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Avoid These 5 Common SEO Mistakes to Boost Healthcare Patient Acquisition
Introduction
As healthcare providers, it is crucial to have a strong online presence in order to attract new patients and provide the best possible care. However, many providers make common SEO mistakes that can be detrimental to their search engine rankings and patient acquisition. These mistakes include keyword stuffing, ignoring local search optimization, neglecting mobile-friendliness, not optimizing meta descriptions and titles, and failing to track analytics data. By avoiding these five common SEO mistakes, healthcare providers can improve their online visibility and ultimately attract more patients seeking their services.
Mistake 1: Ignoring Local SEO
What is Local SEO and its Impact on Healthcare Providers?
Local SEO refers to the practice of optimizing a website for search queries with local intent. In other words, it involves making sure that your website appears in relevant searches where people are looking for healthcare providers within their geographic area. This is particularly important for healthcare providers who rely on local patients as their primary source of business.
Ignoring local SEO can have negative impacts on healthcare providers. Without proper optimization, potential patients may not be able to find your practice when searching online, leading them to choose competitors instead. Additionally, failing to optimize for local search can result in missed opportunities to engage with prospective patients who are actively seeking out medical services in your area.
Tips for Optimizing Local Search
To improve your chances of appearing in relevant local search results, there are several tips you should keep in mind:
Claim Your Google My Business Listing: One of the most important steps you can take towards optimizing for local search is claiming and verifying your Google My Business listing. This will help ensure that accurate information about your practice (such as address and phone number) appears prominently when people conduct relevant searches.
Use Location-Specific Keywords: Incorporate location-specific keywords throughout your website's content so that search engines understand where you're located and what type of medical services you offer.
Build Citations: A citation refers to any mention or reference to your practice's name, address or phone number online - even if there isn't necessarily a link back to your site attached. Building citations from reputable sources such as directories or industry associations can help increase visibility among potential patients searching locally.
Encourage Patient Reviews: Positive patient reviews not only provide valuable feedback but also signal trustworthiness and expertise which could lead more new customers through referrals from satisfied existing clients.
5.Optimize Website Content : Utilize schema markup tags including the Name , Address ,Phone Number (NAP) and business hours on your website. These tags make it easier for the search engine to understand and rank your content appropriately.
What is Local SEO?
Local SEO refers to the practice of optimizing a website or online presence for location-based search queries. This type of optimization is crucial for healthcare providers, as patients often search for medical services within their local community. Local SEO involves several key factors, including optimizing Google My Business listings, creating localized content and meta descriptions, building high-quality backlinks from relevant sources in the area, and ensuring consistent NAP (name, address, phone number) information across all online directories. By implementing these strategies effectively, healthcare providers can increase their visibility in local search results and attract more potential patients to their practices.
One important aspect of local SEO is utilizing geo-targeted keywords throughout website content and metadata. For example, a dentist in San Francisco may want to target keywords such as "best dentist in San Francisco" or "San Francisco dental implants" to rank higher in searches related to those terms. In addition to keyword optimization, it's also important for healthcare providers to create localized content that speaks directly to patients in their area. This could include blog posts about health issues specific to the region or testimonials from satisfied patients who live nearby.
Another crucial element of local SEO is maintaining accurate business listings on major directories such as Yelp and Healthgrades. Consistent NAP information across all directories helps build trust with both search engines and potential patients searching for medical services online.
By prioritizing local SEO efforts alongside other digital marketing strategies like social media advertising and email marketing campaigns geared towards patient acquisition – healthcare providers can position themselves prominently among competitors when prospective clients are looking up options nearby them
Why is Local SEO Important for Healthcare Providers?
The Significance of Local SEO in the Healthcare Industry
Local SEO is a critical component for healthcare providers to acquire new patients. With the majority of patients seeking medical care within their local area, optimizing your website's local search visibility can drive more traffic to your practice and ultimately increase patient acquisition.
One key aspect of local SEO is ensuring that your business information such as name, address, phone number (NAP) are consistent across all online directories. This includes popular directories like Google My Business, Bing Places for Business, Yelp and other industry-specific directories.
Apart from consistency in NAP details across different online platforms, healthcare providers should also focus on creating localized content that resonates with their target audience. This means publishing blog posts or articles related to the health concerns faced by people in a particular geographic locale.
