We’ve spent a lot of time recently focused on the concept of findability, and how healthcare organizations can position themselves to stay visible online despite search engines’ shift to artificial intelligence-influenced results. (If you missed our webinar or eBook on the topic, go check them out now!)
The trends we’re watching signal that things like meta descriptions, page titles, and keyword saturation will play less of a role in how your organization is found online, as AI focuses more on the overall usability and credibility of your site.
But not everything we understand about search engine optimization is blowing up overnight — there are still some proven healthcare SEO tactics that can help your organization maintain its rankings regardless of how search engines are compiling their results.
1. User-centric content
At first glance, it might make sense for healthcare marketers to answer the rise of AI with AI-created content. After all, if AI-driven bots are combing your website looking for answers, why not use AI to give the bots what they’re looking for?
But churning out tons of content using AI, hoping something sticks, is not the answer — content created by and for human users still is. Content actually written by a member of your team is exactly what AI machines are looking for.
Instead of AI-created blogs and landing pages written just for SEO that don’t serve anyone in particular, focus on creating content that speaks directly to your target audience and solves their problems. For example, if you know more people come to your organization for a particular service or injury during the summer months, create content sharing more information about how patients can receive that service, or manage their condition at home until they can see a provider.
That isn’t to say you can’t use AI at all in your content creation efforts. But instead of using AI to write entire pieces of content, tap into its strengths for ideation and research, then add that helpful, human component when it comes to the actual writing.
2. Page structure
How you lay out content on your pages and sections matters now more than ever before to both AI search engines and users.
AI bots are scanning websites looking for structure that aligns with user expectations, makes information more accessible, and makes a user’s next steps clear.
Take a look at the landing page for one of your service lines. Is the content in one long section on the page? Or is it broken up into useful subheaders and sections that users can scan to find the answers they’re looking for?
3. Topic clusters
Linking within pages or articles that deal with similar topics is another SEO technique that will still matter as AI gains search prominence, and add to your overall user experience. Think linking from a service line page to additional pages that cover treatment options, procedures, what to expect, and what sets your organization apart.
These links will not only help users find more information to answer their questions, but they can also build up your organization’s authority and trustworthiness.
4. Digital governance
On the topic of trustworthiness and authority, you’ll still want to put time and energy toward content governance on your site, updating content frequently to make sure everything is up-to-date and accurate.
This is another technique that can win you points with an AI search bot as well as real-life users. When visitors know the content on your site is relevant and recent, they’re more likely to trust your organization as a source of information and quality care.
What’s next in search?
While the impact of AI on search and findability is an incredibly fluid topic, for now, these healthcare SEO techniques are worth putting your time and effort into to ensure both search bots and prospective patients can find your organization. Focusing on helpful, human-created content that’s structured in a skimmable, intuitive way will go far in building your organization’s credibility among both search engines and consumers.
Want to learn more about how AI is impacting search and SEO? Watch our on-demand webinar “Outgrowing SEO: What You Need to Survive the New Era of Findability,” or download your free copy of our eBook “The Future of Findability: Search in the Age of AI.”
For pointers on creating well-written, user-centric content, check out our recent blog posts on best practices for writing service line content and content ideas to enhance your provider directory.
As always, if you have questions about search, AI, or anything healthcare marketing-related, reach out to our team!
