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Search Engine Optimization (SEO)

Search Engine Optimization (SEO)

Industry Average

18.5%

Have an SEO optimized website.

Prior Year Stats

2018: 17.5%

2017: 36.7%

Industry Notes

The industry saw a 6% growth over last year, but this is part of an overall 50% decline over the past two years. 100% of iVET360 clients have optimized SEO.

The What:

If your website’s SEO is optimized, your page has been set up for maximum visibility based on search results. For this study, we break down our results based on some simple criteria—have you set up 100 percent of your title tags*, and have you set up 100 percent of your meta descriptions**? On top of this, are these title tags and meta descriptions unique?

Often, even if some of your website’s pages have the SEO configured, some marketing providers will forget to add it to new content or blog posts. Even those that do may choose to reuse a title tag and meta description for every page on a website, which does very little to help a page.

A good metaphor for SEO would be a house that has been built and has a brilliant interior layout and decor but lacks proper siding and is completely hidden from the road by a copse of trees. On the inside, things are up to date, but without the curb appeal, no one will give notice to the site, especially not search engines. Proper SEO is the foundation for effective marketing, and if your veterinary website is struggling to rank on Google, this will undoubtedly affect your visibility and client count.

*Title tags—technically “title elements”—define the title of a document. They are often used on search engine results pages (SERPs) to display preview snippets for a given web page, making them important for both SEO and social sharing.

**Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. The meta description tag serves as advertisement for copy, drawing readers to a website from the SERP, making it an extremely important part of search marketing.

The Why:

One major reason for the continued decline in the industry’s SEO optimization is the increased use of free platforms such as Wix or Weebly. With these sites, it is incredibly hard, if not impossible, to input unique SEO modifications, which creates a major pitfall and reveals the quality of sites built with these platforms.

The How:

This one is a bit more challenging, as you have to download a program to review these stats. Screaming Frog is our go-to for running tests like this—it’s a free tool you can use to review the backend of your website, including SEO. You can download it here: screamingfrog.co.uk/seo-spider. Once this program is installed, simply type your hospital URL into the search field and let the program do the rest. It will highlight all missing or duplicate titles/descriptions as well as a number of other SEO components.

Looking to improve your hospital’s marketing?