Do you want to organically outrank your local competitors and gain more new clients for your allergy clinic? In this article, we will talk about how SEO for allergists can give you long-term results that will effectively drive more clicks, traffic, and new clients for your allergy clinic.
SEO for Allergists
1. What is Search Engine Optimization (SEO)?
SEO optimizes a website’s content relevance, link popularity, and technical configuration. These elements make a website or page easier to find, more popular, and more relevant to a user’s search query. Effective SEO can help search engines rank your pages better, increasing your brand visibility and driving more people to your website. More organic traffic from people looking for allergists = more patients = more revenue.
To further understand SEO, let’s look at these 3 types of SEO and the different ways they can help your allergy website rank organically:
On-page SEO (also called on-site SEO) works by optimizing your web pages to rank higher on search engines through elements like title tags, relevant keywords, internal links, meta descriptions, and URL slugs.
Off-page SEO works by making efforts from the outside of your allergy website. These can involve building backlinks and making efforts to gain exposure through different channels and platforms.
Technical SEO works by optimizing the technical elements of your allergy website for search engines. Some of these elements include fixing indexing issues and duplicate content, page speed, and making your mobile site friendly.
2. Local SEO
You can also consider adding local SEO strategies for your allergy website if you have one or more physical locations for your allergy clinic. This will help you appear at the top of local search results for searches that specifically include your location, for example, “allergy testing near me in Irvine”.
3. How does SEO work?
To help your allergy website show up at the top of SERP or search engine results pages, these are key steps worth considering when creating relevant and quality content.
Crawling is the process where search engine bots (or web crawlers) systematically work to discover content on a website through links, such as text, images, videos, links, and other file types accessible to bots. After crawling your page, you will want to index it to ensure that your URL will be found by search engines.
Indexing a website or page URL will involve storing, analyzing, and organizing the content and connections between pages. Without indexing your URL, you are unlikely to be found by potential customers interested in allergy treatments or services.
Lastly, after crawling and indexing, search engines will use complex algorithms to rank your web pages in the SERP based on relevance, user experience, and content quality.
Want to get started on SEO for allergists but don’t know how?
4. Why SEO for Allergists?
Some of the best advantages of using SEO for allergists include less advertising costs, improved digital ROI, and the chance to promote your allergy clinic every day. Apart from these advantages, investing in SEO for your allergy clinic will help increase brand visibility by ranking higher on search results pages. It will also help build your credibility since ranking high on SERP signals users that search engines trust your allergy website.
Investing in SEO for allergists is a long-term strategy that will give you positive results in the long run. Some of these results that you can look forward to are more organic leads and sales, high-quality traffic to your website, and a competitive advantage over your local competitors on SERP.
Let’s look at a Search Engine Results Page (SERP) for “Allergy Clinic Irvine”:
5. On-Page SEO Strategies
5.1 URL Slugs, Meta Descriptions, and Title Tags
URL slugs (also known as website slugs) are usually the last part of the URL address, like in the example below. It is a great place to include the target or primary keyword of a page, and it also serves as a unique identifier.
This first example uses “testimonials” as its URL slug. It uses the target keyword to give a clear indication to the user that the content of the page will include testimonials of people who have tried products or services from the allergy clinic.
This second example has a longer and more detailed URL slug of “respiratory-conditions/asthma”. Using a longer and more detailed URL slug can help target more than one keyword, and it can help the user distinguish the type of content the page has. This can be useful for specific pages that explain a service or treatment from your allergy clinic.
How to optimize URL Slugs:
- Be descriptive
- Make it concise and easy to read
- Try to use less than 5 words
- Use hyphens, not underscores
- Use lowercase characters
- Avoid special or weird characters
- Avoid using numbers that may need changing in the future (for example, publishing year)
Meta Descriptions are usually HTML tags with the purpose to inform and interest a user with a short description of what a specific page is about. You want to have a meta description that is relatively short, unique, and relevant to the page in the hopes of encouraging a user to click on your allergy website.
How to optimize meta descriptions:
- Include your primary target keyword
- It should encourage the user to click on your page
- Keep your meta descriptions between 155 to 160 characters max
- Satisfy the user’s search query (Understand the search intent for an effective meta description)
5.2 Title Tags
Title Tag is an HTML code tag that allows you to give your web page a title, that can usually be seen in the browser and in search results. You want to use a well-optimized title tag to meet the search intent of a user, to make it exciting to read for the user and it should be helpful with your keyword ranking efforts.
