June 14, 2016
2 min read

How to create optimized content for your website

SEO is about creating useful information that potential patients and search engines can both understand.

You've successfully added to your alerts. You will receive an email when new content is published.

Click Here to Manage Email Alerts

We were unable to process your request. Please try again later. If you continue to have this issue please contact customerservice@slackinc.com.

Much has been said of search engine optimization, but in an effort to help optometrists understand and be knowledgeable consumers, here I will define the basics.

Search engine optimization (SEO) is the process of writing and creating optimized informational content to target specific audiences. In our case, we are looking for patients seeking answers to their eye problems. SEO is all about creating useful information that both the readers and search engine systems can understand. Well-written content will raise page ranking and content relevancy for effective search engine hits.

Several important components and fundamentals should be kept in mind when writing an SEO article.

Agustin L. Gonzalez, OD, FAAO
Agustin L. Gonzalez

First is the audience. Before you even begin to brainstorm content ideas, you need to know your target audience inside and out. Consider patients with dry eye. The best SEO strategies answer a few questions: What are their needs? What do they want? What motivates and drives them? What issues are they seeking resolution to? What style of content will they want to read? Successful SEO content will use the audience as a focal point.

Next, define your keywords and determine how people search for a solution to their problem. Today’s algorithms are smarter. They can mix and match word order while recognizing synonyms. As a result, well-written content is key for our success.

Focus on the quality of the content, not word count. Audiences do not want a short, simple sales pitch. They want to be educated buyers, capable and encouraged to make their own informed decisions. As a result, folks want to read more informative content.

Be relevant; do not sound like a sales pitch. Try to write content relevant to your business. For example, if you provide dry eye support services, do not clutter your content with artsy design information. The reader will be confused. They have landed on your website to learn about dry eye, not how you have some nice graphics on your website. If you confuse your audience with irrelevant information, expect to lose them.

Quality content will offer value in the form of information. People do not want to be told you have the best product. They want to be educated about your product and how it places in the industry so they can decide if it is the best product. They want to know how it relates to the problems they face or how it will solve their looming issue.

When SEO is done with the help of a professional service, the business will ultimately end up receiving more web exposure. By bringing more web exposure to the business website, you will also bring in more patients. Feel free to take a look at my practice’s website (www.EyeAndVision.net) and Facebook page (www.Facebook.com/EyeAndVision) for ideas.

Disclosure: Gonzalez is a managing partner in www.FourTimes52.com.