A first step is a well-written website, and a key to developing compelling content is to start each new page by asking the question, “Why?” This will help you determine user intent. Essentially, while keeping optimization of keywords in mind, you must write to the user and for the user by creating rich, unique content. Navigation should be simple, and it will benefit you to keep content streamlined and to-the-point. Featuring content that interests everyone, including patients, is also a good idea. Common topics can be turned into blog posts, and common questions can be turned into an FAQ page on your site.

The keyword craze is a thing of the past. Attempting to saturate your website with related keywords-even if they are relevant-isn’t going to boost your ranking on Google anymore. Sure, infusing keywords in places where they would naturally fit within your content isn’t going to harm your SEO, but don’t overdo it. If you’re an ophthalmologist, for example, repeating “ophthalmologists” over and over is not beneficial. Also, don’t use eyecare jargon if your goal for doing so is just to attract patients.

Start moving the keywords you include in your content from general to specific. Instead of “ophthalmologist,” try honing your keywords with more precision and use something such as “North Austin Ophthalmologist.” This focus on long-tail keywords or specific three- to four-word phrases is going to attract exactly the right users.

Sites and pages that have clear direction, excellent readability and direct calls-to-action are going to invite more user interaction. Getting the user to mosey around (click-through rate) and invest in what you’re selling (conversion) will ultimately boost your ranking and the traffic to your site. A good way to guarantee interaction is to be specific-content should always include information about your services, short biographies of the staff and doctors, a contact page, an appointment request process and other supplementary information such as helpful articles on your blog, videos and photos.

With limited space (about 65-70 characters), title tags are going to be your most important strategy for first-glance searchers. When coded appropriately, each page of text will have one H1 tag, the largest and most important headline. You need to be keyword-heavy here-the more specific, the better. Be sure to invest in primary and secondary keywords that pinpoint what you’re all about. The point here is to grab the user’s attention and keep them interested long enough to click into your site. The engine should know a user’s whereabouts, which means you can attract more people by coupling your business name with your location.

If you want to rank for “best anti-reflective treatment,” then write a page about anti-reflective treatments and use that phrase naturally. Don’t copy and paste from articles or other websites. You aren’t going to help your ranking if your content is word-for-word what’s on the next guy’s website. Use your expert opinion to write an informative article or page for your patients, and then optimize the rest of the SEO data to be naturally keyword-friendly. Then start sharing your content on social media or through email. Unique and original content is going to spark interest and increase your click-through rate.

Last, but not least, you must make your site mobile-optimized. There is a good chance the user will be searching via their mobile phone, so it is very important that great user experience can be transferred flawlessly between digital devices. What should a mobile site look like? Bigger is better-not only do you want your content to be readable, you should factor in size, too. Not everyone is going to have the same size phone…or finger. Keep up the specifics-a smaller screen means less space. It’s important to get your title tags out there with as few keywords as necessary, without sacrificing quality. Be supportive-take caution about pop-ups or Flash plug-ins. Generating awesome user experience is key, and when they’re continuously having to click out of pop-ups or have phones that don’t support Flash, viewers won’t be impressed, and they will mostly likely visit another site.

If you’re worried your website isn’t optimized for any of the above-mentioned topics, it may be a good idea to invest in an agency that specializes in SEO. These experts will provide the necessary tweaks and improvements your online presence needs to gain higher ranking and help boost conversion. Interested in seeing how SEO works first-hand? Consider this article, then search for an SEO agency near you and see who ranks first.

Samantha Toth is the resident marketing rockstar for Innexus by Innereactive Media, specializing in websites, social media and marketing for the eyecare industry. Learn more at


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