SEO is about more than just Google; you can boost your ranking using Youtube, Reddit, and Pinterest. So if you are new to digital marketing or just looking to drive more traffic to your website, you’re in the right place.
What is SEO?
SEO stands for Search Engine Optimization. This is the process of optimizing your online content to get organic, or unpaid, traffic by increasing visibility through a search engine. Essentially, this is the process of matching up users’ inquiries with the most relevant high-quality content. The process of SEO helps Google, Yahoo, Bing, YouTube, and other search engines better understand your content and, most importantly, how it’s relevant for users.
Why is SEO Important?
SEO is important because it makes your practice visible to your patients. You want to ensure that if someone is searching for “contacts” or information on “eye exams” that your practice shows up on the first page of Google. Because when’s the last time you clicked on something on the second page of Google? Likely never! People are looking for the most accessible information and won’t go out of their way to find your practice.
Further to that, 75% of people never click past the first page of search results. So if you’re even showing up at the top of page 2 on a search engine, it’s likely no one will click on your website.
What Makes a Website a Search Engine?
Search engines are websites that have a search function that produces highly relevant search results which quickly delivers content that is relevant for the user. Typically when people think of search engine optimization they think of Google or other search engines like Bing or Yahoo. And when people think of Youtube, Reddit, and Pinterest they think of social media sites. However, Youtube, Reddit, and Pinterest are social networking websites and powerful search engines at the same time.
Pinterest as a Search Engine
Let’s take Pinterest, you have a feed to scroll down like on other social media networks and you can follow other users. But when you use the search feature your results are as relevant as Google. This means if someone is searching on Pinterest for “eyewear trends” and you have created content with that keyword your post will come up. If your content is high quality your potential customers may pin it (save it to view later) or click through to your website. This can be especially beneficial if you have an online optical store where you can lead people into purchasing frames online.
The next amazing thing about using Pinterest for your SEO is that Pinterest results often dominate Google’s image results. This means that posting photos of frames that you offer on Pinterest not only helps people see your content on Pinterest itself but, the photo also has a chance of appearing in the image function of Google search. Making your practice or optical store visible on multiple search engines.
So when you take advantage of Pinterest, you often gain traffic from both platforms – win! And because Pinterest is an underutilized search engine, you have an opportunity to dominate your niche. Something that is very challenging to achieve on a more established search engine like Google.
If you are familiar with SEO on Google you know that it can take months or even years to get the results from your traffic generating efforts. Google is a very competitive space. Because they control 90% or more of the market share for search, anytime you hear someone say “SEO”, you can feel confident that they’re referring to Google. This means that SEO on Google can be competitive, increasing the cost, and timelines needed to see results.
Google also tends to favor large, authoritative websites, or websites focused on small niche subjects that have invested tons of time, energy, and budget into creating best-in-class content. This means that, as a newcomer to Google, you start off with a bit of a hill to climb. The good news is that Pinterest doesn’t favor those who have established websites but those who are putting out NEW quality content. On Pinterest, you can even target popular keywords as a brand new user. This is why if you are just starting out with SEO Pinterest is a great option!
A great way to perform well on Pinterest is to create tall images that support your blog content. For example, if you publish a post on your blog called “14 Eyewear Trends for Summer 2020”, a great image to use on Pinterest might be a short infographic showcasing a few different frame styles.
Youtube as a Search Engine
Now, let’s talk about YouTube as a search engine. With the ever-increasing popularity of video content, Youtube has become the second largest search engine behind Google. YouTube is incredibly user-friendly and generates highly targeted search results. As an optometrist you can make educational videos for commonly searched topics such as “how to put contacts in” this will not only help people but can serve to drive traffic to your website.
Google also places YouTube videos in its search results for many types of searches, so you can gain a presence on the Google search results via your YouTube video. And because people have a natural tendency to watch videos over reading information your content will stand out amongst the many optometrists writing blogs about the same topic. This can result in more traffic to your website!
Even though video takes more effort, it is a great way to quickly and easily explain what sets your eye care business apart from the rest and gives your patients an inside look into your practice and your unique culture, building online credibility and trust. Plus, you will get 48% more views on your social media posts by including video!
Video is also extremely shareable. So if your content provides value it will be more likely shared on other social media websites furthering your reach. It also builds more of a personal connection that can convert potential patients into new patients.
Reddit as a Search Engine
Now let’s talk about Reddit. Reddit is a network of communities based on people’s interests. It is the 7th most visited website in the world with 20 million active unique users. Not only does it have a high number of users, but Reddit users are also highly engaged with the content. Content such as images, links, text posts shared to a community based on a similar interest. This content can then be voted up or down by users.
Now what you have to keep in mind is that using Reddit to blatantly promote yourself does not work. Overly promotional content will quickly be voted down and can actually damage your reputation. However, well thought out useful posts will be voted up to become highly searchable through Reddit’s search feature. Reddit also tends to rank well in Google, again creating an opportunity for your efforts on Reddit to provide visibility on Google.
Reddit could be a great place to create an engaging and interesting content about digital eye strain and dry eye and target your community about how to receive treatment. Reddit works by way of communities formed around common interests. People, places, events, and things all fall into this. There are Reddit communities for just about every topic and interest you can think of. Being active in these communities can be valuable, not only because they can drive leads to your website, but because your engagement in these conversations can help boost your brand and SEO.
That’s a wrap!
The good news is that it is likely your direct competition has not yet invested time into these platforms which means that you can dominate them in your area, setting you apart. By diversifying your SEO you will greatly increase the likelihood that your content will be found by potential patients and customers in your area who are looking directly for services you share through your content.
Now, like most marketing tactics and strategies, this is the tip of the iceberg with these platforms. If you are interested in learning more about how Pinterest, YouTube, and Reddit can help your SEO, build your brand and convert potential patients into new revenue, reach out to us and we would be happy to develop a plan specific to your eye care practice.