It seems like there’s a new AI technology or feature on our phones every week. While it’s expected to be a bit skeptical about artificial intelligence, it’s impossible to deny that it can be beneficial in many ways. It’s in the best interests of most businesses to learn how to embrace AI to make their jobs easier without allowing it to replace the humanity behind them.
AI has become a basic feature that pops up on search engines, from AI overviews on Google to having a back-and-forth conversation with the search engine’s AI assistant. For digital marketing as a healthcare provider, understanding the connection between AI and search engine optimization (SEO) can help you get the results you’re looking for to grow your practice.
Read on to learn practical ways to use AI for more effective SEO that helps to move your bottom line. We’ll also cover how BURG+CO. uses AI to our advantage without letting it replace our work or having a negative impact on your credibility.
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Researching smarter keywords
Keyword research is a pillar of every healthcare SEO strategy. By incorporating patient-focused keywords throughout your site and content, you can increase the likelihood of appearing on the relevant search engine results pages (SERPs).
With the assistance of AI-powered tools, you can gain insight on the user intent and patterns of related searches. Here are a few that you can try out:
AI can help you identify long-tail and voice search keywords that you should be targeting. Long-tail keywords are three words or longer, while voice search keywords are conversational phrases or questions that people are asking their voice assistant.
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Creating SEO content and AI-driven topic ideas
Content marketing and SEO go hand in hand. By creating high-quality content that provides value to the user, you’re more likely to rank higher in SERPs to increase engagement and conversions. AI can help you create engaging content by using trending search data to:
- Create outlines
- Personalize content toward your target audience
- Generate potential content ideas
Educational information is essential for effective healthcare content. You want to make sure that users are aware of potential concerns and how you can help treat them if and when the time comes. AI can compare your content to credible medical sources while also making it as comprehensive as possible.
It’s important to remember that AI shouldn’t be used as a replacement for writing or editing. It should be used as a complement to human expertise.
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Improving on-page SEO with AI recommendations
On-page SEO refers to optimizing the individual elements of your content (e.g., title tags and URLs) that can impact your appeal to the algorithm. AI can do a thorough scan of your website pages to see if there’s any room for improvements that can increase your search engine rankings. For example, it may identify an opportunity for an external link that can boost credibility.
AI tools can provide many benefits with real-time optimization suggestions, including improved user experience and increased conversion rates.
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Optimizing for voice search and conversational queries
We’ve already mentioned how AI can help you find voice search keywords as a way to improve user experience. By incorporating voice search into your SEO strategy, you’re increasing the convenience and accessibility of your information to broaden your reach. But AI can do more than identify voice search keywords. It can also help to make sure that your content is voice search friendly. AI can help your content fit the criteria of what voice assistants are looking for, such as using a more natural, conversational tone and having an easy-to-understand structure for the algorithm to crawl through.
For example, if someone asks Siri or Google Assistant, “Should I be worried about knee pain?,” AI can make suggestions for SEO factors in your content so that it can provide the answer, increasing the likelihood of a new appointment.
Tip for voice search optimization: Use question-based headings for content that includes a straightforward answer.
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Analyzing SEO performance with predictive AI insights
People often turn to AI for predictive analytics, from weather forecasting to stock prices. You can use the same approach to guide your next SEO approaches. As opposed to just looking at traditional reports, or your past month’s performance, you can use AI to try to predict future SEO trends that can help you get ahead of the competition.
For example, you can ask AI what healthcare-related topics are starting to become more prevalent due to new research or the time of year. Then, you can use those topics as a foundation for keyword research.
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Personalizing patient content with AI segmentation
Appealing to users who have the intent to become patients means understanding exactly what they’re looking for in their research. Healthcare may be a broad industry, but it’s likely that you have specializations that you’re trying to target to the right demographic.
AI can help you tailor your content to specific segments of your audience (e.g., pediatrics, athletes) based on preferences and personalized call-to-action suggestions.
Personalized content segmentation can provide a variety of benefits, including:
- Increased engagement
- Improved patient education
- Boosted conversion rates
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Streamlining content audits and updates
The goal of AI use is to make your job just a little bit easier while getting the best results possible. That’s what streamlining your SEO process is all about. You can use AI to stay on top of your process and make sure nothing is slipping through the cracks.
AI can do an audit of your content to see what’s still working and what needs to be tweaked for improved metrics. Through automated AI processes, you can look back at underperforming or outdated blog posts to see how they can be revamped for improved engagement and conversions.
Example: A blog post about flu shots should be updated if the CDC guidelines are changed.
Want to attract new patients to your website? BURG+CO. can help by combining our SEO expertise with AI
It’s not always easy to embrace change, but it’s important to adapt to what’s new to stay on top of the industry and continue bringing in the patients needed to help your practice grow. That’s where AI comes in.
Whether you roll your eyes at the mention of AI, or you like to embrace it in your everyday life, learning about the SEO capabilities of the still-growing technology can benefit your overall marketing goals.
Using AI to actually do all aspects of your SEO strategy isn’t recommended. Like, at all. Using AI to create your marketing campaigns can make users question your credibility and reduce the overall quality of your efforts. However, learning to use the technology to your advantage and discovering how it can free up a few of your resources can help you in the long run.
At BURG+CO., we pride ourselves on creating SEO strategies and content based on our team’s talent. However, we know the appropriate ways to incorporate AI into our processes to give you the best product possible. From content marketing to reputation management, we make sure that our work is as authentic and credible as yours is.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Discover the difference a strategic digital marketing partner can make. Schedule your complimentary consultation with BURG+CO. now.