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A Five Step Healthcare SEO Best Practices Audit That Takes less than 30 Minutes

Step 1: Review Your Page Title

Your title is found between the <title> and </title> tags in the HTML code of your page. Search engines take their main cues from these page titles to determine the quality and content of a particular web page. If you aren’t certain your title is positioned correctly, go to the View menu of your browser, select View Source and then search for the title tag.

When naming your page keep the following tips in mind:

  • Keep it Brief: Most search engines won’t show over 70 characters of a title on their results pages.
  • Make it Unique: If you have multiple pages with the same name (i.e. your clinic’s name), it will dilute the SEO value of your page and can confuse internet browsers.
  • Forget the Domain Name: Including your domain name in a page title adds little value because it is already used in the link. Plus those 70 characters represent valuable real estate for keywords.

Step 2: Check Your Meta Descriptions

Every page of your site needs a meta description. These are short summaries of what can be found on that page.  Meta descriptions show up in search results along with the link to your page. When you examine your site’s pages, make sure they have meta descriptions that follow these rules:

  • It isn’t Too Long: If your meta description is longer than 150 characters, it will probably be cut off by search engines. Front-load the description with good keywords so readers can get a good sense of what they’ll find on the page.
  • It is Unique: The goal of the Meta description is to set the searchers’ expectations about what they can find on that page. Multiple pages with the same description don’t serve that purpose.
  • It Does Not Contain the Page Title: Use the Meta description to elaborate on the promise of your title.

Step 3: Optimize H1 Tags

Your most important headline should get an H1 tag. This is the place your most important key words should appear. Don’t use too many of these too often! Too many H1 tags on a web page may get your page sidelined by Google and other search engines. Ideally, stick to one H1 tag and use <h2> or <h3> tags for all other headers.

Step 4: Make Images More User/Search Friendly with Alt Text

To get the most out of your web pages, every image should include an Alt Text.  This is a written version of what appears in the image that displays whenever the image isn’t able to. Incorporate keywords in the alt text, but do so in a way that is understandable and useful.

Step 5: Optimize the Anchor Text of Your Links

Internal and external links help people find your content online. When it comes to search, the text that is hyperlinked, or Anchor Text, is just as important. Search engines use anchor text to determine what’s covered on the page that it’s linking to. This is true for external sites linking to your content and for your own internal links. Here are a couple of tips to follow as you’re crafting your pages’ anchor text:

  • Drop the Click Here: Replace that click here with searchable text that contains prime key words.
  • Make the First Anchor Text Count: If two links target the same URL, only the first link’s anchor text is used by Google. Therefore, if you link to the same page more than once, make sure the anchor text for the first link on the page is well-optimized for your keywords.


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About Tim
Tim George is a regularly contributing author to the MDWebPro blog. Tim is passionate about web marketing for MDs expecially the latest trends and results in social media, SEO and inbound marketing. For more, please follow @MDWebPro on Twitter

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