Crucial to healthcare SEO, backlinking plays a major role in the effectiveness of your medical practice website. Links work behind the scenes to put your practice in front of the right people.
Search engines have two key uses for links: finding new web pages and deciding how a page should rank in search results. The page content is important, but so is the number of external links pointing to it.
From a search engine’s perspective, the more links you receive from authoritative websites, the better your chances of scoring a competitive rank. Essentially, links are considered an indicator that the page content has value because people wouldn’t link to it if they didn’t recommend it.
Maintaining a competitive page rank isn’t easy. Google keeps its algorithm under lock and key, so it’s hard to know exactly how backlinking factors in, but healthcare marketing experts agree it plays a major role.
If your practice website and that of a competitor are considered equal on all other fronts, it is generally assumed the site with the better backlinking strategy will rank higher. This will likely drive more traffic to your site — and, ultimately, more patients to your practice — because people don’t tend to scroll down too far in search results.
In fact, 90.88 percent of all web pages receive zero traffic from Google, according to a study conducted by SEO firm Ahrefs. Of the 1 billion pages examined in the study, 55.24 percent did not have backlinks, which was considered a main reason for the lack of traffic.
Check out: How to choose healthcare SEO keywords for a doctor website
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