Google is a great way for Obstetricians to drive new patients to their clinic:
- 7% of Google’s daily searches were health related (estimated by Google Health boss David Feinberd)
- [insert statistic about conversion rate of people that find clinic websites].
The problem is, most Obstetricians are heavily focused on caring for their patients and don’t have time to invest in a website and SEO strategy for their clinic.
In this post you’ll learn:
- Simple tweaks you can make to increasing your ranking in Google and traffic to your clinic website;
- More about how a professional SEO campaign should be run in order to help you screen out bad SEO providers.
If you wanted to have a chat with me about your clinic’s SEO – give me a quick call on XX or submit a contact form message.
1. Find What Keywords Patients Use in Searches
- You need to brainstorm different keywords you think patients will use when searching online.
- Then use software tools to expand upon this to get a large list of keywords to target
- Understand that not all keywords have the same intent, there are different types
- Majority of the search volume is patients looking for information on the subject, not every searcher is looking to buy right away, be the source of information for them.
- Money Keywords
- Obstetrician + [suburb]
- Obstetrician + [hospital name]
- Obstetrician + [special condition]
2. Check the Google Search Results to Types of Listings
- Run a search for obstetrician and observe all the different types of results
- For “obstetrician Melbourne” for example has:
- 1 x paid Google Ad
- 1 x paid Google Map listing
- 3 x organic local map listings
- 10 x organic search results
- Not all of the first page of Google results are organic and you may have to get consider also implementing paid Google Ad and Google Map listing strategies.
3. Review Your Website Structure
It’s important for both patient experience and rankings to have an easy to use website.
To do this, you need to ensure your content is organised clearly with a menu and URL structure.
Depending on the obstetrics services that you offer, structure your website like this:
- About Dr
- Our Services
- Antenatal and Postnatal Pelvic Floor Assessment
- Antenatal Care
- Antenatal UltrasoundCervical
- Early Pregnancy Care
- High-risk Pregnancy Care
- Our Team
- Francis Perry House
- Royal Women’s Hospital
- Monash Medical Centre
- Contact Us
- Book Online
4.Optimise Your Local Map Listing
Local map listing rankings are generating using the information you’ve added to your Google My Business page, so if you’re planning on ranking for “obstetrician + suburb”, then you definitely need get an account to get local exposure.
Claim Your Listing & Get It Verified!
If you haven’t already, go and setup your Google My Business listing here: https://business.google.com/create
In order for your listing to show up in the local map you will need to have your listing verified. To verify your listing, Google will send a postcode to your address in the snail mail. It says on the website it will take 6 days, but I’ve found in the past in can take 2-4 weeks to get to Australia for some reason. So make sure you get this process started as soon as you can.
Optimise Your Listing For Main Location Keywords
Make sure that you complete all the fields that Google My Business lets you. Write as naturally as possible, but definitely include references to your location based keywords that you’re trying to rank in the maps, for example “obstetrician Melbourne”.
If you check in the “Insights” section of the GMB admin dashboard, it gives you statistics on a whole bunch of elements. One of which is the ‘photo views’ your GMB has had. This is a pretty good indiciator to me that Google wants you to be adding images to your GMB. So upload as many of your own unique photos that you have. Before uploading them, if you can include your keywords in the image filenames this will help you rank.
GMB also let’s you add ‘posts’ which are like a social media post, but in Google. The posts allow you to add an image, description and button link.
Write a 100 word article about your main keyword. I find the easiest way to do this is think of a common question your patients ask you, and then simply answer that questions. For example, “What does an obstetrician do?”.
When you add an image to your post, ensure that you have optmised the image filename to include your keyword.
Add a URL link to the most appriopriate page on your website and choose the text to go on the button. I prefer to use “learn more” because it isn’t asking too much of your browser to click.
Claim Your Free Mini-Website & Add a Link
GMB also let’s you create a miniature website which is housed on your Google’s domain “business.site”. The website is free to create and generates the content automatically from your GMB listing information. It does let you customise the website title and add another unique description. Change the title to your main keyword and add a description 500+ word keyword rich article and link back to your website homepage.
Add Your Clinic to Local Directories
5. Create human and search engine friendly content using the keywords you find
If you want to grow traffic to your website, you’ll most likely need to publish more keyword optimised content.
One of the biggest challenges with creating website content is finding the balance between what will appeal to potential patients and what will rank in Google.
From an SEP perspective, each Page or Blog Post should have a central Keyword theme aimed around one Keyword. That keyword should be put in the following places:
- Meta Title
- Meta Description
- <H1> tag
- 5-10 times within the body (usually accomplished without trying)
- Image filename
- Image alt tag
If I wanted to rank for the keyword “Obsterician Melbourne”, then I would apply the following formats:
- Meta Title: Obstetrician Melbourne – Dr Smith
- Meta Description: Dr Smith is an Obstetrician in Melbourne. His practice is located in Francis Perry House Grattan St & Flemington Rd, Parkville Melbourne VIC 3052
- URL: drsmith.com.au/obstetrician-melbourne (fictional, just for this example)
- <H1> tag: Looking for an Obstetrician in Melbourne?
- Image filename: obstetrician-melbourne-vic.jpeg
- Image alt tag: Obstetrician Melbourne Dr Smith
Links to your website remain an extremely important Google ranking factor. Studies show that the number of domains linking to a page correlated with rankings more than any other factor, making obtaining links a very important piece of your SEO puzzle.
Links shows Google that your website has authority and trust on a particular topic, and is therefore deserving to rank.
We build links in a number of ways:
- Local and niche directory listings
- Social media accounts and
7. Monitor Your Ranking Gains
You need to track your SEO campaign by reading data. The best source for this is the platforms that Google provides, Google Analytics and Google Search Console.
Google Search Console
SEO for obstetricians in Australia is becoming more and more competitive. If you want to rank in this space, you’re going to have structure your SEO campaign the right way.
If you have any questions, you can contact me here or leave a comment below.