Organic search
How we doubled organic search by simply adding two pages
How we doubled organic search by simply adding two pages
Els Van de Veire
October 1, 2021
The power of adding two extra pages to your website
Adding medical content
When one of our clients hired two extra physicians to join a team of specialist doctors and allied health professionals, they asked us to come up with ideas. The goal? Promoting this new business avenue without spending too much cash.
When you don’t want to break the bank, yet you want consistent impact, there is only one way forward: content marketing for doctors with a focus on patient education.
"It’s a proven method: You write the content once, you make sure it is relevant for your audience, you follow content marketing best practices, you add relevant keywords without keyword stuffing, you make sure the page is built in line with Google’s technical SEO best practices and once your page is published you can sit back and relax."
#1 We created a blog page
First, we set up a blog system and created the first blog around the specific topic that applied to the new physicians and team members. Within a few weeks, from not ranking at all for this business avenue, we jumped to page 2 on Google.
But who is happy with page 2? We weren’t. Granted, it was a massive jump, but we wanted more.
#2 We promoted the business avenue with a dedicated web page
Within a few weeks, with the new page, we were now on position 1 and 2 on Google.
In summary, we created two separate pieces of relevant, high-quality content over the course of a few months. As a result, a completely new business avenue is now ranking in the top position in organic Google searches.
At what cost? The time needed to create this content and build it online. No ads, no ongoing payments, no rent.
Results in numbers
Organic search doubled
As good as it may sound, what does ranking in the top positions mean for your business revenue? When you run a private practice as a business, sometimes it’s all about the numbers, we get that.
When you rank high, you are likely to be found more, as most people click on the top results. What we noticed with this client, is that organic search went up by 124.82 %.
Overall visibility increased by 26% and this is only the start. This number keeps growing. As we mentioned before: content marketing done well is pretty powerful.
Why does this matter?
The better your visibility compared to your competitors, the more likely your website will be visited. The more your website is visited, the more bums on seats in your waiting room.
Content marketing vs advertising
Contents vs ads
So does this mean you should ditch your Google Ads or other social advertising campaigns?
It doesn’t. One does not exclude the other.
"It all depends on your current situation. Do you need bums on seats instantly? Then advertising is a great avenue to reach that goal. You pay and it’s switched on and starts working."
So combining both channels can be effective. But if you want to plan ahead for the next 12 months, and reach an audience that is already searching for you, you will want to create more useful and relevant content. And in some cases, as I described above, it is as simple as adding two relevant and optimised high-quality content pages to your current website.
Keep active
Best organic search results
I am sure many of you would say this to your patients: Keep active!
It’s also my task to say the same to you. The best strategies are the ones that are active. When you regularly post new content, you are in the best position to outrank your competitors and be the number one practice for your speciality.
So what is the definition of “active” in the context of content marketing for medical practices?
We all know that doctors and specialists are time-poor. That’s why I want to be realistic here. In an ideal scenario, you post every day on social media and you publish new content on a weekly basis. But for many practices, that scenario is not realistic.
"I have seen fantastic results from clients who post one new page every 3 months. I think that is realistic for even the busiest specialist or doctor. If you work with Digital Practice, we create those pages, in this case 4 per year, within a strategic framework. This means we look at the shortcomings in your current strategy. We do this by comparing visitor numbers and acquisition data."
Optimisers with Digital Practice
For existing Digital Practice clients we offer Optimiser sessions. During these sessions we look at all your numbers:
- Your rankings on Google for specific keywords
- Your visitor numbers month-by-month
- Acquisition data: how do visitors find your website? Via organic search? Via paid ads? Social? Direct? How does this tie in with patient numbers?
Based on the questions we ask and the input you give, combined with the results of our research, we will make recommendations for focus keywords and content.
"It’s like a business coaching session. But the main difference is that your business coach (Digital Practice) is not just that person who can tell you what you could or should do to improve results. Every decision we make together will be executed instantly. Now that is what we call real business development."
