How Consumers Search for a Doctor
Improving Website Performance
By Understanding Consumer Search Behavior
Improving your practice’s website performance is hard work, and Healthcare SEO alone will not get the job done. Top performing websites have these traits in common:
- They understand in detail human search behavior.
- They have strategically invested in information architecture.
- They have a commitment to develop and deploy high-quality content on a scheduled basis.
- They understand the role quality visual design (UI) plays in successful user experiences.
- They believe in human factors, and conduct usability test.
- They don’t let technology impact products and services in a negative way (gratuitous use of web 2.0 tools).
- They have high engineering standards, and validate their code before shipping.
- They understand that SEO page markup has to be based upon quality content, not gimmicks.
- They understand technically how crawlers and search technologies impact content find-ability.
- They understand that a first page search engine ranking has more to do with high-quality content, and a superior user experience.
Keep all these factors in mind, but I will only focus upon item number one, which is how do you figure out what your customer is doing when they are looking for your services. The following analysis of human search behavior is the first step in developing a world-class website strategy, and impacts the remaining steps.
Search Behavior Analysis
Do you provide health related services? Do you wonder how consumers go about finding a physician? It turns out that when consumers search for a doctor, they are fundamentally engaging in only six types of search behavior. Here are the categories by search volume:
- Informational searches: 84.9M
- Location-based searches: 9.2M
- Medical specialty searches 3.3M
- Transactional searches: 638K
- Organization searches: 301K
- Quality-based searches: 200K
This model has implication for how you develop a content strategy, mark up your website, and the content options you offer consumers. For example, the top three medical specialties are Oncology, Family Practice and Pediatrics. These three clearly present a content opportunity. If you provide the content that consumers are searching for – they will come.
Search Behavior Model
Find Out More
Find out more about my approach to understanding human search behavior (advanced keyword research) – call me now at 781-862-3126 or send me an email at: Mark@MSprague.com.
About Lexington eBusiness Consulting
Mark Sprague’s 25 years of product development experience which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your web sites performance by:
- Developing a superior data-driven SEO strategy for your website.
- Understanding your customers’ search behavior and normalizing it to your content strategy.
- Understanding how search engine technology practically impacts SEO and content strategies.
- Understanding how search technology impacts content in a social networking environment.
- Developing a superior user experience based on sound information architecture, usability and coding standards.
Lexington eBusiness Consulting
Mark Sprague, CEO
580 Lowell Street
Lexington, MA 02420