SEO is constantly changing. As Google strives to continually improve the search process for the user, they are making never-ending changes to their algorithm to grow and change with the Internet and all the pages in it.
For SEO specialists like us, this means staying on top of these algorithm changes and learning to discern the difference between SEO facts and myths. So, let’s debunk five of the most common SEO myths for medical aesthetic practices.
Myth #1: Keywords are the only thing that matters
Ah, yes, the good old days of stuffing your website with as many keywords as possible to rank higher on search engine results pages (SERPs). But, times have changed, and so have search engine algorithms.
“Create content in a format that is suitable to the needs and expectations of Google’s users for the question they have asked.”
– Jason Barnard
While keywords are still an essential part of SEO, the focus has shifted to user intent and quality content.
Google’s algorithms are now sophisticated enough to recognize keyword stuffing and can penalize websites for it, and long-tail keyphrases are becoming much more of a focus over singular words.
Google’s BERT update, for example, uses natural language processing to better understand the context and meaning behind search queries and content. Basically, it is trying to figure out if your content is written close to how people speak.
This means that creating high-quality content that addresses the needs of your potential patients is more important than ever.
“Ensure you’re writing content the way that you’d explain it to someone over the phone.”
– Carolyn Lyden
So, instead of stuffing your website with keywords, focus on creating quality content that uses natural language and addresses the needs of your potential clients. By doing so, you’ll not only improve your website’s ranking on SERPs but also create a better user experience for your website visitors.
Myth #2: SEO is a one-time effort
This is a dangerous one because so many people think that they can set up their website once, “optimize” it for SEO, and then forget about it. However, SEO is an ongoing process that requires regular maintenance and adjustments, particularly if you want to stay ahead of the competition.
Regular SEO maintenance can include:
- Updating your website’s content to keep it fresh and relevant
- Optimizing your website and all content for mobile device usage
- Monitoring your website’s performance using tools like Google Analytics
- Conducting regular keyword research to identify new opportunities
Other important tasks that should be done regularly include:
- Checking your website’s backlink profile to ensure that you’re not being penalized for spammy or low-quality links
- Optimizing your meta tags and descriptions for improved click-through rates
- Reviewing your website’s speed and loading times.
By performing regular SEO maintenance, you can ensure that your website is always up-to-date with the latest SEO trends and best practices. This not only helps improve your website’s ranking on SERPs but also creates a better user experience for your website visitors.
So don’t fall victim to the one-time-effort trap. Good SEO is a constant process.
Myth #3: Link building is dead
Alright, dead might be a bit of a stretch. The truth is probably closer to people just straight up forgetting about this part of the process. But, whether it has a spot on the ofrenda or not, link building is still an essential part of SEO, as it helps to establish your website’s authority and reputation in the eyes of search engines.
However, the way link building is done has evolved over time. In the past, many websites used manipulative tactics like buying links or participating in link farms to try and improve their website’s ranking on SERPs. However, these practices are now heavily penalized by Google and can actually hurt your website’s ranking.
Instead, effective link building strategies today focus on building high-quality, natural links from reputable websites in your industry. This can be achieved through creating high-quality content that is worth linking to, reaching out to other websites to ask for links, and engaging in content marketing and social media campaigns that attract links naturally.
Myth #4: Social media doesn’t impact SEO
Many people believe that social media doesn’t impact SEO, but this is only partially true. While social media doesn’t directly influence your website’s ranking on SERPs, it can indirectly impact it in a number of ways.
Firstly, social media profiles and content can appear in search results, which can increase your online visibility and attract more clicks to your website. Additionally, social media can drive traffic to your website, which can improve your website’s ranking on SERPs.
Here are some ways that social media can indirectly impact SEO:
- Improved online visibility: Social media profiles and content can appear in search results, which can increase your online visibility and attract more clicks to your website.
- Increased traffic: Social media can drive traffic to your website, which can improve your website’s ranking on SERPs.
- Improved brand awareness: Social media can help to improve your brand’s online reputation and awareness, which can lead to more clicks and engagement on your website.
- Increased engagement: Social media can encourage engagement and sharing of your website’s content, which can help to improve its ranking on SERPs.
- Improved backlinks: Social media can indirectly lead to more backlinks to your website, which can improve your website’s authority and ranking on SERPs.
To optimize your social media profiles for SEO, make sure they include relevant keywords and information about your medical aesthetic practice. Create quality content that encourages engagement and sharing, and include links back to your website.
Myth #5: SEO is all about ranking #1
Many people believe that the ultimate goal of SEO is to rank #1 on SERPs, but this isn’t necessarily true. While ranking high on SERPs is certainly important, it’s not the only factor that matters when it comes to SEO.
“Ranking first for a new term that’s popular in your industry could take your business to new heights. But it could also destroy your return on investment in the process. Getting the first spot on a given Google SERP isn’t an overnight event. In fact, it takes copious hours, weeks, months, and often years of time and money to get.”
Other metrics, such as click-through rates, bounce rates, and user engagement, are equally important. A website that ranks high on SERPs but doesn’t attract clicks or engagement won’t bring in new patients.
This is why it’s important to focus on creating quality content that addresses the needs of your potential clients and encourages engagement. By creating content that resonates with your target audience, you can help to improve your website’s click-through rates, engagement rates, and overall user experience.
Not to mention, quality content can supersede high rankings, even in the short term, through featured snippets. Featured snippets are a type of result that appears at the top of Google’s search engine results page (SERP) in response to a search query, effectively what is known as “Position Zero.”
They are designed to provide users with a quick and direct answer to their question without having to click through to a website.
There are three main types of featured snippets:
- Paragraph snippets – These are brief answers to a search query that appear in a paragraph format.
- List snippets – These are featured snippets that appear as a numbered or bulleted list in response to a search query.
- Table snippets – These are featured snippets that appear in a table format in response to a search query.
Winning a featured snippet is an excellent way to increase your website’s visibility and attract more clicks to your website. Here are some tips on how to win a featured snippet:
- Identify common search queries related to your medical aesthetic practice and create content that directly addresses those queries.
- Optimize your content for natural language and use keywords in a meaningful and relevant way.
- Use header tags (H1, H2, H3) to structure your content and make it easier for Google to understand.
- Create content that is concise and easy to read, and includes a clear and direct answer to the search query.
- Use lists and tables where appropriate to make your content more easily scannable for users.
- Monitor your website’s performance using tools like Google Analytics and Search Console to identify opportunities to improve your content and SEO strategy.
Don’t get us wrong, ranking well is extremely important, but there’s more to it than just that. When you know all the mechanisms behind how search engines work, you can find new and creative ways to increase your patient count.
Need a Myth Buster?
We are happy to walk you through any of the information above or get you started down the right path on your digital marketing journey. Give us a call at (800) 949-0133 or schedule a one-on-one. Our Incredible Educators are here to help you, anytime, for free.