Search engine optimization (SEO) is a critical digital marketing strategy used to improve a website’s visibility in search engine results pages (SERPs). In the healthcare industry, SEO plays an important role in connecting patients with the information and services they need.

In the year 2024, there was a visible growth in healthcare marketers looking for digitalization. They’re finding new and creative ways to reach more patients. People are also increasingly using voice search to find healthcare providers online. While the life sciences industry isn’t using all available digital marketing channels yet, it’s clear that things are changing quickly.

What are the challenges faced in a healthcare SEO?

When the client operates in the medical niche, offering multiple treatments across the target area can be a challenge. The main objective of the SEO campaign is to rank the website higher up in search results for keywords related to our services offered. These keywords are more likely to lead to people contacting us for business, compared to searches for just general information.

One of the main challenges is missing out on ranking for key service-related keywords. To fix the issues it is important to look out for the most relevant keywords and later revamping the content across the website making sure Google knew about them as quickly as possible so people could find them in searches.

How does SEO work for healthcare websites?

SEO involves optimizing a website to rank higher in search results for relevant keywords. Here’s breakdown:

On-page optimization:

This focuses on the content and structure of the client website. It includes using relevant keywords throughout the website creating informative content while ensuring quick loading time.

Off-page optimization:

This involves building the client website’s authority and credibility. This can be achieved through strategies like backlinks from high-quality websites and building a strong online reputation.

Technical SEO:

This ensures the client website is technically sound and crawlable by search engines. This includes aspects like website speed and structured data makeup.

What is a simple strategy for a regional hospital SEO?

SEO strategy works the same for any medical niche. The key is to find the right strategy by analyzing the challenges, touch points, and other factors that collectively help in optimized search engine results. Here’s a simple strategy on how a hospital or a healthcare organization can leverage SEO to gain a competitive edge:

  • Keyword research:

Identify the most relevant keywords the target audience uses to search for healthcare services in the particular region. Focus on local keywords including the region and the hospital.

  • Optimize the local listings:

Claim and update the client’s Google My Business listings and ensure to provide accurate information regarding the client like contact details, address, and others.

  • Focus on local content:

Develop content focussed on the specific needs of the locality. This could include blog posts on common health concerns, information about health initiatives, and many others.

  • Build strong backlinks:

Obtain qualified backlinks as they are considered as the backbone.

  • Patient reviews:

Encourage patients to leave positive reviews on various platforms for a strong online reputation.

Why is a user-search intent plan important in healthcare SEO?

A website’s content would not rank if it doesn’t correspond with the search words used by the target audience. Making sure users are seeing relevant content that satisfies their search intent for their target audience is important.

How to look for user-search intent for healthcare SEO?

You can look for user-search intent using several tools like Ahref, Surfer, Google search console, and many more.

But before looking for user-search intent it is important to understand the four main types of search intents:

Informational intent:

People are searching for details or responses to inquiries. They may not be prepared to choose any service or take action just yet because they are still searching. All they are doing is looking for information. Example: 10 tips to overcome acne.

Navigational intent:

People are attempting to access a particular webpage or website. They use the search engine to expedite their journey because they already know where they want to go. Example: “Hospital” service menu.

Commercial intent:

Users may be considering choosing a service but still looking for better options. As they are not quite prepared to make the decision. Example: The best root canal treatment in “region name”.

Transactional intent:

These users have already made their decision and search with a direct intent. Example: Book an appointment “Hospital name”.

To effectively meet the needs of the user at each unique touchpoint of the search journey, a different approach to content creation and SEO strategy is needed for each of these intents.

It is important to remember that a well-built SEO-friendly website will sky-rocket your CTR and about 36-39% rankings depend on the credibility of the SEO in the website. SEO is an ongoing process that undergoes evolution according to the changes in search engine algorithms.