SEO for Pharmaceutical Companies in India | Digital Marketing SEO for Pharma Industry Website
The pharmaceutical industry is huge; it accounts for a booming $1,072 billion per year in the United States alone. This means that as a pharmaceutical company, you have plenty of opportunity to grow. However, you’re not the only one looking to expand within the industry.
As you and your competitors constantly work to get drugs approved by the FDA and into the hands of healthcare professionals and consumers, it’s increasingly important to think about your online presence.
It can be difficult to launch a successful Internet marketing campaign in such a highly regulated industry, but it’s absolutely necessary if you’re looking to increase revenue.
The best way to attract attention online is effective search engine optimization, or SEO.
What is SEO?
SEO, or search engine optimization, is the term used to describe all the efforts you make to attract more people to your website by landing a top spot in the results pages of search engines like Google. It involves both optimizing on-page elements and improving your site’s authority online with strategies like link building.
SEO also involves things such as creating unique, quality content that utilizes your industry’s top keywords, improving your site’s HTML code, and building authority by gaining links to other credible websites.
Why is SEO especially important for pharmaceutical companies?
SEO is the driving force behind any successful Internet marketing campaign. Without it, your pharmaceutical website will be lost in the crowd, and doctors and other healthcare professionals won’t be able to find you. But with appropriate SEO efforts, you can do the two things required for digital marketing success:
- Establish trust
- Maintain a positive brand reputation
SEO is vital to every business that wants a successful online presence, but it’s especially important to businesses in the pharmaceutical industry. Society thrives when people receive the medications they need to lead comfortable lives, and as new medications are created and approved, people need to learn about them. Your job as a pharmaceutical company is to share your products with the appropriate healthcare professionals so that the rest of society can benefit.
Without SEO, you’re missing out on a large portion of your online market.
The best SEO strategies for pharmaceutical companies
There are many SEO strategies, but the best tactics for pharmaceutical companies are those that:
- Drive traffic to your site
- Provide visitors with the information they need
- Build trust with your audience
If you’re able to drive traffic, provide information, and build trust, you will experience positive results from your efforts. In order to achieve those results, consider the following tips.
Use a simple site design
Use a simple site design and straightforward navigation to improve your user experience. The simpler your site design, the easier it is for visitors to find what they need.
Although it can be difficult to achieve, a good goal is to make all of your important content accessible within one or two clicks. Aim to make it as easy as possible for visitors to access what they need, and you’ll reduce the chances that they’ll leave your pharmaceutical site and head over to a competitor’s.
An easy way to do so is to be sure that your site has an easy-to-access navigation bar and sitemap that guide visitors seamlessly through your website.
Increase your site speed
Today’s Internet users have little patience for slow-loading sites, so yours should ideally load in less than 4 seconds. Google considers user experience when delivering results, and they don’t want to drive searchers to slow, frustrating sites. This implies that site speed is an SEO factor worth considering. You should regularly test your load times and consider limiting or eliminating large photos to keep your pages speedy.
Know your keywords
In order for SEO to be successful, you have to know what keywords you’re optimizing for.
One of the biggest parts of SEO is keyword research, which helps you find what keywords your ideal audience is searching for. For example, if more Internet users search for the word “medication” rather than “pills,” it would benefit your website to use “medication” more often in your copy.
You should also consider optimizing your website for long tail keywords that are more specific. Though there won’t be thousands of searches for long tail keywords, the people that do perform those searches are your highest quality customers.
For example, if your pharmaceutical company is in Philadelphia, you could optimize your website for “pharmaceutical companies in Philadelphia, PA.”
If you rank well for the terms healthcare professionals use to find information, you’ll bring in more business. Consider these tips for conducting keyword research:
- List topics associated with your pharmaceutical company
- Create possible keyword phrases based on those topics
- Use Google Ads’ Keyword Planner to find additional suggestions and determine search volume and competition
The amount of keywords you end up depends on how many products you carry and locations you serve, but don’t be alarmed if it’s in the hundreds. This just means you have a little more work to do when optimizing your site.
Optimize each page
Every page of your pharmaceutical website is an opportunity for SEO. There are many on-page elements should be optimized to bring in more site traffic, including:
- Title tags
- Body copy
However, you should be careful to only use keywords where they actually make sense and are relevant to your content. Using irrelevant keywords, or simply too many keywords, is known as keyword stuffing, and can actually harm your SEO.
