The purpose of SEO is to draw as much traffic and attention to your veterinary clinic’s website as possible. Many people talk about SEO like it’s a black box, but it’s actually pretty simple to understand.
Google (and other search engines) essentially look for two things: relevance and authority. This means that in order to rank highly for a particular search term, your website needs to have content that is directly relevant to the search term, and your website needs to seem credible to google.
One very common mistake that animal hospitals often make is optimizing their website mainly for a few very common keywords, such as vet, veterinary clinic, animal hospital, animal doctor, etc. While ranking well for these keywords will undoubtedly bring traffic to your site, it’s actually a very small piece of the pie. See the illustration (from moz.com) below:
As you can see, the most common keywords account for less than 20% of the searches related to your business. This is why an education-focused website is ultimately so successful at driving traffic to your website. When you educate people on the broader issues related to your services, you tap into a huge avenue of traffic that is currently practically untapped.
A well optimized services page and an ongoing educational blog campaign can go a long way. For each service you list, don’t merely write about what it is that you do. Go on to explain the broader issues that often leads a pet to need this service. That way, when somebody searches for information on one of the broader issues, they find your page!
The technical structure of your website is important as well. Website speed, reliability and architecture all contribute to how well (and authoritatively) your website’s content is indexed. Modern and lightweight software engineering will give your content the attention it deserves.