Healthcare marketing has evolved significantly from its traditional methods, such as flyers and fridge magnets. In 2024 and beyond, practices that grow aren’t just good at delivering care – they’re thoughtful about how they engage, educate, and connect with patients online.

Technology moves fast. And while doctors are busy treating patients, the digital landscape is changing how patients search, make decisions, and remain loyal.

Here are three powerful digital tools that can help transform your healthcare marketing strategy from static to scalable, with real, measurable impact.

FAQs: Smarter Marketing for Healthcare Clinics

Final Word: Growth Comes From Strategy, Not Guesswork

Your digital presence should be as responsive, reliable, and professional as your practice itself. When your tools are aligned – website, content, communication, and visibility – the result is more patient engagement, higher retention, and a stronger practice brand.

At Total Medical Design, we help healthcare providers implement innovative, ethical digital strategies that deliver real results.

Need help streamlining your healthcare marketing stack?

Call: 0433 399 294
Email: info@totalmedicaldesign.com.au

The post 3 Digital Growth Tools Every Healthcare Practice Should Be Using appeared first on Total Medical Design.

Patients are changing how they search for health information. Instead of clicking through long lists of Google results, many are now getting instant answers from AI-powered search tools such as Google’s AI Overviews, ChatGPT, or Perplexity AI.

For medical professionals, this is both a challenge and an opportunity. Traditional SEO rankings are no longer enough to guarantee visibility. Clinics that optimise their content for AI search stand to gain trust, traffic, and new patients. This article brings together the latest AI search statistics and explains what they mean for healthcare marketing in Australia.

FAQs for Medical Practitioners Using Social Media

Conclusion

AI search is not the future. It is already here with Google AI Overviews appearing in up to 65% of health-related searches, and platforms like ChatGPT reshaping patient behaviour, clinics that do not adapt risk becoming invisible.

For doctors and healthcare businesses, the goal is no longer just to “rank high.” The new goal is to be cited by AI, because that is where patients are looking first.

The post AI Search Visibility in Healthcare Marketing: What Doctors and Clinics Need to Know in 2025 appeared first on Total Medical Design.

If you’re a doctor, specialist, or healthcare clinic owner with a website, chances are you’ve heard about SEO. But one area that still confuses me is link building—and whether it still matters.

The answer?
 Yes—more than ever.

In this guide, we’ll explain:

Let’s dive in.

What Is Link Building?

Link building is the practice of getting other websites to link to your website. These links, called backlinks, function like referrals or endorsements in the eyes of search engines like Google.

The more high-quality, relevant links your medical site earns, the more trustworthy and authoritative Google considers your content to be.

Think of a backlink like a referral from another doctor.
The more respected the referring party, the more credibility you earn.

Why Does Link Building Matter for Medical Websites?

Google ranks content based on E-E-A-T: Experience, Expertise, Authoritativeness, and Trust. And link building directly supports all four of these goals.

Backlinks are one of Google’s top three ranking factors, particularly in “Your Money or Your Life” (YMYL) industries, such as healthcare.

In 2025, link building:

• Boosts your site’s domain authority
• Helps search engines discover your content faster
• Improves your chances of ranking for competitive keywords
• Increases patient trust and referral traffic

Benefits of Link Building for Healthcare Providers

Here’s how smart link-building helps your practice thrive online:

Best Types of Backlinks for Medical SEO

Not all links are equal. Focus on quality over quantity:

• Medical directories: HealthShare, HotDoc, HealthEngine, etc.
• Allied health websites: GPs, physios, psychologists, etc.
• Local hospital profiles or referring networks
• Guest features on health blogs, media, or journals
• University citations (if you teach or publish)
• Industry associations (e.g. RACGP, AHPRA-compliant content hubs)

Avoid shady tactics, such as buying links or using automated link-building software. Google is brighter than ever and penalises manipulative practices.

How to Get Started with Link Building

Here are three innovative ways to begin:

What About AI and Search in 2025?

Search engines are changing. AI-powered platforms like Google’s Search Generative Experience (SGE) and Bing AI now summarise answers, often citing one or two sources.

Backlinks from respected, content-rich websites help your content appear in these summaries. In other words, link building helps you not just rank, but be featured.

