The most important factor in the search engines’ algorithms to rank your website is your content. Your article must be relevant (to the search) and be published on a website which is updated regularly. But what is regularly? How many times a week or month must you publish to outrank your competition?
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Winning the Rankings Race.” You can find us on iTunes.
Sound disclaimer – this interview was conducted on site at the American Academy of Ophthalmology meeting in Chicago, 2016. We found a “quiet” office adjacent to the show floor and recorded straight to my iPhone.
There are “Three Rs” to having great SEO. Your content is the most important factor in great SEO. Here are the 3 “Rs”;
- Relevant – your articles need to specifically answer the search query
- Refreshed – your website must be refreshed with new content
- Regularly – your website must have new content on a regular basis
In essence, your website will rank well if you publish new content regularly. What does “regularly” mean?
Who Are Your Competitors?
Can you identify your competitors? Believe it or not, your competitors are not your colleagues who practice the same specialty as you. In other words, your competition is no longer every other practice sharing your specialty.
In the modern digital age, your actual competitors are defined as those who;
- Practice the same specialty
- Practice in the same area (zip code)
- Have an active website
Patients are interested in finding information about their health and their potential doctors online. If your practice does not have a viable website, you have no chance of attracting a new patient.
Hence, only those physicians with active websites are your true competition.
Own Your Zip Code
Now that you have pared down the competition, your goal is only to outperform your true competitors. You will need only to outwrite, more or better than, your competitors in your own zip code.
Once you outwrite the competition…you own your zip code!
This also means that the more digital competition you have, the more you will need to write. Your actual need to write will vary depending upon your demographic.
All the best!
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All the best!