Optimize Title Tags
- It accurately describes your page
- Length should be between 50 to 60 characters
- Avoid keyword stuffing
- Target one primary keyword
- Make your title tags unique on your website and on the SERP
- Make sure the title element is present in your page’s HTML
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5.3 Internal and External Links
Internal links are hyperlinks on one page of your site that direct the reader to a target page on your site, whereas an external link is a hyperlink that directs the reader to a reputable page on a different website.
Internal Links are hyperlinks on a page of your allergy website that direct the user to a target page on your site. These should provide additional relevant and useful information.
Best Practices for Internal Links:
- Include at least 3 to 5 internal links per page.
- Avoid phrases like “click here” or “read here”. Replace these with anchor texts.
- Use plenty of internal links on your allergy website.
- Only link quality, relevant pages that have high authority. It will help improve your ranking and the user’s experience.
External Links (also known as outbound links) are hyperlinks or relevant pages that redirect the reader to a reputable page on a different website when they click on it. External links also help search engines have a better understanding of your page’s topic. In addition, it can boost the ranking and reputation of your allergy website when using authoritative and relevant sources.
Best Practices for External Links:
- Linking relevant sources.
- Use credible and professional sources.
- Don’t link your competitor’s website.
- Use keyword anchor texts.
- Make sure that your external links open to a new tab.
5.4 Alt Tags
Alt tags work by describing the appearance or purpose of an image being used on a page of your allergy website, and they allow search engines to crawl and rank your website. They also work by helping screen reading tools to describe the images for visually impaired readers. You want to make sure you use alt tags accurately so that both bots and users can understand the content of your site.
Best practices for alt tags:
- Avoid copying the image caption
- Keep it short and descriptive
- Alt tags should be relevant to the topic discussed on the page
- Use up to 125 characters or less
- Avoid keyword stuffing
- Include primary keywords
- Don’t include “image of” or “picture of”
Update Old Blog Posts
Consider updating the blog posts on your allergy website if you have plenty of these. It will support your SEO efforts, maximize your reach and it will help your website rank high on relevant searches. It is also less time-consuming compared to writing new posts.
How to update blog posts?
- Check for outdated features or trends that are not applicable in the present time. Remove these from your posts.
- Check all internal and external links on your blog posts. Make sure these don’t redirect users to dead links or broken links.
- Promote your blog post using other formats, for instance, infographics (useful for long-form content).
- Share your blog posts on social media platforms, like LinkedIn and Pinterest.
6. Keyword Research
To support your SEO efforts and ensure a successful SEO for allergists campaign, you will need to implement target keywords in your allergy website. To do this, you will need to conduct comprehensive keyword research to have a better understanding of the actual search terms your target audience uses when looking for allergy products and services. Keep in mind that you can potentially rank for other keywords as an allergist, such as immunology.
Choosing target keywords:
When choosing your keywords, consider the following factors to help with your keyword research.
- Monthly search volume indicates the demand for that keyword. This is the number of times a keyword was searched within the last month, or even within the last 12 months.
- Keyword difficulty is how difficult a keyword can rank organically. This is usually categorized into low, medium, or high.
- Relevance to your business – How relevant are the keywords being used in your allergy website? You can use keywords like the services you offer, locations where your allergy clinic operates, and more.
- Search intent is the intention of the user when searching for a keyword, such as a treatment, or service. These can be informational, navigational, transactional, or commercial.
Understand Search Intent
Search intent is one of the factors we mentioned that you need to consider, for effective keyword research. This is because understanding the search intent of a user can potentially impact your ability to rank in search results.
- Informational intent – This is when a user wants to find more information about something specific. These searches will usually be phrased questions using terms like “how”, “why”, “tips” and “solution”.
- Navigational intent – This is when a user is actively looking for a specific page. When this happens, it usually means that the user already knows what they are looking for, like “food allergy testing”
- Commercial intent – This is when a user uses keywords they have previously used to research before making a conversion action, such as making a purchase. Commercial intent can also look like a search for a treatment provided by your allergy clinic and feedback from previous clients, like “allergy shots near me x testimonials”.
- Transactional intent – This is when a user already knows they want to make a purchase or book an appointment, for instance, “allergist for chronic sinusitis”
Struggling to choose which high-intent keywords to use for your SEO for allergists campaign?
7. Keyword Tools for Keyword Research
Google Autocomplete Predictions
Google Autocomplete predictions is a feature within Google’s search engine. It works by using an automated system to generate real and trending predictions from relevant queries based on the location and language of the search query.