FAQs: Link Building for Medical Websites

Final Thoughts: The Right Links Build Your Reputation – Online and Off

In a digital-first healthcare environment, building links is about building trust. It shows both Google and your potential patients that you are respected, relevant, and reliable.

At Total Medical Design, we specialise in helping Australian healthcare professionals boost visibility with compliant, strategic, and ethical link-building programs tailored to your practice.

Need Help Growing Your Online Authority?

We can assess your current site’s link profile and help you map a custom SEO plan.

Call: 0433 399 294
Email: info@totalmedicaldesign.com.au

The post Why Link Building Still Matters for Medical Websites in 2025 appeared first on Total Medical Design.

The way patients find doctors online is shifting rapidly. For years, being visible on Google’s first page was the gold standard. Now, new AI-powered tools like Google’s Search Generative Experience (SGE), Bing Copilot, and ChatGPT are changing how people search, ask questions, and make decisions.

If you’re a doctor, specialist, or healthcare provider in Australia, this shift directly affects your digital visibility and your future patient flow. So, what does this all mean for your practice? And more importantly, how can you stay ahead?

What Is AI-Powered Search?

AI search tools are designed to provide users with answers, rather than just a list of links.

Instead of typing “ENT surgeon Sydney” and seeing 10 websites, a user might now ask:

• “Who is a trusted ENT surgeon in Sydney that offers rhinoplasty and has good reviews?”

With Google SGE or ChatGPT, the search engine generates a summary answer, often citing just a few sources. This answer appears at the top of the search page, where patients are increasingly looking.

Other tools, such as Bing Copilot, DuckDuckGo AI, and ChatGPT’s web-connected plugins, work similarly. If your content is not structured in a way these tools understand and trust, it may not appear at all, even if your SEO is strong.

Why This Matters for Doctors and Specialists

For healthcare providers, visibility in search directly influences patient acquisition. If patients can’t find you online or if your competitors are being featured in AI results, it affects:

• New patient bookings
• Referrals from other practitioners
• Your professional reputation and online presence

AI tools prioritise quality, clarity, and structure. Even well-written websites can be overlooked if they are not formatted for AI discovery.

The Signals AI Tools Look For

To understand your content, AI models rely on a combination of structure, trust, and topic relevance. Key ranking signals include:

SEO Compared to AI Search Visibility

Many doctors already invest in search engine optimisation. But is that enough in 2025?

Not exactly.

You still need SEO. However, to stay relevant, your website also needs to be structured to accommodate AI-generated results.

5 Practical Ways to Improve Your AI Visibility

Here are five actions doctors and specialists can take right away:

A Real-World Example

One of our clients, an ENT specialist in Sydney, wanted to improve their presence in new AI search tools. We updated their content to include:

• Author schema and medical bios
• FAQ sections on rhinoplasty and nasal conditions
• Long-form content for services
• Structured data and improved internal linking

The result: their site began appearing in early tests of Google SGE and plugins used by ChatGPT. Within three months, patient enquiries linked to AI-related tools increased by 34 per cent.

FAQs: AI Search and Medical Visibility

Final Thoughts: AI Search Is Reshaping Online Discovery

Patients are no longer just typing a few words into Google. They’re asking full questions and expecting accurate answers — instantly.

If your clinic’s website is not structured for AI tools, you may be invisible to new patients, even if you’ve invested in traditional SEO. At Total Medical Design, we specialise in helping Australian medical professionals adapt to these changes with explicit, structured content and strategies that align with how AI systems work.

Ready to See Where You Stand?

We offer a complimentary AI Search Visibility Audit to assess your content structure, author trust signals, and readiness for Google SGE, ChatGPT, and Bing Copilot.

Contact us today to secure your place in the future of search.

The post How AI Search Is Changing Patient Discovery: What Doctors and Specialists Need to Know appeared first on Total Medical Design.

Introduction

A well-designed medical website is more than just an online presence; it’s a critical tool for patient engagement, appointment scheduling, and managing your practice efficiently. To ensure your medical website stays relevant and practical in 2024, it must be equipped with the right tools. This guide will explore five must-have tools to enhance your website’s functionality and help you better serve your patients.

