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September 3, 2022by Sudhir TambeOptimization SEO33 comments

How to Make Best Use of Local SEO Strategies for Healthcare?

How Can You Make the Best Use of Local SEO Strategies for Healthcare?

It’s no secret that the vast majority of private healthcare practices rely on attracting patients who live or work within their local geographic areas. By the same token, most patients look for healthcare practices that are geographically nearest to them in order to reduce their travel time and provide themselves with greater convenience.

In order for healthcare practices to attract those high-value patients, they use a strategy called local search engine optimization (SEO). That’s because local SEO for medical professionals is the best way to help more local patients find their practices online. In this article, we’ll explore the best strategies for achieving healthcare local SEO for your practice.

What is healthcare local SEO? – SEO Strategies for Healthcare

In its most basic sense, local SEO is about increasing your website’s visibility for those prospective patients who want healthcare services in your area. Optimizing your healthcare site for local SEO will help you:

Reach more local patients by increasing your site’s visibility to search engine web crawlers
Boost your website’s rank in local searches
Make a positive first impression with a well-designed website, which will make patients more inclined to engage with your practice online
Improve your site’s user experience (UX) for patients
Improve your patient’s perception of your practice

When you optimize your site for healthcare local SEO, your site will appear higher in local searches that include the term “near me.” This helps Google understand the users’ intent to find their desired location within their near vicinity — searches like “orthopedic surgeon near me” or “back pain specialist near me.”

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How do you get started with local SEO for medical professionals?

SEO Strategies for Healthcare

Here are five ways that you can build and enhance your medical local SEO:

1. Improve your website

About 90% of visitors will abandon a website that is slow loading. Nearly 80% will leave for non-responsive issues, and 70% will leave due to poor navigation and other usability issues. Remember that your healthcare website is often the first point of contact for your practice for many of your patients.

Your website must be visually appealing and optimized for usability. It’s your healthcare practice’s first impression for new patients, so it should exude professionalism, expertise, and care to your patients. You should optimize your medical practice’s web pages specifically for local searches. It’s critically important for your patients to have a good experience with your practice (including your website) from beginning to end.

What are the local SEO best practices for your healthcare website?

Your clinic’s phone number and hours of operation must be consistent and placed in a visible location somewhere on your website, typically within a footer or “Contact Us” subpage or both.
Your website should have simple navigation so users can find information quickly.
Your practice colors and design should be integrated into the pages.
You should have integrated CTA (call-to-action) buttons that help move patients towards the next step.
You should include complete contact information so prospects can get in touch.
You should include visuals (photos, illustrations, and videos) to make your content more engaging and break up text blocks on the page.
You should integrate a responsive design, so your practice’s site automatically adapts and displays correctly on any device. People often use mobile devices to find the right doctor.

2. Create fresh, informative content for local patients

When it comes to medical local SEO, there’s no substitute for high-quality, relevant content. You also want your patients to have access to accurate health information.

Relevant content can be a goldmine of information and keywords that search engines can use to rank your website. Strong content also helps establish your authority as a healthcare practice. If you want to attract more patients to your practice, you must invest in creating good content for prospective patients. Here are some examples of content:

Information about a local event you’re hosting or attending (wellness fair, flu shot event, etc.)
Feature article about a new medical professional joining your team
Feature article about a new technology or treatment in your practice
Article about a new service you’re offering at your practice
Video about how to stay healthy in the winter or summer
Services you perform for specified areas
Information on new locations in those areas
Health-related events you sponsor or attend (health fairs, flu shot events)

Include location-based keywords in your content. The city where your healthcare practice is located is an important keyword to include throughout your website content. And be sure to
use local keywords where appropriate in your content URLs, headings, title tags, meta descriptions and image file names.

3. Claim your Google Business Profile listing

If you really want success with local SEO for healthcare, start by claiming your Google Business Profile listing. This listing typically appears at the top of search results along with two other local businesses. This is known as the “local SEO 3-pack.” If you haven’t yet claimed your Google Business Profile listing, it’s easy and free to claim it by providing your:

Practice’s name
Address
Contact information (phone number, email)
Hours of operation
Photos of your practice
A small blurb about your practice

By adding this information, you’ll provide local searchers with a detailed listing of your practice.

