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SEO Best Practices to Optimize Your Website and Health Library Pages

Companies that are interested in having their Health Library content pages appear in search engines such as Google should use the EIT Web Services API delivery method. Please note that the Browser-Based delivery method is not optimized for search engines as it is syndicated content that lives on the EBSCO servers.

If you are using the EIT Web Services API delivery method you should implement SEO best practices on your website and your Health Library pages. EBSCO has fully optimized the Health Library content for search engines in terms of keywords, internal linking, and navigation, however there are many other SEO factors that are the client’s responsibility as they are unique to the client’s website.

Please refer to our Health Library Content and Search Engine Optimization FAQ for additional information.

Add Title Tags
Title tags are important and tell both the search engines and the visitors what the page is about. Title tags should be brief (about 65 characters including spaces), and should contain the most important keywords first. Title tags for Health Library pages should include the name of the condition or procedure first, followed by the name of your company (e.g. Heart Attack | Name of Company).

Add “Description” Meta Tags
The description meta tag should provide a short summary about the content of the page and may be used as the snippets for the page in the search engine results pages. Description meta tags should read as a short sentence, not a list of keywords. Keep the description meta tag around 155 characters including spaces and incorporate the keywords (name of condition or procedure).

Create an Organized Site Structure and Navigation
An organized website navigation helps visitors find the content they want, and it helps search engines crawl your site. Make sure your navigation structure provides quick and easy access to the Health Library content on your website.

Use Search Engine Friendly URLs
A site’s URL structure should be organized and consist of search-engine-friendly URLs that contain the keyword of the page. The URL should not by cryptic or contain query parameters, strange numbers sequences, spaces, or symbols. There are popular methods to avoid using a query string. A good URL would look something like this:

Link to Health Library Content and use Keyword-Rich Anchor Text
You should link to the Health Library content on your website from other internal pages such as your services pages, physicians pages or upcoming events. Include the keywords of the page you are linking to in the anchor text (e.g. Learn more about heart attack symptoms). Do not put the link on generic text such as ‘learn more.’

Increase Backlinks from Quality Websites to your Health Library Pages
When you promote your Health Library content you increase the chances that visitors will share it on social media and link to it from their websites, blogs and articles. The amount of backlinks from quality websites is very important, and can increase your site’s reputation and rankings in the search engine results pages.

Create an XML Sitemap and Submit it to Search Engines
An XML Sitemap can help Google crawl and index your site, especially if it is very large. There are many third-party tools that can help you generate an XML Sitemap and you can submit the Sitemap to search engines including Google and Bing. You can learn more from Google’s guide to sitemap files.

Use Heading Tags Properly
Incorporate keywords in heading tags to emphasize important text and help the visitor and the search engines understand what the page is about. There are six sizes of heading tags beginning with <h1> which is the most important. Health Library Content already contains the keyword (name of the condition or procedure) in the H1 tag and the additional keywords (synonyms) in the H2 tag.

Implement Page-to-Page 301 Redirects for Site/Page Moves
Important! It is best not to move your website pages to a new address, however if you must, you should use page-to-page 301 (permanent) redirects. 301 redirects are the only type of redirect that will transfer backlinks which are important to the ‘authority’ of your website which can help increase rankings. Do not use 302 redirects as they don’t pass any link value, and do not redirect every page to the homepage.

Monitor your Website Performance with Free Tools
Major search engines including Google and Bing provide free tools to help website owners gain insight into how their site is being crawled and indexed, and how well it is performing in the search engine results pages. Set up accounts with Google Search Console and Bing Webmaster Tools. In addition, monitor your website performance with an analytics program such as Google Analytics.

Promote Your Health Library Content Pages
Search engines take into consideration the popularity of a website so it is important that you create a ‘buzz’ around your Health Library Content Pages. Social shares, brand mentions, and backlinks can help increase your rankings. Effective online marketing strategies include linking to Health Library content from social media platforms, blogs posts, articles, paid search ads, and banner ads.

Learn More

See EBSCO’s FAQ to learn more about Health Library Content and SEO:
Health Library Content and Search Engine Optimization FAQ

Download Google’s Search Engine Optimization Starter Guide:
Google’s SEO guide

Follow Google’s Webmaster Guidelines:
Webmaster Guidelines