Create quality content
It’s crucial to present your audience with high-quality, relevant content. Besides information about your products, you should aim to create content that will build trust with doctors, hospital workers, and other key decision makers who will spend time reading about and researching the products you offer.
There’s a layer of complexity that comes with content creation for the healthcare industry, and this without a doubt includes pharmaceuticals.
The HIPAA law places strict regulations on content and restricts the use of some information in order to protect individuals health information.
This means that often times, information you want to share with your readers is a violation of the law, including certain images and testimonials, if you do not receive a written authorization. What you can and cannot say on social media may often leave you feeling like your content is destined to bore your readers.
However, patients interested in your products crave information about ways to make their lives more comfortable. They also want to feel as though they are part of a community. You can accomplish both of these things by providing informative information, without violating the HIPAA law.
How WebFX can help
Maintaining a strong ongoing SEO strategy is time-consuming, and may be more than your internal marketing team can take on. If your team is already responsible for handling traditional marketing channels, or other digital efforts, it’s worth considering hiring an outside agency to handle your SEO.
If you’re interested in learning more about SEO, contact us today! Our talented team of Internet marketers is more than happy to help you create a strategy that will allow you to stand out in the pharmaceutical industry.
How Can You Make the Best Use of Local SEO Strategies in 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?
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.”
How do you get started with local SEO for medical professionals?
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:
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:
Hours of operation
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.
How much does local SEO cost in India?
The SEO cost per month in India is between Rs 5000 and Rs 25000, depending on the services provided.
How do hospitals do SEO?
First, though, let’s go through why local SEO is critical for hospitals.
- 3 Reasons Hospitals Should Invest in Local SEO. …
- Step 1: Select Your Keywords. …
- Step 2: Optimize Your Keywords. …
- Step 3: Create Citations and Links. …
- Step 4: Ask for Reviews. …
- Step 5: Track Your Results.
How is SEO used in healthcare?
On-site, or on-page technical Healthcare SEO, refers to the code, images, and words that make up your website. From the type of content you have on your health services website, to its site loading speed and your site’s mobile responsiveness, there are a variety of factors that impact aspects of SEO.
Why is SEO important in hospitals?
Why Is SEO Important For Medical Practices? SEO is in perfect alignment with how many patients find their doctors or look up health information online these days. Without it, you’d be missing out on enormous opportunities to get patients who are searching for your services.
What is medical SEO?
Medical SEO is short for search engine optimization. Medical SEO involves the process of improving your medical website’s rankings in search engines for targeted keywords and search queries “organically” (without paying for ads).
How do hospitals do digital marketing?
Top 6 Digital Marketing Strategies and Best Practices for the Healthcare Industry
- Your Website is Your Digital Hub. …
- Focus on Local SEO. …
- Invest in Pay Per Click Advertising. …
- Keep Up to Date with Google Changes. …
- Email Marketing Keeps People Coming Back to Your Site. …
- Social Media Engages Your Patients.
What are the advantages of healthcare SEO?
There are many advantages of SEO for doctors, including increased website traffic, greater brand recognition, and higher patient volumes. There are several aspects to medical SEO, such as content creation, on-page code and content optimization, link building, and reputation management.
How off page SEO would lead to a high rating of the website for the health care industry?
In laymen terms, off-page SEO helps search engines understand what others think about your product, services, or website. Even having just a few links from strong, relevant sites with high levels of authority will increase your chances of ranking higher.
Can you pay Google for SEO?
No. Google does not offer SEO services. Remember, Google is a search engine and they have created their own algorithm to rank websites. If Google offered SEO services, you’d basically just be paying to be at the top of the search results considering they would know exactly what to do on your website to get you there.
How can I promote my hospital?
Follow These 7 Hospital Marketing Tips to Become a Preferred Provider
- Make your website useful. …
- Use social media to humanize your brand. …
- Engage in community sponsorships. …
- Increase your impact through hosted events. …
- Make your website useful. …
- Use social media to humanize your brand. …
- Engage in community sponsorships.
What are the 5 P’s of healthcare marketing?
The 5P’s (Product, Place, Process, Price, and Promotion) strategies are introduced to improve healthcare services. The healthcare marketing study recommend to add the 5th P (Process) as core of healthcare marketing plan approach to improve or establish any healthcare services.
Why do doctors need SEO?
