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Healthcare SEO Fundamentals To Grow Your Medical Practice

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Healthcare SEO Fundamentals To Grow Your Medical Practice

On the one hand, working on healthcare SEO for your medical practice website is no different from optimizing any other kind of site.

You do your keyword and competitor research, write your metadata and produce high-quality content to draw in clients at every stage of the sales funnel.

So those rules still apply here, but a catch applies specifically to websites relating to health (and finances): YMYL rules, also called Your Money or Your Life.

We’ll discuss this more below, but it suffices to say that Google takes a much more careful eye to money and healthcare content, so content creators for your healthcare site must be especially conscientious.

If you’re looking for some SEO fundamentals overall for optimizing your medical practice’s website for organic search, check out the top tips below!

Quality Control

Many medical professionals think pay-per-click, or PPC, ads are enough to get them the visitors they are looking for.

However, starting with PPC is like putting an adhesive bandage on your problem. It will only be good for the short term.

As a medical or healthcare business, you must incorporate SEO into your digital marketing to bring potential patients to your website.

Consistently. And in the long term.

If your website and its content are not considered quality in Google’s eyes, your search presence will suffer.

Regarding quality, two extremely important concepts for healthcare are E-A-T and YMYL.

E-A-T stands for expertise, authoritativeness, and trustworthiness.

The concept was created to help third-party raters score Google’s search results.

Although E-A-T is not a direct ranking factor, E-A-T reveals much about what Google considers important – essentially, what types of websites Google wants to reward with greater search visibility.

E-A-T is of huge importance for any webpages containing medical information.

The information and stats you provide on medicine and health could directly impact the potential patients who are reading them.

People visit and read your webpages because they want reasons to entrust their health to your practice.

Your information must be top-notch, filled with expertise, authoritativeness, and trustworthiness.

Only then do you stand a chance of ranking well in the healthcare industry.

This leads us right into the concept of YMYL, which is short for Your Money or Your Life.

YMYL, as a concept, basically means any content that can directly affect a reader’s health, finances, or safety. That’s why Google really, really wants experts and experienced professionals to write content like that.

Obviously, this concept is important to understand in the competitive healthcare space.

If your content doesn’t meet those standards (e.g., it has inaccuracies or is thin on information), it will have an even harder time ranking in the search results.

YMYL pages need to have high E-A-T.

Period.

The Most Important Healthcare SEO Strategies

You may never outrank a site like WebMD.

However, by focusing on more long-tail keywords and location-based content, it’s possible to perform moderately well here.

By implementing the right kind of SEO to get your medical practice in front of the right users’ eyes, you will put your website in a better position to outrank your competitors.

The following six strategies are the most important regarding healthcare SEO.

1. Use Appropriate Medical Keywords

When optimizing your content, you want to target the right keywords for your industry.

Your starting point should be the medical services you offer, as that’s what most searchers will be looking for.

Tools such as Google’s Keyword Planner can help you find the best keywords for your industry, comparing what is and isn’t being searched for.

As in all cases, avoid “stuffing” keywords into the content.

Google quickly catches on to this spammy tactic and will penalize your website. Instead, place specific, long-tail keywords into your content in a relevant, readable, and natural way.

Not only will this separate you from the WebMDs, but you’ll also begin to attract the patients you want – those who live in your geographic area and are looking for the specialized expertise you offer.

2. Add Many Content Pages

Your content pages should be full of high-quality information that is optimized with your keywords.

For the medical industry, you want your content to help make your audience’s lives better or easier.

Whether it’s a detailed description of your services or blog posts targeting their specific search query, high-quality content is king for healthcare businesses.

Google places a much higher standard on medical webpages than other industries.

That’s because these pages have the potential to impact the future health, happiness, or financial stability of searchers.

Low-quality content on these pages could result in dangerous or unintended medical consequences.

Always think of your target audience when creating content for your website.

What are they searching for?

What information will help them the most in that search?

By writing long-form educational content, Google will recognize you as an authoritative figure within the industry, thus increasing your rank.

3. Optimize Visual Elements

Video is one of the most popular ways people consume content.