Moreover, it's crucial to optimize website pages with location-based keywords so that search engines can understand which areas you serve and show your website higher up in relevant search results. For instance: "best dermatologist near me", "cardiologists in [city/town]", etc.
Another essential factor is obtaining positive reviews on various review websites like Healthgrades or Zocdoc since these reviews help improve both credibility and trustworthiness among potential patients who may be considering visiting your practice.
In summary, local SEO offers an incredibly efficient way for healthcare providers to attract new patients while enhancing brand awareness within their community through targeted optimization techniques; thus making it an integral part of any successful digital marketing strategy for healthcare practices looking to grow their patient base effectively.
Tips for Optimizing for Local Search
Local search optimization is crucial for healthcare providers as the majority of patients tend to search for services and facilities in their local area. Here are some tips to optimize your website for local search:
1. Claim your Google My Business listing
Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. By claiming your GMB listing, you can provide accurate information such as your address, phone number, hours of operation, and website URL.
2. Optimize your website’s metadata
Make sure the title tags and meta descriptions on your website include relevant keywords related to healthcare services in the local area. This will help improve visibility in local search results.
3. Use location-based keywords
Incorporate location-based keywords throughout your website's content where appropriate. For example, if you are a hospital located in New York City, use phrases like "NYC hospital" or "New York City healthcare provider."
4. Encourage patient reviews
Online reviews play an important role in determining how visible a business appears within local searches. Encourage patients to leave reviews about their experiences with your facility or services on platforms like Yelp or Healthgrades.
5. Build backlinks from locally relevant websites
Backlinks continue to be an essential factor influencing organic rankings within search engines' algorithms; therefore building links with other reputable sites that have relevance specifically within the geography served by hospitals can assist them raise their profile locally.
By implementing these tips into a comprehensive strategy for optimizing for Local SEO, Healthcare providers can increase visibility among potential patients who may be looking for health care-related resources near them which ultimately aids towards boosting patient acquisition rates overall thus having positive impact on bottom line growth of any organization involved with provision of medical services .
Mistake 2: Neglecting On-Page Optimization
Importance of On-Page Optimization for Healthcare Providers
On-page optimization refers to the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. Neglecting on-page optimization is a common mistake that healthcare providers make when it comes to SEO, but it can have a significant impact on their online visibility and patient acquisition efforts.
Optimizing on-page elements such as meta descriptions, title tags, header tags, image alt text, and internal linking structure can help search engines better understand what your website is about and improve its relevance for specific keywords. This means that properly optimized on-page elements can lead to higher rankings in search engine results pages (SERPs), which translates into more clicks and traffic from potential patients.
In addition to improving search engine visibility, optimizing on-page elements can also enhance the user experience by making it easier for visitors to navigate through your website. By using descriptive titles and headers, including relevant keywords in content without overstuffing them or sacrificing readability, adding images with proper alt text attributes that provide context about the image's content or purpose are all examples of how healthcare providers should optimize their page contents.
Tips for Optimizing On-Page Elements
Use Descriptive Titles: The title tag is one of the most important aspects of any web page since it tells both users & crawlers about the topic discussed inside a particular webpage. A good rule of thumb is to include your primary keyword near the beginning while keeping within 60 characters limit.
Optimize Meta Description: While Google doesn't consider meta descriptions as a ranking factor anymore; however they play an essential role in attracting users towards clicking one’s website link instead others displayed above/below you at SERP listings. So creating compelling & unique meta description within 155 characters limit could increase Click Through Rate(CTR).
Header Tags: When writing out main sections/chapters/subtopics headings use header tags (H1, H2, H3 etc.) in an organized hierarchy. This helps search engines differentiate between different sections of content on your page and also improves the user experience while reading.
Include Internal Links: Adding internal links to other relevant pages within your website can help search engine crawlers understand the structure of your site better and improve its relevance for specific keywords/phrases. Plus it may keep visitors engaged by providing additional information they might be interested in learning about.
Use Alt Text for Images: As a healthcare provider, you likely have images throughout your website showcasing everything from staff members to medical equipment or related services offered. By using descriptive alt text attributes that provide context about what's happening inside each image can help search bots & visually impaired users get an idea about picture contents.