1. Effective Communication Tools

Assertive communication is critical to the success of any medical practice. Your website should offer multiple ways for patients to connect with you. Here are some tools to consider:

• Contact Forms: A simple and accessible “Contact Us” form allows patients to send inquiries directly from your website.
• Social Media Integration: To increase engagement and reach a wider audience, make sure your site includes links to social media profiles such as Facebook, LinkedIn, or Instagram.
• Email Marketing: Implement email marketing tools for newsletters, appointment reminders, and health tips to maintain ongoing patient communication.

These tools make it easy for patients to stay in touch and help you reach a broader audience.

2. Online Booking Systems vs. Request an Appointment Forms

When managing appointments, it is crucial to choose the right tool based on your practice’s needs. Some providers, such as GPs, physiotherapists, and health centres, will benefit more from a complete booking system. At the same time, specialists may prefer a request form that allows for screening by administrative staff.

• Online Booking Systems: Platforms like Nookal, Gensolve, and HotDoc are ideal for practices that need an automated booking system. These tools allow patients to select preferred appointment times, send automated reminders, and integrate with practice management software. They are best suited for high-volume practices such as GPs, physiotherapists, or health centres.
• Request an Appointment Form: Specialists often require more control over bookings. A “Request an Appointment” form allows patients to submit their details, but final confirmation is only made after screening by your front desk or office manager. This ensures the patient’s needs are reviewed before confirming an appointment, making it ideal for specialists requiring detailed information or referrals.

3. Referral Forms

For specialists who rely on referrals from GPs or other healthcare providers, including a Referral Form on your website is essential. This tool allows referring doctors to easily submit patient information and ensure that all required details are available before a consultation is booked.

• Downloadable Referral Forms: Provide GPs and other specialists an easy way to download, fill in, and submit referral forms via your website.
• Online Referral Forms: Alternatively, an online referral form allows for direct submission of patient details, streamlining the process and reducing paperwork for both the referring doctor and your administrative team.

Referral forms are particularly useful for specialists such as surgeons, radiologists, and other healthcare experts, ensuring the smooth transfer of patient information from one provider to another.

4. New Patient Forms and Resources

Instead of traditional feedback forms, medical websites can offer more practical resources such as new patient forms or pre- and post-treatment guidelines.

• Online New Patient Forms: Allow patients to fill out their details online before their first appointment, saving time and ensuring accurate information is provided in advance.
• Pre- and Post-Treatment Resources: Provide downloadable resources or FAQs to educate patients about what to expect before and after treatment. These resources not only improve patient satisfaction but also help reduce follow-up questions to your office.

Offering these resources online simplifies processes for both your staff and patients, making for a more efficient experience overall.

5. Multimedia Content and Educational Resources

Providing patients with valuable information and educational content can set your website apart. Offering multimedia content like videos, blog posts, or downloadable guides enhances the user experience and establishes your practice as a trusted resource.

• Educational Videos: Create videos that explain medical procedures, highlight services, or provide health tips.
• Downloadable Guides: Offer downloadable resources or FAQs that patients can refer to for additional information about treatments or services.
• Photo Galleries: Use images to showcase your clinic, team, or facilities, building trust and familiarity with prospective patients.

Quality content also improves SEO and helps your site rank better in search engine results.

6. Easy-to-Use Admin Settings and CMS

Behind every successful website is an easy-to-use Content Management System (CMS) that allows you to make updates and manage content without needing advanced technical skills.

• User-Friendly CMS: Opt for a CMS that simplifies updating content, adding blog posts, or adjusting page layouts.
• Administrative Control: Ensure you or your team can handle essential functions, such as updating service details, responding to inquiries, and managing appointment bookings.

A CMS that is simple to navigate can save time and allow you to make necessary updates without relying on a web developer for every change.

FAQs on Medical Website Tools

Conclusion

By equipping your medical website with these essential tools, including online booking systems, appointment request forms, referral forms, and patient resources, you can improve patient communication, enhance user experience, and streamline your practice’s operations. In 2024, having an effective online presence is vital for every healthcare provider, and these tools ensure that your website remains a valuable resource for both you and your patients.

Need Help Upgrading Your Medical Website?

