Effective Keyword Strategies

 An important part of creating a website that will rank high in search engines and attract visitors is creating keywords for your site that are relevant and effective. A keyword is a word or phrase on a website that relates to the content of that site. Search engines like Google and Yahoo rank your website partially based on the number and relevance of the keywords found there. Any keywords that appear on your site should be closely related to the content of the site. For example, if you are a surgeon who specializes in arthroscopic joint surgery your website should contain words and phrases such as “arthroscopic surgery,” “joint surgery,” or “surgeon.” These keywords tell visitors – and search engines – what your page is all about.

Optimizing Your Keyword Placement

Of course, it’s not enough simply to have the right keywords, it’s also important that they be seen in the right places. When search engines look at your website, they don’t only scan for keywords relevant to your practice, they also determine where on the page those keywords are located. Keywords that appear in the headers of articles or in the flow of text are better than those that appear in sidebars or as unsorted tags. Particularly good places to include keywords to ensure high visibility are in header tags and the ALT text in graphics.

The keywords on your page also ideally will be spread evenly throughout the site, rather than packed into one or two locations. You probably have seen web pages that have blocks of text containing long lists of keywords, one after the other. Some firms that do SEO (Search Engine Optimization) try to use this ploy to cram a lot of keywords onto a page in hopes that search engines will give the site a higher rating. However, many search engines are designed to identify this tactic and can actually downgrade you site for trying this tactic. Your keywords should be located on all of the pages on your site and appear in different places on different pages.

Backlinks for Building Your Business

At Axiom Health Care Marketing, our strategy for optimizing your keywords includes not only compiling a list of keywords, but also backlinking to other relevant websites. Backlinking is the practice of locating links to your website on other sites that are likely to attract the kinds of individuals who also will be interested in your practice. This means linking to sites that are directly related to the type of medicine in which you specialize and the kind of practice you manage. We won’t just throw links out to a lot of random sites in hopes of increasing your search ranking, We’ll be sure those links are in places where they will work for you.

However, creating a single set of keywords and then sending you on your way is not the way we operate at Axiom. Our professional staff will continue to work with you to ensure that your links remain relevant and fresh and that your link portfolio reflects the latest updates to your practice. We will also make sure the sites to which you are backlinked remain reliable and relevant to your potential patients. Our top-of-the-line analytical software can help you measure how well your keywords are working for you. We will use this information to update your keyword portfolio to ensure that you stay at the top of search queries and remain visible to potential customers.

The Axiom Approach

To learn more about how a coordinated and coherent keyword portfolio and backlinking strategy can benefit your practice, contact Axiom today. Our staff not only has the IT knowledge to optimize your website, we also have experience in healthcare business and marketing and we bring that expertise to the table in all of our SEO efforts. Let us show you how we can help your website continue to be a key asset for growing your practice.

Posted by: Axiom Health Care Marketing

Monitoring Your Online Strategy

Treating chronic illnesses – from allergies, to arthritis, to heart disease or cancer – is a process that involves constant observation and monitoring of a patient’s physical condition. Chronic diseases progress and cause changes over time that can adversely affect the patient’s health if they are not managed consistently and treated effectively. Failure to keep abreast of new developments or changes in the condition of patients with chronic illnesses can have severe negative consequences.

However, it should not be left solely to the physician to keep abreast of the health of patients suffering from chronic condition. The patient also bears responsibility for monitoring his or her own condition and informing the doctor of any changes or anything out of the ordinary. In addition, patients also must commit to following the physician’s recommended course of treatment. The worst thing an individual suffering from a chronic illness can do is neglect essential health regimens such as taking medication, regulating diet, or taking steps to reducing stress.

The One Constant is Change

Making sure your online marketing strategy is healthy and performing as it should also requires close attention and the ability to change strategy in the face of changing conditions. Too many professionals make the mistake of thinking they can pay a company to build a website and, if they do a good enough job, the site will simply run itself. For a short time that may work, but the online environment is constantly changing. If you fail to properly maintain and regularly update your website, you’ll soon find it won’t perform the way you expect it to.

Changing conditions require adjustments in online strategy that many practices’ websites are not prepared to offer. You need a way to keep up with these changes and be able to respond in a way that enables your website to continue to attract and keep visitors. Failure to respond in a timely and effective manner can seriously impact the amount of traffic your site attracts and, consequently, the number of new patients it generates for the practice.

Axiom Tools For Continuing Success

If your website is not attracting new business to your firm, it’s not doing its job. At Axiom Administrative Services, we have the tools to help your website perform up to its capabilities and make your site an asset to your practice. We will not only work to make your website the best marketing tool possible, we will stay with you to update and offer new solutions when needed to ensure that it continues to work for you.

In addition to our proven track record in website design and optimization, Axiom brings to the table a wealth of experience in the healthcare market. We are ideally positioned to offer you solutions that work for both your professional and technological needs.  Let us show you how we bring these various professional competencies together to build a dynamic, flexible, and winning online marketing strategy.

