SEO for Healthcare - A Complete Guide
Healthcare institutions across the globe have started to make their online presence an essential part of their marketing and outreach strategies. A successful healthcare institution in today’s digital age facilitates and encourages patient communication through their websites for scheduling appointments, checking availability, and more.
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What is Healthcare SEO?
Search Engine Optimization or SEO is a technique that is used to boost the visibility of websites to the search engines, improving their rankings. For any search query related to healthcare services, users would mostly not crawl through the result page. In fact, a recent survey found that the top-ranking results for any search query received over 75% of the organic traffic!
Essential SEO Strategies for Healthcare Websites
1. Finding Appropriate Keywords
You cannot just pick up keywords with high click-through rates and stuff them on your healthcare website in order to rank higher on SERPs anymore. It is considered a black-hat SEO technique by search engines. But this does not mean that keywords are not important. You must pick the most relevant keywords that relate to your healthcare products or services.
Find out all the medical search queries and terms in your domain that relate to the services you provide, and pick up the top ones. Also focusing on the top local search terms can prove to be extremely successful for your SEO strategies.
2. Content Optimization
Content optimization is another technique for SEO for healthcare websites that can prove to be very helpful in improving rankings on SERPs. This SEO technique involves a lot of on-page elements and require you to be vigilant about the type of content you are putting out.
These elements involve optimizing meta tags with relevant keywords, internal linking your content, and more. Content optimization also involves regularly updating your content with recent facts and trends, along with improving the quality of your content to boost your domain authority score.
3. Use of Visuals
Incorporating engaging visuals in your content is one of the most effective ways to capture user attention. Images and videos are one of the most used forms of content consumption. Websites that incorporate visual media to present information usually end up gaining more organic traffic.
It is much easier for a normal user to understand something in the form of a video or an infographic image than to read a 700-word wall of text. Visuals draw more people to your websites as they are much more convenient and appealing to consume. Ensure that you use visuals like videos and images correctly in your SEO strategy to boost your user engagement.
4. Mobile-Friendly Website
Having a mobile responsive website design has become a crucial factor for SEO nowadays. If your website is not mobile-friendly, Google will simply not rank it higher. This is because most online searches nowadays are conducted on mobile devices.
You must ensure that your healthcare website has content that has a mobile-friendly layout, with touch screen responsiveness, cross-platform compatibility, and a flexible layout for different mobile screens. More and more users looking for healthcare services are using their mobile devices to conduct “near me” searches for hospitals and medical practices.
5. On-Page SEO
On-page SEO involves optimizing your website’s on-page elements, also including technical SEO. On-page optimization of your website is important to improve the user experience, as well as your website’s visibility for search engines. There are many elements involved in on-page SEO, such as refining your meta tags, internal linking, image optimization, alt texts, URL optimization, and much more.
On-page SEO helps search engines like Google in crawling your website better and understanding what type of content you have on it. This ultimately helps your website’s visibility, and boosts your rankings on SERPs.
6. Off-Page SEO
Having an off-page strategy for SEO can bring in many fruitful results for your healthcare website. Off-page SEO includes all activities you carry out outside of your own website. This can include backlinks, link building, influencer outreach, and more.
Having your website rank on search engines for your targeted keywords and search terms is the key to gaining the attention of users. Including simple things in your SEO strategy like citations, forum reviews, and guest blogs can help your healthcare website in gaining better rankings on SERPs.
7. Local SEO
Having a strong local SEO strategy can help people discover your healthcare site much more conveniently. As previously mentioned, many of the healthcare-related searches conducted online are of the “near me” type. Having a strong hold on local SEO can boost up your website’s rankings for such searches.
Include elements like Google My Business listings, local citations, and entries in local directories to refine your local SEO. Similarly, having a strong hold on Google Map Pack can help your website list at the top of the page for target local search terms.
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56% Increase in Clicks
66% Increase in Organic Traffic
+407% Increased organic app installs
20+ Non-brand keywords in the top 20
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