Too Many Keywords: One Post = One Keyword

Using too many keywords in your article will dilute your message and hurt your SERP rankings.Your website articles should contain no more than 1 or 2 main ideas (aka topics, keywords).  Writing exhaustive reviews on every post to show off your expertise is an SEO mistake, it will prevent your webpages from ranking for any keyword.

Using too many keywords dilutes the main idea (and the actual relevance) of your article.

What is a Keyword?

A keyword may be the main idea, subject or topic of your article.  A patient will also type keywords into the search bar when “Googling” something on the Internet.

Each page or post of your website is indexed separately for just a few keywords. Each webpage (vs. website) can individually rank high on SERP for particular keywords.

It’s much more likely to get a single page of your site to rank for one or two keywords than to rank for several.

It’s as if too many keywords compete with each other.

What is Your Main Idea?

A similar problem occurs when medical practices place all their doctors on the same “About Us” page.   Just as one page can not rank for multiple keywords, one page with too many doctors will not rank well as no specific doctor can standout.

Most patients are looking for very specific doctor and will use specific keywords to filter their search.

For instance, my “About” page will rank well for searches containing the words “retina specialist in northern Virginia,” yet I won’t rank well when a patient is looking for a cataract surgeon or glaucoma specialist.

More Pages = More Rankings

Another advantage of “one post one keyword” is that you will have more pages to be indexed.  More indexed pages mean more visibility of your website!

For instance, in our doctor example, let’s have each doctor have her own “About” page instead of having one page for, say, 5 doctors.

There are now 5 pages that may be optimized and rank well for your practice versus 1!

What Can You Do?

Keep your copywriting limited.  If you can’t get all your ideas into the same article, write another article!  We recommend Scribe SEO to help with your writing and keyword analysis.  This simple plugin will take away most of the guess work with your writing.  It has been a great tool for me!

Articles focused on one main idea are also much easier to read for your patients.  If you are creating an “About” page for your business, create a separate page for each provider.  This way, you can customize the SEO for each doctor!

Articles should be straight forward, focused and written to answer/inform quickly.  SEO is easiest if optimizing for one or two keywords.  Your article has a better chance of rising to the top!

To your success!

“Randy”

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

Writing in the First Person

Write medical copywrite in the point of view of the first person.Me, myself and I.

Using these 3 words allows you to create great copywrite your blog posts, and especially your ABOUT page, from the point of view of the “first person.”

Too often, websites are written in the point of view of the third person.  Effective, quality writing for your website should be written in the first person to effectively and immediately involve the reader.

Example A (1st):   During my free time, I enjoy playing competitive tennis and managing youth ice hockey.  I really enjoy…

versus

Example B (3rd):  Dr. Wong enjoys playing competitive tennis and managing youth ice hockey during his free time.  He really enjoys…

The First Person Involves the Reader

Write as though you are speaking directly to a single reader.  Write as though you are having a private conversation with a patient; i.e., your reader or customer.

When I write, I pretend I am writing to one person, one patient, or one client.

Writing in the first person naturally reaches out and draws in the reader.  You should be writing as if you are speaking directly to the reader.  As a result, the reader becomes part of the conversation.

The reader, therefore, naturally feels you are are speaking directly to her.

The Power of First Person

First person makes you the authority.  The first person point of view allows you, the doctor/author, to personally answer your reader’s questions.

Your readers want to hear what you have to say and not a narrator writing a story in the third person.  Writing in the first person naturally gives you more credibility and authority as you are speaking directly to them…and from you!

First person also allows you to be transparent…showing off your qualities as a human and how you function as a small business.

What is the Third Person?

The third person point of view (he, she, it) is best exemplified by news reporters.  In this situation, an actual 3rd person, the reporter, is conveying facts, or the news.  By remaining outside of the story, the news reporter gains credibility for his observational skills.

The reporting style, the 3rd person point of view, is too sterile as it neither includes you nor your reader.

What Can You Do?

First and foremost  always remember your goal in writing is to connect you with your readers.