If you’re ready to enhance your medical website with these essential tools, we’re here to help. Contact Ray today or call on 0433 399 294 to learn how we can support you in optimising your online presence. You can also view our medical website design portfolio for inspiration.

The post 5 Essential Tools Your Medical Website Needs in 2024 appeared first on Total Medical Design.

Introduction

Understanding website analytics is crucial for healthcare professionals looking to optimise their online presence in the digital age. Visitors, page views, and clicks are three fundamental metrics that provide insights into your website’s performance. This guide will help you understand the differences between these metrics and how they can be used to enhance your medical practice’s website.

Visitors

Visitors, often called “users,” represent the number of unique individuals who access your website over a specific period. Each visitor is counted once, regardless of how many times they visit your site during that period.

Why Visitors Matter:

• Measure Reach: The number of visitors indicates the reach of your website.
• Gauge Interest: A higher number of visitors suggests a greater interest in your services.
• Identify Growth: Tracking the number of visitors over time helps identify trends and growth patterns.

Page Views

Page views refer to the total number of pages viewed on your website. This metric includes multiple views of the same page by a single visitor.

Why Page Views Matter:

• Content Engagement: High page views can indicate engaging content.
• Website Navigation: Helps understand how visitors navigate your site.
• Identify Popular Content: Reveals which pages are the most viewed, helping you identify popular content.

Clicks

Clicks measure the number of times visitors interact with clickable elements on your website, such as buttons, links, and CTAs (Calls to Action).

Why Clicks Matter:

• User Interaction: Indicates how visitors are interacting with your site.
• Effectiveness of CTAs: Helps measure the effectiveness of your CTAs and navigation links.
• Conversion Rates: More clicks on CTAs can lead to higher conversion rates.

Using These Metrics to Improve Your Website

Understanding the differences between visitors, page views, and clicks allows you to analyse your website’s performance more accurately. Here are some strategies to utilise these metrics effectively:

1. Analyse Visitor Data

Use visitor data to identify your target audience’s demographics, interests, and behaviour. Tailor your content and services to meet their needs.

2. Enhance Content Based on Page Views

Identify high-performing pages and replicate their success across your site. If certain topics or formats are popular, create more content related to them.

3. Optimise CTAs for Better Clicks

Track the performance of your CTAs and adjust them to improve click-through rates. Experiment with different wording, placements, and designs to see what works best.

FAQs on Website Metrics

Conclusion

Understanding the differences between visitors, page views, and clicks is essential for analysing your medical website’s performance. By leveraging these metrics, you can make informed decisions to enhance your website, attract visitors, and improve patient engagement.

Need Help Analysing Your Website Performance?

We are here to assist you if you need support in understanding and improving your medical website’s performance. Contact Ray today or call 0433 399 294 to learn how we can help you make a lasting impression online. You can also view our medical website design portfolio for inspiration.

The post Understanding the Differences Between Visitors, Page Views, and Clicks appeared first on Total Medical Design.

Introduction

In the competitive healthcare industry, effective marketing is crucial to attract new clients, increase engagement, and boost conversions. Staying ahead of the curve with the latest marketing tools can significantly enhance your practice’s online presence. Here, we discuss four essential healthcare marketing tools for 2024 that can help revolutionise your business.

1. Comprehensive CRM Systems

Customer Relationship Management (CRM) systems are more advanced than ever, offering tailored solutions for healthcare providers. These systems help manage patient interactions, streamline communication, and personalise marketing efforts. By leveraging CRM tools, you can track patient journeys, send targeted campaigns, and improve patient retention.

Top CRM Tools for Healthcare in Australia:

• Cliniko: A widely used CRM system in Australia, designed specifically for allied health professionals. It offers patient management, appointment scheduling, and billing features.
• HealthEngine: Popular in Australia, HealthEngine provides CRM functionalities along with online booking and patient communication tools.
• Nookal: Another Australian favourite, Nookal offers practice management software with features for patient records, appointment scheduling, and clinical notes.

2. Advanced Telehealth Solutions

Telehealth has become a staple in healthcare, offering convenience and accessibility to patients. Incorporating advanced telehealth platforms into your marketing strategy can attract tech-savvy patients and enhance engagement.

