2018 Veterinary Marketing Benchmarks // Websites
Of veterinary hospital websites have their SEO optimized.
If your website’s SEO is optimized, this means that your page has been set up for maximum visibility based on search results—SEO (or, search engine optimization) is essentially marketing 101. 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 that, are your title tags and meta descriptions unique?
To further explain this last point, some marketing providers will use the same title tag and meta description for every page on a website—this lack of variation does little to help a page, therefore if there are duplicates, they have scored a 'no.'
Think of this as cutting corners—a website has been built, which is visible and looks good, however, the SEO is not fully optimized. A good metaphor for this would be a house that has been built but lacks proper interior insulation—upon first glance, things look fine, however, the important internal needs are either missing or are not installed specifically to every room.
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 called title elements—define the title of a document. Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given age and are important both for SEO and social sharing.
Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. The meta description tag serves the function of advertising copy. It draws readers to a website from the SERP and thus, is an extremely important part of search marketing.
How to check if your website SEO is optimized: This one is a bit more challenging, as you have to download a program to review these stats. Screaming Frog is a free tool you can use to review the backend of your website, including SEO. It’s our go-to for running tests like this. 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