Thought Leadership

Diagnosis: Search Engine Deficiency

An analysis of 65 top medical societies’ websites shows that they’re being buried by for-profits in search engine results.

Clinicians, and the professional societies that represent them, should be the go-to sources for accurate medical information. But when consumers look for information online, too often search engines direct them to less reliable sources. Search engine optimization (SEO) can change that.

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Reingold’s digital marketing team analyzed how the websites of 65 leading medical societies rank in search engines, where a top position can yield millions of monthly website visits for a single keyword search term. The resulting report shows that an overwhelming majority of medical societies are outranked by for-profit organizations — even in searches of health conditions that the societies’ members diagnose and treat.

The analysis also shows that medical societies’ limited use of SEO best practices is a major reason for their low rankings — highlighting a prime opportunity for improving search engine visibility and driving traffic growth. The report highlights two medical society websites that provide a model for others to use in growing their traffic through SEO and boosting the value of membership.

Get the insights. Discover:

  • The issue: How the websites of 65 top medical societies rank in search engine results compared with their competition.
  • The solution: SEO strategies that can boost traffic and drive prospective patients directly to medical society members.
  • The challenge: The large percentage of medical societies that aren’t using those SEO best practices.
  • The model: A model for website development that medical societies can use to increase site traffic and to promote their members.
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