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How to Do Search Engine Reputation Management in Healthcare (Successfully)

How to Do Search Engine Reputation Management in Healthcare (Successfully)

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Search engine optimization is the leading marketing practice for online reputation management, even in healthcare.

Focusing on web rankings in search engines like Google, Yahoo, and Bing can help to ensure that positive content about your healthcare organization is the first thing potential patients see,  Doing so helps your brand build a good online reputation, not only on search engines but also on review sites, and social media channels, and directories.

It’s simple: if your name is appearing on relevant local search results, then you’re doing something right. 

There are many specific techniques for optimizing your website and online content, but the basics include developing a comprehensive SEO strategy, creating high-quality content, and building links to your site. However, if negative content is overshadowing your positive reviews, it’s time to take some proactive steps.

This guide will show you how to handle online reputation management in healthcare SEO the right way:

  1. Develop a Comprehensive Search Engine Optimization Strategy
  2. Create High-quality Content
  3. Build Links to Your Site
  4. Respond to Negative Reviews
  5. Manage Your Social Media Channels
  6. Optimize Your Directory Listings

Getting Started with Online Reputation Management in Healthcare 

Getting Started with Online Reputation Management in Healthcare

Develop a Comprehensive Search Engine Optimization Strategy

Search engine reputation management should be an ongoing process, not a one-time effort. By regularly monitoring your web presence and implementing strategies to improve your SEO, you can effectively manage your healthcare organization’s online reputation.

There are two types of SEO: on-page and off-page. On-page refers to the content and code on your website that you can control, while off-page SEO is the process of optimizing your website’s external factors – such as links and social media signals.

A comprehensive SEO strategy will take into account both on-page and off-page optimization. Here are some things to consider when developing your strategy:

  • Conduct keyword research to find the right keywords to target
  • Optimize your website’s title tags, meta descriptions, header tags, and online image
  • Create compelling, keyword-rich content
  • Build links to your website from high-quality websites
  • Monitor your website’s SEO with tools like Google Analytics
  • Regularly update your SEO strategy to reflect changes in the search engine algorithms

[Read: The Essentials of Healthcare Marketing (A Beginner’s Guide)]

Create High-Quality Content

One of the most important keys to SEO success is creating high-quality content. But what exactly is considered high-quality content? 

Search engines like Google consider several factors when ranking websites, including:

  • Relevance: Is the content relevant to the keywords you’re targeting?
  • Timeliness: Is the content up-to-date and accurate?
  • Authority: Does the content come from a credible source?
  • Length: Is the content considered “thin” (less than 300 words) or “thick” (more than 600 words)? 
  • Engagement: Do users engage with the content (e.g. comments, shares, likes)?

When creating content for your website, make sure to focus on these factors to produce high-quality content that will rank well in search engine results.

In addition, your content should be well-written, keyword-rich, and informative. It should also be updated regularly to reflect the latest changes in your healthcare organization.

Some things to consider when creating content:

  • Write for your audience first, not the search engines. In this part, since this is for a healthcare organization, you should focus on creating content that is relevant, informative, and helpful to your current and potential patients.
  • Use keyword-rich titles and meta descriptions to help improve your web rankings.
  • Make sure your content is easy to read and understand. Use short paragraphs and bullet points when possible.
  • SEO content should have an average of 600-700 words per web page. Websites that have more content (1,000 words or more) are more likely to be found in search results.  Websites with fewer than 300 words per web page are considered to be “thin” according to Google’s standards. 
  • Generating positive content about your healthcare organization.

To improve your website’s SEO and online reputation management strategies, you need to build links from high-quality websites. 

Links are one of the most important factors that search engines consider when ranking websites. The more links you have from high-quality websites, the better your website will rank.

However, not all links are created equal. There are two types of links that you should focus on:

  • External links: Links from other websites to your website.
  • Internal links: Links from one page on your website to another page on your website.

External links are more valuable than internal links because they show that other websites are linking to your website. This means your website is considered more relevant and authoritative.

When building links to your website, make sure to only use high-quality websites. Avoid using link farms or other low-quality sites, as these can actually hurt your website’s ranking.

[Read: 5 Proven Medical SEO Solutions that Bring More Traffic and Conversions]

Respond to Negative Reviews

Respond to Negative Reviews

Your negative search results can be damaging to your online reputation. If you find yourself in this situation, it’s important to respond quickly and effectively.

The best way to respond to a negative review is to apologize and take corrective action. Let the customer know that you’re sorry for the inconvenience and that you’ll do whatever it takes to make it right. Then, follow up with the customer to make sure they’re satisfied.

This may not always be possible, but it’s important to try to turn a negative experience into a positive one. By responding quickly and taking corrective action, you can improve your online reputation and show potential customers that you’re committed to providing a great experience.

Manage Your Social Media Channels

manage social media channels

Make sure all your social media accounts are up-to-date and active. This includes regularly posting fresh content and press releases, responding to comments and messages, and monitoring your channels for some negative feedback.

Your social media channels are a great way to connect with potential and current customers. By maintaining an active presence on social media, you can maintain a positive reputation and earn consumer trust.

Optimize Your Directory Listings

For healthcare, directories are one of the most important sources of website traffic. When patients are looking for a new healthcare provider, they often turn to directories like Healthgrades and Vitals.com.

Make sure your directory listings are up-to-date and accurate, including your locations, services, and providers. In addition, include relevant keywords in your listings to improve your chances of being found by potential patients.

Do Your Search Engine Reputation Management the Right Way

Do Your Search Engine Reputation Management the Right Way

It’s not always about what you say about your brand. It’s always what your consumers say about you. 

Search engine reputation management (SERM) is a tool that allows you to effectively manage and monitor your online reputation. It is essential in making sure your brand is being represented with a good public image.

Are you ready to take your medical brand to the next level? Consult with a dedicated healthcare marketing professional about your strategies.
For more cutting-edge information and tips about healthcare marketing, follow the Digitalis blog.

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Dr. Melissa Austin, MD
Founder, North Valley Women's Care

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