Achieving a Higher Ranking in Search Engines: The Key to Spreading Your Brand

Make your site accessible to online health seekers

Eighty percent of U.S. adults now go online for health-related information — and a large portion of these users find what they are looking for through search engines. That's why positioning your site for search engine success is so critical.

Ideally, your organization will show up near the top on the first page of search results. Many factors determine what results a given search term will return, and although there is no exact formula for success in the constantly changing search engine optimization (SEO) landscape, a number of tactics can increase your odds.

A Solid Foundation

At NorthPoint Domain, we design and build websites with SEO in mind by properly formatting every site we develop for SEO. This includes applying the correct page titles, placing the correct meta tags in the code for all content and images, and adding keywords for the site. We also ensure that the content of each page is consistent with the page's title and keywords. Once the site is launched, we submit the site to the major search engines.

Techniques For You

Although NorthPoint Domain designs your site for SEO, it is a continuous effort, and the actions you take can greatly affect your site’s search engine success. Here are some helpful tips:

• Use inbound links. The most important factor for search engine ranking today is inbound links for high-quality, relevant sites. You can request that other sites link to yours, including affiliated practices and hospitals, accrediting organizations, Facebook pages, or even insurance profiles.
• Update the content of your site frequently. Search engines regularly browse sites (using automated tools called “bots” or “spiders”) and look for fresh content. Adding more relevant content also adds more “juice” to the search process — creating more ways for your site to attract notice.
• Drive traffic to your site. Provide useful information for your staff and your patients and remind them to visit your site. Reminders can include posters for your waiting areas, which NorthPoint Domain can create for you. You can also mention your website in your on-hold message, and encourage staff members to promote your site every time a new patient makes an appointment. Again, the more useful the information is on the site, the more it will attract patients and consumers. Higher traffic also leads to higher search engine rankings.
• Add social media. If you create a Facebook or Twitter profile, we can link that from your site.
• List your site with Google business listings through www. google.com/places. If you need help with this, contact your Member Services Advisor for more information.

Another Avenue: Pay Per Click

Another way to stimulate web traffic and higher ranking is through the Google Pay per Click Adwords service. Google Adwords is a performance-based advertising model in which clients bid on key words that will trigger their ad to display on the right side of the search page with a link to their website. The client sets the daily budget and is charged only when their ad is clicked. As an additional service, NorthPoint Domain will manage your campaign. If you are interested in learning more about this service, contact Neil Gladstone at (617) 259-3321.

Give It Some Time

Achieving a high search engine ranking requires more than one approach. Your organization must use multiple techniques over time. Be patient — it can take some time before your SEO efforts pay dividends. Your Member Services Advisor is here to help you with suggestions and implementation.