Leading Telehealth Platforms in Australia:

• Healthdirect Video Call: A secure, Australian Government-endorsed telehealth platform used widely across healthcare providers in Australia.
• Coviu: An Australian telehealth platform that integrates with practice management software and offers high-quality video consultations.
• HotDoc: Known for its comprehensive patient engagement tools, HotDoc also provides telehealth solutions tailored for Australian practices.

3. Content Marketing and SEO Tools

Quality content is key to engaging potential patients and establishing your authority in the healthcare field. Utilising content marketing and SEO tools can help your practice rank higher in search results, attract organic traffic, and convert visitors into patients.

Effective Content Marketing Tools:

4. Social Media Management Platforms

Social media remains a powerful tool for connecting with patients and building your practice’s online presence. Using social media management platforms, you can schedule posts, engage with followers, and analyse performance metrics to refine your strategy.

Popular Social Media Management Tools:

FAQs on Healthcare Marketing Tools

Conclusion

Implementing these healthcare marketing tools can significantly enhance your practice’s ability to attract new clients, increase engagement, and boost conversions. By staying up-to-date with the latest technology and marketing strategies, you can ensure your practice remains competitive and continues to grow in 2024.

Need Help with Your Healthcare Marketing Strategy?

If you need support in developing a new website or freshening up your existing site, we are here to assist you. Contact us today or call Ray on 0433 399 294 to learn how we can help you make a lasting impression online.

The post 4 Essential Healthcare Marketing Tools for 2024 appeared first on Total Medical Design.

Online booking is no longer just a nice to have, today’s patients and clients expect it. With more and more people accessing health services online, being able to book an appointment straight from the screen and bypass the need to pick up the phone is a real plus. But is it always the best option?

Online booking is big

Thanks to today’s sophisticated online booking management systems, such as Gensolve, MindBodyOnline and Cliniko, setting up online booking on your health website or even your company Facebook page is now easier than ever. MindBodyOnline even lets your patients or clients book an appointment directly via a mobile app.

Whether your business is general practice, physiotherapy, cosmetic surgery or personal training, your customers can log on, view your calendar, choose a preferred practitioner, pick a time slot, fill in their details then simply press click to book. It’s as easy as that.

Benefits of online booking

Not only is online appointment booking easy for customers it’s also convenient. They can do it anytime, e.g. they can hop on and book in the evening rather than trying to find a time to call in the day. They can also do it anywhere, e.g. on the bus or in bed via a mobile device. Plus it offers some great benefits to you.

Most importantly it reduces the time spent making bookings over the phone, freeing up staff to deal with clinic or practice footfall. In addition, it eliminates duplicate booking errors that can so easily occur when appointments are made. Because many of these systems send out SMS reminders, they can also minimise missed appointments.

Is online booking always best?

There’s no denying that online booking offers many advantages to patients and clients, and to you. If you don’t already have it set up, it’s definitely something worth doing. However, it shouldn’t be your only option. That’s because online booking many not always be the best solution in every case.

For example, while an online booking system can be very convenient for your existing clients or patients, it may not always be the most effective option for new ones.

Firstly, as it eliminates an opportunity for human contact, you’re missing out on a vital chance to connect with people on a personal level and build trust – something better achieved over the phone or in person. Because trust is such a major factor in people choosing health services, if you only offer online booking people may be wary.

Secondly, clients or patients may not know which doctor, practitioner or service would be best suited to their needs. This means they may make a booking that it unsuitable or insufficient, wasting their time and yours. This compares to having a conversation with them during which you can figure out exactly what they require.

The advantages of call back

There are a couple of ways to overcome these two drawbacks. The first is a clearly visible phone number on your website and social media pages which prospective patients can call. The second is to offer a call back option alongside your online booking facility.

Rather than getting patients or clients to call you, a call back form lets them input their name and contact details and request that you contact them. You can even include fields for extra information, such as the nature of their health issue, so you have a better understanding and can assist them more efficiently when you do call them.

Not only can this help you deliver better customer service, it’s once again taking the pressure away from your front desk as call backs can be made a more convenient time, for example, when your clinic is less busy. This will also boost your customer service by avoiding rushed conversations, voice mail diverts and unanswered calls.

