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Search Engine Optimization (SEO) 

The promotional opportunity a website presents to a professional practice is virtually unprecedented.  

In striking contrast to other marketing vehicles, a website can achieve results that would previously have been cost prohibitive for a professional practice.  A well optimized website can:

• Reach your specific targeted audience. A well optimized website can potentially be found by every one of your prospective clients or patients that uses the Internet, a group estimated to be 68% of the general population in Canada.

• Communicate the very essence of your practice through the delivery of a visual and dynamic experience comparable to that of television. 

• Be found by many different types of searches in addition to category or name as is the case with the yellow pages and other print directories.

• Market your practice an infinite number of times as opposed to investing anew in the mailing and printing of brochures and /or advertising for each and every subsequent campaign.
  

These benefits all presume, however, that your website has effectively implemented a Search Engine Optimization Strategy (SEO).

There are two keys to search engine optimization, keywords and back links: 

1. Keywords: 

   Keywords are words or phrases that you expect your prospective clients or patients will use when conducting an online search for your services. The selection and employment of keywords is the foundation of your search engine optimization strategy. 

   • Identifying the right keywords for your website is the first challenge. Optimizing your website for the wrong keywords will result in it being found by the wrong group of people. 

   • The second challenge is to use these keywords in website content including copywriting and HTML code for website addresses, meta tags and page as well as picture titles. Although the exact algorithms of the search engines is unknown, the general consensus is that overuse of keywords is not recommended. Text should ultimately be written to communicate effectively with your prospective clients or patients. Additionally, search engines consider keyword stuffing to be unethical and it will result in permanent de-listing of your website without warning. 

2. Back links:
   Search engines rank your website according to the number of high quality inbound links, a factor which in combination with the use of keywords determines how high your website appears on search engine results. 
   

• There are many different types of opportunities to generate links to your website including associations, directories, blogs, press releases and press coverage.

• The quality of a back link is identified by the ranking and relevance of the website linking to you as well as the keywords employed in the actual hyperlink.

Website addresses

Meta tags

Blogs

Page titles

Press releases

Picture titles

Press coverage

What can a marketing consulting firm contribute to the development of an effective Search Engine Optimization (SEO) strategy for your Greater Toronto practice? 

At Bekhor Management in Toronto, we will work with you to optimize your website by:

• Identifying suitable keywords that will enable your website to be found by your prospective clients or patients.

• Writing copy and programming tags and titles that leverage keywords.

• Identifying and implementing appropriate back link opportunities to elevate the search engine ranking of your website.

• Developing a long-term strategy to maintain optimization effectiveness.

Contact us by email or by telephone at (416) 969-9600 for an initial consultation without fee or obligation, if you are professional in Toronto or the Greater Toronto Area (GTA) and are interested in building a better practice.