6 SEO and Website Tips for Better Eye Care Marketing
When it comes to your optometry website, there’s more to consider than just content. Creating useful content is important, but you have to keep the user in mind. And pay attention to things like user experience (UX) and how easy it is for people to find your website and content.
Let’s take a look at a few SEO and website tips to help boost your eye care marketing efforts and attract new patients.
1. Consider Search Intent
When your patients are searching for content, the content they find must match their search intent. Otherwise, your content simply won’t rank and your efforts are all for naught. If you want your website to rank well, any content you create should match search intent and be as visible as possible.
Every keyword should have intent behind it. Figure out your target keyword’s search intent by asking whether your target audience is trying to compare products, buy something, or look something up. From there, you’ll be able to create content that matches the search intent better, and people will find what they’re looking for when they visit your website.
2. Prioritize Featured Snippets
A featured snippet lets your audience know what to expect before they even click through to your website. According to SEMrush and Backlinko, about 11% of all search results have featured snippets.
Making featured snippets a priority helps you rank higher in search engine results, but they also provide a better search experience for your website visitors.
When done correctly, snippets answer the most commonly asked questions. They also give potential patients more information about a service, product, or other information they’ve been searching for. The content you create should answer popular questions your patients might ask. Do your best to make your answer valuable, descriptive, and concise.
3. Don’t Forget User Experience (UX Design)
The user experience or UX design (what makes it easier for people to navigate your website) is extremely important to focus on when it comes to technical SEO in 2020.
If you want patients coming to your site to leave satisfied rather than frustrated, focus on user experience and UX design. Think about what you should do to help website visitors have a pleasant experience.
Some eye care practices include a link to a HIPAA-compliant patient portal that integrates with their ophthalmology and optometry EHR software or allow patients to fill out a welcome form on their website before check-in.
“Patients love the flexibility of being able to update their medical history and personal information in the comfort of their own home via their patient portal. Check-in takes nearly seconds once they arrive for their appointment.” – Philip Gross, OD, Vision Quest Eye Care Center
Website speed is one of the most important aspects of UX design. If website visitors must wait around for all of the elements on a page to load, they’re going to give up and leave your website if the page takes too long.
Find ways to speed up your website’s key pages so visitors aren’t working hard to complete tasks that should be easy. This free SEO Site Checkup tool is extremely useful!
4. Use Google’s E-A-T Guidelines
E-A-T stands for expertise, authoritativeness, and trustworthiness—these guidelines are how Google™ evaluates your site. E-A-T guidelines are similar to domain authority in that if Google doesn’t see your site as one of expertise, authoritativeness, and trustworthiness, your content simply won’t rank. That’s why your website needs to be written by or backed by someone with expertise.
If your blog provides eye care tips and advice, your content should be written by eye care professionals that have the right accreditation and expertise.
5. Optimize Your Website for Voice Search
Voice search is becoming wildly popular, with about 41% of adults performing at least one voice search per day. Your website should be optimized for voice search. If potential patients are searching for your content using voice search, they’ll be able to find what they’re looking for.
One way to do that is to include a question and answer in your content by using FAQs to provide both commonly asked questions and their answers.
Google typically sources voice search answers from content that ranks in the top three search results. So if you’re not ranking in the top three search results, do what you must to get there so that people using voice search will find your content instead of your competitor’s.
6. Create Meta Descriptions
Meta descriptions are keyword-focused descriptions that help you rank higher in search results. Typically meta descriptions are reserved for blog posts and website pages.
Creating meta descriptions helps increase your site’s click-through-rate and brings you more visitors. If you want your website to perform well, increasing your click-through-rate is a must.
While organic search results used to hold the top spots for search engine results, Google™ is starting to replace those results with ads, answer boxes, and “people also ask” sections. Concise meta descriptions ensure your content is clicked and viewed, rather than passed over for something more appealing.
Getting your eye care marketing back on track for 2020 is simple with the help of the above tips. Find what works for you and get your optometry website headed in the right direction.