4. Manage your local listings

As a local business, your information is posted on multiple websites and directories. It’s important that you manage your local listings to ensure you’re providing everyone with the exact same accurate information about your practice. Always check your listings to make sure that your practice information is 100% accurate. Always verify your:

Name
Contact information
Hours of operation
Location
Services

It’s crucial that you keep your listings consistent, so patients have accurate information about your practice, regardless of where they find you.

If you find incorrect information on any publisher, platform, or directory where your healthcare information appears, take action to correct the information immediately. In many cases, those directories require you to claim your listings to verify that the information that they have gathered about you is correct.

5. Ask for and respond to patient reviews

The importance of online reviews for healthcare practices has soared in recent years. Today, 80% of consumers trust online reviews as much as personal recommendations. Online reviews have become a necessary part of healthcare practice marketing because 84% of patients use online reviews to evaluate healthcare practitioners.

People want to find the right practice for their personal needs. When researching your practice, they’ll search reviews to aid their decision-making process. Reviews can build your practice’s trustworthiness in your community and help patients understand how you handle negative feedback. That’s why it’s essential to manage them.

To obtain more positive reviews, ask your current satisfied patients to rate their experience at your practice. Encourage them to leave feedback on your Google Business Profile or other local listings by giving them a handout with information on how to review. You can also send an email or an automated text message. When a patient leaves a review, take time to respond to them.

How to respond to patient reviews

If it’s a positive review, show your appreciation and thank them for taking the time to leave the review. If it’s a negative review, apologize for the patient’s negative experience and ask them to follow up with your practice so you can get more information and rectify the situation.

Remember, it’s good to have some negative reviews because it allows people to get a full picture of your practice. It also lets you showcase how your practice values transparency.

Gathering more positive reviews helps your practice gain trust and build credibility with new patients who are checking out your practice. Good reviews encourage more prospects to interact with your listing and visit your website to learn more about your practice.

If you need help with local SEO services, you should consult a local SEO agency or a local SEO company and take advantage of their expertise. Just remember that local SEO will help you drive more patients to your practice.

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September 3, 2022by Sudhir TambeOptimization SEO33 comments

SEO (search engine optimization) for Hospitals & Healthcare in Mumbai – India

SEO (search engine optimization) for Hospitals & Healthcare in India

SEO (search engine optimization) for hospitals is the practice of improving visibility for hospitals and healthcare institutions in search engine results pages for specific search terms. More visibility in the search results leads to more traffic to a hospital’s website, and more enquiries for treatments and consultations.

THE BENEFITS OF SEO FOR HOSPITALS AND HEALTHCARE INSTITUTIONS – SEO for Healthcare

INCREASE INTENT-DRIVEN TRAFFIC TO WEBSITE – SEO for Healthcare

SEO can increase the number of people coming to your hospital’s website, whether that be to research a symptom that they’re suffering from or to research prices for a surgery.

Whereas paid channels such as PPC or social media advertising can build reach for your healthcare institution, improving performance in the organic search results puts your business in front of potential customers who are actively searching for the services that you offer.

HIGHER ROI COMPARED TO OTHER CHANNELS – SEO for Healthcare

Paying for clicks via paid channels can be an expedient way of getting people to your website, however, an SEO campaign improves the website so that traffic can organically build over time.

SEO is a long-term marketing strategy. Whilst it may not provide the immediate returns sometimes seen from a successful PPC strategy, a well-researched and executed SEO campaign can provide the foundation for future digital success.

LONG-TERM INVESTMENT IN REDUCED PATIENT ACQUISITION COSTS – SEO for Healthcare

Reducing patient acquisition costs is a challenge facing every hospital’s marketing manager. An SEO campaign can drive more enquiries through your website, building on your digital investment and reducing the overall cost per patient acquisition.

As your website converts more patients organically, you may have more of your marketing budget spare, allowing you to pursue other digital marketing channels.

THE CHALLENGES OF AN SEO CAMPAIGN FOR HOSPITALS – SEO for Healthcare

E-A-T & YMYL – SEO for Healthcare

E-A-T stands for Expertise, Authoritativeness and Trustworthiness. These three factors are central components of Google’s Quality Rater Guidelines (QRG).

