Latest / The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers / Website Pages That Make Google Send You the Right Patients | Ep. 127

Transcript

Website Pages That Make Google Send You the Right Patients | Ep. 127 · The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers

• 0:26
  Speaker 1: Hey, there, it's Darcy Sullivan from Propel Marketing and Design, and you're tuned in to the Clinic Marketing Podcast.
• 0:34
  Speaker 1: If you have ever looked at your website and thought why aren't we showing up higher in Google?
• 0:42
  Speaker 1: We have all of our services listed.
• 0:45
  Speaker 1: Well, this episode's for you.
• 0:47
  Speaker 1: Because here's the thing just having a services page isn't enough.
• 0:53
  Speaker 1: Google and your patients need more clarity than that, and one of the simplest ways to make Google like your website more is this one page per topic or service.
• 1:10
  Speaker 1: It's a strategy that works for every clinic, from physical therapy to chiropractic to med spa, to whatever your clinic offers, and today I'm going to break down exactly what this means, how to set it up and why.
• 1:27
  Speaker 1: This is one shift that can make a huge difference in your rankings, whether they're through Google or AI searches, and guarantee you more patience.
• 1:40
  Speaker 1: Listen, google's job is to match a person's search with what they feel is the clearest, most relevant answer.
• 1:53
  Speaker 1: Oftentimes, I think clinic owners get in their own heads and they're looking at things from their perspective instead of the perspective of somebody who is searching.
• 2:04
  Speaker 1: If someone searches for shoulder pain treatment near me and your website just simply has a services page that lists 12 different things you offer, google has to guess whether or not that page is the best match.
• 2:25
  Speaker 1: On the other hand, if you have a dedicated page called shoulder pain and you go into detail on that page about shoulder pain and the treatments that you offer for it, google knows instantly that your page matches the surge and you're far more likely to show up higher in the results.
• 2:48
  Speaker 1: This structure also improves user experience.
• 2:53
  Speaker 1: Patients don't want to scroll through a laundry list of services.
• 2:57
  Speaker 1: They want to land on the exact page that answers the questions that they have or the problems that they have.
• 3:05
  Speaker 1: Here's a framework that I recommend to make it easy for Google and your visitors when it comes to services.
• 3:16
  Speaker 1: I suggest that you have a services page.
• 3:21
  Speaker 1: We call this a general services page.
• 3:24
  Speaker 1: It's like the hub.
• 3:25
  Speaker 1: It showcases the services that you offer.
• 3:29
  Speaker 1: It showcases the services that you offer and it's the hub that then links to specific services that you offer.
• 3:35
  Speaker 1: Now, this is a legitimate page.
• 3:38
  Speaker 1: It's not just a page that has a bullet point list of services that you offer.
• 3:46
  Speaker 1: It's a real page, meaning that it's detailed and that it highlights each of these services Again not just listing them as bullet points.
• 3:54
  Speaker 1: Then, from there, you have specific services pages.
• 4:00
  Speaker 1: Now, I know that there are a lot of chiropractors listening to this episode, so I'm going to use that as an example For specific services pages.
• 4:10
  Speaker 1: If you are a chiropractor, you absolutely should have a page that is about chiropractic care or chiropractic adjustments.
• 4:21
  Speaker 1: That should be a specific page.
• 4:24
  Speaker 1: If you offer other services, like sports injury rehabilitation, that should be its own specific services page.
• 4:33
  Speaker 1: If you offer dry needling, that should be its own specific services page.
• 4:39
  Speaker 1: Same with post-surgical rehabilitation that should be its own specific services page.
• 4:46
  Speaker 1: What we're doing here is we are feeding our audience, our website readers and Google this quality information that showcases you offer these specific services.
• 5:00
  Speaker 1: The same thing works for conditions.
• 5:04
  Speaker 1: You should have a general conditions page that highlights the conditions you treat.
• 5:10
  Speaker 1: General conditions page that highlights the conditions you treat.
• 5:13
  Speaker 1: Again, this is not just a page that has crazy bullet points, it's a well-built-out foundational page, and then from there you should have specific conditions pages.
• 5:23
  Speaker 1: So let's use that example again of a chiropractor.
• 5:27
  Speaker 1: You should then have specific pages for at least your most common conditions that you treat, whether that's back pain, shoulder pain, knee pain, sciatica, etc.
• 5:41
  Speaker 1: And those should connect directly to again.
• 5:45
  Speaker 1: They should be intertwined.
• 5:48