Posted by Axiom Health Care Marketing

The Importance of the Right Recommendations

Good physicians tend to build extremely loyal patient families, often seeing the same patients and their children for generations. Physicians find that those loyal patients often are some of the best advertisements for their practices. It is impressive how much impact a few passionate and credible sources can have on a business’ reputation, and highly satisfied repeat customers can be some of a practice’s most effective marketing tools.

What’s Important to the Patient?

The layperson looking for a physician expects to see impressive professional credentials and fellowships in prestigious societies and academies. A long list of degrees and accomplishments is unlikely to be the deciding factor in searching for a new doctor. Likewise, a magazine poll that rates local physicians might offer some insights, but it gives you no real idea of whether a physician is not only competent, but a good fit for you.

The advice of someone who has personal experience with a particular physician is much more likely to sway a person’s opinion than a rating in a poll or a flashy ad in a magazine. People are more likely to trust the recommendation of family members and friends over the opinions of strangers, even those who are considered “experts”.  The more patients who recommend a practice, the more reliable and competent its image. Conversely, if former patients consistently criticize a practice, potential patients are likely to see it in a negative light.

Links: Virtual Recommendations

Having recommendations from trusted sources is just as important to the success of your website as it is to the success of your practice. This means having links to your site from other sites that are related to your practice and respected within your profession. These links – called backlinks, show how widely known your “brand” is on the Internet and who is aware of it. Just as with patient recommendations, more links is better than fewer, and links from trusted and relevant sites are better than those from random or unrelated sites.

The principal value of a strong backlink portfolio is that increases your website’s ranking in search engines such as Google and Yahoo. Highly-ranked sites appear closer to the top of query results generated by these search engines, which means they are likely to get the most visitors. However, just having lots of backlinks doesn’t ensure a strong ranking. Search engines give much more weight to links from sites with content that is relevant to that on your website. Quality is every bit as important as quantity.

Let Axiom Administrative Services show you how we can build a backlink portfolio for your site that gets you noticed in online searches. We combine high-level IT expertise with extensive healthcare industry experience so we know what sites provide the most value in your backlink portfolio. We can also help you create new content for outside sites that will keep your online presence fresh.  Contact us today to learn how we can optimize your links, boost your online profile, and help drive business to your practice.

Posted by Axiom Health Care Marketing

Get Personal With a Blog

 As a physician, you know that some of the most valuable insights into your patients’ physical and psychological health come not from the results of clinical tests, but from the opportunities you have to talk with them at length, one-on-one. In today’s busy world – and especially amid the hectic pace of modern healthcare – you are aware that those opportunities are becoming rarer, and when they do arise they are usually all-too-brief. While you would probably like to be able to spend more time simply talking and sharing information with your patients, your schedule and responsibilities frequently rob you of the time you need to do so.

 There is another way you can reach out to your patients and offer them the information, advice, and opportunity for communication that just doesn’t seem to be available when you’re in the office. By maintaining a blog on your practice’s website, you can open up an avenue for sharing with your patients the knowledge, experience, and expertise you have gained through your medical training and practice. Even if you don’t have the time to speak to all of your patients about the latest studies or advances in your field, you can make that information available to them through a blog. A blog is a great way to help your patients become informed so they better understand any treatments or procedures that they may be considering.

A Two-Way Street

What makes a blog unique, however, is that the communication goes both ways. Not only can you use a blog to touch base with your patients, they can use it to talk to you. While contact forms and company emails are fine for gathering basic patient information, they don’t offer the patient – or prospective patient – a chance to find out more about you or your practice. Visitors who may be reluctant to send information or questions to an anonymous email address may be much more likely to post to a physician’s personal blog. The availability of a space dedicated to patient-doctor dialogue invites greater openness and sends the message that you want to communicate with your patients.

Opening Your Doors

There is also a very practical business reason to maintain an active blog – it helps you attract online visitors. Search engines such as Google and Yahoo give higher rankings to websites with blogs that remain active, contain relevant and interesting information, and that are regularly updated and maintained. That means prospective patients who search for physicians practicing in your area of specialization will be more likely to see your name at or near the top of the search results. Greater online visibility translates into more visitors to your site and more prospective clients.

Why Axiom for SEO?

Axiom Administrative Services has years of experience in helping physicians create a strong online presence by using a comprehensive suite of techniques that includes website design and creation, creating and maintaining blogs, providing content, creating and managing communications databases, media and video production, and much more.

We’re not just well-versed in IT and Search Engine Optimization (SEO), Axiom knows the healthcare market and understands the challenges of running a practice in today’s healthcare environment.  Let us show you how we can leverage our dual strengths in technology and healthcare expertise to help ensure that your online presence is making a positive impact on your bottom line.

Let Axiom show you a range of options to optimize your website, including creating a dynamic blog, to increase your online traffic and improve your online presence. Our state-of-the art Search Engine Optimization (SEO) techniques, combined with our healthcare industry experience, can help put you at the top of everyone’s list. 

Posted by Axiom Health Care Marketing

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