The QRG are used by Google’s quality raters. These people work for Google, manually assessing websites and feeding information back to Google, who use the data to inform changes made to the dozens of algorithms used to index search results.

YMYL stands for Your Money or Your Life. This acronym is attributed to websites by Google whenever site content has the potential to cause a major impact on a person’s life, such as medical, legal or financial sites.

Google states that a website’s Expertise, Authoritativeness and Trustworthiness (E-A-T) is especially important for YMYL sites. Such sites must be able to show an appropriate level E-A-T in order to be considered of a high quality by Google.

ALGORITHMIC CHANGES – SEO for Healthcare

The search results landscape is constantly shifting. Google is constantly striving to improve the search experience for users and update their algorithms as much as 9 times per day.

Specific attention has been paid to the healthcare niche over the years, with at least one major algorithm update being attributed by SEO experts as specifically focused on healthcare.

The August 1, 2018 Google update was identified by experts as specifically impacting the healthcare niche. Safety and trust were the two criteria pinpointed as impacting websites who either benefited or suffered as a result of the algorithm change.

This update proved that Google is particularly focused on making wide-reaching changes to their algorithm that specifically target the healthcare niche. Whilst this update is some way in the past, there’s no guarantee that Google won’t have another in the pipeline.

HIGH AUTHORITY COMPETITION – SEO for Healthcare

David Feinberg, VP of Google Health, has gone on record stating that as much as 7% of the billions of searches that take place every day on Google are health-related, equating to roughly 70,000 searches a minute.

Given the sheer volume of health-related searches that take place on a daily basis, it should come as little surprise that competition for keyword visibility for these terms can be very stiff.

Also, due to the YMYL nature of medical-related search queries, Google is more likely to favour high authority websites that have proven E-A-T in the field, such as NHS.uk and Mayo Clinic.

Hospitals hoping to optimise their website to compete for high-volume search terms must be willing to put in the work to improve their overall E-A-T, so that they can effectively compete with such high authority entities.

THE ROLE OF CONTENT IN HOSPITAL SEO – SEO for Healthcare

CREATE LANDING PAGES FOR YOUR TARGET SEARCH TERMS

Independent hospitals compete with the NHS and other health-related websites in the search results. By undertaking keyword research, you should be able to identify the variations of search terms that your website has the best chances of ranking for.

In order to effectively compete for these rankings, you’ll need to create in-depth content about the surgeries and treatments that your hospital offers. You can assess competitor’s content for ideas, and even leverage the knowledge of your own staff to provide the best information for your users.

FAQS

By identifying and answering your customers’ frequently asked questions you can build trust and also create more visibility for your website. There will be a set of unique frequently asked questions that correlates with each treatment or surgery that your hospital offers.

You can discover frequently asked questions to base your content on by exploring the search results pages for your chosen search terms. The ‘People Also Ask’ section is often populated with these FAQs.

Pro tip: Mark up your FAQs with FAQ schema to enable rich results and show your FAQs in an accordion on the search result page.

FAQ Schema Rich Results in Google search result.

MEDICALLY REVIEW YOUR CONTENT

We’ve already discussed how your content will be considered YMYL by Google, so it’s important that you do everything you can to prove your E-A-T credentials. This includes getting all your content medically reviewed.

This is easier than it might sound, especially if you have a good working relationship with the consultants in your hospital. Make sure each page has been reviewed by the appropriate expert in your hospital, and then add a byline showing when it was reviewed and by whom.

AUTHOR/EXPERT BIOS

Considering the YMYL nature of hospital websites, it’s important to show the credentials of those writing and reviewing content. Each writer should have an author page listing their credentials and what makes them qualified to write on the topic.

If you’re relying on medical experts to review your content, then you should feature an in-depth page on them as well. Describe what their specialty is,Â list their qualifications, experience and education.

This is your opportunity to boast about the expertise that your hospital offers, so don’t hold back when showing off about your staff’s knowledge.

WRITING FOR FEATURED SNIPPETS

Google sometimes identifies commonly searched queries as being suitable for featured snippets. These are positioned at the top of the search results page and usually offer a simple answer to a query, allowing the user to get the information they need without scrolling through search results.

