Search engine optimization (SEO) is a key component to public health marketing as it helps your agency’s reputable information be shared instead of incorrect misinformation from less reliable sources. Search engines are not field experts, so they will show users anything that comes up as related. Too often, the top result for a health-related search is not a real authority on the subject and may even spread misinformation.
Misinformation in Public Health
Misinformation is one of the biggest hurdles for public health marketers to overcome. The rise of search engines has made it incredibly easy for pseudoscientific claims and misinformation to spread, hindering the efforts of agencies and putting the community’s health at risk.
Public health marketers can counteract these bad actors by ensuring that their organizations’ page is at the top of the results page. One of the best ways to do this is by implementing SEO. SEO can boost traffic to your site organically, which makes your organization look more trustworthy. This strategy can be much more effective than inorganic marketing approaches such as paid pop up ads.
Designing a site with the users’ intent in mind is critical to SEO, along with keeping all information transparent and up to date. Partnering with local news outlets to offer partnered content can help increase traffic as well as boost your organizations reputation. Although it seems obvious, staying up to date with national and local health directories can also help.
There are a number of strategies that public health marketers can use to boost their SEO. It is important for public health marketers to assess what aspects their organization needs to improve upon. SEO improvement can help public health organizations get higher ranking than those who may be spreading misinformation.