As you know, the world of SEO (search engine optimization) and online marketing is constantly changing. You may think you have everything working smoothly, but then a search engine like Google will change their algorithm – and your website ranking could change overnight.
In this realm of constant change, there are some SEO practices that yield consistent, measurable results. Here are five practices you can employ for measurable SEO impact that won’t disappear with the next change in the marketing world:
- Balance internal linking.
An internal link is a link on a page of your website that links to another page on your own website (rather than an outside website). While the exact number of internal links you should have on any given page is a difficult matter to pin down, the overarching idea is that you shouldn’t have too many internal links on any one page.
For instance, you probably don’t want to include links on your homepage for every category and service page on your website. This will result in too many links on this page, with no other page having nearly as many links. Instead, pare down your internal linking on the homepage by including links only to your most popular or profitable categories and pages.
- Acquire backlinks through creative content.
Yes, you need pages on your practice’s website about your services, your location, your audiologist, etc. However, it’s difficult to gain backlinks from this type of content. A backlink is when a page on another website links to a page on your website. The best type of content to acquire backlinks is creative content.
This type of creative content typically relates to your field or market as a whole, rather than to your practice specifically. Consider topics like patient or provider surveys, data trends, or other ideas that others in your field would find interesting.
- Change title tags.
A title tag specifies the title of a page on your website, and this title is displayed in search engine results pages (SERPS). A good title tag will encourage someone searching for relevant content to click on your page, which can, in turn, lead to a new patient.
While how you should change your title tags isn’t an exact science, make sure that your title tags accurately reflect the content on the page. Consider topics and terms that people often search for in relation to your field, and use those on relevant webpages. If you have any product pages that include pricing, it can also be beneficial to include your pricing in the title tag.
- Display page freshness.
Including a date on a webpage is one of the easiest ways to indicate “page freshness,” and having a “fresh” page is a good thing. Think about it – when you search for content online, don’t you usually assume that newer articles will be more relevant and accurate than older ones?
If you have older pages on your website that are still relevant, consider reviewing and updating the content. Include a new date when you update the page, which will signal to search engines like Google that the page is fresh. Page freshness is also applicable to event pages if your practice has hosted or sponsored any recent events.
- Don’t forget structured data.
Structured data is added directly to the HTML of your website, and it tells website crawlers what is included on your webpage. Structured data is also used to generate snippets of text that appears on SERPS. So, don’t neglect your structured data. If it hasn’t been updated recently, consider giving it a refresh.
If you have questions about any of these tips or how you can ensure that your website consistently performs well, please contact us today at AudiologyPlus. With over 20 years of experience in marketing, we are here to help you succeed.