How to Improve Your Keyword Research
Have you heard that improving your SEO will help you get found online more easily? You’ve probably heard that implementing keywords into the content on your website, blog, and URL are key strategies for improving your SEO ranking. However, including the wrong keywords or too many keywords can be just as detrimental.
Although you may not always notice them, keywords play an integral role when it comes to helping a small local practice get found online. So let’s get to it by breaking down the long and short (tail) of it.
Do Your Own Keyword Research
Keyword research should never be a one-time commitment, but rather an ever-changing process that involves a strategy and a comprehensive understanding of your practice and your industry. Including keywords that are specific to your practice and industry will help to ensure that the right patients are being driven to your door rather than just any patient. Although we want to increase our patient base, we don’t want to target patients that may not find the value in our practice.
Using the Right Keywords
Short-tail keywords, or keywords composed of very generic keywords, might seem appealing because they’re searched more often than long-tail keywords, however, they’re also a lot more competitive. So, unless you’re writing content for a large organization, like Indiana University Health or Community North, and patients are likely searching specifically for your business, you don’t want to enter into a sea of competitors with big brands that have even bigger pockets.
Long-tail keywords, on the other hand, may not be as frequently typed into a search engine—think, “Egg” vs. “Poached Egg with Avocado and Bechemel”. By including more long-tail keywords into the content on your page, you’ll attract a larger number of patients who are likely to search for any combination of those long-tail keywords.
Location-based keywords are keywords that directly relate to your practice’s physical location. For example, if your practice is in a popular neighborhood in Charlotte, NC, you’ll want to include not only Charlotte, but also the name of that specific neighborhood. By doing so, you’re more likely to target patients in your area rather than across town who may or may not ever make it to your location.
Avoid Keyword Stuffing
Speaking of misleading patients that may not find value in your practice, adding practically any keyword under the sun is referred to as keyword stuffing and is largely considered a taboo in the digital marketing world. Like with any other digital marketing rule of thumb, less is more and quality will always conquer quantity. Ideally, a website’s content should include keywords in a natural way. However, by inputting keywords into a few sentences and repeating them over and over, you’re stuffing your content with keywords. Even if they’re good keywords, it’s still too much.
Now that you’ve read through these tips, you’re ready to become an SEO expert too!