Most businesses understand the importance of SEO or search engine optimization. This is the practice of optimizing your website so that it appears higher in Google and other search engines. The world of SEO has changed dramatically in recent years as businesses have gained more knowledge and search engines have continued to improve their ability to index content and provide users with the most relevant results.
Search Engine Optimization is important because organic search accounts for roughly two-thirds of all internet traffic. Organic search is what users see after they search a specific term and then see the related results, also known as the SERP, or search engine results page. The promoted results are not organic; however, all non-promoted results are organic.
Appearing on the first or second page of search engine results has nothing short of an exponential impact on the traffic you can generate. A strong Search Engine Optimization showing can have an extraordinary impact on your business.
SEO as an industry is filled with a wide range of players, from hyper-intelligent “white hat” consultants to shady “dark hat” firms who make big promises and offer a vague explanation of the work they do. For a small business, this can be a difficult, and potentially wasteful, endeavor. This article is intended to provide a foundational understanding of Search Engine Optimization and things you can focus on even with limited resources.
Search engines are focused on providing users with the most relevant content possible based on their query and other known information about the user such as relevant history, location, expressed interests, and other factors. Your site should be full of content that is relevant, and interesting to current and potential customers. If there are ten topics a potential visitor could be interested in you may want to have ten pages on your site each focused on one of those topics. This provides better content for visitors and as your site is indexed by search engines offers more targeted content which increases relevancy. This is not a set it and forget it operation, your pages should be refreshed periodically as that impacts the value search engines see on your pages as well.
Friendly across device
Most search engines now factor in whether a given website features a responsive design, which allows a site to work effectively across multiple devices. Given the importance of smartphones and other portable computing devices, it’s essential to provide an effective mobile experience to users which will also improve the search performance of your website.
Clinicians now have a streamlined view of patient information through the Electronic Patient Record (EPR) – a single source of truth where all patient medical information can be recorded and accessed from anywhere nationwide. As part of the EPR, genetic data can be easily interpreted and documenting decisions and agreed actions have been simplified.
There is not enough room in this post to cover all the details, but in addition to quality content, the mechanics of your site matter, a LOT. The structure of page and article headlines, page titles, image tags, links, and a host of other factors make a huge difference in how search engines see, and ultimately rank your site. The good news is there is a multitude of tools and online training that can help you with this. The Yoast SEO plug-in for WordPress or RankMath can help structure your content as well as the mechanics of your page as you build them to maximize their Search Engine O performance. It doesn’t need to be overwhelming or complex if you use just a couple of basic tools.
SEO can seem overwhelming and for those who want to go to the expert level, it can get complex. For most small businesses it’s important to understand the basic concepts, get the fundamentals right and leverage a handful of inexpensive and easy-to-use resources.