Are you having trouble with SEO and don’t understand why your practice isn’t ranking for any keywords? Well, here at ZORA Medical, we have listed 5 SEO hacks we use for our medical clients that has helped them rank for hundreds of local keywords.
Hack 1: Run an SEO Audit to improve on page signals to increase organic rankings.
Have you wondered why your practice website isn’t ranking for any keywords that can drive more traffic and leads? Some of the main reasons your practice isn’t performing can be due to the lack of on-page and off-page signals.
Now, you may be asking yourself, “What exactly are on-page and off-page signals?”. To give you a brief explanation; on-page signals are the content on your site that Google is crawling and indexing on their massive search engine. Off-page is other websites that are linking to your website as a form of “social proof” of your authority.
The trick to improving both your off-page and on-page signals is to run an SEO Audit without having to spend an arm-and-leg at a local agency. The tool we will be using is MOZ (Free Trial)
MOZ is one of the best tools to perform an SEO audit without having to do it yourself. They offer an “On-Demand Crawl” that will uncover technical SEO and opportunities. You can run a crawl by inserting your website address in the bar below once you sign up here: https://moz.com/home
Once you run an on-demand crawl, it will give you a list of errors that you need to fix in order to succeed with SEO, such as title missing, description too long, duplicate content and titles. The most common error that we’ve noticed here at ZORA Medical Marketing is the lack of meta title and description on our client’s pages.
Meta’s are important to tell Google what that page is about and how it is represented in Google SERP (Search Engine Result Page). Think of having proper meta to having a profile picture and cover photo on Facebook & Instagram. If your meta’s aren’t up-to-par, you are not going to rank well with SEO. Here is an example of a proper meta title & description below for our homepage: https://zoramedical.com/
Tip: Broad keywords such as “Plastic Surgeons” are not ideal and you want to avoid them.
If your practice is using WordPress, installing Yoast SEO can help you edit the page meta title and description. Ensure your homepage and other pages have them as well. For other errors MOZ will show you, you can get an explanation once your audit is complete and why it is an issue. This is great if you are new to SEO and don’t really understand these problems.
Having trouble and want the audit done for you? We offer Free 15-min Pre-Audit SEO Consultation for Plastic & Cosmetic Surgeons, here: https://calendly.com/zoramedical/pre-audit-discovery
Hack 2: Use a keyword research tool to find keywords that can help you generate patient leads.
Doing keyword research is important, but finding profitable keywords is a different challenge. You must understand how relevant that keyword is to convert into leads and ultimately, patients. We will use our favorite tools MOZ (Free Trial) and Google Keyword Planner (Free) to find profitable keywords.
For the article purpose, we will be a plastic & cosmetic surgeon for the keyword research. The process is the same for any area of practice.
In MOZ Home, you will find Keyword Explorer to discover and prioritize the best keywords. It asks you to enter a “Term” or “Phase”.
To come up with your own phrase, you want to think like your customers. Most newcomers to SEO make the mistake of trying to target an audience directly with SEO. You need to do keyword research as if you were the patient looking for your practice. You wouldn’t be searching “Cosmetic Surgeon” or “Plastic Surgeon”. These are considered broad keywords.
The simple structure we use is “Practice” in “Local Area”. For example, if you are a Cosmetic Surgeon in Philadelphia, your customers are most likely searching for “Cosmetic Surgeon in Philadelphia” or “Breast Augmentation in Philadelphia”.
These keywords are considered long-tail keywords. Long Tail keywords have three or four phases. The keyword “Plastic Surgeon in NYC” has three phases. These kind of keywords have a very specific intent and will lead to higher conversions and low competition.
Now that you have a keyword in mind, we can use it to find other relevant keywords from MOZ Keyword Suggestion. The phase we will be using in the example is: “Plastic Surgeons in NYC”
Tip: If you are selling cosmetic supplies and products, you want to use: “Product Name” as your phase (not the audience you want to target).
Once you insert your keyword, you should see several sections. We will be going over the keyword overview, which identifies several important statistics.
There are two statistics you need to be concerned about: Difficulty & Organic CTR. You can ignore the volume as it can be inaccurate for low volume keywords, we will fix this with Google Keyword Planner later.
First, let’s look at the Difficulty. In Google, understanding competing pages for your keyword and how well you can rank for that keyword is important. MOZ gives you a score based upon how well they think you can rank for that keyword for the first page. In this case, “Plastic Surgeons in NYC” has a 33 difficulty score.
