About

This report analyzes digital marketing techniques found across 847 doctor websites. We evaluated each website against 7 sets of criteria, listing our results and why we chose to measure each technique.

We use the same tests and tools to evaluate our customers' websites. In the findings below, we gathered how well a doctor's (or vendor's) website is performing in terms of digital marketing.

We analyzed 847 websites to determine the following:

Was the website mobile friendly?
What was the website's keyword count?
What was the website's keyword value?
Did the website reference reviews?
Did the website utilize photo galleries?
Was the website HIPAA secure?
Did the site effectively use Google tagging?

Was the website mobile friendly?

of all sites were
mobile friendly

What is mobile friendly and why does it matter?

"Mobile friendly" designs are websites that function and display properly on any screen size. 60% of all visitors to DoctorLogic powered sites last month came from a phone or a tablet. There are countless statistics across the internet showcasing the same data. If you do not have a mobile friendly site, you are essentially asking more than half of your visitors to leave.

Moreover, in April, Google started penalizing search results for sites that were not mobile friendly (1). Other major search engines are following close behind. By not having a mobile friendly site, you will most certainly see a significant traffic decrease, rendering your website invisible for the average searcher.

Here is an example site that works across all devices. Click the icons below to see how the design adapts:

How was the test performed?

We ran each website through Google's official Mobile Friendly Testing Tool. The test returns a simple yes/no. Try it for yourself here.

What do these results tell us about marketing in the industry?

Over 80% of our sample had mobile friendly websites, making us confident the industry has realized the importance of mobile. At this point, if you do not have a mobile friendly site, please consult your website vendor to have them implement a solution. DoctorLogic websites are 100% mobile responsive, and yours should be as well.

What was the website's keyword count?

Average Number of Keywords
Industry:
139
DoctorLogic:
612

What is keyword count and why is it important?

Keyword count is a numerical value that evaluates which phrases and words a website targets with their SEO (search engine optimization) strategy. The higher this number, the more likely you are to capture visitors from search engine pages.

Keyword targeting is simple - every website should have content around searcher intent. For example, to be listed on a search engine when someone types "Porcelain Veneers in Dallas Texas", your website must have some variation of this phrase constructed appropriately on your site.

Screenshot from semrush.com taken on 7/16/2016

How was the test performed?

We used SEMrush's keyword evaluation tool to run the numbers for each website. Visit SEMrush's website to try it yourself.

What do the results tell us about marketing in the industry?

The average doctor only ranks for about 140 terms. As searchers use Siri and other forms of text-to-speech to search for doctors, an effective keyword targeting strategy must account for more terms and variations of those terms. From a marketing perspective, there is still a vast amount of work left to be done.

How do you compare?

Enter your information and we will send you a free report comparing your website to our findings!

See how I compare

What was the website's keyword value?

Average Keyword Value
Industry:
$792
DoctorLogic:
$1899

What is keyword value and why is it important?

Keyword value associates a dollar amount with the keywords mentioned in the keyword count. If you wanted to increase the amount of keywords you are targeting, you could use paid-advertisements to do so.

Keyword value in this case is the amount of money you are required to spend to target the same amount of keywords you receive organically through paid acquisition. Organic search results are the web page listings that most closely match the user’s search query based on relevance. Also called “natural” search results, ranking high in the organic results is what SEO is all about. The higher the dollar amount, the more keywords you are targeting "for free".

How was the test performed?

Like keyword count, we used SEMrush's keyword analysis tool to perform this report. Visit the SEMRush website to see your keyword value.

What do these results tell us about marketing in the industry?

The average doctor receives almost $800 of organic keyword ranking targets. If you are spending more than your keyword value a month with your web vendor for SEO only, you may want to consider using paid-advertising instead. One could associate this finding to inefficient use of advertising budgets by a majority of marketing companies.

Did the website reference patient reviews?

referenced reviews
could have improved

What are patient reviews, how are they referenced, and why are they important?

Patient reviews are any form of feedback customers have left for their physician - whether as a rating or as a testimonial. Most customers are consulting online-review sites before selecting a doctor. If your website does not have patient reviews directly on the site, potential patients will turn elsewhere. (2)

Organize Your Reviews
The DoctorLogic Review Management Tool

How was the test performed?