Google Related Searches
Related searches on Google are usually at the bottom of the results page. It is a useful tool for finding keywords suitable for your content pages, which Google generates based on its algorithm and related searches. These related searches can also help better understand the search intent of your target audience.
Google Keyword Planner
Another tool from Google you can use as part of your keyword research is Keyword Planner. Using this Google tool will help you discover keywords relevant to your content and your target keywords. It will also provide you with useful data insights, such as average monthly searches, the competition level of each keyword, and their top-of-page bids. Use tools like keyword planner to find the right high-intent keywords that will help you be found by potential patients, and bring you more potential new clients.
Browser Extensions: Keywords Everywhere
Keywords Everywhere is a browser extension offering a “freemium” plan and doesn’t require you to sign up and log in to any SEO tools online. This browser extension will give you enough keyword data on volume searches, CPC (Cost per click), relevant keywords, and long-tail keywords.
Browser Extensions: Whatsmyserp
Whatsmyserp is another browser extension you can use for free, but you will need to create an account to access the keyword analytics, CPC, and a collection of related search terms that whatsmyserp offers. In addition, it also offers a free SERP checker tool.
8. Off-Page SEO Strategies
8.1 Guest Posting
Guest posting is a very effective tactic for link-building that you can implement as part of your off-page SEO. Link-building involves other websites linking to pages in your allergy website, which can drive more traffic to your website and improve your ranking on SERP. Link building can also contribute towards gaining high-quality backlinks to signal search engines that you’re an industry expert.
For guesting opportunities, you can search “write for us+allergy”, and search results will then provide websites accepting guest posts if you are an expert in the allergy industry.
Tips for writing guest posts:
- Follow guest post guidelines.
- Meet the requirements, and terms and conditions for guest posting.
- Follow with their style of writing.
- Include internal links from their website.
- Proofread for grammar and spelling mistakes.
- Work on your author’s bio. You can mention things about yourself, your expertise, and even social channels where they can reach you.
8.2 Content Marketing
Your SEO efforts will be more effective when you implement content marketing strategies because content marketing can help nurture and convert leads, and it can help attract and retain your target audience. With content marketing, you need to write content that is enjoyable, and informative but also provides a solution for your target audience. Consider distributing your content using different channels like the following:
- Social Media
- Press Releases
- Email Marketing
- Video Marketing
- Influencer Marketing
- Content Syndication
- Online Forums
Content Marketing Funnel
A content marketing funnel is a strategy with three main stages designed to attract customers, teach them more about your allergy clinic, convert them into a sale, and retain them. You may also want to consider these three stages of the content marketing funnel to further help with your content marketing optimization and to better understand your potential client’s journey.
- Awareness – This is when your content is focused on educating your target audience.
- Evaluation – This is when potential patients decide if they need your product or service.
- Conversion – This is when they consider the reasons why they need to buy your product or service.
Not sure which content marketing channels will be best for your specific industry?
8.3 Social Media Marketing
As we mentioned earlier, you want to use different channels to distribute your content. One we strongly recommend is using social media to improve your allergy website ranking. This is because social media involves engaging with your target audience, and as a result, you can gain an increase in organic clicks, established authority, and improved local ranking. With social media marketing, you can also drive on-site engagement, generate backlinks, and gain insights from social media metrics.
Best practices for social media marketing:
- Identify your target goals.
- Plan your content per month and use a content calendar tool to stay organized and on track.
- Create visually engaging posts.
- Publish authentic and relevant content.
- Share customer feedback.
- Share on social media groups like Facebook and LinkedIn groups that are relevant to your niche or industry.
8.4 Influencer Marketing
Influencer marketing is a great strategy to implement for your allergy website because influencers inspire purchases so it can help promote your allergy clinic and its products and services to a relevant audience, and it is the second highest ROI of any marketing trend. In addition to these, influencers can help you establish social proof, and they can share authentic content to increase the credibility of your allergy clinic and improve search visibility.
Best practices for influencer marketing:
- Set clear objectives
- Create a list of influencers that you’ll work with
- Conceptualize your campaign and create a campaign strategy
- Connect with influencers
- Measure success with KPIs
- Quality control of content produced by influencers – make sure they align with the values and mission of your allergy clinic
8.5 Online Forums
Participating in online forums can help with your off-page optimization for your allergy website, and help build authority, gain more backlinks, drive website traffic, and gain more potential new patients. This is because joining these online forums can help boost your off-page SEO. Doing so will help your allergy website become more popular online, and it can help improve your ranking on SERP. With online forums, you can also establish your expertise in the allergy industry, and link relevant sources from your allergy website to support your answers.