It’s all about choice

Ultimately, the more options you can give your patients or clients for making an appointment, the better. Today’s customers expect choice, and if you don’t offer it they might just head off to another provider or service that does. So, as well as including your phone number on your website, include an option for online booking as well as a call back form – it’s a win, win for you and your patients.

Need some help setting up online booking and call back on your website? Contact Total Medical Design Today.

The post Healthcare marketing: Is online booking always the best option for your clients? appeared first on Total Medical Design.

Facebook can be an extremely effective tool for marketing your medical practice.

Not only does it have the power to boost brand awareness, attract new patients and build trust and loyalty among existing ones but it also has huge reach, with over 75% of Australians (approximately 15 million) logged in (Source: Digital in 2017). In addition, Facebook is now the fourth most accessed online resource for health information (Source).

However, while its potential benefits and viability as a medical marketing channel are pretty convincing, getting the most out of it requires time, effort and some essential know-how about what you should and shouldn’t be doing to get it right – and here it is.

1. Keep it professional

While this is true for any business, when you’re working in the medical profession, you need to pay extra attention to maintaining that personal/professional divide. The first step to doing this is setting up a separate business Facebook Page instead of using a personal account to promote your practice.

With a Facebook Page you can only connect with people through ‘likes’ and ‘follows’, you don’t become ‘friends’. This means you can’t see the personal information of your patients and they can’t see yours. Because of this you can avoid a range of potential legal and ethical pitfalls.

2. Post regularly

Don’t see your Facebook Page as a static billboard. To make it a successful marketing tool for your practice, you need to be posting updates often in order to stay in the minds of existing patients, and to get in front of new ones. Twice a day is recommended but a few times a week should suffice.

Knowing what to share beyond practice updates can be a sticking point. Latest health news; advice on healthy living; tips on managing certain conditions; upcoming dates and events  – think about what will engage your patients and what they’d be looking for online.  Mix it up with both original and shared content – but be sure any shared content is from a credible source.

Related: 10 content ideas for your medical practice blog

3. Encourage interaction

The great thing about social media is that it’s social, which means it’s designed to facilitate two-way conversations. So instead of just pushing out information to your practice’s Facebook Page followers, craft posts that are going to actively engage them. This means asking them questions and encouraging them to take action.

For example, you could ask what they think about a recent change at your practice e.g. new opening times etc. In addition, ask them to ‘like’ a post if they agree or describe a photo in the comments. These can all provide you with valuable feedback and insights into your customers and their preferences which you can act upon.

4. Show your human side

Trust is critical when it comes to healthcare because of its huge personal importance – people want to know they are in safe, capable hands. As well as demonstrating your authority on your Page with useful, quality posts, you also want to make people feel comfortable and that they can relate to you.

In addition to sharing your story and information about your team on your website, your Facebook Page is a great place to get your philosophy and personality across. By injecting approachability, friendliness or even humour into your posts you can give people a better insight into who you are and, in turn, build deeper relationships.

5. Optimise for local

As with anything online, to get your Facebook Page seen by the right people you need to SEO. When you set up your Facebook Page you can automatically link it to your practice website – this in itself boosts your SEO rankings. In addition to this, you should be optimising your Page and the best way to do this is using local SEO.

Local SEO is critical in general practice as the majority of your patients will come from your surrounding geo-location. What do you need to do? Firstly, include some local keywords e.g. GP Bondi Junction in your ‘About’ section, ‘Page settings’ and your short and long Page descriptions. Secondly, post about local businesses and events and include local hashtags.

6. Utilize audience insights

Facebook Insights, accessible from your account, lets you track user interaction with your Facebook Page e.g. number of visitors; days and times of visits; potential number of people you can reach (friends of your followers); number of likes and shares per post.

By monitoring your insights on a regular basis you can start to identify trends and patterns. For example, you can see the demographics of who is engaging with your post, figure out what types of posts are most popular as well as when the best time of day is to post. You can then use this information to guide your Facebook marketing and improve engagement.

7. Promote your Page

As well as ensuring your Facebook Page is regularly updated and monitored, you should also be proactively promoting it on an ongoing basis in order to attract new ‘likes’ and ‘follows’. The bigger your audience the greater your reach, which means the better chance you have of asserting your authority and bringing in new patients.