Here’s a check for you:

Go to  your about page.  Does it look like a copy of your curriculum vitae.  If it does, rewrite it in the first person using words such as;  Me, Myself, I and You (involve the reader).

In addition to restating your professional and academic accolades it is also important to tell your readers who you are as a person.   One of the primary reasons for blogging is to make a personal connection with your readers.  In your writing it is important to tell your readers what you are, but it is much more important that your readers get a feel for who you are.  By doing this you will have forged a personal connection with your readers and that is priceless.   If you want a true return on the investment of time you are putting in to writing your blog articles you need to write in first person.

To your success!

Randy

Does Your Medical Practice Have a Google+ Page?

Is your medical practice using Google+?  This post starts a month long series on the benefits of using Google+ and the steps you need to take to set up a Google+ page.  This information will allow you to be at the forefront of medical marketing!

We believe Google+ is the beginning of Web 3.0.  To have an appreciation for the opportunities Web 3.0 will provide it is important to differentiate it from Web 1.0 and Web 2.0.  To simplify, think of it this way:

Web 1.0 is akin to a one way conversation.  A user enters a “word or phrase” in the Google search box.  Every user who types the same word or phrase receives the same search engine results page (SERP).

Web 2.0 is a step up in that it provides users tools to customize their search.  This allows for a two-way conversation. For example, you can limit the location, time and types of results returned.

So what is Web 3.0?  Although this is still an emerging concept, one component is thought to be the ability to provide users with a unique, customized search experience.

Why is Google+ Important?

Google+ is important to your medical practice because it has developed a platform that integrates a users real world connections with Google’s databank.  Each time a user enters a search query in Google+ the SERP will return relevant posts, people and content from the web.  To simply restate, the user’s search will have context and that will allow Google to provide a unique SERP. Don’t you want to be listed within a user’s personalized results for the services you offer?

Whether you are a Google lover or hater, Google+ will transform the way in which you search for information….and…market your services.  Maybe not today or tomorrow, but by this time next year we believe you will see the importance of utilizing Google+ in your on-line marketing strategy. We would like to help you get started.  Look for our post next week that will outline how to set up your medical practice’s Google+ page.

 

 

 

Search Engines Rank Webpages Not Websites

Search engines rank webpages not websites.Search engines rank webpages, not websites.

Think of a reference manual;  dictionaries, encyclopedias, thesauraus.  The title of the book refers to a collection of pages bound together.  Unlike a novel, reading each page in order serves no purpose.

A website is composed of webpages.  A collection of webpages constitutes a website and as in our manual example, each webpage of a website contains useful information.

Search engines, such as Google, rank individual pages of each site and not the whole site collectively.

Overall, with good SEO, most of your pages will rank well.

The URL or Domain

Think of a website as a place (i.e. your Domain) where webpages of a common theme reside.  In this way, you may better understand how a “website” may rank for dozens of keywords.  In actuality, a successful website contains many pages allowing for the excellent SERP rankings.

When establishing a PageRank, an overall score is assigned to your domain, or website.  A PageRank is different than index rankings on a SERP.  It gives you an overall score of the relevance of a website.

Webpages

Each article you write for publish for your site will have a separate and unique URL. The root URL remains the same, but the extension, or filename, is unique to everypage of the site.  For instance;

MedicalMarketingEnterprises.com

This points to the home page and is the “root” URL.

MedicalMarketingEnterprises.com/About/Randall.V.Wong

This URL is the address of my “About” page.  It is indexed separately from the home page and all other pages on this site.  This extension signifies that it is completely separate file, or page, on my site.

Each of these pages is read and indexed separately by Google.  One page may rank better for “medical search engine optimization” and the other for “randall wong md.”

This website has almost 300 pages “indexed” with the search engines.  In theory, this means this site could rank for at least 300 different keywords or subjects!

Do you have 300 areas of your practice for which you’d like to rank Number 1?

What Can You Do?

This emphasizes the importance of relevance.  Each and every article should be relevant to one subject, or keyword.  The more specific your article, or post, is to one keyword, the more relevant.  Try to write an article “concentrating” on too many keywords and you lose specificity, i.e. relevance.

To your success!

“Randy”

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com