Internet, avoid these mistakes.
Local SEO Mistake #1: Neglecting Your Listings
When someone wants to find or contact your dermatological office, they need to be able to quickly find your name, address, and phone number. These listing elements are known as NAP, and they can boost your local SEO.
Here’s how. Imagine the contact page on your website has your name, your current address, but an old phone number, as well as a contact form.
In NAP listings across the internet, your name and phone number might be included. Your address might also be included.
But it’s going to be the wrong phone number because it’s sourced from your incorrect contact page. That old number spreads across the internet and soon no one can reach you.
That’s one way neglecting your listings can hurt your growth. Another way is if you don’t utilize search engine listings.
For example, consider Google Plus, or Google+. Originally designed as a social media platform, Google+ also provides business information for search engines.
Google farms Google+ for NAP listings to provide names, addresses, and phone numbers to searchers. If you haven’t filled out your Google+ listing, then searchers are less likely to see that information.
Neglecting your listings is like playing hide-and-seek, only the seekers are going to give up trying to find your hiding spot after a few clicks.
Local SEO Mistake #2: Incorrect Keywords
Talk about playing hide-and-seek! Keywords are like clues for searchers to find your website.
If you use the wrong ones, then you’re not providing the right clues. They won’t find your website, so it’s less likely they’ll find your practice.
Expert SEO services can discover the keywords your potential patients are using, and embed them properly to connect to those searchers. Because the right keywords can change over time, this isn’t a one-time job.
Working with experts can ensure your website stays ahead of the game.
Local SEO Mistake #3: Lack of Quality Backlinks
A backlink is like a referral on the Internet. It’s simply a link to your website from another website.
It seems like all of those would be good to have, right? If you’re new to SEO, you might feel like beggars can’t be choosers, so you should just accept whatever backlinks come your way.
However, as with all SEO elements, there is strategy involved with backlinks. That’s because backlinks that come from high-quality sites count more than those that come from low-quality sites.
If you have low-quality backlinks coming in, it’s like asking your ten-year-old neighbor for advice on choosing the best mechanic. They’re unreliable.
Search engines view low-quality backlinks the same way and therefore values them less than high-quality backlinks.
Local SEO Mistake #4: Low-Quality Website Content
Let’s face it–low-quality anything is frowned upon. But like backlinks, low-quality website content can hurt your local SEO.
What should high-quality website content do?
- It should engage readers. This means make it interesting.
- It should educate readers. They love to learn new things.
- It should entice them to contact you. That’s the goal of your website, to get potential patients to reach out.
Writing content that conforms to this, while using the appropriate keywords, is not easy. Seeking professional services can ensure that you hit all of these targets with your website content.
Local SEO Mistake #5: Ignoring Tags
Think of tags as little bits of information that you want to tie onto your website. There are a few types of tags out there, including:
- Meta tags
- Title tags
- Image tags
Meta tags used to be important in SEO. These were just a list of the keywords you wanted to rank for.
While some websites still use meta tags, they’re not necessary. However, they can be useful when researching competitors, and an SEO professional will be able to find them in the site’s source code.
Title tags are, however, important for local SEO. Title tags are what you see at the top of your browser, and at the top of each SERP entry.
These tell the search engines–and visitors–what a page is about. For local SEO, it can also be a place to include local geotags, such as your city, state, or region.
With geotags in your title tags, search engines have an easier time delivering your website in local searches. This is why title tags are one of the most important SEO elements on a web page.
What about image tags? These are tidbits of information, like your business name, geotags, and title of an image tagged to images on your website.
There are two main reasons image tags are important:
- They identify your practice as holding the copyright or permission to digitally reproduce, edit, or use an image.
- They associate the image with your practice at your location.
If you avoid these local SEO mistakes, you’ll set yourself to get noticed by search engines and patients alike.
For questions about how SEO can help boost your dermatology practice, please contact us.