Healthcare SEO Strategies: How to rank Healthcare Site on Top of Google


Nowadays medical SEO has gained a lot of importance as the success of medical practices and healthcare organizations mostly rely on how good they make use of SEO for healthcare industry.

Why do you think SEO for hospitals or SEO for doctors is so vital? It’s because all of them want to show up on top of Google Search Results Pages. You may wonder why it is so important for healthcare websites to rank on top of search engine results.

It’s because the researches show that 89% of the people look into search engines for resolving their healthcare queries and about 73% of the people use search engines to find the best healthcare professionals near them.

It’s believed that more than 60% of the click throughs are receivedby top 3 ranking results. Hence, if your healthcare organization doesn’t rank in the top 3, then you are losing a huge number of patients to your competitors.

So, what’s the solution for it? Well, for that you need a robust team to create healthcare SEO strategies and carry out exceptional medical SEO marketing.

By the way, what’s medical SEO?

Medical SEO is the process of improving a healthcare website as per Google quality rater guidelines to make it user friendly and hint Google to rank your healthcare organization on top for patients search queries.

Why should you invest in Medical SEO?

To be honest, investing in traditional marketing methods like hoardings won’t fetch you much ROI now as most people are busy looking at their smartphones than what’s in their surroundings. Also, the advent in digitalization has influenced patients to look for medical shops near me, hospitals near me, and doctors near me from their smartphones rather than going out. Also, as mentioned earlier, the top 3 results on Google will take away most of your customers, leaving you a meagre number of patients, for whom you should fight with a hundred other healthcare organizations.

So, it’s high time that you start investing in healthcare SEO Strategies.

How to Rank Medical Website on Top of SERPs?

There’s always a reason why other websites are ranking on top of search results. Google segregates results based on certain Google algorithm updates and some SEO ranking factors. So, here are the top 5 techniques to ensure that your website breaks into the top 3 results:

1. Set up Google My Business Page

Modern day people search for doctors and medicals in their vicinity, hence, the search queries with ‘near me’s have increased to almost twice in number after 2015. So, in order to make your local patients find you, you should get visibility in Google’s local pack.


what’s a local pack?

The local pack is the group of 3-4 business listings that Google shows on top in the organic search results. It receives immense click through on mobile devices. So, creating Google My Business is vital, from where Google pulls information to feature in the local pack. For this, GMB listing should have proper details like:

  • Your business’s primary and secondary categories (Like Doctor, Allergists, Orthodontist, etc. It helps Google to feature you for specific services you render)
  • Companies valid and official phone number
  • Your organization’s description
  • Accurate address of your company’s operation
  • Google reviews
  • Add HD photos of your organization
  • Add FAQs

2. Optimize your Site for Better EAT Score

Google Medic Update rolled out in August 2018 started to rank YMYL (Your Money Your Health) websites based on their EAT quality. As per the medic update, Google pushed down websites with low EAT quality and gave a little push -up to the sites who followed it.

So, what EAT? EAT is defined as Expertise, Authoritativeness, and Trustworthiness. So, as per EAT, you have to follow certain guidelines such as:

  • Adding author bios for all the blog posts, so that Google will understand that it is written by a subject matter expert
  • Add About Us page – It helps the audience to know who you are
  • Add refund policies – If you are a product or service based business, then it’s cardinal to mention refund policies so that Google knows that your business is trustworthy


  • Add social media signals
  • Remove poor quality content which is outdated or gives no value to the users’ health or money

3. Use High Quality Content that is Optimised for Medical SEO

I think you already know the content plays a pivotal part in Google, and hence, I don’t wish to reiterate Content is King and all. So, what is high quality content? High quality content is a content that is truly crafted with the purpose of helping the target patients without expecting anything in return. So, you should optimize everything on your website as per patients’ medical macro moments (including press releases, blog posts, e-books, landing pages, newsletter, etc.)

Here’s what Google mentions in its quality rater guidelines about quality content:

  • Create content for the users, not for search engines
  • Don’t try to hoax the audience
  • Try to analyse what you should do to make your site look unique, trustworthy, valuable, and engaging. Try to add exquisite features to it.
  • Also, ensure to follow the hacked content, where your whole content is copied. As soon as you find, file a DMCA complaint
  • Prevent user generated spams on your site

Important guidelines: Never ever do the following things:

  • Publishing web pages with little or no original content
  • Hidden texts or links
  • Bot generated content
  • Cloaking
  • Scraped content
  • Joining in link schemes
  • Interlinking with irrelevant keywords
  • Sending queries to Google using bots
  • Sneaky redirects
  • Creating web pages with intentions of installing viruses, Trojans, or phishing, etc.

Keeping all aside, quality content matters a lot as Google considers healthcare sites as YMYL pages. So, your site should maintain high quality as it can, “potentially impact the health, happiness, or financial stability of the audience”. If you don’t follow it, the consequences will be dangerous and Google can even penalize you.

4. Choose keywords related to healthcare SEO industry

In order to get recognized by Google, you need medical SEO related keywords sprinkled inside the quality content.

Each medical practice is different, however, keeping in mind that most patients search for local medical services. You can create content with following medical SEO keywords for Orthodontist

  • Orthodontist + Your city
  • Bronchitis treatment + your city
  • Orthodontist + Your country
  • Orthodontist specialist + Your city
  • Seasonal diseases + Your country
  • Orthodontist + treatment + city
  • Orthodontist + doctor + city

Though the keywords change based on your city, country, and your medical practice, you can use Keyword Planner for finding relevant keywords.


NOTE: Never do KEYWORD STUFFING. Google will catch you easily and never allow you to go to the top of SERPs. Make sure the keyword density is lies between 2-5%.

5. Add Medical Schema, Optimize with Page Title Tags and Meta Descriptions

Web page title has a powerful ranking signal. Though Meta description used to be a powerful signal as well, now it takes automated Meta description based on content. However, I suggest adding a Meta description manually to help Google recognize you easily.

If you have a WordPress healthcare website, I recommend using a plugin to edit title and Meta descriptions.

Also, I would ask you to add keywords in the page title and Meta description, including schema mark-up for doctors. Schema is something that is in code format added in the source code to give more information and context about the site to Google.

Here are certain things that you can inform Google about your website using schema:

Healthcare SEO Industry – Wrapping it Up with Tips:

The aforementioned five points would be enough for you to get knowledge of how SEO works for healthcare niche websites. Also, you don’t need to be a Newton to discover things that help your healthcare site feature on the top of Google. You just need to diagnose things that aren’t in place and fix them. If you are a medical site owner and finding it hard to push it onto the local pack, then contact us to let us help you out beat your contemporaries.

Digital PR & Online Media Planner at

An Online PR and outreach specialist working in the digital marketing sphere from the 4 years. Currently, works at Wolftain with the vision of supporting clients from various niches to out-beat their contemporaries. He is keen about every Google algorithm update that rolls out each day, thus, constantly participating in major SEO forums like Webmasterworld and localsearchforum to find out the its consequences and help clients recover from it. He also loves to read novels and is a great admirer of Agatha Christie. You can reach out to him through Twitter or LinkedIn