Table Of Contents Can Provide Additional Link Options In Organic Search

Co-Founder of Tidal Health Group, Bryan Cush, talks to Search Engine Land about implementing anchor jumps that match a page element with the same ID, you may be able to gain some benefits in search and user experience.

Seeing search results as real estate is nothing new. Digital marketers are constantly trying to gain “share” of that real estate any way we can. These tactics are constantly changing and ultimately controlled by search engines. Table of contents links are not new either but one that provides several values regardless of how search engines include them in search results.

By implementing anchor jumps using <a href=#stuff”> that match a page element with the same ID you may be able to gain some benefits.

Additional organic search result real estate: Search engines can add these TOC links below your organic search results ultimately taking up more visual space and providing additional link options.

Insight into your site visitors: Using search console you will begin to see clicks and impressions for each TOC header link separate from the main URL. For a healthcare client, we saw almost 10% of the clicks for a page go directly to the TOC links in the search results. With 4% going to one link in particular. Besides being at the bottom of the search results and visually much smaller users choose one of the text links in the TOC options 1 out of 10 times. That gives a tremendous amount of insight into what content searchers are looking for. The text in those preferred TOC links could be expanded on or used to create new pages to explore the sub-topic further.

Repurpose organic click data: These extended TOC links are very similar to ad features like sitelink extensions or callouts. You can easily prioritize or further highlight the TOC link text with the highest click-through rate organic and add them to your search ads.


Read the full article on Search Engine Land.

Read More…

Google Takes Medical Appointments

Google Takes Medical Appointments

Google Will See You Now In the online medical space, ZocDoc is clearly the gorilla in the room when it comes to medical appointment scheduling. Their market share is tremendous and they often dominate search results for doctors' names and specialty searches within a...

read more

Video – Private Medical Practice

How to start a medical practice In the first video of the "Start a Medical Practice" series you will learn about Identity and start up costs. Video 1:(31 minutes) Identity and Start Up Costs for a Private Practice Doctor -How to Incorporate your business -What are the...

read more

Health Questions Need Answers

Medical Information First Being sold to when you are not looking to purchase always puts a bad taste in your mouth. This is especially true in the healthcare/medical industry. The public will quickly judge your practice depending on how you present information to them...

read more

Get Our 2020 Healthcare and Medical Practice Marketing Guide

  • This field is for validation purposes and should be left unchanged.