On the one hand, optimizing the SEO for your medical practice website is similar to optimizing any other kind of site. You perform keyword and competitor research, write your metadata, and create high-quality content to attract clients at every stage of the sales funnel.
However, there’s a catch specific to health-related websites: YMYL rules, which stand for Your Money or Your Life. We’ll explore this further below, but it’s important to note that Google pays closer attention to money and healthcare content, requiring content creators for healthcare sites to be particularly diligent.
If you’re seeking basic SEO strategies for optimizing your medical practice’s website for organic search, check out the top tips below!
Quality Control
Many medical professionals believe that pay-per-click (PPC) ads suffice to attract visitors. However, relying solely on PPC is like applying a short-term fix. As a medical or healthcare business, you must integrate SEO into your digital marketing strategy to consistently and sustainably bring potential patients to your website.
If your website and its content aren’t considered high-quality by Google, your search presence will suffer. Regarding quality, two fundamental concepts for healthcare are E-A-T and YMYL.
E-A-T stands for expertise, authoritativeness, and trustworthiness. This concept helps third-party raters evaluate Google’s search results. Although E-A-T isn’t a direct ranking factor, it reflects what Google values in terms of rewarding websites with greater search visibility. E-A-T is crucial for webpages containing medical information, as the information you provide could directly impact potential patients. They visit your site seeking reasons to trust your practice with their health. Your content must be top-notch, demonstrating expertise, authoritativeness, and trustworthiness to rank well in the healthcare industry.
This ties into the concept of YMYL, which encompasses content that can directly affect a reader’s health, finances, or safety. Google prefers experts and experienced professionals to write such content. This is critical in the competitive healthcare field. If your content doesn’t meet these standards, it will struggle to rank well in search results. YMYL pages need to exhibit high E-A-T standards.
Important Healthcare SEO Strategies
You may not outrank major sites, but focusing on long-tail keywords and location-based content can help you perform moderately well. Employing the correct SEO tactics will position your medical practice’s website to outrank competitors.
Here are six essential strategies for healthcare SEO:
1. Use Appropriate Medical Keywords
When optimizing content, target industry-specific keywords. Start with the medical services you offer. Tools like Google’s Keyword Planner can help identify the best keywords for your industry. Avoid "stuffing" keywords, as Google recognizes this tactic and may penalize your site. Instead, incorporate specific, long-tail keywords in a relevant, readable, and natural manner.
2. Add Many Content Pages
Fill your content pages with high-quality information optimized with keywords. Your goal is to improve the lives of your audience. Whether through detailed service descriptions or blog posts targeting specific queries, high-quality content is vital. Google places higher standards on medical webpages to avoid dangerous consequences from low-quality content. Consider your target audience when creating content and provide valuable information to help them in their search.
3. Optimize Visual Elements
Video is a popular content format that can drive organic traffic to your site. Include high-quality videos alongside your content where possible. Whether it’s a facility tour or an informative video about a medical condition, this content can attract more users than lengthy text alone. Utilize images and infographics to engage visitors and add appropriate alt text to help visually impaired users and Google understand the content.
4. Optimize For Website Speed, Security & Mobile Use
Your site’s speed, security, and mobile-friendliness are essential ranking factors. A loading time longer than three seconds can drive visitors to competitors. While slow sites can still rank well, optimizing speed enhances user experience. Aim for a loading time of two seconds or less. Use Google’s PageSpeed Insights to check site speed and find improvement opportunities.
Ensure your website is secure with an SSL certificate, which protects your and your visitors’ data. Google penalizes unsecured sites, especially when handling sensitive patient information. Prioritize mobile optimization, as most searches occur on mobile devices. A responsive design ensures your site adjusts to different screen sizes.
5. Offsite Factors
Offsite elements, such as links to your site and social media traffic, can influence your search rankings. While not a direct ranking factor, social media can impact patient choices and appointment decisions. Keep your social profiles up-to-date and relevant. Evaluate your site’s link profile using link-building tools to ensure quality and relevant sources. Disavow any spammy links affecting SEO performance.
6. Local SEO
Keep your Google Business Profile (GBP) optimized and current, as patients seek local services. For your business to appear in the local search pack, ensure accurate information in your GBP, including business categories, phone numbers, descriptions, hours, addresses, and reviews. Local citations, such as those on business directories and social profiles, also support your SEO efforts.
Conclusion
As mentioned initially, optimizing your medical practice website for search isn’t vastly different from other sites. However, establishing authority and trust in the healthcare industry requires focusing on E-A-T around your YMYL content. By adhering to the tips mentioned above, you’ll be on the right path. It’s not easy, but it is the way forward.
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