Webpages with videos can get more organic traffic.

And people spend more time on those pages because they watch the video.

This increases a user’s time on the page and indicates to the search engines that something valuable is on the page for users.

When optimizing your website for SEO, be sure to include relevant, high-quality videos alongside your content where you can.

Whether it’s a virtual tour of the facility or an informative video on a medical condition, many users will be drawn to that content of over 600 words of plain text.

You should also include a variety of images and infographics on your website. The more interactive and engaging your site is, the more visitors you’ll be able to draw in.

Ensure any images on your site also include appropriate alt text. Image alt text helps visually impaired users and Google crawlers better understand what is displayed on the page.

This can be an excellent opportunity to incorporate some of your keywords. (But, as with everything SEO, don’t overdo it!)

4. Optimize For Website Speed, Security & Mobile Use

Your site speed, security, and mobile friendliness are all ranking factors.

If your website takes longer than three seconds to load, many people may return to a competitor that provides a speedier experience.

Now, having said that, it’s important to mention that slow sites can rank highly for certain queries. Google doesn’t penalize an otherwise perfect site just because it’s a bit slower.

But optimizing your speed certainly can’t hurt the overall user experience.

At most, your website should take about two seconds to load, but you should ideally aim for under half a second.

Google’s PageSpeed Insights tool is a great place to check your current site speed. It also provides insight into potential fixes to help improve your speed score.

Another important SEO factor is your website’s security. An SSL certificate helps encrypt your website, ensuring its and your visitors’ data is protected from hackers.

If your healthcare company’s site doesn’t utilize SSL security, Google will penalize your rankings. This certificate is a must when accepting sensitive patient information, so there’s no excuse for a website not to have it implemented.

Most importantly, your website should be mobile-friendly.

Most searches are now conducted on mobile devices, and if your website is not optimized for them, users will choose your competitor’s websites instead.

The best way to ensure your site is optimized for mobile is by having a responsive design.

This means that your site changes automatically to fit the screen it’s being viewed on, reducing the risk of poor user experiences from device to device.

5. Offsite Factors

Offsite indicators (e.g., links to your site and social media traffic) are just two areas that can help influence your search rankings.

Social media, while not a direct ranking factor, should be one of your main priorities regarding offsite SEO.

The content found on a social media page can significantly influence a patient’s choice of hospital or treatment center.

Many users also take social media reviews into account before scheduling an appointment.

You want to ensure your social profile is up to date and relevant to your business so users can find and interact with you in various ways.

As for links, you also want to make sure that spammy links aren’t potentially hurting your SEO performance.

Use your favorite link-building tool to check your existing link profile and analyze the links that pop up.

Are they all from quality, relevant sources? Or do many of them appear to be spam?

Disavow any unwanted links to help clean up your link profile and improve your rank. (Just read this first.)

6. Local SEO

You also need to keep your Google Business Profile optimized and up to date.

Patients want local services, and for them to find you, your business needs to show up in Google’s local pack.

This grouping of four to five businesses appears above organic search results.

On mobile, they’re the only thing people see before scrolling.

The information contained in these listings comes primarily from your GBP, so you should ensure the following information is accurate and available:

  • The business categories.
  • Your primary phone number.
  • The business description.
  • Your hours of operation (and any seasonal hours).
  • Your address or service area.
  • Google reviews of your business.

Another critical factor for local SEO is local citations.

These are online mentions of your business that display your essential NAP (name, address, phone) information.

Local citations can be from business directories, social profiles, blog posts, newspaper websites, and other sources.

These all help your SEO efforts.

Conclusion

As I said at the beginning, optimizing your medical practice website for search isn’t that different from doing it for any other type of site.

But getting those prospective patients to trust you over someone else will come down to the authority and trustworthiness of your website, so that’s where E-A-T comes in around your YMYL content.

If you keep the above tips in mind as you go, you will be on the right path. I’m not saying it will be easy, but this is truly the way forward.

More Resources:


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4 Ways To Try The New Model From Mistral AI

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4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.


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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

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OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.


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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

 

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

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