{"id":177147,"date":"2024-07-15T04:23:19","date_gmt":"2024-07-15T09:23:19","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=177147"},"modified":"2025-01-30T08:17:24","modified_gmt":"2025-01-30T13:17:24","slug":"healthcare-seo","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/healthcare-seo\/","title":{"rendered":"Healthcare SEO: 7 Strategies From Medical SEO&nbsp;Pros"},"content":{"rendered":"\n<div class=\"intro-txt\">Healthcare SEO is the secret to helping your organization reach more patients and clients.<\/div>\n\n\n\n<p>SEO can help you rank for useful keywords, connect with patients in your local area, and share helpful information and advice with <em>thousands<\/em> of people.<\/p>\n\n\n\n<p>To write this guide to medical SEO, we interviewed five experienced healthcare SEOs and content creators. We asked them to share their best advice for helping healthcare businesses grow through effective, ethical SEO:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/caitlin-burns-75a879a7\/\">Caitlin Burns<\/a>, Content and SEO Lead at <a href=\"https:\/\/dovetail.com\/\">Dovetail<\/a> (ex-HealthMatch)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/geoff-meakin\/\">Geoff Meakin<\/a>, <a href=\"https:\/\/healthcare-seo.co.uk\/about-us\/\">The Healthcare SEO<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/virginiachachati\/\">Virginia Chachati, MPharm<\/a>, pharmacist and <a href=\"https:\/\/virginiachachati.com\/\">healthcare content creator<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/sarahziani\/\">Sarah Ziani<\/a>, Growth Marketing Manager, SEO &amp; Content at <a href=\"https:\/\/www.hingehealth.com\/\">Hinge Health<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/despina-gavoyannis\/\">Despina Gayovannis<\/a>, Senior SEO at Ahrefs<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1658\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-1.jpg\" alt class=\"wp-image-177148\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-1.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-1-410x425.jpg 410w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-1-768x796.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-1-1482x1536.jpg 1482w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"The unique challenges of healthcare SEO strategy\" data-section=\"unique-challenges\"><a id=\"post-177147-_6tt9dxlv5wis\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">The unique challenges of healthcare SEO strategy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The core principles of SEO are the same for every type of company. You need to create high-quality content, earn backlinks, and make sure your site is free of technical problems.<\/p>\n\n\n\n<p>But healthcare SEO has some unique challenges:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Popular keywords are dominated by <strong>huge international brands<\/strong>.<\/li>\n\n\n\n<li>Many healthcare companies only serve a <strong>particular local area<\/strong>.<\/li>\n\n\n\n<li>Google expects medical content to be r<strong>eviewed by healthcare experts<\/strong>.<\/li>\n\n\n\n<li>There can be <strong>strict rules and regulations<\/strong> governing how medical information is shared.<\/li>\n\n\n\n<li>Healthcare companies often need to <strong>market simultaneously<\/strong> to patients, businesses, and clinicians.<\/li>\n<\/ul>\n\n\n\n<p>In this article, we\u2019ll show you how to solve these problems: from building .gov backlinks to medically reviewing your content.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">New to&nbsp;SEO?<\/div><div class=\"recommendation-content\">\n\n\n\n<p>If you\u2019re brand new to SEO, check out <a href=\"https:\/\/ahrefs.com\/seo\">The Beginner\u2019s Guide to SEO<\/a>.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Get your content medically reviewed (and embrace EEAT)\" data-section=\"medical-review\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_yw7gn0ovn7gt\"><\/a>1. Get your content medically reviewed (and embrace EEAT)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Content creation is a core part of healthcare marketing, but most medical topics are what Google calls <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">YMYL topics<\/a>\u2014Your Money or Your&nbsp;Life.<\/p>\n\n\n\n<p>For any topic that \u201ccould significantly impact the health, financial stability, or safety of people\u201d, Google tries to prioritize content that demonstrates obvious expertise, experience, authority, and trust (also known as <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">EEAT<\/a>).<\/p>\n\n\n\n<p>In practice, that means that most top-ranking medical content is reviewed by medical experts. Here are some of the top results from the SERP (search engine results page) for <em>osteoarthritis treatments<\/em>.