Google search has over 1 billion users – including people in your community who are searching for a physical therapist to help them. Getting your practice to appear near the top of the results list when people are searching is crucial. The key to this is something called Search Engine Optimization (SEO) and it’s how you market your PT clinic online by getting Google to notice you.
Your goal is to rank as high up in the search results as possible each time a prospective patient types “physical therapist” and your city’s name into Google. (If you’re on the fourth page, you fundamentally do not exist as far as online search goes.)
So what are some Google tips to help get you up to the first page?
It’s not using the headline “Wellness awaits you.”
I’ve ranted about this before, and I’ll rant about it again: “Wellness awaits you” is not a compelling headline. I just want to get that out there. Nobody in town is saying, “I am desperately looking for wellness, and, if it awaits me in this clinic, I am motivated to spend cash and sign up for the first visit possible.”
Besides, nobody knows what “wellness” means. (Clinicians can’t even agree on it!)
It depends on your practice type.
If you want to do acute care and auto accident cases, speak to that with your call to action.
If you’re going to take care of CrossFit athletes who overdo it when working out, speak to them. Speak to their pain points, their issues. Make sure that you are creating a compelling headline and a persuasive call to action at the top of your website. That’s absolutely crucial.
Next is a very commonly overlooked aspect of SEO: imaging sizing. Most people don’t think about this.
You might say to yourself, “Well, I’m going to use a company, and I’m not going to build my own website.”
Even if you don’t build your own site, you still should know this information. Most of the web building companies don’t pay attention much attention to image sizing. So you want to be at least able to speak to the person and tell them, ” I want these things taken care of.”
Why does this matter? If your images are big, it takes a long time to load your page. A long time means about two seconds. Google will push you down in their ranking. Even if you have everything else right and your image size is too big, Google forces your webpage down in ranking. Even if it takes just two seconds to load, it’s hurting you. Your page needs to load in less than one second, and image sizes are the number one reason why websites load slowly.
The good news is there are a bunch of tools out there for free that squash pictures to 10 percent of the original file size – and its impossible to tell the difference.
Finally, Google loves fresh content.
Nobody wants to go to a Web site desperate to find relief, and it looks like they literally have to like dust off the top of the website due to inactivity. Also, don’t be the person who decided to post 25 things in three weeks and then not touch the website for two years. That’s not compelling.
Consistent updates with fresh content on your social media and your website are crucial to gaining valuable exposure and search engine optimization. And there are plenty of tools to help you schedule those things out. So don’t go feast and famine. Make sure you are continuing to put out content, even if it’s once a week. The search engines like to see that, and so do prospective patients. I mean, would you go a doctor if their website looked like it was created 15 years ago and hasn’t been touched since? I don’t think so.
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If you don’t know who your Account Manager is, please call 866.528.2144 to find out.