It seems like ever since Google started making major updates to their algorithm a few years ago (Penguin, Panda, etc) people started asking if SEO is dead. Given that many of the old tactics used to manipulate search engines to achieve high rankings are dead it’s a legitimate question.
SEO, or search engine optimization, is defined by Wikipedia as “process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.” This process isn’t dead by any means, but it’s changed. It’s changed so much that “SEO” has almost become an off-putting word, especially for digital marketing agencies.
I’ve said for years that quality content is king, particularly the need to utilize a blog. You can check out this article from over 3 years ago stating exactly that! Now, I’m not trying to ‘toot my own horn’ but the point remains, the key to generating organic rankings is producing quality, unique content. Therefore, I would argue that while SEO remains alive by definition, a better word to use would be “content creation.”
Content creation for medical and cosmetic practices is huge. Every practice, whether you’re a medical spa, plastic surgeon, dermatologist or ophthalmologist, should strive to publish before & after photos, video testimonials of patients, press release about exciting news, and blogs to address common questions and concerns. This establishes your credibility and shows expertise in your field, all things that help drive patients to your practice. You’re also increasing the number of keywords that you can rank organically for.
If you have a static site (one that doesn’t grow) then you might be able to rank well organically. However, if you focus on continuously publishing quality content you’re increasing the number of different keywords that you can target.
It’s worth emphasizing that we want quality content that is unique. This means well-written articles that are unique (not duplicated). This does not mean writing articles and then “spinning them (re-writing them) and blasting them to 50 different social media websites.
The next time you get a spam email from a “SEO firm” or marketing agency that claims they can guarantee you rankings take a step back. First of all, no legitimate company will ever guarantee rankings. That in itself is an instant red flag. Second, and most important, you need to know what their strategy is. If their approach doesn’t involve quality content creation then you should avoid them at all costs. If it does involve content creation then you should ask for examples of the content they’re creating.
SEO has evolved so much over the past decade that it’s almost as if the word “SEO” has almost become faux pas. For many, the term conjures up thoughts of manipulation and black-hat tactics to try to achieve organic rankings. In 2015, what every medical and cosmetic practice is trying to accomplish (more organic visibility), can be achieved through content creation, specifically quality, unique content.
To learn more about SEO you can check out our collection of SEO articles, including simple SEO tips and SEO myths that medical and cosmetic practices should be aware of. If you’d like to learn more about how TRBO can help your practice then leave us a message here. You can also reach us directly at 877-673-7096 x2.