<\/p>\n\n\n\n<p>Healthline lists the author bios and medical reviewers for each article:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"444\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-2.png\" alt class=\"wp-image-177149\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-2.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-2-680x147.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-2-768x167.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-2-1536x333.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Cleveland Clinic includes a \u201cmedically reviewed\u201d badge, and links to a list of editorial standards:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1537\" height=\"848\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-3.png\" alt class=\"wp-image-177150\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-3.png 1537w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-3-680x375.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-3-768x424.png 768w\" sizes=\"auto, (max-width: 1537px) 100vw, 1537px\"><\/figure>\n\n\n\n<p>WebMD highlights each post\u2019s medical reviewer:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1321\" height=\"583\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-4.png\" alt class=\"wp-image-177151\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-4.png 1321w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-4-680x300.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-4-768x339.png 768w\" sizes=\"auto, (max-width: 1321px) 100vw, 1321px\"><\/figure>\n\n\n\n<p>And The Mayo Clinic links to their <em>huge <\/em>list of medical editors:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1807\" height=\"959\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-5.png\" alt class=\"wp-image-177152\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-5.png 1807w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-5-680x361.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-5-768x408.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-5-1536x815.png 1536w\" sizes=\"auto, (max-width: 1807px) 100vw, 1807px\"><\/figure>\n\n\n\n<p>Medical review is so common across health-related SERPs that Caitlin adopted a simple rule for her content creation process: get <em>every<\/em> article medically reviewed\u2014even a topic like <a href=\"https:\/\/healthmatch.io\/weight-management\/how-much-water-should-you-drink-to-lose-weight#how-drinking-water-can-help-you-lose-weight\">drinking water to lose weight<\/a>.<\/p>\n\n\n\n<p>If creating hundreds of articles and subjecting them to rigorous medical review sounds complicated, well\u2026 it can be. Here\u2019s how the experts handle it:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_fp5wqpii0sw1\"><\/a>Create content with non-experts<\/h3>\n\n\n\n<p>You might think that all medical content needs to be written by medical experts, but after talking to our experts, most articles were created by writers with no medical qualifications\u2014or even generated with&nbsp;AI.<\/p>\n\n\n\n<p>For many medical topics, it\u2019s easy to find objective, accurate information. Add in a few interviews with healthcare professionals\u2014as Sarah asks her team of freelance writers to do\u2014and properly cite medical references, and non-experts can write decent <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO content<\/a>.<\/p>\n\n\n\n<p>For more research-heavy or cutting-edge topics, it\u2019s necessary to do deeper research and work with specialized medical writers. Here\u2019s how Caitlin tackled this process, dividing her content into two \u201cbuckets\u201d:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Common knowledge topics (~70% of all articles):<\/strong> for topics with lots of existing information, Caitlin worked with the content marketing agency <a href=\"https:\/\/www.verblio.com\/\">Verblio<\/a>. In a similar vein, Geoff uses AI to write straightforward first drafts.<\/li>\n\n\n\n<li><strong>Cutting-edge topics (~30% of all articles)<\/strong>: for topics that required heavy research (like the impact of CBD oil on anxiety), Caitlin worked with a specialized medical writer from the agency <a href=\"https:\/\/writingstudio.com\/industries\/\">Writing Studio<\/a>. When writing about ozempic, Sarah sought feedback from four separate professionals.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_fek3nb6mm92t\"><\/a>Source expert medical reviewers<\/h3>\n\n\n\n<p>The SEOs I interviewed sourced their medical reviewers in two different ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>In-house experts: <\/strong>Sarah at Hinge Health had content reviewed by \u201cin-house, member-facing employees\u201d, a mixture of physical therapists, medical reviewers and clinical reviewers depending on the&nbsp;topic.