1. What is SEO and Why Do You Need It?
As we mentioned previously, SEO is constantly changing because the search engines, such as Google, Bing, and Yahoo!, are always updating their algorithms. At the end of the day, it is the intent of the search engines to provide a quality experience to the end user—and deliver to them the most pertinent information as it relates to their search query. So, with that in mind, the world of SEO is a comprehensive one and it is likely you have heard many terms, including “white hat,” “gray hat,” “black hat,” and others. Therefore, let us begin with the most basic in terms of SEO philosophy and strategy.
Ultimately, you only want to work with a marketing company whose philosophy is pure, white hat SEO. This means they follow the rules, respect the search engines, and do not try to take shortcuts in order to get you results that game the system or are “less than honest,” i.e., gray hat and black hat approaches. At the end of the day, the search engines are pretty aware when it comes to identifying an SEO professional who is trying to cheat—and they do dole out punishments. Trust us when we say that you do not want to be on the receiving end of such a penalty.
Additionally, there are arguably three major areas of SEO—and the companies that are truly worth their salt include all of these in their client’s strategy. Those three areas are: Technical SEO & UX, Content Development, and Off-site SEO. Here is what each means:
Technical SEO & User Experience: This references code, site speed, website architecture, as well as other factors that could influence search traffic and user behavior on-site. When a technical SEO audit is completed, the marketing firm you are considering will ensure that the search engines are able to “crawl” your site, which means ultimately determining what your site and its content are about. The SEO pro will also see where 404 errors might be present, analyze any necessary website redirects and other key points to ensuring your website is optimal.
Content Development: This is the creation of valuable content geared towards building rapport and nurturing prospective patients at any stage of their “patient journey.” This includes those in the earlier stages of gathering information, surgeon research and comparison (think credential checking, gallery of works, and cost), or those closer to actually requesting a consultation. Content can come in many forms, most popularly blog articles and resource FAQs, infographics, and video.
Per Google’s EAT guidelines, consistently generating content that serves the end user’s search intent, grants your practice perceived expertise, authority, and trustworthiness over time through the lens of the search engine giant. Content development MUST be a part of your overarching SEO strategy. Otherwise, Google will tend to favor other practices willing to showcase their expertise, prizing your competitors with qualified traffics and leads instead of you.
Off-page SEO: This refers to earning links, citation development (directory listings), online brand strengthening, site and content popularity measures, and other points that will improve SEO presence. In order to do this, the SEO agency will look to identify changes that will increase your domain and page authority by building high-quality links to your site that originate on legitimate and trustworthy websites.
It is important that the marketing firm you are considering is able to do all three of these things in a balanced and high-quality way.