Using search tools such as Ahrefs, SEMRush or Google Search Console, you may be able to identify these commonly searched queries. Writing succinct content based around these queries could see your hospital claim the featured snippet from competitors.

For example, you may find that users are often looking for the cost of specific surgeries, using queries like ‘neck lift cost uk’.

You can then feature an FAQ on your page such as: ‘How much does a neck lift cost in the UK?’. Make sure to answer the question directly, featuring a similar syntax. For example:’A Neck lift in the UK costs ‘£xx.’

Pro tip: Highlight the importance of the content to Google by wrapping the question in a header tag.

TESTIMONIALS

Customer testimonials can be a crucial factor in converting new patients on your website. Testimonials build trust with your potential customers and can make the difference between them enquiring or bouncing away from your site.

Ideally, you should be able to feature service-specific testimonials on each landing page. So, for example, someone searching for a CT scan near them can quickly find out what kind of experience they can expect from another customer.

Testimonial content can also be used on your expert/author pages to help further boost their E-A-T.

STRUCTURED DATA

We’ve already talked about how FAQschema can help you claim more real estate on the search results page, however, hospitals can also benefit from other structured data implementation.

LocalBusiness schema contains the key information about your hospital, such as opening times, price range and address. Providing this data in schema allows Google to better understand your hospital and present it accurately in the search results.

If your business has a good review collection system in operation then you may also be able to leverage review schema for certain pages on your site. This will allow you to show off your review stars on the search results page and improve click-through rates.

Review schema featured in a Google search result.

LOCAL SEO FOR HOSPITALS – SEO for Healthcare

In some cases, a hospital may benefit from a local SEO strategy which increases the visibility of a website for searchers in a specified area around the hospital.

GOOGLE MY BUSINESS OPTIMISATION

One of the best foundations for local SEO is an accurate, up-to-date Google My Business (GMB) account. GMBs are free to sign up for and can provide important information such as directions (via Google Maps) and reviews to prospective customers.

The information you provide in your GMB account should match the information you provide on your website. You should also make sure that any citations you’ve built for your hospital also match your GMB.

REVIEW ACQUISITION

Local map rankings are directly linked to the number and rating of reviews left on your GMB. Whilst testimonials have their place on your website, reviews left on your GMB will prove that your business can be trusted.

You should have a review acquisition strategy in place in order to prompt happy customers to review your hospital. Make it as easy as possible for your customers to do this by dropping a link straight to your GMB in your outreach email.

Responding to reviews, even negative ones, builds trust with potential customers, but can also improve visibility in the local map rankings.

In Google’s words: ‘When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location’.

GOOGLE POSTS

Google posts are an often-underused aspect of a business’ Google My Business setup. Launched in 2016, Posts allow hospitals to showcase updates, offers, or announcements that may be of interest to those searching for them.

Although Posts used to stay live for just 7 days, Google now displays your 10 most recent posts in a carousel, enriching your GMB profile with content that could convert your next patient.

Whilst creating Posts does’t influence your ranking, they do add extra value to your GMB and allow you to reap more leads from them.

HOSPITAL & HEALTHCARE SEO FAQS

WHAT IS DIGITAL MARKETING FOR HEALTHCARE?

Digital marketing for healthcare covers the whole gamut of digital channels including SEO, Social Media Marketing and PPC. Healthcare institutions can benefit greatly from investing in digital marketing channels, as this allows them to expand their reach and appear in front of the right people at the right time.

HOW DO HOSPITALS DO DIGITAL MARKETING?

Hospitals’ approaches to digital marketing can vary greatly depending on their budget and business objectives. Independent hospitals with large marketing budgets may be able to invest in a multi-channel digital approach that encompasses paid (PPC, social advertising) and earned channels (SEO).

WHY IS DIGITAL MARKETING IMPORTANT IN HEALTHCARE?

Digital marketing is important to the healthcare industry as it offers an expedient, cost-effective means of acquiring patients without the use of costly traditional advertising.

Competition is arguably more intense online, with hospitals from across the UK (and sometimes the world) competing from visibility. However, a well-planned SEO strategy can help a healthcare institution stand out from the crowd.

