As a healthcare marketer, you’ve strategized about how people find your blog or website, and search engine optimization (SEO) likely plays a major role in your digital content strategy.
Have you considered voice search in how people find your website?
Voice search capability is working its way into our everyday lives; it’s on our mobile phones and our in-home devices. Apple’s Siri, Google’s Assistant and Amazon’s Alexa are all becoming a key part in how we find information.
What does this mean for healthcare marketers? Here are three changes you should consider:
Content and keywords should be conversational Not only do you need to think about what questions your patients (or potential patients) are asking, but you must also think about how they are asking them. The way someone phrases a question over the phone is different from how she types it into a search bar.
Let’s say someone is concerned about stomach symptoms. The typed search would probably read “pain, stomach, right side,” whereas the voice search might sound something like, “What does it mean if I have pain on the right side of my stomach?”
You can frame your content around these verbal questions and answer them in a concise, conversational way.
A conversational tone works for your keywords, too. Use patient-friendly words and not just medical terms (“stomach” instead of “gastric”). And don’t be afraid to use long phrases in your keywords. Include some of the queries your audience is likely to ask.
Make sure your Google Business information is updated When someone uses voice search to find your hospital or practice, she’s probably looking for information like your address, phone number or hours.
Make sure this information is up-to-date by claiming your Google My Business listing. Updating this information is also important because a device’s location often dictates voice search results. Your updated address will help boost your search rankings for nearby users.
Stay mobile-friendly In 2017, mobile-friendly content is already embedded in your digital strategy. It’s even more important now that voice search has grown. After all, voice searches on mobile devices go hand in hand.
Read some of our tips on how to make your content mobile-ready. You can also use Google’s free test to see how your site measures up.