<\/li>\n\n\n\n<li><strong>Freelancers:<\/strong> Without the luxury of in-house experts, Caitlin built a network of freelance doctors on Upwork. These were generally fully licensed doctors and medical professionals, half from within the United States and half from other countries.<\/li>\n<\/ul>\n\n\n\n<p>In all cases, Caitlin notes, it\u2019s important to ask your medical reviewers to check their indemnity insurance. In most countries, clinicians are accountable to medical regulators. Once they put their byline on an article, they are responsible for the advice it offers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_hexjjufvtr5o\"><\/a>Review for medical accuracy<\/h3>\n\n\n\n<p>Medical reviewers should vet your content for accuracy and suggest edits where needed. That often&nbsp;means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Flagging errors and misinformation<\/strong> (like incorrect medical terminology).<\/li>\n\n\n\n<li><strong>Adding extra context and information<\/strong> (like extra details about symptoms or treatments).<\/li>\n\n\n\n<li><strong>Softening language<\/strong> (avoiding phrases like \u201cbest treatment\u201d or \u201cguaranteed to&nbsp;work\u201d).<\/li>\n<\/ul>\n\n\n\n<p>Caitlin\u2019s workflow looks like&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1820\" height=\"880\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-6.png\" alt class=\"wp-image-177153\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-6.png 1820w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-6-680x329.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-6-768x371.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-6-1536x743.png 1536w\" sizes=\"auto, (max-width: 1820px) 100vw, 1820px\"><\/figure>\n\n\n\n<p>Learn more about Caitlin\u2019s process in our article, <a href=\"https:\/\/ahrefs.com\/blog\/content-automation\/\">7 Content Automations used by Real Content Pros<\/a>.<a id=\"post-177147-_8yaewbeemzm1\"><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Publish with clear author and reviewer attribution<\/h3>\n\n\n\n<p>It\u2019s crucial to make the medical review as obvious to readers and search engines as possible. Here\u2019s a great example from Caitlin\u2019s previous company, HealthMatch:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"829\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-7.png\" alt class=\"wp-image-177154\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-7.png 1520w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-7-680x371.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-7-768x419.png 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\"><\/figure>\n\n\n\n<p>And another from Sarah\u2019s company, Hinge Health:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1460\" height=\"1281\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/healthcare-seo-hinge-health-example.png\" alt class=\"wp-image-177186\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/healthcare-seo-hinge-health-example.png 1460w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/healthcare-seo-hinge-health-example-484x425.png 484w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/healthcare-seo-hinge-health-example-768x674.png 768w\" sizes=\"auto, (max-width: 1460px) 100vw, 1460px\"><\/figure>\n\n\n\n<p>These examples highlight three best practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Include a clear, obvious reviewer bio on every article<\/strong>, including their photograph, name, qualifications, and even their area of medical speciality.<\/li>\n\n\n\n<li><strong>Link to a dedicated reviewer page<\/strong>, showing the author\u2019s credentials and past experience, and linking to other relevant bylines on the&nbsp;web.<\/li>\n\n\n\n<li><strong>Use relevant schema data<\/strong> for the authors and reviewers (but more on that&nbsp;later).<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Target low-competition keywords before challenging healthcare giants\" data-section=\"target-low-competition-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_mcnaqha8dpsl\"><\/a>2. Target low-competition keywords before challenging healthcare giants<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Everyone I interviewed shared the same core challenge: medical SEO is dominated by a handful of internationally recognized brands, like Cleveland Clinic, Healthline, WebMD, NHS, and Mayo Clinic.<\/p>\n\n\n\n<p>With strong link profiles and brand recognition, these companies generally dominate most healthcare SERPs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1393\" height=\"440\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-9.png\" alt class=\"wp-image-177156\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-9.png 1393w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-9-680x215.