Hospital SEO Content Structure – Healthcare SEO Strategies 2019
For health systems and hospital websites, the quality of information and level of optimization of treatment pages is critical in determining ranking for post diagnosis
Since 2014 the team behind SearchButlers Medical SEO services have delivered patient journey determined SEO campaigns for businesses large and small across the full breadth of the healthcare industry.
From some of the largest healthcare networks in New York and New Jersey to skin spas and orthopedic practices, our experience in delivering successful organic SEO in the most competitive market in the world should reassure you that we can deliver for your business and grow your patient consultations rapidly.
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SEO is the single most important component of a fully formed, patient journey driven digital marketing strategy.
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– The SearchButlers team have built successful Healthcare SEO campaigns for some of the biggest brand names in US Healthcare.
– We understand the unique content layout that is required in Healthcare that can derive the most relevance, trust and conversion which translates into stronger ranking.
– Our vast experience in healthcare SEO has created relationships that allow for genuine outreach to relevant high authority health blogs for generating strong backlink profiles.
– Our campaigns are driven by data analysis and campaign insights which is imperative in the pursuit of ranking success in competitive fields like healthcare.
The patient journey is complex, multi channeled and the decisions are based on a multitude of factors.
Trust – It goes without saying that one of the most important traits that a healthcare team must demonstrate is that they are trustworthy in their knowledge, professionalism and capabilities. Ranking at the top of the organic spots of search engines inherently means that you have won the respect and trust of the worlds biggest tech giant in Google and are considered the most relevant option for a prospective patient in a search where trust is a ranking factor.
The fact that the click through rates for organic ranking are up to 14 x higher than for those available in Pay Per Click spots above it demonstrates that
Reputation – More serious healthcare needs are highly researched and the final decision on choice of provider will inevitably consider the reputation of the physician or practice as a whole. Local SEO and (through schema markup) organic SEO are the most appropriate methods to demonstrate your digital reputation to prospective clients at first glance on search engines. The absence of SEO will likely mean an under utilised approach to reputation that can significantly diminish your chance for conversion.
Cost – Depending on where you are in the world, or what the patient needs are, treatment can be very expensive which adds more weight to the length of time spent in the “research” or “consideration” stage of the funnel. Patients will seek options across various sources and to not have a dedicated complete SEO strategy in place will mean a lack of visibility in crucial and appropriate places along the patient journey.
Access – How quickly and conveniently can a help be sought from a healthcare professional? This naturally results in searches online for things like, “urgent care near me” or “doctors surgery in {insert city} open now” These “need” based searcher intent signals are 6 x more likely to be satisfied by the local SEO “snack pack” section of the results page.
Culture/Faith/Beliefs – Not every potential patient may view treatment through he same lens and that reality shouldn’t be ignored in your digital narrative. Their religious expectations or cultural take on topics such as alternative treatments like homeopathy, their personal perspective on vaccinations for their children etc will impact their decision making process. It may be prudent to consider your own perspective on such nuanced factors and clarify your approach in your content.
For health systems and hospital websites, the quality of information and level of optimization of treatment pages is critical in determining ranking for post diagnosis
Healthcare Content Marketing Example A major health system client in New York came to us with their organizations objectives for the year. One of their
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