Hence, SEO not only provides a higher ROI, but also increases credibility, traffic, visibility, reputation, and branding. SEO for doctors is the key to attracting new patients irrespective of the size and specialty of a medical practice.
Which is better SEO or Google Ads?
Google Ads is better for quick, top of the page results and SEO is better for long-term Google ranking. If budget is more of a concern and time is not then SEO is better. If you want to be at the top of the first-page search result like next week then Google Ads is better for you.
Which SEO tool is best?
Best Search Engine Optimization (SEO) Tools
- Ahrefs: SEO Keyword Tool. …
- Google Search Console: Top SEO Tool. …
- SEMRush: Marketing SEO Tools. …
- KWFinder: SEO Keyword Tool. …
- Moz Pro: SEO Software. …
- Ubersuggest: Keyword Tracking Tool.
- Answer The Public: Free SEO Tools. …
- SpyFu: Free SEO Tools.
What are the 3 steps to successful SEO?
The 3 Steps to Any Successful SEO Campaign
- Step #1 Get to Know Your Buyers and Their Search Habits. …
- Step #2 Optimize Your Website and Add New Content. …
- Step #3 Maximize Conversions From Website Visitors.
How can a hospital increase sales?
6 Tips for Increasing Your Hospital’s Revenue
- Engage Your Community. To grow your hospital’s revenue, you need more patients. …
- Build a Beautiful Website. …
- Create a Positive User Experience. …
- Optimize Your Website for Search. …
- Utilize Targeted Web Marketing Campaigns. …
- Be Committed to Ongoing Marketing.
What is the target market for hospitals?
The target market includes patients and families, communities, doctors, medical personnel, hospital staff, and society Hospital marketing has three functions First, from the hospital’s point of view, through analysis of the target market, hospitals can understand the future needs of consumers and establish good.
Do hospitals need marketing?
If you have poor marketing or no marketing at all, your brand will suffer. Yes, your healthcare practice works similarly to any other brand in any other industry. Patients drive the healthcare industry of today, so impressing the patient (customer) is an essential element that will drive your practice above the others.
Do doctors need digital marketing?
Digital marketing for hospitals actually helps in making things more convenient and accessible for patients. Say, having a website, and a social media page helps in providing the patients easier access to the healthcare providers and saves them from unnecessary service research.
What do healthcare marketers do?
What Is a Healthcare Marketer? A healthcare marketer may work for a healthcare facility, such as a hospital or physician’s office, or for a government agency. As a healthcare marketer at a medical practice, your primary duties are to promote the organization’s success to gain patients and maintain patient loyalty.
What is local SEO for dentists?
What Is Local SEO? Local SEO is a type of SEO that helps your website appear higher in the search results for location-specific searches. For example, a Nashville-based dental practice ranking for searches like “dentists in Nashville”. Sometimes patients also search with key phrases like “dentist near me”.
How much does SEO cost for a small business?
According to a survey of 1,200 business owners and over 350 agencies, freelancers, and consultants, the average cost of SEO for Small Business is $501-$1,000 per month globally. The average cost of SEO for small businesses in the United States is $2,501 to $5,000 per month.
How is SEO charged?
If you pay for an SEO service to an SEO company in India, you’ll normally be charged between INR 5000-25000 a month (60,000 – 3,00,000 a year). Whether or not that’s good value depends on two things – the ROI and whether any shortcuts/risks have been taken in the process, which could see your site penalized later on.
How do I start a SEO strategy?
SEO Content Strategy
- Make a list of topics.
- Make a list of long-tail keywords based on these topics.
- Build pages for each topic.
- Set up a blog.
- Create a consistent blogging schedule.
- Create a link-building plan.
- Compress media files before uploading them to your site.
- Stay up-to-date on SEO news and best practices.
How is marketing used in hospitals?
Hospital marketing refers to the use of marketing strategies like advertising, branding and promotional tactics to improve population health by interacting with community, building trust, displaying expertise in care in order to acquire new sufferers and create long lasting relationships.
What is healthcare digital marketing?
Healthcare digital marketing refers to the process of promoting your services to healthcare aspirants through online platforms. Digital marketing is a lucrative investment option for your online healthcare services.
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
INCREASE INTENT-DRIVEN TRAFFIC TO WEBSITE
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
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
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
E-A-T & YMYL
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.
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
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
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.
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.
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.
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.
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.
LOCAL SEO FOR HOSPITALS
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.
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 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.