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Posted on 05-14-2014
Search engine optimization and a user-friendly veterinary website can and should co-exist. In fact, when veterinary SEO is done the right way, it makes a natural complement to user-friendly design. In today’s blog, we look at best practices for search engine optimization for veterinarians that will also provide a great client experience.
The navigation of your veterinary website should always be organized. The SEO best practice for navigation is to group all similar topics together and have just one top level of navigation. Having a single row of tabs at the top of the site, with related drop downs, enables website visitors to easily see what your website offers and navigate their way to an appropriate topic.
There is no hard rule for how many words a single web page must have. However, as a general rule we recommend that you keep website pages in the 400-500 word range. If you have a page covering a more complicated topic, a longer word count is often warranted, while a simple topic will often require a lower word count. For SEO best practices, aim to include a keyword just 2-4 times when there are approximately 500 words on the page. This practice creates a great experience for existing and current clients because it provides them with the information they need -- without boring them with lengthy explanations.
Grouping pages refers to how the pages are segmented by topic. One effective strategy is to write a page on each of the main topics your veterinary clients are interested in, and then group the pages under a larger topic. For instance, write a page on each of the major services you provide and then list the pages under a general “Services” tab. Organizing pages by topic is great for SEO and helps website visitors find relevant information quickly and in one spot.
Calls-to-Action, or CTAs, show the website visitor what action they need to take next. Excellent CTAs for a veterinary website include: “Call Now,” “Download Forms,” and “Sign-up for Newsletter.” The CTAs should be placed in an obvious area which will improve user experience – you don’t want a potential client to become frustrated looking for how to contact you or take the next step towards bringing in a pet. CTAs that are easy to locate increase website conversions, thereby increasing the ROI of your SEO efforts.
Just like CTAs, contact information for your veterinary clinic must be visible and current. A foundation of SEO is making sure your practice’s Name, Address, and Phone Number (NAP) is consistent on your website and across the internet. Make it easy for potential and current clients to reach out to you by putting your contact information in several places on your website (with the ideal place being the top of your website).
Need to SEO tips for your veterinary website or online presence? Call 1-800-IMATRIX (1-800-462-8749) to get a free online marketing evaluation of your practice.
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