Search Engine Optimization

There are four pillars to successful SEO (search engine optimization), which we’ll explore in more detail below. At ADvance Media, our goal is to ensure our clients focus on all four pillars. This gives each practice we work with the best opportunity to rank highly in organic search results.

Website SEO

Your foundation.

The “heavy lifting” for your website SEO is done during your website build. If SEO is a race car, this is your engine. It doesn’t matter how good your fuel, tires, or pit crew performs; if you don’t have a solid engine you will not win. The same goes for your website, or “on-page,” SEO; without it, all other SEO efforts are trivial.

Keyword research and competitive analysis will determine the best keywords to target and utilize in throughout the website, not just within the copy but also:

  • Title tags
  • Meta descriptions
  • Header tags
  • Image tags
  • Alt tags, etc.

We will also pay close attention to the site hierarchy. The inter-linking of pages and the organization of the website navigation facilitates frictionless search engine indexing.

Technical SEO

Ensure optimal website performance.

While website SEO drives visibility based on the usage of keywords and how they’re implemented, Technical SEO helps ensure there are no roadblocks to the site ranking.

If website SEO is your SEO engine, the technical SEO is your race car’s regular diagnostic testing.

This means focusing on:

  • Site speed
  • Crawlability
  • Broken links, etc.

Even if your website does not change at all (which we do not recommend), it can still degrade over time. The technical SEO needs to be monitored frequently to ensure your website is running in tip-top shape.

We also recommend leveraging schema markup to help search engines better crawl your content.

Content SEO

Establish expertise and trust.

Building content is one of the most proactive SEO tactics you can undertake. Two of the most common types of content are blogs and videos. Both can provide you an opportunity to address specific questions prospective patients have with detailed answers. This gives you the ability to rank highly for more keywords.

While on-page SEO is your engine and technical SEO is the diagnostic testing, the content you post is your fuel. The quantity of fuel matters, but the focus should always be on quality.

Consider questions or concerns that you hear from patients as these queries are likely to be searched online frequently. We will not have you just write a few paragraphs, regurgitate a procedure page, or have AI spit out something generic. We will help you focus on providing as much value as you can so you leave your audience convinced that you’re the expert and authority.

Off-Site SEO

Enhance your credibility.

The activity that happens away from your website can provide signals of authority and expertise to search engines, which in turn help you rank higher.

These signals can come from directory listings, press releases, or references to your practice on credible 3rd party websites, to name a few. If you have a backlink – a link from an outside website to your website – then you can strengthen the signal.

In the race car analogy, your on-page SEO is your engine, your technical SEO is your diagnostic check, and your content is your fuel. Consider your off-site SEO your pit crew. All the other work touches or involves your website, or race car. The off-site SEO, like a competent pit crew, gives you an extra edge.

Social media is also considered off-site activity, but it has more of an indirect ranking signal to search engines. In other words, having a huge social following and presence will not directly result in better SEO, but the byproduct of this following – increased traffic and website engagement – can in turn help you rank better organically.

Take the Next Step

We will also pay close attention to the site hierarchy. The inter-linking of pages and the organization of the website navigation facilitates frictionless search engine indexing.