According to MOZ, 20-30 is considered low if your website has been around for a while. If you are a brand new site, ranking for the 20-30 keywords can be difficult without proper SEO. 36-50 is in the middle, 51-65 is tough and 66-80 is very difficult.
Ideally, you want to find keywords with a difficulty score between 0-45. If the keywords have a high difficulty, you need to find more long-tail keywords with less competition to capture first.
Tip: Broad keywords such as “Plastic Surgeons” are not ideal and you want to avoid them starting out with SEO.
Head over to the Keyword Suggestion section below, you will see a list of related keywords that you can rank for. SERP analysis shows you the competitors ranking for the keyword and their PA (Page Authority & DA (Domain Authority).
Below, we now have a list of 100+ related keywords we can now use to attract more patients. The first 10 – 15 keywords will have a max relevancy score of 5 compared to the phase: “Plastic Surgeons in NYC”. We recommend optimizing for those keywords instead.
If you want to know the exact volume and search potential, you can sign up for Google Adwords and use Keyword Planner under Tools & Settings on the top header.
Select “Get Search Volume & Forecast”. Export the CSV file from your keyword suggestion within MOZ and upload the file.
The great thing about SEO, we can capture these results without having to do any PPC within 6-months. We know based on these stats, if you were to rank on the first page for each keyword, you can expect upwards to 12k impressions and 150 clicks based on a 1% CTR and a 3-4 average ranking position.
Alternatively, you can use: AHREFS Keyword Planner.
Having trouble? We can do data-driven keyword research for you. Schedule a Free 15-min Pre-Audit Medical SEO Consultation for Plastic & Cosmetic Surgeons, here: https://calendly.com/zoramedical/pre-audit-discovery
Hack 3: Monitor your organic rankings on the weekly or monthly basis to stay ahead of the game.
What is the point to SEO if you are tracking results? It is like running a business but not checking revenue & expenses. If you really want to grow your practice, you must monitor your rankings on the weekly or monthly basis.
If you signed up for MOZ, you will already have a campaign. The new keywords that you found, you can start tracking them for how well they perform. We can export the CSV file of the from “Keyword Suggestion” above and add them to MOZ for tracking. To learn more, visit here: MOZ campaigns.
Once you get all the keywords you are tracking, you will see an update with 24-hours of your results. You can also add Google Analytics to tracking overall traffic you are receiving. MOZ will update your results weekly and monthly.
Alternatively, you can use: SERPBOOK. It is a cost-efficient tool for tracking your keywords in real time.
Having trouble? We can do this for you. Schedule a Free 15-min Pre-Audit SEO Consultation for Plastic & Cosmetic Surgeons, here: https://calendly.com/zoramedical/pre-audit-discovery
Hack 4: How to do a quick competitor analysis to find profitable keyword terms.
Understanding where your competitors are ranking will help you strategize and plan out your SEO strategy properly. For this hack, we will be using AHREFS to do a quick competition analysis to find profitable keywords we can focus on and capture.
With AHREFS, we can see our all of our competitors organic rankings and which keyword are the most profitable for them based upon their ranking positions (i.e keywords bringing in the most traffic and patient leads).
When you sign up for AHREFS, you can input any URL within their search bar. Remember the SERP Analysis from Hack #2? You can use one of those competitors to do research on. If they are ranking for keywords you want to leverage, they are most likely profiting from even more terms.
As you can see above, one of our client competitors are ranking for 3.1k Organic Keywords with a estimated traffic of 2.5k and a traffic value of 14k. They are achieving this amount of success with only 388 Backlinks and 119 referring domains. Backlinks and Referring Domains are other websites pointing to your domain. They act as “social proof” for Google.
Once you click on “Organic Keywords”, you will be presented with a list of keywords your competitors are ranking for.
As you can see, 2,570 keywords are a lot of terms to go through. The question you maybe asking, “How can I find their most profitable keyword terms”. The great thing with AHREFS, you can reduce the amount of keywords based on Position (on the top left within the screenshot).
With ranking positions, you can reduce the amount of keywords by asking AHREFS to only give you terms they are ranking highly for. Most of the organic clicks and conversions are going to happen for the ranking position between 1 and 3. Organic CTR (click through ratio) will fall off after position #3.
Once we tell AHREFS this, you can now see the amount of profitable keywords your competitors are ranking for.
Below, there are 193 organic keywords that is brining in roughly 80-90% of their patient leads and revenue from Organic Searches.
Looking for medical marketing services?
Scheudlea strategy session today!