  Speaker 1: So your general conditions page is listing and talking about all of the conditions you treat, and then your specific conditions pages are really honing in on those specific conditions.
• 6:04
  Speaker 1: Now why does this make sense and why do you need to do this?
• 6:08
  Speaker 1: Well, when each page focuses on one specific topic, it makes it easier for you to rank on Google and AI searches.
• 6:16
  Speaker 1: You're just targeting one keyword or one focus phrase for each of those pages.
• 6:25
  Speaker 1: This allows you to write headlines, page titles and meta descriptions that are laser focused and add patient-friendly explanations along with real photos and videos without cramming unrelated information together, and it makes it easy to build internal leaks.
• 6:46
  Speaker 1: Then later on, if you write a blog post about five stretches for shoulder pain, you can link directly to the shoulder pain page.
• 6:54
  Speaker 1: This also makes it really easy to build internal links.
• 6:58
  Speaker 1: Those are links linking from one page on your website to another page on your website.
• 7:03
  Speaker 1: So, for example, if you had positioned yourself as a chiropractor and put together a chiropractic adjustments page, on that page, when you're listing what chiropractic adjustments treat let's say, you list back pain that would link to the back pain page.
• 7:22
  Speaker 1: Or if you put together a blog post that mentioned five stretches for shoulder pain, that could link to your shoulder pain page.
• 7:31
  Speaker 1: It also helps you appear as an authority figure when it comes to treating these specific conditions and the specific services or modalities that you offer.
• 7:46
  Speaker 1: I see a lot of clinics with a single service page and no individual services or conditions pages.
• 7:53
  Speaker 1: The problem You're asking Google to figure out what the page is about and when you cover multiple topics, it dilutes it.
• 8:01
  Speaker 1: Think about it If you lump dry needling, back pain treatment, sports injury rehabilitation all into one page, you're competing for multiple keyword phrases that you're trying to be the authority figure on all of them.
• 8:17
  Speaker 1: Now, if you want the easy button, I could tell you to book a discovery call with us, which you absolutely can by visiting propellyourcompanycom.
• 8:27
  Speaker 1: But if you're trying to go the DIY route, I would recommend you check out our program Ready Set Rank.
• 8:35
  Speaker 1: In that program we have templates that walk you through writing all of these core pages your general services page, your specific services pages, your general conditions page and your specific conditions pages along with your homepage, your about page and all these core pages.
• 8:55
  Speaker 1: That will really help you overall with your ranking.
• 8:58
  Speaker 1: You don't have to start from scratch.
• 9:01
  Speaker 1: We give you a proven, seo-friendly structure and patient-focused copy prompts that can help you with your rankings and put together content with ease.
• 9:12
  Speaker 1: It's the same framework that we use for our Done For you clients and it's designed to help Google understand exactly what you offer and how you offer it.
• 9:26
  Speaker 1: So this week I suggest that you take a look at your website and ask yourself a couple of questions.
• 9:32
  Speaker 1: One do you have a general services page?
• 9:35
  Speaker 1: I hope you do.
• 9:37
  Speaker 1: Two, have you highlighted a couple of your key services that you offer and really built out quality pages?
• 9:46
  Speaker 1: Quality, quality, quality, quality is the key word here.
• 9:50
  Speaker 1: Not just I went to ChatGPT and had them write it for me.
• 9:54
  Speaker 1: No, have you written quality pages around your specific services offerings?
• 10:01
  Speaker 1: Do you have a general conditions page and have you gone through the activity of really diving in to the specific conditions that you treat and highlighting those as content on your website?
• 10:16
  Speaker 1: If the answer is no, start with one.
• 10:18
  Speaker 1: Pick your most profitable or your most common and give it its own dedicated page.
• 10:25
  Speaker 1: Again, today what we talked about was the one page per topic or service.
• 10:32
  Speaker 1: It's simple, but it works.
• 10:33
  Speaker 1: It helps Google understand your website, helps patients find what they're looking for faster and it makes your SEO much easier to manage over time and if you want the templates and the structure to get it right from the start.
• 10:49
  Speaker 1: They're waiting for you inside the Ready Set Rank program.
• 10:53
  Speaker 1: You can check it out by visiting our website, propellyourcompanycom, or, if you want further assistance, you can also book a discovery call there.
• 11:01
  Speaker 1: Thanks for tuning in to the Clinic Marketing Podcast.
• 11:04
  Speaker 1: If you found this helpful, share it with another clinic owner or leave a quick review.
• 11:11
  Speaker 1: It helps more clinic owners discover actionable tips like these.