?? What we pay attention to when advancing medical centers??

?? ? The top priority for search engines is user satisfaction, that is, their complete satisfaction with the search results after visiting a website, which is what we strive for. Google regularly updates its SEO requirements algorithms, of which there are two main ones:

?? YMYL (Your Money Your Life) criteria - increased requirements for the quality of the site and the security of the information it offers;

?? E-E-A-T (Exercise-Expertise-Authority-Trustworthiness) factors - criteria for evaluating the quality of the site and pages, which also apply to medical websites.

?? Development of the site structure and navigation

?? ? The main requirement for the quality of the resource - the user should be as convenient as possible to use the site and as clear as possible what is on it. The structure should allow the client to quickly find an answer to any question he has, and, of course, conveniently make an appointment.

?? Factors for evaluating structure and navigation:

?? The structure of the pages should answer both commercial and informational queries.

?? Reflect all areas of medicine and departments (if any). After all, the user may aspire to one specialist, but knowing that he has additional health problems and seeing the appropriate doctor, to sign up at the same time and to him. In this way you show search engines that you have a large multi-functional business in the medical field, which can provide services not only in one direction.

?? The website should show the structure of the clinic. If there are many branches, demonstrate where they are located, how to get to them by different modes of transportation. Use a map so that the user chooses a convenient point and route.

?? About the doctors of the medical center should be both told on separate pages, and make a full section. It is necessary to reflect their education, qualification, specialization, experience, knowledge.

?? Licenses should definitely be shown on the sites. In medical topics, one of the factors of trust of search engines - an official document confirming the right to engage in this type of activity.

?? Reviews are also desirable to display on the pages and bring in a full section. It is necessary to show feedback about both doctors and the clinic itself. Often the user is important not only how the appointment with the doctor, but also the accompanying customer service. For example, whether it is comfortable to wait, whether there are queues.

?? Work schedule, contacts and similar information necessary for making appointments and visits.

?? Placing prices on the site

?? ? The main commercial factor in the website advancement of medical sites is the indication of the cost of the service.

?? ? In the subject of medicine search engines have higher requirements to make it clear what the price is made up of.

?? ? Potential patients may consider themselves deceived by the fact that they were not warned in advance that the cost of admission does not include, for example, blood collection for analysis.

?? Help with choices on the service page

The page structure should include the following:

?? The description of the service or doctor's appointment should be as detailed and clear as possible. The patient needs to understand exactly whether this is the service he needs, so that in the future there is no gap between expectation and reality.

?? Cost with a clear mechanism of formation

?? Tests and related services that may be needed or that need to be taken beforehand.

?? Physician representation. Also an important factor that influences the decision.

?? The treatment and diagnostic methods that are used in the clinic and will be presented at the appointment.

?? Testimonials should definitely be put on the page.

?? A working appointment form that should ideally work around the clock.

?? How to get to the clinic is a useful factor that allows the visitor to plan their time.

?? Reputation and trust

An important role in the advancement of medical websites is played by working with reviews both on the site and on third-party platforms such as Google Maps. Reviews should be real and come from real users.

You can learn more about reviews and online reputation in our article: https://lnkd.in/diuDyiA6

?? Text optimization and its compliance with E-E-A-T criteria

This is especially important for informative content, which must meet the criteria of experience, expertise, authority and trust (E-A-T). To do this, the article should include:

?? An author who is responsible for the information, with proven expertise. It is preferable to specify either clinic staff or actual physicians.

?? Online reputation: don't specify non-existent experts, search engines know how to verify such information.

?? Relevance, reliability of information. Ask clinic doctors to check articles before publication for consistency with medical practice.

?? Expert sources should be cited and used when writing.

?? Content should address the user's objectives. Advertisements for services are included as an additional sentence.

?? Articles should be digestible and understandable to an audience without a medical background.

?? Additional interaction elements - for example, answers to questions on the topic of the article, linking to useful articles on similar topics or to pages of doctors and services.

?? Technical ranking factors

Technical site audit is also important for quality page indexing. Basic technical optimization includes:

?? Page load speed is one of the main criteria. Google uses Core Web Vitals parameters that assess the technical state of content to evaluate the performance of the site.

?? Look for the absence of duplicate content and addresses.

?? Adaptability of the layout for different types of devices.

?? Micropropagation of pages of services, “About Company”, informational content.

?? Behavioral factors

The main among them include the following:

?? CTR - clickability of the site on the issue. This criterion is extremely important for Google. We make the snippet on the rendition as attractive as possible.

?? ? Google very often displays the value in the extended snippet. Therefore, we look at the rendition on other topics and analyze competitors to understand what the search engine can include in the snippet and how to work with it.

?? Return to the SERP. We make it as useful and convenient as possible, so that the user comes in, gets the necessary information and does not return to the search engine to look for other resources on the same or similar request.

?? ? Thus, we work on both the quality of the snippet and the quality of the site.

??Conclusion

?? ? The main requirement of search engines for medical websites is user satisfaction and convenience. All commercial information is important, including prices and transparent pricing. Easy navigation and adaptability to different devices also affect ranking.

?? When promoting medical websites advancement, TopTenLead develops a special approach to each client, taking into account the niche and specifics of the clinic.

?? If you need a consultation, write us messages, we will answer your questions and will be happy to help develop your business!

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