How To Optimise Your Medical Business for SERP Features

The answer is that this is an abbreviation of a well-defined term called Search Engine Results Pages. This term relates to all types of search engines be it Google or Bing or for this matter any search engine. These results are a response to the query of certain and specific keywords, which is displayed to the searcher on the search engine, sometimes with accompanying advertisements.

If you are working out ways to get more customers and improve your practice’s growth by online marketing, you probably know this term.

BUT what you may not know is that the ranking of SERP features is now considered as important as the basic search engine optimisation ranking. This does not at all means that you should not do the basic search engine optimisation for your page.

Why is this happening?

The answer to this question would be that the ranking of SERP features ranks even higher than the usual organic results. Most people use to consider that the top spot of organic results as the best way to rank one’s page but that coveted position has been swept by SERP features. But do remember that SEO is important for ranking your web page properly. We’ll also talk about how all of this relates to your Australian medical business.

 

How all of this relates to your Australian medical business

 

Tracking SERP features:

The current ranking and your general online presence may be well known to you but most do not have access to the tools to fully diagnose and understand where their business really could be or a true understanding of the benefits.

For this, you can use a suite of expensive tools like AHREFS or SEMRush and once you are inside them, you can search your practice url domain in the search bar.

For SEMRush you can Press the tab Domain Analytics and then select organic results, then press position. This will take you to a new screen, where all the way toward the right of the screen you will see the section of SERP features.

This section will be showing how well your medical website is linked to, pulling individual URLs compared to rival websites.

While you can only see your medical website’s stats at first, but afterward you can add the stats of how well your competitors are doing in SERP features.

This is not the only way you can can get a better understanding of your clinics positioning , but one of many we use to follow trends and results to make better decisions for better optimisation of your medical webpages.First things first, you should know that there are different kinds of SERP features relating to Google.

SERP features include:

  1. Local
  2. Organic
  3. Paid SERP features
  4. Knowledge Panel
  5. Featured Snippet
  6. Site Links
  7. Image Pack
  8. News
  9. People also ask..

 

Local Pack:

This one obviously applies to local searches like ‘near me’ searches. For example, if I am in Perth and I am searching for medical services near me this pack will this service. Google will show me all the medical services nearby my actual location and will show results like Perth Medical Centre. The result even shows a location on the map, star rating. It usually shows three searches in a single result page.

How to Optimise for the Local Pack:

Google ranks local searches according to relevance, prominence, and distance. There is nothing you can do about distance but you can give your website a top spot according to relevance and prominence. Updated and accurate information about your medical service business include business hours, services provided, directory listings like in Google my Business, and the location. You will also need a great social marketing strategy for your web page’s review on Google My Business, Yelp, and other social websites.

The Local Knowledge Panel:

This panel/page solely caters to a single business and in this case your medical business in Australia. For example, if you type the name of your medical business in Australia, what Google will show is a long page of company-specific information like photos, locations, etc. The information will also include the links of reviews on other websites, and even some question/answers pertaining to the company. It offers an overview of your medical business, which will, therefore, create visibility for your business.

How to Optimise for the knowledge panel:

As previously mentioned before, the three main factors for SERPs are relevance, distance, and prominence. This means the panel will be completely based on your medical business in Australia. Do not forget about formatting your business’s web page for SEO even if the panel is based on just your medical service. You need well structured and updated information to get a place for your medical business in a Google Panel. The web citations should also correlate with information on directories such as Google My Business, Yelp, and Facebook.

The Featured Snippet:

This is the actually the first result that appears at the top position of any SERP and appears with complete information about it. This is why it is considered better than most of top organic search results of Google. The featured snippet provides the most relevant and the most direct answer to the search query. It can be displayed in a paragraph form, bullet points, lists, and even tables. The source of the information is also displayed on the featured snippet. A featured snippet is important because a drop of click through rate in top organic results has been known to take place once a snippet appears. For better brand recognition of your medical business, you need to do use this featured snippet.

How to Optimise for the featured snippet:

For earning a spot at the featured snippet SERP, the content of your medical practices webpage should be well structured and in an appropriate form. The form should have the hallmarks of these characteristics:

 

  • All subheadings should be use correct  H1, H2 H3  formats
  • The web page should already be on the top positions of SERP Features ranking
  • The answer has to be either a list or a brief of the actual content
  • The answer should also revolve around a specific keyword
  • The writing should also be concise and created within the boundaries of natural language.

