What is Medical SEO?

 What is Medical SEO?

SEO, or search engine optimization, has been a cornerstone of digital marketing for decades. But how many digital marketers have heard of medical SEO? This branch of traditional SEO focuses on improving medical websites so that they rank better on search engines and helping them reach more patients. In a world where we search for everything online (including our doctors) medical SEO is critical for success.


Here, we’re taking a closer look at medical SEO. First, we define the concept, discuss why it’s vital to any digital marketing campaign, and then offer a few practical methods for optimizing your page for medical SEO. There’s no better way to drive more potential patients to your site and your business.


Search engine optimization, or SEO, refers to a set of tools and strategies aimed at improving how your site ranks on search engine results pages (SERPs) like Google, Bing, or Yahoo. In the digital world, ranking well on search engines is absolutely vital to drive traffic (and potential patients) to your page.


With effective SEO, it’s all about visibility. Just think about the last time you did a Google search. Did you click on the first result or even consider scrolling past the first page of results? Most users don’t. In fact, according to data, 75 percent of web users never look beyond page one of Google. This means that if your site isn’t ranking well, it’ll be virtually invisible online. Essentially, you’re setting up shop in the middle of nowhere.


As the name suggests, medical SEO refers to using SEO strategies and tools for medical-related sites, including doctors, treatment centers, private practitioners, and even hospitals. While many tenets of SEO remain true regardless of the industry (think backlinks, keywords, and quality content) there is a unique approach that helps medical websites in particular rank well and reach more patients.


Generally speaking, doctors and physicians are in positions of trust and authority. Just think about it—we literally trust these individuals with our lives. Therefore, your medical website needs to reflect this trust and authority. How do you do this? First of all, your medical website needs to be safe, secure, and user-friendly. If your website is slow, malfunctions, or filled with pop-up ads, your patients will certainly question the trustworthiness of your practice.


Additionally, positive patient reviews and authoritative content are critical for medical SEO success. Patient reviews allow web users to learn about your practice from an unbiased perspective. Authoritative content, often written by the medical professional themselves, also develops this sense of trust and helps put a face to the practice.


Some medical practitioners may simply opt for PPC (pay-per-click) advertising instead of SEO. And why not? PPC can deliver immediate clicks and conversions to your site by positioning your ad in front of web users. However, this isn’t the answer to long-term sustainable growth and success in the online world. Your digital marketing campaign still needs SEO.


But why would we advocate for medical SEO over PPC advertising? It’s all about the big picture. SEO is the most effective digital marketing strategy for long-term growth and success because it keeps your page ranking well on search engines. PPC campaigns only last for as long as you fund them. SEO, on the other hand, can drive organic (free) traffic to your site simply because Google likes it and is ranking you well.


While clicks and conversions are the holy grail of any approach to digital marketing, SEO is a much more comprehensive approach. What does this mean? SEO works to improve your site overall, including security features, user experience, and engaging content. Google ranks these factors and recognizes the quality of your site, which means that the better your site performs, the better it’ll rank.


Improving your medical website to rank well on search engines sounds great—but how does this actually get done? Working with an experienced SEO Marketing agency is one surefire way to not only improve your SEO ranking, but your site overall. However, if you don’t have the budget for an SEO expert, there are strategies most anyone can use to improve their SEO. Here’s a look at a few ways you can optimize your site for medical SEO:

1.            Google My Business.

An important first step is to completely fill out your Google My Business account. This form essentially serves as a digital “yellow pages” that provides web users with basic information about your business, including address, contact information, and hours of operation. This also gives you a chance to upload images so potential patients can get a better idea of your establishment.

2.            Patient Reviews.

Before the internet, word of mouth and personal recommendations were some of the most effective techniques for doctors to receive new patients. It was all about trust and relationships. In the online world, however, word of mouth has been replaced by customer and patient reviews. Encourage previous patients to leave reviews and make sure you take the time to respond to their input.

3.            High-quality Content.

In the SEO world, content is king. Publishing consistent and high-quality content (for any type of website) is one of the most effective ways to boost your SEO ranking. However, especially with medical information, you have to be certain that you’re publishing accurate and trustworthy content.

4.            Multimedia Content.

In addition to text-based content like blogs and articles, it’s important to incorporate multimedia content on your site. If a picture is worth a thousand words, just think about what a video can do.

5.            Backlinks and Keyword Research.

No matter your SEO niche, some rules always remain true. This accounts for the value of backlinks and keywords in SEO. Earning backlinks with other high-ranking, authoritative websites can do wonders for your SEO. Additionally, performing keyword research can help you understand the language your potential patients are using in their online searches.


The goal of any doctor’s office or healthcare facility is to treat as many patients as possible. Medical SEO can help you achieve this fundamental goal by making your website more visible on search engines like Google and Bing. Working with an experienced digital marketing team can help you improve your website and boost your medical SEO ranking.



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