You may have a great looking pharmacy website, but unless you can attract lots of people to come and look at it, all the investment in developing it will have been for nothing.
This is where search engine optimisation services come in. When anyone is looking online for information about products or services, they will go to a search engine and type in some relevant words, such as the product and the town where they want to find it. This will produce pages of ‘organic’ search results.
If your website contains content featuring these search terms, it will get it into these results. However, research has repeatedly shown that you will get more site visits the higher your result is in the rankings. Critically, that means being on page one, and, better still, among the first results.
Getting to the top of the rankings is not random. The optimisation part depends on a wide range of factors that search engines use to rank content.
The content itself needs to include keywords, but there must not be too many of them, or this can look spammy. But the content should also be authoritative, trustworthy and relevant, and this takes time to build up. Even with good, regular content, the process involved in reaching page one can take six months or more.
Content should also include clear, relevant images, which are important because people are more likely to read articles with images. If people navigate away fast, this increases ‘bounce rate’, which lowers your SEO ranking.
You can also optimise content with embedded video and backlinks to other content that has high authority. But make sure these work, as broken links can also work against your SEO.
These are just a few key elements of SEO and this barely touches on technical SEO, which is all about user experience.
Quite simply, optimising content is not easy, takes time and effort, and needs lots of expert help, which is why you need to get the specialists on board.
At the same time, the benefits of doing so will be huge, helping to bring lots of traffic to your site and help you make potential customers aware of what you have to offer.