Principle of Optimization for Urgent Care
Daily in Google and other search engines, users browse more than 100 billion queries. That includes potential clients of medical services in urgent care clinics. Each search query, like urgent care near me or x-ray, forces the search engine to search for its answer. In doing so, search engines must provide the most relevant, useful, and reliable answers to the user.
The basic principle of a search engine is based on the rule: The user must receive the most relevant answer.
- Relevance — matching the request. Every year search engines become more and more experienced and can recognize not only the keywords on the pages but also determine the quality of the entire text.
- Behavioral factor. The text on the site should not only be written according to the rules but also involve the user, enchant attention.
- Speed
- E-A-T
- GMB
How to Make an Optimization Plan
- Create a site cluster – compile a list of the most important requests (primarily related to services). Not always the most obvious request is the most interesting and conversion one.
- Create pages on the site for the required requests.
- On these pages, answer a user’s question in a request within a document.
- It is desirable to get the recognition of this document as the best from the outside (links from a medical source)
How to create great content and drive patients to Urgent Care clinic
The promotion of a medical center has its own specifics, namely:
- targeting by geography (visitors to the center in 99% of cases are residents of the same city and region);
- a highly competitive niche (the abundance of complex and highly specialized medical centers in the region and doctors who also received visits in municipal medical institutions made the task more difficult);
- professional, but easy for reading content (few people like to read about diseases “by the way” when there are more than enough publics with a healthy lifestyle.) Therefore, it better to focus on the author’s content: a new section where useful articles on nutrition, diagnostics, methods of treatment, and the possibilities of the clinic are highlighted;
Personal articles of doctors showed good results, which confirmed our hypothesis – people, first of all, go to specialists, and only then look at the center in which they receive it. Of course, there are exceptions, however, this is most typical for the regions.