If you already have a website or are planning to get one, now is the time to understand exactly how people can find your site. Optometric websites aren’t simply stumbled upon. You can always send out your website on everything you put out in your office, such as the letterhead, newsletters, business cards and any advertising you send out. Unless the web address is written out before them, customers will soon forget them.
The other way to get people to your optometric websites is to pull people into them using well-written websites that draw the attention of search engines. Search engines involve indices of information available on the web. They employ spiders or crawlers that record everything they come across on the internet. Key words and phrases are recorded and pages are ranked as to how relevant and prominent the keywords are.
You have the ability to impact how your site is ranked by the search engines. More people will click on highly ranked sites than on the lower sites. The more visitors you have to your site, the more potential new customers you’ll have at your office. Designing a website that is search engine-friendly is the key to growing your practice at a low or no extra cost.
Keywords in Optometric Websites
Businesses who do websites well will understand the best keywords for their business. Programs like WordTracker can show you the words that are the most searched for related to your site. It might be “optometrists Boston” or “eyeglasses” or “contacts”. Use one of the top keywords in the title of your site and within the text of your site’s web pages.
Remember that getting to the top of a keyword site that has 25 million other hits on the search engine won’t be easy so focus on those website keywords that are relevant but not readily used by others. And just creating content that is key-word rich may not bring you to the top of a search engine’s list. If you use generic keywords like “optometrist”, it puts you on a really long search engine list in which you will definitely not be at the top.
The keywords you use for your optometric websites depend entirely upon your practice. If you’re an optometric practice specializing in pediatrics, then “contact lenses” wouldn’t be a proper key word for you. Instead you might use “kids’ eyecare” as a keyword. Such a keyword will bring you to the top of the search engine results page for that particular keyword. The idea is to judiciously use keywords that are the most relevant to your business.
There are several tools you can use to choose the proper keywords. Besides WordTracker, Overture.com is a large pay-per-click online advertiser. It is owned by Yahoo and has a specific tool designed to help you select a keyword based on how often it was searched within the last month. You can find this tool at Overture’s site. Through the strategic use of keywords within your headings and text, you can turn your website from a low ranking to getting hundreds or thousands of visitors per month.
Keywords to optometric websites must be imbedded in “relevant material.” You can’t create poor content and expect the search engine spider to accept it and include it as part of your rankings. The actual page ranking depends on three important things: “tags” for page titles and description tags; how many other sites have linked to your site; how rich your keyword content is.
If your practice is local, include the locale in your title headings and in your keywords. You can also use pay-per-click advertising which is centralized to the local level. People from Miami won’t be searching for an optometric practice in LA.
Having a good website is important for your page ranking and therefore is important for your optometric practice.