On-page SEO refers to the actual content of the website and how it can be built to give your hearing practice the best chance of ranking higher on search engines.
There are three things to consider with on-page SEO, and that is choosing good keywords, optimizing your title page/meta description, and structuring your content. Let’s see how your hearing practice can best leverage these areas to improve your practice website’s search rankings and conversion rates.
Pick the right keywords
Keywords are the words your website uses that will be picked up by search engine algorithms, and there is an art to choosing the right ones. Here are some tips:
- Decide who your target audience is: Imagine yourself as the customer as you think about your list of keywords. Think about what you would type into Google if you wanted to find the services listed on your website.
- See what other hearing aid practices are doing: What other hearing aid practices are there in your area? There’s nothing wrong with going to their websites to see the keywords they are using to bring potential customers to their page.
- Leverage long tail keywords: Simply using ‘hearing aids’ as one of your keywords is not enough. Long tail keywords use three or more words or phrases, and are more specific to your customers needs. Even though these keywords have fewer people searching for them, they make up for it by attracting more relevant search engine users, and enjoy less competition to rank highly.
Consider your page title & meta description
Using the right title tags are very important for SEO purposes. It is the HTML element that give the title of the web page. It might only seem like a technical formality, but in fact they go a long way towards describing the content of your webpage for search engines.
Title tags feature in three important places around the web:
- Search engine results pages (SERPs)
- Web browsers
- Social networks
They serve as the first impression that search engine users have of your page. And as we know, first impressions are very important.
A good title tag is restricted to under 60 characters. Only the first 50–60 characters of a title tag are usually shown by Google under the default text size. By limiting your titles to under 60 characters, about 90% of your title will be displayed, which is important for customers to get a good idea what your hearing practice is about.
Meta description tags
Your webpage’s meta description is an HTML element that summarises your web page. Usually up to 160 characters long, these show up in search results below your title tag and website address. A good description can help persuade search engine users to click on your website link.
Writing the best meta description is not an exact science. It needs to communicate what people need to know about your hearing practice at a glance, but as Google usually cuts off descriptions that are longer than 160 characters, they should stop before that point. Try not to ‘stuff’ the description with keywords, as this wont be looked upon favorably by search engine algorithms.
Structure your content for success
Aside from crafting quality, relevant content, there are several things you can consider when structuring you content for maximum success.
Choose good headings
Your headings should use your target keywords and help the reader decide whether they want to continue reading. They should be descriptive enough to let the reader have no doubt about what content below will contain.
Organize your content to make it more accessible
Studies have shown that we usually read in an F-shaped pattern when browsing websites. In order to make sure the website we are on has the information we are looking for, we first look at the headings, and move on the start of paragraphs, noting any strong or highlighted text.
Use this to your advantage when organizing your content. Make it easier to digest by using short paragraphs, sentences, lists, and sub headings. This will help website visitors better understand and access your content, improving the user experience and the likelihood they will find what they are looking for.
Don’t forget your keywords
You should put keywords within the main content of your page. But again, don’t stuff them in mindlessly. Try to place them organically into your content, where they are most likely to be useful and relevant.
Are you looking for extra help with increasing the presence of your audiology practice in your local area? AuDStandard can help – contact us to learn more!