An Audit of Indian Clinical Laboratories’ websites: Analysis of Optimization Suitability for Search Engines and Digital Marketing

P. Prakash¹ , S.K. Sharma² , A. Joshi³ , P. Kishor⁴ , A. Jahan⁵ , R. Gupta⁶ , N. Sarin⁷ , S. Singh⁸

Section:Research Paper, Product Type: Journal
Vol.9 , Issue.5 , pp.1-6, Oct-2021

Online published on Oct 31, 2021

Copyright © P. Prakash, S.K. Sharma, A. Joshi, P. Kishor, A. Jahan, R. Gupta, N. Sarin, S. Singh . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

View this paper at   Google Scholar | DPI Digital Library

XML View     PDF Download

How to Cite this Paper

Abstract :
Search engine optimization is an important aspect of the digital world we live in today. An extensive literature review showed only an occasional report of analysis of search engine optimization of medical services’ websites. We analyzed 16 websites of clinical laboratories in India for their search engine optimization status through features like secured socket layer, robots.txt and sitemap.xml file, page quality-related tags, page loading speed, link analysis, structured data, and “viewport� tag for mobile responsiveness. Few shortcomings were identified such as thin and duplicate page content in 50% of the websites, lack of structured data in 44.75%, and absence of robots.txt, sitemap.xml files and ‘alt’ and ‘srcset’ tags from 18.75%, 25%, 56.25% and 87.5% websites, respectively. Avoiding these short comings may improve organic traffic to the websites beneficial to both the marketer and the consumers.

Key-Words / Index Term :
Component, Formatting, Style, Styling.

References :
[1] H.M. Rayess, A. Gupta, M. Nissan, M.A. Carron, G.F. Zuliani, “Search Engine Optimization: An Analysis of Rhinoplasty Web sites�, Facial Plascti Surgery, Vol. 33, pp. 665-669, 2017.
[2] M. Cushman, “Search engine optimization: What is it and why should we care?�, Research and Practice in Thrombosis and Haemostasis, Vol. 2, pp. 180-181, 2018.
[3] K. Dye, “Website abuse for search engine optimisation�, Network Security, Vol. 3, pp. 4-6, 2008.
[4] R.A. Malaga, “Search Engine Optimization - Black and White Hat Approaches�, Advances in Computers, Vol. 78, pp.1-39, 2010.
[5] H.J. Tsuei, W.H. Tsai, F.T. Pan, G.H. Tzeng, “Improving search engine optimization (SEO) by using hybrid modified MCDM models�, Artificial Intelligence Reviews, Vol. 53, pp.1-16, 2018.
[6] J. Bar-Ilan, M. Mat-Hassan, M. Levene, “Methods for comparing rankings of search engine results�, Computer Networks, Vol. 50, pp.1448-1463, 2006.
[7] G.R. Amin, A. Emrouznejad, “Optimizing search engines results using linear programming�, Expert Systems with Applications, Vol. 38, pp.11534-11537, 2011.
[8] J. Zhang, A. Dimitroff, “The impact of webpage content characteristics on webpage visibility in search engine results (part I)�, Information Processing and Management, Vol. 41, pp.665-690, 2005.
[9] D. Goyal, D. Goyal, “Comparative Analysis of Various Google Algorithms and their Effects on Performance of a Web Portal�, International Journal of Engineering Research & Technology, Vol. 2, pp.1005-1008, 2013.
[10] Z. Xiang, U. Gretzel, “Role of social media in online travel information search�, Tourism Management, Vol. 31, pp.179-188, 2010.
[11] K. Viswanath, “Science and society: the communications revolution and cancer control�, Nature Reviews Cancer, Vol. 5, pp.828-835, 2005.
[12] N.L. Atkinson, S.L. Saperstein, J. Pleis, “Using the internet for health-related activities: findings from a national probability sample�, Journal of Medical Internet Research, Vol. 11, pp.e4, 2009.
[13] S. Koch–Weser, Y.S. Bradshaw, L. Gualtieri, S.S. Gallagher, “The Internet as a health information source: findings from the 2007 Health Information National Trends Survey and implications for health communication�, Journal of Health Communication, Vol. 15, Issue Suppl3, pp.279-293, 2010.
[14] R.V. Guha, D. Brickley, S. Macbeth, “Schema.org: Evolution of structured data on the web�, Communications of the ACM, Vol. 59, pp.44-51, 2015.
[15] J.P. Sheffield, “Search engine optimization and business communication instruction: Interviews with experts�, Business and Professional Communication Quarterly, Vol. 83, pp.153-183, 2020.
[16] R. Aswani, A.K. Kar, P.V. Ilavarasan, Y.K. Dwivedi, “Search engine marketing is not all gold:insights from Twitter and SEOClerks�, International Journal of Information Management, Vol.38, pp.107-116, 2018.
[17] K. Denecke, P. Bamidis, C. Bond, E. Gabarron, M. Househ, A.Y.S. Lau, M.A. Mayer, M. Merolli, M. Hansen “Ethical Issues of Social Media Usage in Healthcare�, Yearbook of Medical Informatics, Vol. 10, pp.137-147, 2015.
[18] W. Yao, C.H. Chu, Z. Li, "The use of RFID in healthcare: Benefits and barriers," 2010 IEEE International Conference on RFID-Technology and Applications, Guangzhou, 2010, pp. 128-134, 2010.