Optimizing on-page elements involves making sure that every aspect of a webpage is optimized with both users and search engines in mind. By avoiding common mistakes like neglecting on-page optimization and implementing these tips above, healthcare providers can increase their online visibility, attract more traffic from potential patients, and ultimately boost patient acquisition efforts through organic SEO strategies.
Why is On-Page Optimization Important for Healthcare Providers?
Benefits of On-Page Optimization
On-page optimization is an important aspect of search engine optimization that can help healthcare providers improve their online visibility and attract more patients. By optimizing the content on your website, you can ensure that it is easily accessible to search engines and users alike. This means that when potential patients search for relevant keywords or phrases related to your services, they are more likely to find your website in the top results.
Good on-page optimization also helps improve user experience by making it easier for visitors to navigate your site and find the information they need quickly. This includes having a clear site structure, easy-to-read text, and well-designed pages with engaging visuals.
Elements of On-Page Optimization
There are several key elements of on-page optimization that healthcare providers should focus on. These include:
Keyword research: Identifying relevant keywords and incorporating them strategically into page titles, headings, meta descriptions, alt tags for images etc.
Content quality: Creating high-quality content that answers common patient questions about health issues or treatments.
Site speed: Ensuring fast loading times for all pages on your site improves user engagement as well as SEO ranking factors.
Mobile responsiveness: Making sure your website is mobile-friendly so it works seamlessly across all devices.
Internal linking: Linking internally between pages within your own website allows Google crawlers understand what each page is about.
By focusing attention towards these elements will help deliver better organic traffic leading to conversion rates from prospective patients who seek medical advice from healthcare providers via websites instead of visiting clinics directly at first-hand approach during pandemic situations like COVID 19 outbreak where people preferred remote access rather than physical presence due to social distancing norm being implemented globally.
Overall, investing time in good on-page optimization practices is essential if you want to succeed in today's competitive digital landscape as a medical practitioner or hospital providing various range of treatment options available out there using latest technologies and approaches.
Tips for On-Page Optimization
On-page optimization refers to the process of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. Here are some tips for on-page optimization that healthcare providers can use to improve their website's SEO:
Conduct Keyword Research
Before optimizing your web page, you need to identify the keywords or phrases that your target audience is searching for online. You can use various keyword research tools available online such as Google Keyword Planner or Ahrefs Keyword Explorer.
Optimize Title Tags
Title tags play a crucial role in on-page optimization as they provide a brief summary of what the web page is all about. Make sure your title tag contains the main keyword and accurately describes the content available on your webpage.
Use Header Tags Effectively
Header tags (H1, H2, H3) make it easy for readers and search engines to understand what each section of your web page is about. Using header tags effectively will help you organize content into meaningful sub-sections which improves readability.
Write Engaging Meta Descriptions
Meta descriptions are brief summaries displayed below each link on SERPs (Search Engine Result Pages). Your meta description should be engaging enough so that users want to click through to read more.
By following these simple On-Page Optimization Tips, Healthcare Providers can ensure their website ranks high in search engine results pages and attracts new patients looking for health-related services they offer.
Mistake 3: Not Focusing on Content
Importance of Content for Healthcare Providers
In the healthcare industry, content plays a critical role in acquiring new patients. Patients often search online to find relevant information related to their health concerns, and they are more likely to trust medical professionals who provide comprehensive and accurate information on their website. Moreover, search engines prioritize websites that offer valuable and informative content when ranking pages. Therefore, healthcare providers need to focus on creating high-quality content in order to improve their search engine rankings.
How Content Impacts Search Engine Rankings
Search engines like Google use algorithms that analyze a website's content quality, relevance, and usefulness in order to determine its position in the search results page. Thus, having well-written articles and blog posts with appropriate keywords related to your specialty can help improve your visibility among potential patients searching for solutions regarding specific health issues. Additionally, regularly updating a website's content signals freshness which indicates that the site is active and engaged with its audience.
Tips for Creating Valuable Content for Patients
To create valuable content for patients there are several things healthcare providers should consider:
1) Identify target patient personas: Before writing any piece of material it’s important first understand who you’re targeting so you can tailor your messaging accordingly.
2) Answer common questions: Patients typically have many unanswered questions about various medical conditions or treatments so addressing these frequently asked questions (FAQs) through blog posts or videos will be helpful both for SEO purposes as well as educating prospective clients.