Consider the following factors when joining online forums like Reddit, Quora, LinkedIn, and Facebook groups:
- Provide accurate answers
- Follow the platform’s policies
- Support your answers with relevant links
- Don’t add links in every single answer you provide
- Don’t spam the comment section only to get more links (Spamming diminishes your credibility and can ruin your reputation)
9. Technical SEO Strategies
The third strategy to implement after on-page and off-page SEO is technical SEO. You need to ensure that the technical aspects of your SEO for allergists campaign run smoothly on search engines so you can organically rank high on SERP. First, you will want to ensure the security of your allergy website.
9.1 Website Security
Make sure that your website is secure for potential new clients. Having a secure website can help you earn the trust of these potential new clients. Without website security, you are signaling search engines to rank your website lower, because you risk user’s personal information getting stolen by hackers. One way to secure your allergy website is by using HTTPS. This helps protect sensitive user information from being compromised. Another key element to securing your allergy website is having a “secure encrypted connection”.
Best tips for securing your website:
- Work with a reliable hosting provider
- Schedule regular website backups
- Update your website to the latest version
- Use anti-malware software
- Use a web application firewall
- Install an SSL certificate to authenticate the identity of your site
9.2 Single Website Version
Make sure your allergy website only has one accessible version to avoid duplicate issues and potential negative effects.
Having more than one accessible version of your allergy website can negatively affect the performance of your site on Google, and it can also reduce the effectiveness of your backlinking profile.
9.3 Page Speed
Apart from only having one accessible version of your allergy website, you also want to make sure that your allergy page can load fast enough when a user clicks on your page. It should seamlessly load on both mobile and desktop devices since page speed is one of the factors that can potentially affect your ranking on SERP.
9.4 Mobile Friendly Website
Check that your allergy website is mobile-friendly since Google uses mobile-first indexing. This is done to index your website, to check how compatible your allergy website is on mobile devices, and to decide its rank content. To check if your website is mobile-friendly, you can see free tools like Mobile-Friendly Test on Google Search Console.
9.5 Fix Duplicate Content
To avoid or fix technical issues such as duplicate content, you will need to first find these first from your allergy website. You want to avoid duplicate content because it can cause backlink dilution and wasted crawling budget. It will also make it hard for bots to decide which page should rank high, so it will affect your rank on search engine results pages.
Use tools like Semrush to find and fix duplicate content on your allergy website. Tools like Semrush can also provide you with real-time performance reports to identify your rank on search engines like Google, Yahoo, Bing, and YouTube.
9.6 Fix Broken links
Another technical aspect you may need to find and fix from your allergy website is broken links. Broken links happen when a user can’t access the links on your page, and this can be due to a change in the URL of a page on your site, the removal of a page, or simply because you may have forgotten to redirect the outdated URLs to their new domains. Make sure you remove or update any broken links since they can affect a user’s experience on your site, and can discourage users from performing an action of conversion, such as “booking an appointment” or purchasing a product.
You can use tools like Google Search Console or Ahrefs’ Broken Link Checker to find broken links on your allergy pages. These can also help track the ranking and performance of your website on Google’s search results pages.
9.7 Keyword Cannibalization
Just like how you want to avoid duplicate issues and broken links, you also want to avoid keyword cannibalization. This happens when multiple pages on your allergy website are optimized for the same search query or keyword. When this happens you are essentially competing with yourself and therefore can cause all your pages to rank poorly.
How to fix keyword cannibalization:
- Create a targeted keyword strategy
- Track keyword rankings and performance
- Do regular content audits
- Organize all the URLs and target keywords from your allergy website (e.g spreadsheets)
- Reduce the number of times the keyword is used or remove if it possible.
- Improve the content of your pages with better quality.
- Check if any pages cannibalize each other and why.
10. Key Takeaways
Investing in SEO for allergists can bring you the results you want if you are targeting to establish a stronger online presence, rank higher on search engine results pages, and gain more potential clients for your allergy clinic.
In this article, we shared and discussed our insights from running over 1,000 successful SEO campaigns. Implement these strategies when managing your own SEO for allergists to help you have a successful campaign, and rank higher on Google’s SERP, bringing you more new clients as a result.
If you want faster results, read how Google Ads for Allergists can also help you. To learn more about our successful SEO case studies, visit Yoyofumedia’s page. For further assistance setting up and managing your campaign for SEO, feel free to schedule a free consult with our team of experts and experience your ROI growing exponentially once your campaign gains traction!