There are a number of ways you can do this. As well as sending requests to your friends, family and contacts, add links to your practice’s Facebook Page on other communications such as on your website and in your email signature. You can also try posting in Facebook Groups where you target patients spend time, or even use the paid promote posts feature.

When executed well, your medical practice Facebook Page has the potential to really drive and grow your business. However it’s important you see it as only one part of your wider social media and overall marketing plan.

The post 7 essential tips for using Facebook to promote your medical practice appeared first on Total Medical Design.

Last month Google announced a significant shift in indexing. Instead of ranking the desktop version of websites, they will instead switch to ranking the mobile versions. This change will impact all businesses with an online presence. How much you’ll be affected and what your clinic or practice needs to do to prepare depends on your existing setup.

Why are they making the change?

Before now, indexing the desktop version of a site made sense. After all, this is where the majority of users did their searching. But with over 50 percent of Google searches now carried out via a mobile device, this is no longer the case. Because of this the quality of the results is being impacted.

When a user searches on a mobile device they’re currently served up the ‘best’ results based on the desktop versions. However, because mobile sites often have less content, if the mobile site they’re directed to doesn’t have the content the results indicate it can lead to dissatisfaction. With mobile-indexing this won’t happen.

How will my medical website be affected?

When Google’s mobile-index algorithm is fully implemented, Googlebots will crawl the mobile version of your clinic or practice site and re-rank it accordingly. If your site isn’t ready for these new crawlers, your ranking is likely to be negatively affected. Are you ready?

If you have a responsive/dynamic site you won’t really be affected because your mobile content is the same as your desktop. If your site is already ranking well in search, it will continue to do so in line with your optimisation efforts.

If you have a mobile optimised or dedicated mobile site which is distinct from your desktop version, you’ll need to make changes to ensure your mobile site is optimised for search. If your mobile site content and markup is insufficient, your ranking may drop.

If you don’t have a mobile version of your site you should be looking to rectify this. In the meantime, Google will continue to index the desktop version but will do so as mobile Googlebot. If you’re currently developing a mobile site, it’s better to stick with your desktop version than implement an unfinished mobile site.

What do I have to do?

If you have a responsive site, you don’t need to do anything at this stage. If you have a desktop only site you need to consider optimising for mobile – see Google’s mobile friendly guide. If you have a mobile version of your site, you should look to do the following:

• Carry out a content audit – if your mobile content has fewer SEO friendly elements than your desktop version e.g. less copy, a reduced number of long tail keywords – you should consider making additions/revisions.
• Verify your mobile site on Google Search Console – this will ensure you are notified about any issues on your mobile site, such as crawl errors.

• Use Google’s txt testing tool – this will check your mobile site to ensure you aren’t blocking Googlebot. This is important because anything you block won’t be indexed.
• Run Structured Data Testing – do this for both your mobile and desktop URL and then compare the difference. Address any syntax errors, and add structured markup you may have previously removed from your mobile site but avoid adding anything non-essential.
• Optimise your H1s and Title Tag – just as is best SEO practice for a desktop site. Eventually Googlebot will use your mobile version of these for indexing and ranking.
• Use Fetch as Google – this will show you exactly how Googlebots crawl and render your site.

Don’t worry about for now:

• Canonical links – if your site has these, there’s no need to make changes. Google will continue to use these links as guides to serve the appropriate results to a user on desktop or mobile.
• Links – these are not affected at the moment. Currently people have less links on their mobile site. This may need to be amended in the future.
• Mobile content behind tabs – while Google devalues content behind tabs on desktop, the content behind tabs on mobile, which is used as a feature to make it easier for searchers to find content quickly, will not be devalued.
• Page speed – page speed efforts are typically focused on desktop meaning mobile speeds are given less attention. Google is still working on how page speed will play a role.

It’s going to take a while for Google to make the transition, so there’s no need to panic. But if your practice or clinic does need to make changes, the sooner optimise your site for mobile indexing, the better.

If you have any questions you can email Google via the Webmasters Forum. If you need any help bringing your medical website in line with mobile-indexing, give us a call today.

The post Google’s mobile-first index: Is your clinic or practice ready to rank? appeared first on Total Medical Design.