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  • Writer's pictureDr Joseph Nightingale

Healthcare and Medical SEO: How to Attract Patients

Updated: Sep 1, 2023

Looking to get ahead in the competitive healthcare industry? Let our expert healthcare and medical SEO strategies help you stand out in this difficult market.

From attracting more patients to establishing your authority and staying on top of the latest trends, our tips will give your healthcare business the boost it needs to succeed online.

Ready to take your online visibility to the next level? Keep reading!

In this article:

What is Healthcare and Medical SEO?

Healthcare and medical SEO is a specialised form of search engine optimization (SEO) that aims to expand the digital reach of medical practices, healthcare clinics, hospitals, and other healthcare-related businesses. The goal: to increase organic traffic and attract new patients seeking medical services.

Here are some of the businesses that benefit from healthcare SEO services:

  • Doctors' offices

  • Dentists

  • Healthcare clinics

  • Hospitals

  • Nursing homes

  • Rehabilitation centres

  • Pharmaceutical companies

  • Chiropractors

  • Physical therapists

  • Home healthcare providers

Why do we differentiate this specific industry? Because medical SEO requires an in-depth understanding of medical terminology, regulations, and ethical considerations, healthcare businesses can't rely on traditional SEO agencies. After all, ensuring medical accuracy in your advice and content isn't just critical for your reputation; it's a legal obligation.

Here's what's involved in healthcare SEO services:

  • Content strategy development: Creating a comprehensive content strategy tailored to the medical industry and your patients.

  • Keyword research: Conducting keyword research to identify the most relevant and profitable keywords for medical content.

  • Content creation: Developing high-quality, informative, and engaging content that addresses the needs and interests of your patients.

  • Blogging: Regularly updating a medical blog with fresh, relevant, and insightful content to establish thought leadership and improve SEO.

  • Social media marketing: Developing social media posts that promote medical content and engage the target audience across various platforms.

  • Email marketing: Developing targeted email marketing campaigns that share informative medical content and drive traffic to a website.

  • Guest posting: Creating educational and engaging guest posts for other high-authority websites to build links, drive traffic, and establish thought leadership.

  • Content promotion: Promoting medical content through various channels, such as social media, email marketing, and paid advertising to increase visibility and drive traffic.

Why Is SEO for Doctors and Medical Practices So Important?

If you want to grow your medical practice and attract more patients, online visibility isn't optional; it's critical. Searching online is the go-to way patients find out about healthcare services. Local SEO for doctors – including Google My Business and near me searches – is more important than ever.

Not convinced? Here are some reasons why healthcare and medical SEO is crucial:

  1. Attracting patients: When patients search for healthcare services, search engines like Google are their first port-of-call. If your website is optimised for SEO, you're more likely to appear at the top of search engine results pages (SERP), which increases the chances that potential patients will click through to your website.

  2. Becoming an authority: Consistently producing high-quality, informative content can establish your medical practice as an authority in the healthcare industry. That doesn't just inform and educate your patients; it establishes your business as a thought-leader in your field. That, in turn, builds trust – ensuring patients choose your practice or business over others.

  3. Growing your business: Effective healthcare and medical SEO can help grow your business by increasing your online visibility, attracting more patients, and generating more revenue. It's a win-win scenario!

In short, healthcare and medical SEO is a cornerstone of any medical practice or business's online success. Optimising your website for search engines and producing informative content not only attracts more patients but promotes you as a trusted voice, helping to grow your business and expand your reputation.

10 Tips to Boost Your Health and Medical SEO

As a healthcare provider, you want to ensure that your website stands out from the competition and is easily discoverable by potential patients. Here are ten tips to help you improve your healthcare and medical SEO:

1. Put Patients First

Always keep your patients or customers in mind when creating content for your website. Think about what your patients are looking for and what questions they might have. Address their concerns and provide answers that are relevant and helpful. You can go one-step further by linking your content to your products and services.

For example, a chiropractor could bust the negative myths about their industry, whereas a pharmaceutical company could link an informative article about vaccine creation to their own breakthrough innovations.

2. Speak With Authority

When writing content, ensure you sound like an expert in your field – after all, you are! Avoid using complex medical jargon and aim to deliver information in a way that's easy to understand.

Your patients will appreciate the effort you put into communicating with them clearly and concisely. That doesn't mean being condescending or paternalistic – your patients aren't stupid, they're just after reliable, trusted advice they don't need a medical degree to understand.

3. Aim to Inform

Content marketing and SEO isn't just about marketing (despite the name); it's about delivering a service. Provide informative and valuable content that covers a wide range of topics related to your specialty. You could create articles on medical conditions, treatments, and preventative care. For example, a podiatrist may advise on diabetic foot care or list the best orthotic devices currently on the market. Doing so establishes yourself as a trusted source of healthcare advice.

4. Avoid Complex Jargon

Medical jargon is confusing, intimidating, and dense even to the initiated: to patients it's a foreign language. When creating content, use plain language that's easy to understand. Avoid medical terminology and abbreviations that patients may not be familiar with.

Don’t bamboozle patients with talk about leukotrienes and erythrocytes. Use solid, reliable English – why say "myocardial infarction" when "heart attack" will do.

5. Make Your Site Simple

A cluttered website can be overwhelming for visitors. Keep your website clean and easy to navigate. Use headings, subheadings, and bullet points to break up large blocks of text. A crisp, fresh, well-organised website is a clear representation of your practice and services – above all, it's welcoming!

6. Improve Your Page Load Speed

A slow website can lead to frustrated patients and lower search engine rankings. For every second they're forced to wait, you lose potential income. Ensure your website loads quickly by optimising images, reducing server response time, and minimising the use of plugins and unnecessary scripts.

7. Create Logical URLs

Your website URLs should be logical and easy to understand. Use descriptive keywords in your URLs that accurately describe the content on the page. For example, if you're writing an article about diabetic foot care, your URL shouldn't be "how-to-look-after-a-diabetic-foot" when "diabetic-foot-care" works even better.

8. Showcase Your Staff and Facilities

Patients want to know who they'll see and what the facilities look like before committing to an appointment. Include photos and bios of your staff and pictures of your facilities to help patients feel more comfortable. Social proof – i.e., comments and reviews from past patients – are another excellent way to build trust.

9. Stay Ahead of Trends

Healthcare is a constantly evolving field, and patients expect their providers to stay up-to-date with the latest research and treatments. Keep your website current with the latest trends, news, and advances in your field. In fact, it's a fantastic way to generate new content; review the medical and scientific journals to find ground-breaking research you can translate into easy-to-ready articles.

10. Embrace Local SEO for Doctors

Local SEO for doctors isn't interested in reaching patients a thousand miles away. It's about ranking #1 in your region – be that a city or state. Most healthcare providers are locally based. That means you need to target local keywords – think best chiropodist in Manchester – to attract customers nearby.

You should also optimise your website for local search by including your business's name, address, and phone number on every page and listing your business on Google My Business and other local directories.

SEO for Doctors By Doctors at Impeccable Writing

Medical practices, dentists, and other healthcare businesses need a medically minded content marketing agency. Here at Impeccable Writing, we pride ourselves on our deep understanding of both the medical and marketing aspects of healthcare.

As a qualified doctor with a background in pharmaceuticals, I understand the industry's nuances and can create content that resonates with patients. With my content marketing skills and medical knowledge, I can help your medical business attract and retain patients and grow your online presence.

If you're looking for a content marketing agency that understands your business and can help you achieve your goals, look no further than Impeccable Writing. Contact us today to learn more about our healthcare SEO services and how we can help you grow your practice.


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