 

The Knowledge Graph:

This SERP feature appears for specific searches into people, places or companies. The sources are in variable numbers, and from these sources accumulated information is displayed together. The information is linked to the person or place, and in our case will be linked to your medical company for example CEO, founding members and date.

How to Optimise for the knowledge panel:

This one cannot be manipulated by any brand or company. This one is populated through data arrangement with Google partners while sometimes the information is pulled through Wikipedia or a company’s About Us page.

What you can do about this is that you can keep all of the local features fully optimized for your medical website. For this to happen you should have updated information about the business and you should also work on the reviews, testimonials, etc. One should also use schema markup (semantic vocabulary) for better chances of getting into a knowledge graph.

Top Stories (In The News)

This feature was called “In the News” by Google previously, which displays news based on a specific keyword that was searched as a query.

How to Optimise:

Unless you are a news channel/paper/site (which you are probably not) or someone working in it, then it is difficult. This feature is specifically made for news related information and search queries. Y The sources of top stories usually are big news sites like NY Times and Forbes.

Smaller companies can keep your information up to date and can submit press releases to media outlets which can be great for optimising. , that is if it is possible to cover and if it has not been already covered.

It may improve your website’s chances in top stories but it is unlikely to happen. Improving your AMP (Accelerated Mobile Pages) results can also increase the chances as Jon Mueller of Google suggests.

Direct Answer (A SERP Feature)

These are the direct answers to a query and they do not need a source for citation. These answers are short and are also general knowledge, hence this is why no source is needed for this feature.

How to optimise:

You cannot and you should not even try. It will be useless to optimize for general knowledge questions. The information used in this SERP feature is public and cannot be used from a brand’s website.

Site Links:

These are very beneficial for a brand or a company. These will be as beneficial for your own medical business. This features displays around 10 more links from a specific website when a query relating to a company is searched. These links come from 10 organic positions from a website that are relevant to the query of the search. For example, your medical website will portray different links like the services your business provides, career section, about us section, meet the doctors section, etc.

How to Optimise:

These are picked up by Google through schema markup (semantic vocabulary). Applying schema markup does not confirm that site links will show up for your medical website. There are things to avoid though if you want your site links to appear:

  • Low Traffic
  • Incorrect URL attribute
  • The query does not match with the input
  • Absence of Markup

 

Image Pack:

These are better suited when pictures should convey the message. For example, a query like what medical utensils look like will be able to show what they look like once some images appear.

How to Optimise:

General best practices used for image SEO should be used for this particular SERP feature. For this, you should include target keyword in the image file name, title tag, alt text, and the caption. You should also optimize the size of an image and also use an XML sitemap.

The People Also Ask Feature:

This one is self-explanatory as it is based on how people ask a follow-up question after they have searched a query. A people also ask feature displays the queries often asked by other people or follow-up questions asked by the same searcher. Numerous time they appear under the featured snippet (pushing organic results down yet again).

How to Optimise:

  • Cover your keywords with FAQ Style, or in a natural way
  • Create your content based on keywords and on the keyword placement of other content similar to you.

 

Paid SERP Features: Adwords at the top

These are the paid advertisements that appear on top of organic results. These commonly appear as shopping results or in the text ad formats. They run like the usual AdWords but the shopping results display reviews, prices, etc.

How to Optimise:

A process called PPC optimization (Managing, testing, and refining of pay per view ad campaigns on the internet) is used for this SERP feature to reap benefits through it. The rank of this feature is determined by quality score, budget and click through rate of your ad. For example from an ad of your medical services in Australia. Basic SEO principles are used for shopping ads where you optimize the product feed by including a target keyword for the product, optimizing images, etc.

Paid SERP Features: Adwords at the bottom

This is the same thing ass AdWords at the top but these are positioned down at bottom of organic results.

How to Optimise:

Same factors of SERP optimization that were used for AdWords on the top are used for this one. For many brands, it is not as desirable as the adwords on the top. If your medical service is seen at the bottom then reevaluate yout strategy that pertains to Serp Features. Do it because your competitor may have better creative matches with the given search queries.[/vc_column_text][vc_column_text]Looking for more information on SEO for local business – Click here

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