Why Is SEO Vital For Healthcare Organizations?
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Why Is SEO Vital For Healthcare Organizations?

Search engine optimization, AKA SEO, is a digital marketing discipline that involves optimizing websites and individual web pages to show up higher for relevant search terms used on search engines like Google and Bing.

For healthcare organizations having a strong and accessible website is of vital importance. With 85% of people in the US claiming to have used the internet for health information, it is easy to see how your internet presence can impact the decision of new potential patients.

Top 3 SEO Methods

Although search engines like Google release some info about how their algorithms decide which sites appear high in searches, they will never offer a complete recipe for success. So, SEO specialists use research and testing to discover what methods will currently work for individual brands. Below are some of the most important methods of SEO in 2021.

Keyword Loading

Through researching search terms used for finding a specific type of business or service through a search engine, SEO experts create a list of high and low competition-related search terms. They then include these across the site to help it rank higher in the results pages for those specific terms. So, for example, if you are a hospital specializing in orthopedic surgery, you could load terms like ‘spinal surgery’ to appear higher in the results for those terms.

Previously, SEO specialists would advise on stuffing key terms across all pages on a website, even sometimes hiding them in white text. Still, nowadays, search engines favor a more natural approach, so techniques like this are unlikely to work and could even end up damaging your SEO by making your site look like spam.

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More recently, backlinking has become a more important element of SEO. This is the process of getting links to your website added to other websites, sometimes by writing a guest blog for them, entering into a partnership agreement, or simply creating great content on your website that other relevant sites will naturally link to. For example, this could be an insightful blog about a groundbreaking new procedure or medicine in the field for a spinal surgeon.

Technical Website Changes

There are many other elements to SEO, and many of the main ones can be achieved through small changes on the website. For example, if your URLs and meta tags are written to include relevant information and search terms, you will perform better in searches.

In addition, if you implement an SSL certificate on your site, it will be judged as more secure by Google and therefore ranked higher. There are also many ways the structure of your site and sitemap can affect SEO.

Why is SEO so important?

We have already mentioned how SEO will mean that your website will appear higher for relevant online searches, but what does this mean for your healthcare business in real terms?

Getting On Top

With a good SEO strategy, your website could appear on the first results page for relevant searches on Google. On average, Google’s first results page captures 71% of all clicks, which can mean lots more site visits from relevant potential clients, easily leading to more conversions when they get to your site, more patient bookings, and ultimately increasing revenues and profits.

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Clickable Listings

But it is not all about appearing higher for these searches. When done correctly, your listings in the results pages will also look more attractive, relevant and result in more clicks and traffic to your site. A great way to improve these listings is to investigate your web page metatags and your Google Business listing.

Keeping Competitive

Another important thing to note is that SEO can be extremely competitive. If you don’t put effort into your strategy, then you can be sure one of your competitors will do it better, and you could end up losing business to them.

Although the first page of Google gets 71% of search traffic clicks, the second page on searches only gets 6% of those clicks. So, to learn about your current position, open an Incognito Mode window on Chrome and search for a term that you feel would be important for your organization to rank highly for; if you are not on the first page, then you need to work on your SEO.


By keeping your website continually refreshed with new content and up-to-date with the technical website changes, your site will naturally appear more professional and your business more reliable.

In addition, you should consider the scores for trust and authority all sites have that your SEO strategy should help improve. Achieving good scores for these often means that your performance continues to improve as other sites will prefer linking to your site and just as search engines will prefer your pages in searches.

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Healthcare organizations need to have strong, trusted websites. With something so vital as health, those potential patients doing their online research are often more likely to choose a professional-looking business.

Although SEO is important for healthcare organizations, it is not always seen as the optimum strategy as plenty will put money into paid advertising to help win that traffic which can have a quicker positive impact.

But, although SEO is a far lengthier process, it will mean you can continue to win more traffic while also doing the right thing for the public. By creating relevant and useful content that’s easy for people to find, you are helping your business and providing the answers those worried patients are looking for, which is something every health organization should consider a priority.

Author Bio:

Brendan White is the Marketing Executive at Promotive, a marketing agency that helps brands with web design, logo design, SEO, and digital marketing services.

Why Is SEO Vital For Healthcare Organizations?

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