When Google updates...

...Adapt your marketing strategies. If not, be ready to lose new patients when they type ‘ophthalmologist’.

By Naren Arulrajah

When Google recently updated its search algorithms, essentially making traditional online marketing and SEO strategies obsolete, the tech giant separated small and medium-sized businesses and professionals, including ophthalmologists, into two camps.

In the first are those who continue to press ahead with their old websites and traditional online marketing and search engine optimization (SEO) strategies. In the second are those who get SEO diversification is the name of the game.

Optimization

Consider: 75% of users never go past the first page of results. Furthermore, 70% of the links that people click on are organic. (An organic link is a connection made to your website from someone else’s Website without that person being asked.)

KEY STRATEGIES

Complex updates

Some statistics, courtesy of the online marketing experts at imFORZA: SEO lead generators have a 14.6% close rate, while leads coming from direct mail or print advertising have a 1.7% close rate.

Yes, keyword optimization and link building continue to remain critically important to your eye care Internet marketing strategy. But Google’s updates have made the game more complex, adding public relations and engagement with media publications, interfacing between on-ground marketing activities and online promotions, mobile marketing, and integrating social media strategies with SEO and online marketing – powerful tools to put your eye care practice ahead of others in the search rankings race.

Consider: 75% of users never go past the first page of results. Furthermore, 70% of the links that people click on are organic. (An organic link is a connection made to your website from someone else’s website without that person being asked.)

SEO strategies for the here and tomorrow

With major search engine algorithmic updates already in place, it is clear that the role of traditional SEO and online marketing tactics such as article directories, guest blogging, online press releases, discussion forums, aggressive keyword activity and inorganic link building is minimized.

Another point: Google owns 65% to 70% of the search engine market share.

The following key strategies are going to define the success or failure of SEO and online marketing for businesses and professionals from now on.

Content

Content: Its quality, originality, relevance and freshness override all other considerations regarding SEO. Your website must include text, images, videos, infographics, slide shows and other forms of content that ooze these qualities.

The images and slideshows could include before and after pictures; these can help a new patient understand what the eye-care procedure can or cannot do for her or him in terms of aesthetic appearance. The videos could cover an overview of the actual eye surgery procedure so the patient has a solid idea of how the surgery will be carried out.

A virtual office tour, either through images or a video, could help first-time patients gain some familiarity with the office in advance. Content development is usually outsourced to professional online marketing companies, but the ophthalmologist could hire an in-house content creation and marketing team to handle the marketing strategy.

Do not consider any of this a waste of time. Searching is the #1 traffic driver to content sites; it beats social media by more than 300%.

IMPROVE ACCESSIBILITY

User-friendly online sections

Websites can and should make patient access to the practice easier and provide patients with the more practical information they need. For example, you can provide the mandatory new-patient forms for quick download.

Your website could also include FAQ sections to address the most common patient queries. Consider adding an interactive section for reader comments, reviews or online queries.

If you have an active presence on social media networks, they must be prominently linked with the website to achieve greater social engagement. Don’t forget a sitemap for easy navigation and a location map and directions.

Do not underestimate a search engine’s power: 93% of online experiences begin with a search engine.

Mobile compatibility for your website

Responsive website design that allows the site to run efficiently on various mobile device platforms is critical to the success of your eye care online marketing strategy. Many users are accessing websites on their mobile phones and tablets; your design must be seamlessly adaptable to them. Hiring a professional website developer, preferably with experience in creating and marketing of eye care websites, is probably a good idea.

Organic results

It’s the organic results that matter: 70%-80% of searchers overlook the paid ads. They are looking for organic returns.

Online and offline public relations

Engaging with local media organizations – print, electronic and digital – must be a part of your larger SEO and online marketing strategy. Social media engagement and Google authorship building are also key areas to cultivate. Webinars, conferences and online networking are gaining critical value in determining your marketing leadership.

Building a strong online reputation

Patient testimonials are excellent drivers that will attract the interest of new patients on your Website and will help reinforce your reputation. A dedicated section including patient testimonials in the form of text and videos, wherever possible, should be provided. New patients usually like to know the views and experiences of former patients, and what kind of reputation the practice has among them. Therefore, this section is likely to be among the first new patients will visit.

Professional review and rating websites have gained huge traction over the last two years, and the trend continues north. Proactive online reputation building and effective social media networking efforts can yield enormous results, helping your eye care practice dominate in a competitive business environment. OM

About the Author
	Naren Arulrajah is President and CEO of Ekwa Marketing, a complete Internet marketing company that focuses on SEO, social media, marketing education and the online reputations of eye care specialists. Call Naren direct at 877-249-9666.