The importance of page-by-page optimisation

14 Jun 2017

In the health sector, correctly optimising each page is extremely effective when it comes to ranking highly on search engines for certain keywords and phrases that people use when looking up information and local services online.

It is important to understand that the whole point of optimising a web page and its content is to deliver specific instructions to the search engines. This lets them know which people you wish to be directed to your website.

Keywords are the key

The key to ensuring that the right people are able to find you begins with the keywords that identify the niche areas covered by your business, as this gives a clear picture of what services you offer. The reason for this is that the search engine’s response to your instructions depends entirely on the search terms people use, such as ‘sports therapist in Brighton’.

Making sure that those principal search terms appear in key places on your web page will enable the search engines to identify who you are and what you do. Therefore, ensure you insert them in the Title Tag, Page Descriptions, Headings and URL descriptions.

Web page content

A web page that is rich with specific keywords and key phrases that are native to your niche is another pointer that scores high with Google, Bing, and their affiliated search platforms. But care must be taken not to overdo this. What you want is a page that reads with a natural flow and is easy to navigate. It also helps to link each page on your website to pages that contain related content as well as to external authority sites, such as any professional health bodies you might be a member of.

If you use images or video, these can also help you get found, provided you add accurate descriptions in the form of captions and titles.

The mobile factor

Something else to watch out for is that all your pages can be clearly seen on mobile devices without the page having to zoom out in order to display all your content. More than ever, people are using portable tablets and smartphones to search for information online, and failure to cover this could make you impossible to find for the people who need your help.

If you would like any additional details about the advantages of page-by-page optimisation or how a website’s overall structure can influence your search ranking, please contact us to find out more.

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