Search engine optimization is an internet marketing strategy which expands a website’s online presence and engineers its coding and page content to fit the specifications of search engine web crawlers. Web sites use search engine optimization, also called SEO, to boost their ranking on search engine results pages like Google, Yahoo and Bing.

Internet users use search engines to find websites that pertain to their interests: products, academic areas and services, like doctors’ offices. Searchers type in keywords relating to the subject area and the search engine brings back lists of what it deems relevant websites.

Search engine optimizers manipulate the website’s coding, placement of keywords and number of outgoing links to catch the attention of Google and similar services.

SEO Power Variables
There are certain variables that Google looks at to rank websites in their search results. By improving your websites in these areas, you can improve your website’s placement in search engine results. However, keep in mind that these areas do require considerable work and energy. We get a lot of doctors coming to us and asking to see results–even after only a week! Changing your Google placement takes time and diligence. If you don’t have the time to write content for your website at least once a month–or the money to pay a content writer–then you shouldn’t be concerned with your SEO placement at all.

Content Freshness
One of the most important variables to your website is how fresh your content is. This means, when was the writing on your pages last updated? When did you last add a new page, or change paragraphs of writing? By seeing that you’ve recently changed something on your site, Google knows that your website is relevant and active. Your online visitors will similarly know that your website is well-maintained, and will come to trust your site as a place of recent information. However, for many doctors’ offices, keeping content fresh can be tricky. Many of their pages don’t require updates, or doctors say they don’t have time to write new content. If you don’t have time to write content, then hire someone to do it for you, or forget about improving your SEO ranking.