Healthcare SEO Fundamentals to Grow Your Medical Practice

Healthcare SEO Fundamentals to Grow Your Medical Practice

When it is time to find a health care practitioner, many patients turn to Google to find their nearest and best option.

Your website appears at the top of the list, this means that patients are more likely to click and schedule an appointment.

If your practice is not at the top of the search results, then someone else is.

Your competitors.

Which means you can lose new patients.

This is why healthcare SEO is essential for any medical website.

If you are not capitalizing on organic questions, then you are basically taking those patients away from your competition.

By paying attention to Google’s most up-to-date tips for good SEO, especially regarding health-related content, you can beat the competition and boost your digital presence.

quality control

Many medical professionals think of pay-per-click, or PPC, ads enough to get them visitors.

However, starting with PPC is like putting an adhesive bandage on your problem. This will only be good for the short term.


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As a medical or health care business, you should incorporate SEO into your digital marketing to bring potential patients to your website.

continuously. And over a longer period.

If your website and its content are not considered quality in Google’s eyes, your search will suffer.

Talking about quality, two very important concepts for healthcare are EAT and YMYL.

EAT stands for Expertise, Authority and Trustworthiness.

The concept was created to help Google create third-party mice to score Google’s search results.

Although EAT is not a direct ranking factor, EAT reveals a lot about what Google considers important – essentially what kind of websites Google wants to reward with greater search visibility.

EAT is of great importance for any webpage with medical information.

The information and statistics you give on medicine and health can directly affect potential patients who are studying them.

People visit and read your webpages because they are looking for reasons to assign your health to your practice.


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Your information must be absolutely over the top, which will be truly full of expertise, authority, and trustworthiness.

Only then can you get a chance of ranking well in the healthcare industry.

This leads us to the concept of YMYL, which is short for your wealth or your life.

YMYL, as a concept, basically means any content that can directly affect a reader’s health, finances or safety.

Clearly, this concept is important to understand in the competitive health care space.

If your content does not meet those standards (for example, it contains mistakes or is thin on information), it will have an even more difficult time ranking in search results.

Most Important Healthcare SEO Strategies

You can never exit a site like WebMD.

However, by focusing on more long-tailed keywords and location-based content, it is possible to perform moderately well here.

By implementing the right type of SEO to get your medical practice in front of the eyes of the right users, you will better position your website to outrank your competitors.

Talking about healthcare SEO, the following six strategies are the most important.

1. Use the appropriate medical keywords

When optimizing your content, you want to target the right keywords for your industry.

Your starting point should be the medical services you offer, as this is what most explorers will be looking for.

Tools like Google’s Keyword Planner can help you find the best keywords for your industry, which is comparable and not being searched.

In all cases, avoid the keyword “stuffing” in the content.

Google is quick to catch this unwelcome strategy and will penalize your website. Instead, place specific, long-tailed keywords in your content in a relevant, readable and natural way.

This will not only set you apart from WebMD, but you will also start attracting the patients you want – those who live in your geographic area and are looking for the special expertise you offer.

2. Add multiple content pages

Your content pages should be filled with high-quality information that is optimized with your keywords.


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For the medical industry, you want your content to help improve or ease the lives of your audience.

Whether it is a detailed description of your services or blog posts targeting your specific search query, high quality content is king for health businesses.

Google holds a much higher standard on medical webpages than other industries.

This is because these pages have the potential to affect future health, happiness, or the financial stability of explorers.

Low-quality content on these pages can result in dangerous or unintended medical consequences.

When creating content for your website, always think about your target audience.

What are they looking for?

What information would help them the most for that search?

By writing educational content for a long time, Google will recognize you as an official figure within the industry, thereby increasing your rank.

3. Optimize Visual Elements

Video is one of the most popular ways that people consume content.

Webpages with videos may receive more organic traffic.

And people spend more time on those pages, because they are watching videos.


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This increases the time of the user on the page and indicates to the search engine that something is valuable to the page for users.

When optimizing your website for SEO, be sure to include relevant, high quality videos with your content where you can.

Whether it is a virtual tour of the facility or an informative video on the medical condition, many users will be drawn to that content with over 600 words of plain text.

You should also include a variety of pictures and infographics on your website. The more interactive and attractive your site is, the more visitors you will be able to attract.

Make sure that any images on your site include appropriate alt text. Image Alt Text helps blind users and Google crawlers better understand what is displayed on the page.

This can be an excellent opportunity to include some of your keywords. (But, as with everything SEO, it’s not much!)

4. Optimization for website speed, security and mobile usage

Speed, security and mobile-friendliness of your site are all ranking factors.


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If your website takes more than three seconds to load, many people can go back and go to a competitor who provides a faster experience.

Now, saying that, it is important to mention that slow sites can rank highly for certain queries. Google does not penalize an otherwise perfect site because it is a bit slow.

But optimizing its speed certainly can’t hurt for the overall user experience.

At most, your website should take about two seconds to load, but you should ideally aim for less than half a second.

Google’s Pagespeed Insights tool is a great place to check the speed of your current site. It also provides insight on possible fixes to help improve your speed score.

Another important SEO factor is the security of your website. An SSL certificate helps encrypt your website, ensuring that your and your visitors’ data is protected from hackers.

If your healthcare company’s site does not use SSL security, Google will penalize your ranking. This certificate is a must-have when accepting sensitive patient information, so a website has no excuse not to implement it.


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Most importantly, your website should be mobile friendly. Most searches are now done on mobile devices, and if your website is not optimized for them, users will choose your competitors’ websites instead.

A responsive design is the best way to optimize your site for mobile.

This means that your site changes automatically to fit on that screen to reduce the risk of poor user experiences from device to device.

5. Off-site Factors

Off-site indicators (eg, links to your site and social media traffic) are just two areas that can help influence your search rankings.

Social media, while not a direct ranking factor, should be one of your main priorities when it offsets SEO.

Content found on a social media page can significantly affect a patient’s choice of hospital or treatment center.

Many users also review social media before scheduling an appointment.

You want to make sure that your social profile is up-to-date and relevant to your business, so that users can meet and interact with you in many ways.


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For links, you also want to make sure that spam links are not potentially harming your SEO performance.

Use your favorite link building tool to check your existing link profile and analyze links.

Are they all from quality, relevant sources? Or do many of them appear spam?

Remove any unwanted links to help clean up your link profile and improve your rank. (Just read it first.)

6. Local SEO

You have to keep your Google My Business page optimized and up to date.

Patients want local services and for that, you have to show your business in Google’s local pack.

This group of 4 to 5 businesses appears above the organic search results.

On mobile, they are the only thing people see before scrolling.

The information contained in these lists comes mainly from your GMB page, so you should ensure that the following information is accurate and available:

  • Business categories.
  • Your primary phone number
  • Business Description.
  • Your hours of operation (and any seasonal hours).
  • Your address or service area.
  • Google reviews your business.


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Another important factor for local SEO is local citations.

These are online mentions of your business that display your required NAP (name, address, phone) information.

Local citations can be from business directories, social profiles, blog posts, newspaper websites, and other sources.

All these help in your SEO efforts.

The conclusion

If you want a better ranking on Google – and more patient – you need to make sure that you have a healthy SEO strategy.

It may take some time for your medical practice to grow.

So the right approach can make all the difference.

By implementing the above SEO strategies, you are taking the necessary steps to secure your digital presence.

Digital marketing never guarantees anything, but by keeping in mind the EAT and YMYL qualities of your web content at all times, you better position yourself to outrank your competitors and begin to succeed online .

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