How Veterinary SEO Works
SEO is often leveraged as a buzzword instead of a rigorously explored topic with known first principles. We’d like to change that. SEO is an integral part of your traffic strategy; the part of your funnel responsible for generating awareness among local pet owners. Google’s algorithm looks for well known categories of signals in order to determine how relevant and authoritative you are for a particular search query.
The four main ingredients to a gold-standard SEO strategy are:
- Individualized and user friendly service pages containing vast webs of keywords
- An ongoing blogging and content marketing campaign
- On Page Signals for optimal crawling
- Management of premium directories
(especially Google My Business)
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How Veterinary SEO Works
SEO is often leveraged as a buzzword instead of a rigorously explored topic with known first principles. We’d like to change that. SEO is an integral part of your traffic strategy; the part of your funnel responsible for generating awareness among local pet owners. Google’s algorithm looks for well known categories of signals in order to determine how relevant and authoritative you are for a particular search query.
The four main ingredients to a gold-standard SEO strategy are:
- Individualized and user friendly service pages containing vast webs of keywords
- An ongoing blogging and content marketing campaign
- On Page Signals for optimal crawling
- Management of premium directories
(especially Google My Business)
A Smarter Approach to Veterinary SEO
Contrary to conventional wisdom, most valuable searches aren’t direct queries for veterinary care. The vast majority of searches on Google are “long tailed keywords”. These are specific questions related to the health or behavior of pets, such as “how old should my dog be to spay her?” This behavior pattern is commonly (and not terribly affectionately) nicknamed “Dr. Google” within veterinary circles. But therein lies the opportunity; when you create useful content on your website that speaks to the wide ranging needs and services within animal health, more users will become educated on your website, more users will gain exposure to your brand, more users will build trust, and eventually, more users will turn into clients of yours.
A Smarter Approach to Veterinary SEO
Contrary to conventional wisdom, most valuable searches aren’t direct queries for veterinary care. The vast majority of searches on Google are “long tailed keywords”. These are specific questions related to the health or behavior of pets, such as “how old should my dog be to spay her?” This behavior pattern is commonly (and not terribly affectionately) nicknamed “Dr. Google” within veterinary circles. But therein lies the opportunity; when you create useful content on your website that speaks to the wide ranging needs and services within animal health, more users will become educated on your website, more users will gain exposure to your brand, more users will build trust, and eventually, more users will turn into clients of yours.
A Web of Content
One mistake that digital marketers have made within the veterinary field is to treat dogs and cats as one homogenous category. Dog and cat owners are often very different creatures! They have their own excentricities, senses of humor, concerns, questions, and lifestyles. And they typically ask questions based on their pet’s species. That’s why it makes sense to have separate service pages for dogs and cats. We work with your team to understand the depth and nuance to each of the services that you provide (this can be done via a phone call or a questionnaire). We then customize the copy and design of your service pages based on your practice. The end result is a web of useful content for website visitors that attracts substantially more visitors (and ultimately, clients) in the first place.
A Web of Content
One mistake that digital marketers have made within the veterinary field is to treat dogs and cats as one homogenous category. Dog and cat owners are often very different creatures! They have their own excentricities, senses of humor, concerns, questions, and lifestyles. And they typically ask questions based on their pet’s species. That’s why it makes sense to have separate service pages for dogs and cats. We work with your team to understand the depth and nuance to each of the services that you provide (this can be done via a phone call or a questionnaire). We then customize the copy and design of your service pages based on your practice. The end result is a web of useful content for website visitors that attracts substantially more visitors (and ultimately, clients) in the first place.
Content Marketing
A major signal for Google is to see that you are constantly producing new and useful content, and that readers are flocking to it. This is the value of a properly executed blogging and content marketing campaign. Our writing team will standardize a content calendar for you and will produce two custom blog posts per month. Our advertising team will then market that content to targeted audiences within your community. So when pet owners near you are scrolling through their Facebook feeds, they will see a sponsored post promising to educate them about some important topic for their pet.
Content Marketing
A major signal for Google is to see that you are constantly producing new and useful content, and that readers are flocking to it. This is the value of a properly executed blogging and content marketing campaign. Our writing team will standardize a content calendar for you and will produce two custom blog posts per month. Our advertising team will then market that content to targeted audiences within your community. So when pet owners near you are scrolling through their Facebook feeds, they will see a sponsored post promising to educate them about some important topic for their pet.
On Page Signals
On Page Signals (commonly referred to as “Technical SEO”) are a relic of the past ways that search engines discovered and crawled websites. They will likely continue to decline in importance over time, but are still a major rank signal for Google.
Your website will receive a full technical audit to ensure proper utilization of
- Content Keywords
- Title Tags
- Meta Descriptions
- URL Structure
- Image Alt Text
- Header Tags
On Page Signals
On Page Signals (commonly referred to as “Technical SEO”) are a relic of the past ways that search engines discovered and crawled websites. They will likely continue to decline in importance over time, but are still a major rank signal for Google.
Your website will receive a full technical audit to ensure proper utilization of
Directory Management
The quality of your Google My Business page is the most important rank factor for your ranking within the local pack – which is where approximately half of the page traffic goes. We do a full scrub of your GMB page and optimize everything with best practices. We do the same for Yelp, Facebook, and Yellow pages as well, to ensure that all the low hanging fruit is picked up.
Your website will receive a full technical audit to ensure proper utilization of
- Content Keywords
- Title Tags
- Meta Descriptions
- URL Structure
- Image Alt Text
- Header Tags
Directory Management
The quality of your Google My Business page is the most important rank factor for your ranking within the local pack – which is where approximately half of the page traffic goes. We do a full scrub of your GMB page and optimize everything with best practices. We do the same for Yelp, Facebook, and Yellow pages as well, to ensure that all the low hanging fruit is picked up.
Your website will receive a full technical audit to ensure proper utilization of
Want to know the 5 mistakes every veterinary practice makes on their Google My Business page?