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-9-768x243.png 768w\" sizes=\"auto, (max-width: 1393px) 100vw, 1393px\"><figcaption class=\"wp-element-caption\">A 92 DR score means these companies can be very difficult to compete against in the search results.<\/figcaption><\/figure>\n\n\n\n<p>To work around this constraint, everyone I interviewed chose to focus on low-competition <a href=\"https:\/\/ahrefs.com\/blog\/long-tail-vs-short-tail-keywords\/\">long-tail keywords<\/a>, before gradually targeting more competitive terms as they started to see results.<\/p>\n\n\n\n<p>You can find these terms easily with Ahrefs. To start, here\u2019s a short-tail keyword, <em>headache<\/em>, with 121,000 monthly searches and a \u201cSuper hard\u201d keyword difficulty:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1753\" height=\"738\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-10.png\" alt class=\"wp-image-177157\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-10.png 1753w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-10-680x286.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-10-768x323.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-10-1536x647.png 1536w\" sizes=\"auto, (max-width: 1753px) 100vw, 1753px\"><\/figure>\n\n\n\n<p>A top-three ranking would be out of reach for most companies, but we can use the <strong>Related terms <\/strong>report in <strong>Keywords Explorer <\/strong>to find less competitive variations that might be worth targeting.<\/p>\n\n\n\n<p>Here, we\u2019ve set the keyword difficulty to a maximum of 40, and surfaced 976 keywords:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1355\" height=\"1518\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-11.jpg\" alt class=\"wp-image-177158\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-11.jpg 1355w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-11-379x425.jpg 379w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-11-768x860.jpg 768w\" sizes=\"auto, (max-width: 1355px) 100vw, 1355px\"><\/figure>\n\n\n\n<p>To stand an even better chance of ranking, we can also filter our results with the <strong>Lowest DR<\/strong> filter. In the screenshot below, we\u2019ve limited our search solely to keywords that already have low DR websites (in this case, &lt;30) ranking in the top&nbsp;five.<\/p>\n\n\n\n<p>In other words, these are all keywords a fledgling website would have an excellent chance of ranking for:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1347\" height=\"1537\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-12.jpg\" alt class=\"wp-image-177159\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-12.jpg 1347w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-12-372x425.jpg 372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-12-768x876.jpg 768w\" sizes=\"auto, (max-width: 1347px) 100vw, 1347px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Build topic clusters for key medical conditions\" data-section=\"build-topic-clusters\"><a id=\"post-177147-_lc52awl6s64i\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">3. Build topic clusters for key medical conditions<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The <a href=\"https:\/\/ahrefs.com\/blog\/topic-clusters\/\">topic cluster<\/a> framework is a way to organize and link between related articles on a website. It makes it easy for both visitors and search engines to easily navigate between related content\u2014other relevant articles are only a single click&nbsp;away.<\/p>\n\n\n\n<p>Caitlin explained that healthcare is \u201cnatively suited\u201d to the topic clustering technique. Every medical condition generally has a similar set of patient questions associated with it, making it easy to use similar content templates for many different medical conditions.<\/p>\n\n\n\n<p>Geoff shared a framework he commonly uses with his healthcare clients. For most medical conditions, you can usually group your content into three topic clusters: <em>pre-intervention, intra-intervention, <\/em>and <em>post-intervention<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1666\" height=\"1886\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-13.jpg\" alt class=\"wp-image-177160\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-13.jpg 1666w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-13-375x425.jpg 375w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-13-768x869.