Key Takeaways

Well done! Understanding the different components that drive patient search and implementing the techniques from this course is a great way to optimize your organization and gain traction on your web properties. Lets review some key takeaways:

Background:

  • Patients are increasingly treating healthcare from a consumer mindset
  • Market disruptors can drive consumers to look elsewhere for care (for example, CVS Health)

Ingredients of a Robust Digital Strategy:

  • Digital strategies: patients need to find the website, engage, and convert into a booked appointment 
    • SEO helps with the “find” aspect through raising your Google ranking

What is SEO & How Does it Work?:

  • Search engine optimization (SEO) is the practice of optimizing a website so it increases in ranking for organic search
  • 61% of patients conduct online research when looking for care 
  • The SEO process and where your website ranks against other similar pages begins with keywords which Google applies algorithms to in order to index your page and display it 

Key Components that Drive Search: 

  • Foundation (the technical aspects of your website; page speed, schemas, etc.)
  • Expertise (the content on your website and enhancing under-performing content)
  • Authority (knowledge graphs, profile management, etc.)
  • Trust (reviews and ratings, social media presence etc.)

Ranking Factors Overview:

  • Search intent: does your website match what the researcher is looking for?
  • Content: service line pages should be intertwined and should never result in a “dead-end” in the search process 
  • Mobile friendliness: this is in your organization’s control; people are increasingly searching on their mobile devices
  • On-page SEO: this is in your organization's control; factors within your website including title tags, meta descriptions, etc.
  • Link building / off-page SEO: acquiring links from other websites 

Success Stories & SEO with Kyruus:

  • With people increasingly relying on technology for their healthcare search, it is essential to utilize these lessons to optimize your organization's website in order for consumers to find, engage, and convert
  • Success stories when implementing the tools explained in this course:
    • Geisinger saw a 27% increase in organic traffic referrals
    • Piedmont had a 80x increase in top search engine rankings
  • Kyruus can help with your SEO initiatives:
    • The digital marketing service team is there for you through all four stages of your journey with Kyruus (alignment, implementations, accelerating value, and ongoing partnership)
    • We are up to date on the Google algorithm, the core web vitals are integrated with PMC, and all customers are updated with GA4
  • New product to further help with SEO: Kyruus ClinicalConnect
    • This is an app that delivers the power of our clinical taxonomy  that enables you to tag any digital content with the same curated keywords used to optimize searches for providers, locations, services