Auditing the search engine optimization (SEO) of your website is just as important to your business as having regular dental and medical checkups are for people.
Auditing your medical practice’s website takes into consideration the foundation of the website, the readability and usability of the content on the site, and the factors (both on- and off-page) that make content visible for search engines.
Additionally, an SEO audit considers the issues and recommended fixes your site may need.
Performing regular audits is most important because Google is constantly changing its algorithms; thus, failing to update your own site will leave you out of the loop (and potentially open to penalties from Google) and behind your competitors, which lowers the likelihood of visitors and search engines of landing on your site.
Regular auditing allows you to continually add new and fresh content to your website as well as freshen up the look of your site – both of which are attractive to your potential patients. These types of audits also help to lower the chance of your website having errors.
Here are two areas your audit should cover:
Descriptions, Page Titles and URLs
Particularly, pay attention to whether URLs are consistent, short and readable. Google prefers them this way. Titles should include useful keywords and meta descriptions should contain accurate information.
Consistency and Quality in your Content
This is a deeper level audit. The content your practice’s website contains should be relevant to your industry and the services you provide.
Moreover, the content should be readable and intriguing enough that your visitors want to share it with their friends. As you audit your content, make sure you include organic keywords and a clear call-to-action.