How to Create Content that Google and Your Patients Will Love
The audiology and hearing care industry in America is extremely competitive—and getting referrals and offering exceptional services is no longer enough to attract new patients. So, how do you stand out amidst the hundreds of clinics offering similar services to you?
Even if you offer fantastic care and provide the best hearing care services, your patients will overlook your practice if they can’t find you online. So, your practice needs to focus on increasing its online visibility—and SEO is the smartest way to do this!
Your website’s presence on Google’s top search results has the power to determine if your clients will choose you over your competitors. Read on to find out how to optimize your website content to stay ahead of your competition and scale search engine rankings.
Identify Relevant Keywords
Keywords refer to the terms and phrases your patients use to search for your business, services, or industry. Adding keywords to your website can boost your relevance for search engines and direct more traffic to your website.
Through keyword research, you can find the most popular keywords in your industry based on relevance, location, and average monthly searches. Your competitor’s website is the best place to start keyword research. Find out what keywords they’ve included and are ranking for. Take inspiration from your competitor’s marketing strategy and find ways to improve them.
Keyword research is also an effective way to discover which topics interest people and provide answers to the questions your patients are asking. Use both informational and commercial keywords to reach patients at every stage of the buyer’s journey.
In niche industries like hearing care and audiology, using strategic keywords in your website’s URL, meta title and descriptions, headings and subheadings can help attract more website visitors.
Excessive keyword usage can trigger search bots and result in your website being marked as spam. So tread carefully: use keywords in a way that is natural and enhances the readability and user experience of your website.
Update Website Content to Meet Google’s E-A-T Principle
Google has repeatedly made it clear that quality and relevant content is crucial to ranking high in search results. Your content needs to reflect your expertise, authority, and trustworthiness—which is what E-A-T stands for. Google uses these factors to protect searchers from low-quality, unreliable content and fraudulent websites. Adding links to your website is another way to appeal to both Google algorithms and patients.
To create E-A-T compliant content, you must understand the searcher’s intent while using relevant keywords. This will also help you design content that specifically addresses your clients' problems, encouraging them to stay on your website longer. The longer the dwell time, the higher your SEO, which in turn will boost organic traffic and increase your brand credibility.
Additionally, the more customers bookmark your site, the more your SEO score will improve. You can increase your chances of being bookmarked by regularly publishing relevant and updated content that answers your patients’ questions.
Invest in Video Content
Most people would rather watch videos than read long posts to save time. This is why you can’t afford to leave out video content from your SEO strategy. Relevant video content is known to increase visitor dwell time, an important user engagement metric that influences SEO.
From tutorial videos on cleaning hearing aids to informative videos on tinnitus, you can create concise, easy-to-follow videos on topics your patients want to know about. Sharing your content on social media is a smart way to generate more leads for your website.
Also, many platforms now come with intelligent closed captioning functions. Don’t forget to edit the captions to ensure they match your video. Hearing care practices and audiologists can often get overwhelmed by the constantly evolving SEO standards. But, with the help of the Ear Level Marketing team, you can increase your practice’s online visibility in no time. Contact us today!
