the healthcare provider's guide to understand your search engine results

A Physician's Guide To Understanding YourSearch Engine Results

www.patientpop.com

www.patientpop.com

IntroductionAccording to a Pew Research Center survey, 72 percent of Internet users say they looked online for health infor-

mation within the past year. And of those users, 77 percent of online health seekers say, “they began their last

session at a search engine such as Google, Bing or Yahoo.” The numbers are overwhelming and paint a clear

picture -- search engines are an integral and necessary component to any healthcare provider’s online success.

It all starts with a simple search How does it all work? In truth, it all starts with a simple search. Prospective patients input keywords into a search

engine for a number of different reasons. There are two main types of searches: informational and transactional.

Informational searches occur during the discovery phase, where patients are looking for more information on a

topic. These usually involve more general keywords or ones that are symptomatic in nature (example: ingrown

toenail, neck pain). Transactional searches are ones that are more explicitly looking for a service and include more

specific keywords (ingrown toenail surgery, neck pain specialist near me); however, across all types of searches,

one thing remains the same: the search engine results page or SERP for short.

Understanding a SERPA SERP is the listing of results returned by a search engine in response to a keyword query. It stands as a very

important piece of real estate as it is the first impression for users looking for specific information on a topic. SERPs

are the best way to get in front of prospective patients and display relevant information about your practice. Dictat-

ing content in a positive way is a great way to increase trustworthiness and establish a relationship with a prospec-

tive patient. Following best practices and understanding a SERP is the first step in doing so effectively.

To truly understand a SERP, it’s best to break it down into its three main components:

Organic Results

A Physician's Guide To Understanding Your Search Engine Results

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The organic results are the natural listings generated by search engines based on a series of metrics that

determines its relevance to the searched term. In the below example (see Figure 1), the keyword “bariatric

surgery doctor” yielded a number of relevant organic results. The most well scored sites based on a

search engine’s algorithm will appear toward the top of an organic listing.

To rank well, it’s important to keep the following best practices in mind:

• A DESKTOP SITE THAT IS ALSO MOBILE RESPONSIVE

Search engines reward sites that have a good user experience, and mobile has become a large part of

that experience. According to a 2012 study conducted by Google, 44 percent of patients who research

hospitals on a mobile device scheduled an appointment. This illustrates the increasing need for a good

mobile experience.

QUALITY CONTENT

Use copy that is original, clearly written, and relevant to the user’s search query. A practice website

should provide relevant information on symptoms, treatments, and the services provided. Understanding

what keywords and phrases are driving traffic to a site can help determine what type of content should

be included.

INFORMATION ARCHITECTURE

Site structure for pages help both people and search engines understand and navigate content. Make

sure each page has a unique page title and description and always avoid using duplicate content.

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FIGURE 1: ORGANIC RESULTS FOR THE KEYWORD QUERY ‘BARIATRIC SURGERY DOCTOR’

Make sure to use these best practices to ensure your business appears in the stack:

BUSINESS INFORMATION: The most important step will be making sure all of your business

information is accurate and consistent across your own website, online directories, and major review

sites. Any differences in information across any of these properties will lessen the likelihood of your

business appearing in the local stack.

REVIEWS: Especially important in healthcare, ensure you have a good volume of positive reviews

wherever you can. In addition to the numerous healthcare profiles found online, make sure to leverage

social profiles like Yelp and Google+. Attracting good reviews are a great way to build a positive

presence online with your existing and prospective patients.

QUALITY SEO: Much like the organic listings, search engines will reward sites that use proper

information architecture and build strong, relevant content. Ensure your foundation is in place before

tackling anything else.



Local Business StackThe Local Business Stack has emerged more recently as an integral part of a results page. The current

format of three business listings is designed to highlight local businesses based on the user’s search

query and location. Standard information like the business name, phone number, business address and

hours of operation can be found in this section, making it accessible and convenient. See the example

below (Figure 2):

FIGURE 2: LOCAL BUSINESS STACK RESULTS FOR THE KEYWORD QUERY ‘BARIATRIC SURGERY DOCTOR’

Make sure to use these best practices to ensure your business appears in the stack:

BUSINESS INFORMATION: The most important step will be making sure all of your business

information is accurate and consistent across your own website, online directories, and major review

sites. Any differences in information across any of these properties will lessen the likelihood of your

business appearing in the local stack.

REVIEWS: Especially important in healthcare, ensure you have a good volume of positive reviews

wherever you can. In addition to the numerous healthcare profiles found online, make sure to leverage

social profiles like Yelp and Google+. Attracting good reviews are a great way to build a positive

presence online with your existing and prospective patients.

QUALITY SEO: Much like the organic listings, search engines will reward sites that use proper

information architecture and build strong, relevant content. Ensure your foundation is in place before

tackling anything else.

Here are the major components of any paid search listing:

KEYWORDS

One of the major components of a successful paid search listing is the selection of which keywords to

purchase. Stay away from extremely general keywords to avoid irrelevant clicks, while avoiding

keywords that are so specific that they have no search volume. Find a happy medium that align with

your marketing goals.

AD COPY

Choose text that is both informative and compelling. The most important feature of an ad is its call to

action or CTA. Phrases like “Learn More!,” “Call Now!,” or “Book Online” all serve as impactful CTAs

designed to drive the prospective clients to a practice website.

LANDING PAGE

Ensure keywords and ad-copy text create a clear path to the landing page-- in this case a practice

website. Search engines reward campaigns with the most relevant experience from start to finish. For

example, buying cosmetic surgery keywords, and using a landing page that promotes orthopedic

surgery creates a bad experience and will lead to negative results. Create a holistic campaign that ties

everything together by using landing pages that are useful and engaging.



Paid ResultsThe paid results are the listings that appear on the top and the side of your SERP and usually feature a

yellow “Ads” label that indicate a paid listing. These listings are bought within an auction-based system

and provide a great way for physicians to engage their audience. In the example below (Figure 3), the

keyword “bariatric surgery doctor” shows relevant ads for bariatric surgery practices in the local area. Paid

search should be used as a tool for practices and physicians looking for visibility and reach in premium

placements on the SERP. It can also be used as a highly specialized patient acquisition tool when used

properly.

FIGURE 3: PAID RESULTS FOR THE KEYWORD QUERY ‘BARIATRIC SURGERY DOCTOR’

The ongoing shift in healthcare toward a more digital landscape has identified the need and importance

of being online. Gaining an understanding of how search engines and SERPs function is an integral part

of owning your practice’s online presence. Applying these learnings and developing a personalized

strategy for your practice will be an ongoing process that will grow over time.

Conclusion: Applying Your Learnings

http://www.pewinternet.org/files/old-media//Files/Reports/PIP_HealthOnline.pdf

https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html



Resources

PatientPop is reinventing the way physicians market

and grow their practice. By combining technology

with best practice marketing strategies, PatientPop

provides an automated, all-in-one solution for

patient acquisition, reputation management,

retention marketing, and business insights.

About Us

PatientPop’s practice growth platform leverages the

growing number of patients searching online for a

physician. PatientPop’s powered web presence is

optimized to increase new patient trafc, while a

seamless online booking experience increases

conversions and new appointments. PatientPop also

manages and automates patient communications in

the form of reminders as well as visit follow-up to

promote positive online patient feedback. All online

activities are tracked, providing key insights to

what’s working and driving practice growth.

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Contact1221 2nd Street, Suite 400Santa Monica, CA 90041

Phone: 1-844-487-8399

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www.patientpop.com

the healthcare provider's guide to understand your search engine results

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