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Posted on 09-17-2014

By Lara Vukelich

Search engine optimization is at the core of internet marketing. Many pet owners turn to the internet to find local veterinarians so optimizing your veterinary website enables you to reach local pet owners. Without proper SEO, the wonderful veterinary content you create may never get read. The great news is you can take a hands-on approach to SEO. Even better news is that keyword stuffing is over and contrived keywords are also getting replaced by “natural language” writing. What does this mean for your practice? It’s time to start rethinking how you optimize your veterinary content.

The Future of Search & SEO

Google and other search engines are focusing on returning search results based on user intention, rather than just keywords. If a pet owners says “Where can I get my dog vaccinated?,” the results will often include local veterinary clinics. In the past, the pet owner may have only seen results that focused on “dogs” or “vaccinations” alone, which would have served up some irrelevant pages.

Natural Language and SEO

Pet Owners Using Voice Search

Voice recognition and personal assistants like Siri and Cortana affect how you need to optimize your veterinary website. If a pet owner searches for a cat groomer using Siri on an iPhone, for example, they are more likely to say, “Where can I get my cat groomed?” than “Cat Groomer San Diego.” If the SEO on your veterinary website is only targeting keywords like “Cat Groomer San Diego,” you may not be getting found by pet owners using voice commands to search.

Optimizing Your Veterinary Content

So, how does natural language affect your search engine optimization strategy? Start creating veterinary content that is written more naturally, rather than choosing a few keywords and writing your content around them. Create blog titles that are more likely to mirror natural language search. For instance, “What are required cat vaccinations?” or “When do dogs need to get shots?” would be more likely to appear in results related to natural language searches.

Also, keep in mind the terms that pet owners use in actual conversations when you optimize your veterinary website. For example, while you may prefer to be called a veterinarian, pet owners are likely to conduct searches like “Which San Diego vets do spay and neuter?” – which includes the term “vet.”

The inclusion of natural language on your website will improve your veterinary SEO going forward. Need new veterinary website content or have questions about SEO for your veterinary clinic? Call 1-800-IMATRIX today to get an SEO evaluation.


 

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