Our research specialists evaluated each site closely to look how practices referenced reviews. Almost every single site had links to other review sites so patients could view feedback. However, it is much more effective to keep people on your site! Over half our sample failed to list reviews directly on their website. To perform this test yourself, ask yourself the following questions:

  • Do I link to external review sites such as Yelp, Google or Facebook where patients could see reviews?
  • Do I list reviews directly on my web pages for patients to read?
  • Do I categorize reviews appropriately so patients can read reviews related to what they are looking for? (i.e. do I have reviews about my front-desk staff on my about page or do I have reviews about teeth whitening next to where I talk about that procedure?)

What do the results tell us about marketing in the industry?

Referrals have always been a great way to bring new customers through your door. This concept applies to any business, but especially in the medical industry. If you do not have reviews directly on your website, you are losing out on this strategy. This tells us the industry has an ample amount of work to better indulge the needs of patients, who are evaluating which practice to choose.

Did the website utilize photo galleries?

featured galleries
could have improved

What are photo galleries and why are they important?

Photo galleries refer to any form of results showcased on a website. Before and after photos, actual patient results, etc. Photo galleries are the most powerful visual indication of how well a practice performs. Photo galleries establish validity and trust. People like to see what they are getting before they buy it. Would you purchase a product if you couldn't see what it looked like, or could not review what other people had experienced?

How was the test performed?

As with reviews, our research specialists looked through each website to see if photo galleries were present. Additionally, we looked to see if each photo gallery had its very own page of content. Having individual pages creates a better user experience - patients are able to find specific cases related to their needs, allowing them to better evaluate whether they want to use you for their dental cleanings or the doctor down the street.

What do the results tell us about marketing in the industry?

Over half of our sample did showcase their talent, regardless if they could improve, which tells us many are concerned with proving their validity online. The industry as a whole can do a better job providing potential patients with the information they need to make an educated decision.

Was the website HIPAA secure?

websites were secure

How is a website HIPAA secure and why is this important?

Any time a person inquires about a consultation via your website, they are potentially submitting patient-identifying-information to malicious individuals. HIPAA secure websites are hosted over secure, encrypted protocols and help protect against this scenario.

How was the test performed?

To check if your website is HIPAA secure, simply navigate to your website and look for a green lock in the address bar. Website addresses with "https" rather than "http" are HIPAA secure.

What do the results tell us about marketing in the industry?

Most doctors still don’t have HTTPS secure sites. Not only is this important to protect patient information during information transmissions, but it also helps with SEO. Google recently added HTTPS security to part of their algorithm that determines rankings, favoring sites that are HTTPS compatible(3). Doctors that have HTTPS secure sites are benefiting from this today.

100% of DoctorLogic’s websites are HTTPS secure. Yours should be too!

Did the site effectively use Google Tagging?

correctly used Google Tagging

What is Google Tagging and why is it important?

Google Tagging refers to how data is structured on your website. Google tagging is a direct way to provide Google and other search engines with the important information about your website, your practice, and your services. When a website is lacking this information it makes it difficult for machines to understand your business and usually results in minimal keyword counts (see question 2).

How was the test performed?

To perform this test, we ran each site through Google Structured Data Testing Tool. Sites that had this structured data, called Microdata, passed. But just having microdata doesn't constitute Google tagging correctly. Websites that dynamically have specific information across each page of their site passed completely.

What do the results tell us about marketing in the industry?

Microdata and Google tagging are not new techniques, but it is still considered relatively cutting-edge. From this result we can conclude that most web vendors are taking an easy-way-out and not putting in the extra effort to attempt new strategies that could put their clients ahead of their competition.

Conclusions

Without marketing in any form, a practice will not be able to grow. When it comes to digital marketing, it is absolutely necessary to have the right digital marketing components in place, including photo galleries, on-site reviews, call tracking, a proven design, and much more. Our tests of the industry have shown us that there is a broad gap between the practices that passed our tests and the ones that have not, suggesting many practices have a lot of work to do to improve their digital marketing. Lots of practices can still increase the effectiveness of their overall marketing strategy.

Thanks for reading!

If you have any questions or comments about any of our findings, or you would like to see how you compare to our findings, please leave us a note below!