3) Be consistent: Posting regular blogs or articles shows commitment towards providing value-added services thereby raising credibility amongst current & future customers alike.
4) Use engaging visuals such as infographics & videos: Using multimedia along with written text helps keep users interested longer than plain text alone.
Why is Content Important for Healthcare Providers?
Providing Valuable Information to Patients
Content is one of the most important factors in healthcare SEO. It is essential for healthcare providers to provide valuable information to patients through their website, social media platforms, and other channels. In today's world where people are becoming more conscious about their health and well-being, they tend to search for answers online before consulting a doctor or visiting a hospital.
Healthcare providers need to understand what type of content their target audience is looking for and create it accordingly. The content should be informative, engaging, and easy-to-read so that patients can easily comprehend it.
Building Trust with Patients
Another reason why content is crucial for healthcare providers is that it helps build trust with patients. When people search online for health-related information, they expect accurate and reliable results from reputable sources. If your website provides relevant content on various medical conditions, treatments, preventive measures, etc., patients will see you as an authoritative source of information.
Moreover, when you share your expertise through articles or blog posts regularly on your website or social media platforms, it shows that you care about patient education and empowerment. This approach can help establish a strong bond between you and your patients based on trust and transparency.
Boosting Search Engine Rankings
Creating high-quality content also plays a significant role in boosting search engine rankings. Google has emphasized the importance of providing users with relevant and useful results while ranking websites in its search results pages (SERPs).
If your website contains quality content that addresses common questions related to specific medical conditions or offers advice on how to maintain good health habits - then Google will likely reward this effort by ranking higher than those sites without similar types of helpful resources available.
In summary: Content creation holds great value within the healthcare industry due to its ability not only offer valuable insights into treatment options but also foster lasting relationships built upon trust between doctors & patients alike - ultimately improving an organization’s overall visibility & reputation across digital platforms.
Tips for Creating Valuable Content for Patients
As a healthcare provider, one of the key components of your online presence is creating valuable content for your patients. Not only does this help to establish your authority and expertise in the industry, but it can also improve patient acquisition by providing useful information that potential patients are searching for. Here are some tips on how to create valuable content:
Understand Your Audience
The first step in creating valuable content is understanding who you're writing for. Consider what types of questions or concerns your target audience may have and tailor your content accordingly. For example, if you specialize in pediatrics, parents may be interested in articles about child development or common childhood illnesses.
Provide Accurate Information
When it comes to healthcare, accuracy is crucial. Make sure that any information provided in your content is backed up by reputable sources such as medical journals or government health agencies.
Keep It Simple
While it's important to provide accurate information, it's equally important to make sure that it's presented in a way that patients can understand. Avoid using medical jargon whenever possible and break down complex topics into easy-to-digest pieces.
Use Visuals
Visual aids such as infographics or videos can be incredibly helpful when explaining complex medical concepts or procedures. They not only make the information easier to understand but can also increase engagement with your content.
Stay Up-to-Date
Medical research and guidelines are constantly evolving so it's important to stay current with any changes that may affect the advice given in your content. This helps ensure its accuracy and relevance over time.
By following these tips, you'll be able to create high-quality, informative content that will not only help build trust with potential patients but also improve patient acquisition overall within the healthcare industry.
Mistake 4: Ignoring Mobile Optimization
Importance of Mobile Optimization for Healthcare Providers
In today's digital age, the majority of people access the internet through their mobile devices. This is especially true in the healthcare industry, where patients are increasingly using their smartphones and tablets to search for medical information and services. According to a recent study by Google, 77% of patients use their smartphones to search for healthcare providers before scheduling an appointment. Therefore, it is crucial that healthcare providers prioritize mobile optimization if they want to attract new patients.
Impact on Search Engine Rankings
Mobile optimization not only affects user experience but also impacts search engine rankings. In March 2021, Google announced its latest algorithm update called "Google Page Experience," which includes Core Web Vitals as one of the ranking factors. Core Web Vitals measure loading speed, interactivity, and visual stability – all essential components of mobile optimization. By optimizing your website for mobile devices, you can improve these metrics and potentially increase your search engine rankings.
Tips on Optimizing for Mobile Devices
To optimize your website for mobile devices:
1) Use a responsive design: A responsive design ensures that your website adapts seamlessly across different screen sizes and resolutions.
