Google and other leading search engines have been relentlessly pursuing their goal to identify the most deserving websites and rank them on top in search results. In the process, these search engines have been working round the clock to improve their search algorithms and pull down the rankings of websites that are weak on content. All such websites that offer low-quality content and have been built primarily around a motive to ‘game’ the search algorithms have increasingly found themselves completely out of favor with the search engines in the last two years.

If your healthcare website is among the ones that has experienced a significant setback in terms of search engine rankings, you need to act decisively to correct the situation. One of the most important things you need to do is to carry out a site-wide ‘content audit’ and evaluate the quality and relevance of your content. With its Panda update, Google has come down very hard against websites that offer thin or low quality content. In fact, even if just a part of your website’s content is bad, it may adversely impact the overall rankings of your entire website.

However, all is not lost, even if your medical website’s rankings have gone down abysmally. Google says that your page rankings can recover if you take out the low quality content, or move it to another domain. This can help bring back your page rankings to the old levels. It is critically important to add only focused, useful and relevant content that adequately addresses the queries of your target audience. A leaner, sharper and smarter website may prove to be much more effective from a doctor SEO perspective, compared to a website that has a lot of content backed up extensively by keywords and meta tags, but the content itself lacks substance.

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