There’s nothing worse than putting effort into creating a website full of useful content only to have it buried deep in the search engine results pages.
Small mistakes with SEO (search engine optimization) can have big consequences for how well a website and its individual pages perform, hampering lead generation and your marketing strategy.
We’ve pulled together the top 3 SEO mistakes marketers in healthcare technology should avoid. Plus, we offer solutions if your website is victim to any of these errors.
1. Choosing Complicated Design Over Functionality
Your website’s design can affect its SEO.
Search engines look for basic construction techniques and usability best practices while indexing your site. If your site skimps on these aspects, your rankings will suffer.
Common website functionality issues affecting SEO we’ve seen are:
- Slow site speed from giant photo and video files being prioritized over text content
- Limited or nonexistent mobile device support
- Whiz-bang single page sites with jump navigation and animations
The amount of time a visitor spends on your site also impacts SEO. Search engines do take note of how quickly someone leaves your site and count that toward lowering its ranking. If visitors are quickly dissatisfied with your website, they’ll leave quickly -- even if it’s because your site isn’t visually appealing.
On the aesthetic side, we’ve seen a website’s SEO hurt by:
- Font sizes too small or too large
- Long blocks of text
- Odd color schemes
- Dated site design
How to Fix it:
If your website has most of these items, it might be time to consider a total redesign -- one that’s clean and has only pertinent information.
However, for those with just a few items, you can address these on an item-by-item basis. Some quick fixes:
- Use fewer, yet meaningful photos
- Use services like YouTube to host your video files and embed them on your site
- Make text easily readable
- Use a website template that supports responsive design for mobile devices
2. Using Too Much Jargon
While it might be tempting as a way to show off competency, website content heavy with jargon and technical terms (including acronyms) of your industry can work against you.
Jargon isn’t entirely user friendly. Using too much jargon can push visitors away -- especially new ones.
Chances are your website’s visitors -- especially those in the awareness stage of the buyer’s journey -- are unfamiliar with nuances of your industry. If they can’t understand what you’re talking about, they’ll probably look somewhere else for information.
If visitors leave your site quickly because they are having a rough time understanding it, a search engine will note that and can lower your site’s ranking.
How to Fix it:
Write to your audience. If you’re trying to attract prospects who are brand new to your industry, keep the language and terminology easy enough to understand. Don’t make them work to comprehend meaning.
3. Not Using Unique Page Titles
A website page title lets users and search engines know what a specific page is about. For search engines, the page title is a key element in how websites are indexed for relevancy and show up in results for search queries.
When webpages are being built, sometimes a page title is completely forgotten about -- making it that much more difficult for a search engine to recognize it and direct people to it.
Untitled pages are often indexed as “Untitled document,” and a simple Google search will turn up thousands of pages with that title. Seriously, check it out.
How to Fix it:
Actually setting a page title will depend on the platform you’re using to build your website. Once you’ve navigated to where you can add a page title, here are a few things to keep in mind:
- Keep it short -- don’t go over 55 characters
- Make it relevant to the page’s content
- Avoid words in all caps
- Use a keyword
- Include your company’s name in the title
- Make it unique to its specific page -- don’t use the same title for multiple pages on your website.
This next mistake goes hand-in-hand with not using page titles.
A meta description is a short summary -- usually between 150-160 words -- of the contents of a webpage. You’ll see them in search results right underneath a page title. They’re great for enticing a searcher to click on your result over a competitor’s.
Just like with page titles, sometimes meta descriptions are neglected. Without a meta description, search engines pull content from the website page to use as the description. You may not like what section of copy they pull, and worse, it may detract from visitors clicking through to your site.
How to Fix it:
Again, accessing where your meta description can be corrected does depend on the platform you’re using to manage your site. When you do get there and start writing your meta description remember to:
- Write short, compelling copy
- Mention a benefit or solution found on the webpage
- Use the same keyword as the webpage
- Avoid using symbols -- think “&”
Ready to learn more?
Check out these additional resources on how to make the most of SEO for your healthcare tech company:
Check out how inbound marketing can help improve other areas of your marketing strategy with our FREE Inbound Marketing Guide for Healthcare Technology: