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    SEO Search Engine Optimization: A Crash Course for Professionals and Small and Medium Businesses

    admin Posted on

    The promotional opportunity that a website presents to a professional practice is virtually unprecedented. In stark contrast to other marketing vehicles, a website can achieve results that would previously have been cost prohibitive for a professional practice.

    A well-optimized website can:

  • Reach your specific target audience. Every one of your prospects or patients using the Internet, an estimated 68% of the general population in Canada, can find a well-optimized website.
  • Communicate the very essence of your practice through the delivery of a visual and dynamic experience comparable to that of television.
  • Being found by many different types of searches in addition to category or name such as the yellow pages and other print directories.
  • Market your practice an infinite number of times instead of investing again in sending and printing brochures and/or advertising for each and every subsequent campaign.

    • However, all of these benefits assume that your website has effectively implemented a search engine optimization strategy.

    There are two keys to search engine optimization, keywords and backlinks:

  • Keywords:

    • Keywords are words or phrases that you expect your prospects or patients to use when searching online for your services. The selection and use of keywords is the foundation of your search engine optimization strategy.

  • Identifying the right keywords for your website is the first challenge. Optimizing your website for the wrong keywords will get you found by the wrong group of people.

  • The second challenge is using these keywords in your website content, including copywriting and HTML code for website addresses, meta tags and pages, as well as image titles. Although the exact algorithms of search engines are unknown, the general consensus is that the excessive use of keywords is not recommended. Ultimately, copy needs to be written to communicate effectively with your prospects or patients. Also, keyword stuffing is considered unethical by search engines and will result in permanent removal of your website without notice.
  • Back links:

    • Search engines rank your website according to the number of high-quality inbound links, a factor which, in combination with keyword usage, determines how high your website appears in search engine results.

  • There are many different types of opportunities to generate links to your website, including associations, directories, blogs, press releases, and press coverage.

  • The quality of a backlink is identified by the ranking and relevance of the linking website, as well as the keywords used in the actual hyperlink.

    • Search engine optimization is a fluid process. The position of your website is relative and depends on your competitive set, a factor that changes every day. In order to monitor the consistency of your search engine optimization results, I suggest you do regular searches for your priority keywords so that you can monitor your website’s position within various search results. You may also want to review your website statistics to proactively monitor any decreases in visitor traffic or changes in search terms that came to your website. These statistics can be clues to pending changes in your website’s status with search engines and may be reason to increase your search engine optimization strategy.

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