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.
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.
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