In 2015, there are very few podiatrists left who are not aware that web-based marketing is vitally important for their overall marketing strategy. There are two major problems with web-based marketing, however, for most podiatrists and even most professionals in other fields. The first is that there’s a misconception that throwing up a website and checking that box off your to-do list is enough to market effectively online. It simply isn’t.

The second big problem is that all professionals are being routinely solicited by companies claiming to be able to get their businesses to page one of Google’s search results, but without much time, effort, or money. This is false. The internet is the new place to sell snake oil, only this oil is quick-and-easy search engine optimization (SEO). This does not mean that optimizing for search engines is not important, but it doesn’t help your practice one bit to pay for useless or bad SEO work.

Problem 1: A Website Is Enough

So let’s address that first problem. Many doctors think, “I have a website, so I’m doing pretty good.” The problem is that search engines, like Google, Yahoo, and Bing, are constantly working and changing to make sure every search made on their system returns valuable information that answers people’s questions. They are looking for the freshest, most relevant content they can find.

If you put your website up in 2010 and said, “Now I’m on the internet,” but haven’t updated it with fresh and useful content since then, Google may barely be aware you even exist. Even if you do add the occasional blog once a quarter, Google doesn’t consider you relevant. This means you don’t show up in searches. You’re not marketing on the internet at all. You have to add engaging, helpful information to your website on a weekly—even daily—basis.

Problem 2: Any Old Company Can Do Easy SEO

There are companies out there claiming to be Google-certified or to have a special relationship with search engines that allows them to quickly boost your website’s page rank in Google without much work. Others will claim they have fool-proof ways to take advantage of Google’s algorithms. If any of these guys approach you, RUN in the opposite direction. They are disreputable businesses, either because they are unethical or because they use outdated techniques and information. Either way, the damage they could do to your website could cost you thousands of dollars in the long run.

Why the Web-Based Pillar Matters

Millions of people are performing internet searches looking for help of any kind for their foot and ankle pain. You are the answer to their needs, but you need to be on the web and optimized extremely well so they can find you. You do this by adding useful, relevant content of some kind, whether a blog, webpage, FAQ, video, infographic, or anything else, to your website on a near-daily basis. What’s more, this all has to be optimized for search engines using the most up-to-date and appropriate methods available. This means investing in your web-based pillar every day.

We know this is a lot of work, which is why the Top Practices VMD Services team is here to help our Mastermind members. Just contact Lori Hibma for more information about how we can help you make the most of the web-based pillar. You can e-mail her at [email protected] or call (616) 931-1040.

Rem Jackson
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Founder and CEO of Top Practices, LLC
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