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We continue the series of publications devoted to the study of medical topics. Today we offer material that focuses on analyzing the content on destination pages.
In previous publications, we talked about the goals of the study, the principles of selecting clinics for analysis, and also examined in detail how clinics design their service pages, including diagnosis, treatment, and laboratory tests.
Referral pages play an important role on a clinic website, as do service description pages. High-quality development of these pages can have a significant impact on attracting targeted traffic and increasing the number of appointments.
Referral pages refer to general pages covering various medical areas, such as:
A properly structured and informative referral page will help the visitor to more easily select the required service, which in turn will lead to increased conversion and an increase in the number of appointments.
Often, destination pages can be key to attracting high-frequency traffic, since queries in these destinations are in high demand. At the same time, poor optimization of such pages can cause low rankings in search results.
Examples of popular queries for destinations:
When evaluating destination pages, we looked at several key factors:
To create a complete picture, we analyzed pages with the most popular destinations:
The first thing that catches your eye is that about 20% of clinics do not post price information on their referral pages. This is 3% less than the service pages we discussed in the previous study.
Unjustified savings on placing prices on destination pages can lead to loss of positions in search results, since users and search engines perceive this practice as a lack of information content and transparency.
Another common mistake is not having an appointment form. While 16% of clinics did not place such a form on their service pages, only 2% of sites found this problem on their referral pages. This indicates a higher degree of elaboration of destination pages in terms of conversion.
Interesting fact: about 6% of clinics post a list of available services on referral pages, but do not indicate their cost, which also reduces the value of the content for the user.
About 16% of sites do not contain information about diseases, symptoms or conditions that require consultation with a specialist in this area. Mentioning such information helps improve both the page's information value and SEO rankings by including topical keyword phrases.
Some sites still use poorly structured text that is difficult to read: a lack of paragraphs, photos and illustrations, as well as a lack of highlighted lists or blocks, which makes the material difficult to understand.
It is important that the text is presented in a user-friendly format, with visual elements and sections. Although, it's worth noting that even stock images, used sparingly, can enhance a page's appeal.
On average, reviews and promotions can be found on 50% of sites. Reviews are usually placed in the form of a carousel, and promotions are presented in the form of banners or text blocks presenting current offers.
However, 69% of clinics do not publish information about their benefits on their referral pages. Those clinics that try to do this often use too general formulations, such as “modern equipment” or “qualified staff,” which may not always be considered a real advantage over competitors.
To highlight the real benefits, you need to carefully analyze patient reviews and conduct a comparative analysis with competitors, highlighting those aspects that really matter to users.
The presence of video content on referral pages also has a positive effect on user engagement, as it allows them to visually become familiar with the clinic, its staff and facilities. About 20% of clinics use such formats.
Comprehensive check-up programs, offered by approximately 11% of clinics, can be an additional advantage in attracting patients, as they offer more comprehensive medical services in one visit, which increases the overall check.
Only 2% of clinics add information about reviewers or content sources on their referral pages. This can help improve user trust, especially when it comes to health information.
The final ranking of sites based on the quality of referral pages showed that those clinics that have worked on these pages as fully as possible receive more traffic and, as a result, occupy higher positions in search results.
The ranking of the importance of various factors on referral pages: the appointment form, the presence of a list of doctors, the indication of prices and detailed information about diseases and symptoms - these factors play a decisive role in successful SEO optimization.
For successful promotion, it is important to adhere to best practices, developing referral pages based on the analysis of successful examples and taking into account all significant SEO factors.
This concludes the next stage of the study. Thank you for your attention!
The next part of the study will be devoted to doctors' cards. See you!
If you have questions or want to discuss optimization of a medical website, write to us by email: info@seo.computer.
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