When you’re launching your business, such as a healthcare practice, a website is usually one of the first orders of business. WordPress is the most commonly used website building software in the world, which means it’s likely at the top of your list for potential platforms to use. But if your search engine optimization (SEO) partner doesn’t have experience with WordPress, you might not be getting the best organic results possible.
There are many ways to optimize your WordPress website to align with what the algorithm, and potential patients, are looking for. With the right strategies, you can rank highly on relevant search engine results pages (SERPs) to get organic traffic, conversions and visibility to grow your brand. Your SEO partner (like BURG+CO.) should know what those strategies are.
Read on to learn about how WordPress optimization can improve your organic results. We’ll also talk about why general SEO agencies often miss WordPress-specific optimizations.
How WordPress can affect your SEO performance
There are several different aspects of a WordPress site that can be optimized to increase the likelihood of high search engine rankings and patients completing conversions (e.g., booking an appointment), both on-page and on the technical side.
Here are a few site aspects that a WordPress-experienced SEO partner can help you optimize:
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Structure
How your site is structured impacts the user experience of every potential patient that visits it. WordPress makes it easy to have straightforward navigation menus, internal links to connect relevant pages and an engaging theme that fits your brand.
The permalink structure of WordPress URLs allows you to personalize each page while communicating the content’s value to increase indexability for the algorithm.
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Speed
When people click on a site, they want instantaneous content. If your WordPress site takes three seconds (or longer) to load, you’re increasing the likelihood of a user clicking off the page by more than 30%.
An experienced SEO partner will be able to help you speed up your WordPress site with strategies like optimizing images and enabling caching.
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Plug-in setup
WordPress supports a laundry list of plug-ins that add functionality and features to your site without the need for coding. There are plug-ins that do anything from enhancing security to tracking user behaviors.
Having effective plug-ins on your WordPress site can enhance user experience while providing you with the insight needed for future digital marketing decisions. Your SEO partner should be able to recommend and set up plug-ins that will bring you the best long-term benefits.
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Schema markup
The schema markup (structured data) is code that can be added to your WordPress pages’ HTML. It provides straightforward information about what the content is about so that the search engines can understand its relevance for specific SERPs. This can lead to higher rankings while boosting conversions by conveying accurate information to the user before they even click on the site.
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Accessibility compliance
To provide the best user experience possible on your site, you need to make your site accessible to every person who clicks on it. An SEO partner is able to ensure that your WordPress follows the Web Content Accessibility Guidelines. This includes adding image alt text, providing captions and using descriptive links.
Why general SEO agencies often miss WordPress-specific optimizations
General SEO agencies aren’t often privy to WordPress-specific optimization opportunities because they are trying to use a broad, one-size-fits-most approach. They don’t take into account technical intricacies and maintenance needed to make the most of your chosen platform.
Without the knowledge of WordPress, an SEO agency won’t be able to get you the metrics you’re looking for that move your bottom line.
Want to attract new patients to your WordPress website? BURG+CO. is an SEO company that can help
There are many aspects of your WordPress site that can be optimized for search engine performance. If you’re unsure about what steps need to be taken, you should turn to a WordPress-experienced SEO agency like BURG+CO. We’ll do a deep dive into your site and determine which strategies will boost your rankings and conversions.
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.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.