PTPN, the nation’s premier network of independent rehabilitation practitioners, has been a client of Scott Public Relations for more than 20 years. Here’s a “shout out” on the fantastic job they do in marketing for and to their members – outstanding blogs, stellar websites, and smart social media marketing.

We’ve featured the company in our blog before (Innovators Spotlight: PTPN Successfully Expands Value Proposition in Changing Marketplace) and today we wanted to share a blog they published recently about Google Hummingbird and what healthcare professionals should know about how it will affect content creation and online visibility.

Have you heard about Google Hummingbird? It’s the latest update to Google’s search function, and understanding its impact is crucial to your online presence.

As you may know, Google updates its algorithm for search regularly. What makes Hummingbird different is its size and scope — it’s reportedly the largest algorithm update since 2001, and it’s affecting 9 out of 10 online searches. The major change is an emphasis on conversational or context searching, rather than traditional keyword searching. The new algorithm aims to respond to the way web users are searching today, which is less and less by one or two keywords and more and more by longer phrases or complete questions.

For example, years ago a user may have searched on the single term “iPhone,” but now he is more likely to search using a question like, “Where can I find the best prices on iPhone 5s?” This is particularly true with voice-powered searching on smartphones and other mobile devices. The Hummingbird update provides results based on this conversational method of searching.

So what does this mean for you as a healthcare professional?

Here are a few of the most important ramifications:

1. Make sure your content provides answers.

As keyword searching becomes less important, the ability of your online content to answer users’ questions becomes more important. While good website content has always been a prerequisite for a successful online presence, you must now re-evaluate and refresh your content. “It’s becoming increasingly important to position yourself as the provider of answers that people are seeking,” says one expert. Another adds, “Content for the sake of ‘words on a page’ doesn’t have the base value it once had. Now, your content really has to answer something.”

Start by thinking about the kinds of questions your customers (or patients) are likely to have, then make sure your website and social media news feeds have in-depth information (like how-to articles) that address them. Think about it as a conversation with your online audience.

For example, instead of relying on keywords like “tennis elbow” or “epicondylitis,” develop website content that answers questions like, “What kind of treatments help reduce elbow and wrist pain?” In fact, use questions like that in your content such as — title a blog post, “How physical therapy helps reduce elbow and wrist pain for tennis players.”

2. Think about the meaning of your content.

Under Hummingbird, keywords still have some weight, but even more important is using synonyms — using multiple words with the same meaning will trigger Hummingbird’s algorithm for better search results. To research synonyms, search for a term on Google and see what other words are highlighted in the search results. For example, take a look at the results for a search of “What is physical therapy?”

This search shows that entering “physical therapy” will not only result in information on PT, but also physical therapists, degrees for PTs and PTAs, types of and uses for physical therapy, etc. Use these types of synonyms in your website content for better results.

3. Update your content regularly.

The “freshness factor” of your online content is more important with Hummingbird, which means newer content improves your search engine ranking and older content can drag you down. Be sure your practice website includes a blog page, a latest news section, and other areas where you regularly add new content and delete old information. You can kill two birds with one stone in this area by linking your website updates with your social media updates: a new Facebook post can also be a new blog entry on your website.

4. Be active in social media.

The relationship between social and search is strengthened under Hummingbird, so more than ever, your practice’s social media success will affect your search engine ranking. Websites get higher rankings when they are highly engaged with customers via social media and therefore have strong “social signals” such as Facebook likes, Google+ shares, Twitter retweets and blog comments.

What do you think of the new Google update? We’d love to hear from you in our comment section below!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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