2) Minimize page load times: Optimize images and videos by compressing them without compromising quality or removing unnecessary elements from pages.
3) Improve readability: Increase font size so that text is legible on smaller screens; use short paragraphs with bullet points or numbered lists instead of long blocks of text.
4) Simplify navigation: Make sure menus are easy to navigate with clear labels; avoid dropdown menus as they can be difficult to use on small screens.
5) Ensure buttons are easily clickable: Buttons should be large enough so users can tap them easily without accidentally clicking other links or buttons nearby.
By prioritizing mobile optimization strategies such as those mentioned above, healthcare providers can improve patient acquisition rates while also boosting their SEO efforts in a rapidly evolving digital landscape.
Why is Mobile Optimization Important for Healthcare Providers?
With the rise of smartphones and mobile devices, optimizing websites for mobile has become more important than ever. This is especially true in healthcare, where patients are often searching for information on-the-go or from their mobile devices. In fact, according to a survey conducted by Google, 77% of patients use their smartphones to search for healthcare providers and facilities. This means that if your website isn't optimized for mobile, you could be missing out on potential patient leads.
Firstly, having a mobile-optimized website can improve user experience by providing easy-to-read content and clear navigation on smaller screens. Patients who have difficulty navigating through a non-mobile-friendly site may quickly lose interest and move onto another provider's site instead.
Secondly, having a responsive design that adapts to various screen sizes will increase your chances of ranking higher in search engine results pages (SERPs). Google prioritizes websites with good user experience when displaying search results on mobile devices – this includes faster loading times and intuitive navigation.
Thirdly, with the proliferation of telemedicine services during COVID-19 pandemic era , it is crucial that healthcare providers ensure their telemedicine platforms are also optimized for mobile use. Patients should be able to access these platforms easily from any device they choose without sacrificing quality or functionality.
Tips for Mobile Optimization
Mobile optimization is crucial for healthcare providers as more and more patients are using their mobile devices to search for healthcare information and services. Here are some tips to optimize your website for mobile devices:
1. Use a responsive design
A responsive design ensures that your website automatically adjusts to fit the screen size of the device being used. This means that whether someone is accessing your site on a desktop computer, tablet, or smartphone, they will have a positive user experience.
2. Optimize page speed
Mobile users expect quick load times, so it's important to ensure that your pages load quickly on all devices. You can achieve this by optimizing image sizes and minimizing code.
3. Include clear calls-to-action
Make sure that any buttons or links on your site are large enough and spaced out enough so they can be easily clicked with a finger on a small touchscreen.
4. Simplify navigation
Keep menus simple and easy to navigate with just one or two clicks needed to access important information.
By implementing these tips, you can help improve the user experience for those accessing your website through their mobile devices while also increasing patient acquisition rates for healthcare providers in the industry.
Mistake 5: Not Monitoring Performance
Healthcare providers often make the mistake of not monitoring their SEO performance. Monitoring performance is crucial for healthcare providers to ensure that their SEO strategy is working effectively and efficiently, which ultimately leads to patient acquisition. Without monitoring, it’s nearly impossible to determine what works well and what needs improvement.
Importance of Monitoring SEO Performance
Monitoring your website's search engine rankings, traffic sources, bounce rates, click-through rates (CTR), and other metrics are essential in maintaining a successful online presence. By keeping track of your website's performance metrics on an ongoing basis, healthcare providers can identify gaps in their optimization strategy and adjust accordingly to improve results.
Moreover, by monitoring the SEO performance regularly allows healthcare providers to stay ahead of competitors who may be targeting similar keywords or topics. It also helps them keep up with changes in algorithms or updates from Google that could affect site rankings.
Tips on Tracking and Measuring SEO Success
There are several ways healthcare providers can measure the success of their SEO strategies:
<strong>Track keyword ranking:</strong> Use tools like Google Search Console or Ahrefs to monitor keyword ranking positions for targeted terms.
<strong>Analyze organic traffic:</strong> Analyze organic search data regularly through Google Analytics reports such as audience overview report.
<strong>Check click-through rate (CTR):</strong> CTR indicates how many people clicked through from SERP pages into your site after seeing one impression of its listing. Measure this metric using tools like SEMrush or Screaming Frog.