WHY IS DIGITAL MARKETING IMPORTANT TO DOCTORS?

Digital marketing plays an important role in promoting the unique services of doctors and consultants. A smart SEO strategy can help hospitals identify the search queries that prospective patients use to research their symptoms and potential treatment options.

This can inform content creation, allowing hospitals to give their consultants the best visibility in the search results concerning their specialties.

WHAT IS THE MOST TRUSTED MEDICAL WEBSITE?

WHO.int is one of the most trusted, authoritative medical websites, according to Majestic which ranks it at 69 of the Majestic Million. The World Health Organizations’ website also has a domain rating of 93 according to Ahrefs, which is illustrative of the number of websites that link to it.

DOES YOUR HOSPITAL NEED AN SEO STRATEGY?

Hospital websites can often be large and unwieldy. In the bid to cover all the treatments that a hospital offers, as well as the symptoms that potential patients may be suffering from, websites can bloat in size whilst remaining unoptimized and inefficient.

A purpose-built SEO strategy ensures that there’s a plan in place for every aspect of a hospital’s website.

Any underlying technical issues can be cleaned up before site content can be reassessed and medically reviewed so that it can satisfy Google’s E-A-T requirements.

We’ve successfully claimed hundreds of top 10 rankings for clients in the medical niche and understand how best to create content that converts customers.

Our Liverpool SEO team has experience creating SEO strategies for businesses across the world and understand the importance of keeping up to date with the latest changes in the industry. We also write in-depth articles to help specific sectors level up their SEO efforts, such as our ultimate guide to Franchise SEO.

As a leading Liverpool digital marketing agency, we know how important it is to back up strategy with sound research and analysis. We take an analytical approach to our work using the best industry tools to respond to the ever-changing search landscape.

If you’re still unsure how best to execute your hospital’s SEO strategy, then get in touch with us for a consultation and find out where your website’s opportunities are hiding.

healthcare marketing Tag

How to Make Best Use of Local SEO Strategies for Healthcare?

How to Make Best Use of Local SEO Strategies for Healthcare?

How Can You Make the Best Use of Local SEO Strategies for Healthcare?

What is healthcare local SEO? – SEO Strategies for Healthcare

How do you get started with local SEO for medical professionals?

SEO Strategies for Healthcare

1. Improve your website

What are the local SEO best practices for your healthcare website?

2. Create fresh, informative content for local patients

3. Claim your Google Business Profile listing

4. Manage your local listings

5. Ask for and respond to patient reviews

How to respond to patient reviews

YGOASO Article List

SEO (search engine optimization) for Hospitals & Healthcare in Mumbai – India

SEO (search engine optimization) for Hospitals & Healthcare in Mumbai – India

THE BENEFITS OF SEO FOR HOSPITALS AND HEALTHCARE INSTITUTIONS – SEO for Healthcare

INCREASE INTENT-DRIVEN TRAFFIC TO WEBSITE – SEO for Healthcare

HIGHER ROI COMPARED TO OTHER CHANNELS – SEO for Healthcare

LONG-TERM INVESTMENT IN REDUCED PATIENT ACQUISITION COSTS – SEO for Healthcare

THE CHALLENGES OF AN SEO CAMPAIGN FOR HOSPITALS – SEO for Healthcare

E-A-T & YMYL – SEO for Healthcare

ALGORITHMIC CHANGES – SEO for Healthcare

HIGH AUTHORITY COMPETITION – SEO for Healthcare

THE ROLE OF CONTENT IN HOSPITAL SEO – SEO for Healthcare

CREATE LANDING PAGES FOR YOUR TARGET SEARCH TERMS

FAQS

MEDICALLY REVIEW YOUR CONTENT

AUTHOR/EXPERT BIOS

WRITING FOR FEATURED SNIPPETS

TESTIMONIALS

STRUCTURED DATA

LOCAL SEO FOR HOSPITALS – SEO for Healthcare

GOOGLE MY BUSINESS OPTIMISATION

REVIEW ACQUISITION

GOOGLE POSTS

HOSPITAL & HEALTHCARE SEO FAQS

DOES YOUR HOSPITAL NEED AN SEO STRATEGY?

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