<strong>Monitor backlinks:</strong> Analyze backlink profile with link analysis tools like Moz Link Explorer or MajesticSEO
<strong>Review engagement metrics</strong>: Bounce rate reflects how quickly users leave a page after arriving there while time spent on page tells us about user engagement level with our content.
By understanding these key metrics & analyzing them over time will help healthcare providers identify where they need improvements in order to increase visibility online which translates into increased patient acquisition opportunities.
Why is Monitoring Performance Important for Healthcare Providers?
Importance of Monitoring Performance
Monitoring performance is crucial for healthcare providers to ensure that their website and digital marketing strategies are effective in attracting more patients and increasing patient acquisition. By continuously tracking the performance metrics, healthcare providers can identify any areas that need improvement or optimization, allowing them to make data-driven decisions.
Key Metrics for Healthcare Providers
There are several key metrics that healthcare providers should monitor regularly, including website traffic, bounce rate, conversion rate, search rankings, and social media engagement. These metrics provide valuable insights into how well the website is performing in terms of attracting visitors and converting them into patients.
Benefits of Monitoring Performance
By monitoring performance regularly, healthcare providers can:
Identify areas for improvement: By analyzing the data collected through various tools such as Google Analytics or SEMrush , they can identify which pages are not performing well or where users tend to drop off.
Optimize content: Based on user behavior on a particular page or section of the site; they can optimize it by making changes like modifying content structure & layout
Improve user experience: Providing seamless User Experience(UX) will help retain your existing customers/visitors.
Increase ROI(Return On Investment): With continuous analysis you could save up costs from non-performing campaigns while running successful ones with high ROI
Overall monitoring performance has become an essential part of digital marketing strategy. It enables Healthcare provides to keep track of progress towards meeting their goals while giving insight into what works best for driving patient acquisition.
Tips for Tracking and Measuring SEO Success
As a healthcare provider, tracking and measuring SEO success is crucial to ensure that your efforts are actually bringing in new patients. One of the most important metrics to track is organic traffic, which refers to visitors who find your website through search engines rather than paid advertising or social media. Utilizing Google Analytics can provide valuable insight into how many people are visiting your site, where they're coming from, and what pages they're viewing. In addition to organic traffic, you should also track keyword rankings for targeted keywords related to your practice or services. This will help you determine if your content strategy is effective in attracting the right audience. Another metric worth monitoring is bounce rate - the percentage of visitors who leave your site after only viewing one page - as this can indicate whether or not your website is user-friendly and relevant to their search queries.
It's also important to regularly review and analyze data on patient conversions from online sources such as contact forms or appointment requests. This allows you to gauge how well your website is converting potential patients into actual appointments or consultations with providers. Additionally, tracking backlinks - links from other websites pointing towards yours - can be beneficial for understanding how authoritative and trustworthy search engines view your website.
Overall, consistently monitoring key metrics related to SEO success can help healthcare providers make informed decisions about their digital marketing strategies and ultimately boost patient acquisition numbers. By utilizing tools like Google Analytics along with other methods of measurement mentioned above, providers can stay ahead of competitors in an ever-evolving industry while improving the overall experience for current and future patients seeking care online.
Conclusion
In conclusion, healthcare providers should avoid these 5 common SEO mistakes to increase patient acquisition. Firstly, creating low-quality content can lead to a negative user experience and decrease the overall ranking of the website. Secondly, ignoring local search optimization can limit visibility in local searches and result in losing potential patients. Thirdly, not optimizing for mobile devices can decrease user engagement and ultimately harm your website's rankings. Fourthly, forgetting about on-page optimization elements such as meta tags and headings can negatively impact both user experience and search engine rankings. Lastly, neglecting analytics tracking can limit the ability to measure success and make data-driven improvements.
By avoiding these common SEO mistakes, healthcare providers will be able to improve their online presence and attract more patients through digital channels. It is important for healthcare providers to prioritize SEO efforts as it plays a critical role in today's digital world where patients are increasingly turning towards online resources when making healthcare decisions. With proper implementation of SEO strategies that align with Google's E-A-T guidelines (expertise-authoritativeness-trustworthiness), healthcare providers will be able to establish themselves as credible sources of information while also increasing patient acquisition through organic search traffic.