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-13-1357x1536.jpg 1357w\" sizes=\"auto, (max-width: 1666px) 100vw, 1666px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_dpnqk0evt1om\"><\/a>Pre-intervention<\/h3>\n\n\n\n<p>These are questions people ask before treatment or surgery:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Diagnosis: <\/strong><em>do I need a hip replacement<\/em><\/li>\n\n\n\n<li><strong>Treatment options:<\/strong> <em>which method of hip replacement is the&nbsp;best?<\/em><\/li>\n\n\n\n<li><strong>Cost: <\/strong><em>how much does a hip replacement cost<\/em><\/li>\n\n\n\n<li><strong>Images:<\/strong> <em>hip replacement surgery pictures<\/em><\/li>\n\n\n\n<li><strong>Outcomes:<\/strong> <em>how long does a hip replacement last<\/em><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_68cvjkl3qavo\"><\/a>Intra-intervention<\/h3>\n\n\n\n<p>These are questions people ask about the treatment or surgery itself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Anesthesia:<\/strong> <em>are you awake during hip replacement surgery<\/em><\/li>\n\n\n\n<li><strong>Duration:<\/strong> <em>how long does hip replacement surgery take<\/em><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_cide1p3uf6e4\"><\/a>Post-intervention<\/h3>\n\n\n\n<p>These are questions people ask after having treatment:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recovery period:<\/strong> <em>how long to recover from hip replacement<\/em><\/li>\n\n\n\n<li><strong>Anxieties:<\/strong> <em>what are the symptoms of nerve damage after hip replacement<\/em><\/li>\n\n\n\n<li><strong>\u201cCan I do X\u201d:<\/strong> <em>how long after hip replacement can you&nbsp;drive<\/em><\/li>\n<\/ul>\n\n\n\n<p>You can use Ahrefs to research these topic clusters.<\/p>\n\n\n\n<p>Start by entering a medical condition or topic into <strong>Keywords Explorer<\/strong>. Click the <strong>Matching terms <\/strong>report to see similar keywords, and then <strong>Questions <\/strong>to find related keywords in the form of, you guessed it, questions:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1667\" height=\"420\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-14.png\" alt class=\"wp-image-177161\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-14.png 1667w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-14-680x171.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-14-768x193.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-14-1536x387.png 1536w\" sizes=\"auto, (max-width: 1667px) 100vw, 1667px\"><\/figure>\n\n\n\n<p>Here, we\u2019re looking at <em>hip replacement<\/em>.<\/p>\n\n\n\n<p>With this process, we\u2019ve already found 5,163 keywords relating to hip replacements, like <em>how long does a hip replacement last <\/em>and <em>how long after hip replacement can i tie my shoes<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1507\" height=\"1107\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-15.png\" alt class=\"wp-image-177162\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-15.png 1507w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-15-579x425.png 579w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-15-768x564.png 768w\" sizes=\"auto, (max-width: 1507px) 100vw, 1507px\"><\/figure>\n\n\n\n<p>You can click <strong>Clusters by Parent Topic <\/strong>to group these keywords together into clusters, groups of keywords that can likely be targeted by the same article. Now we\u2019ve refined our list of potential articles from 5,000 down to&nbsp;270:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1515\" height=\"862\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-16.png\" alt class=\"wp-image-177163\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-16.png 1515w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-16-680x387.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-16-768x437.png 768w\" sizes=\"auto, (max-width: 1515px) 100vw, 1515px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Build links by showcasing your healthcare research and innovations\" data-section=\"build-links\"><a id=\"post-177147-_z94h1qxj4wif\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">4. Build links by showcasing your healthcare research and innovations<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">Backlinks<\/a> are a core component of effective SEO\u2014and that remains true in healthcare SEO.<\/p>\n\n\n\n<p>If the idea of doing \u201cshady\u201d outreach for a healthcare company gives you shivers, don\u2019t worry: healthcare companies have unique strengths that make it relatively easy to build great backlinks.<\/p>\n\n\n\n<p>Many healthcare companies have strong relationships with government bodies, charitable organizations, and educational institutions, making it possible to earn links from high-DR .gov and .edu domains.<\/p>\n\n\n\n<p>Despina shared the example of <a href=\"https:\/\/www.hammond.com.au\/\">HammondCare<\/a>, an Australian aged care provider. A quick look at their backlink profile reveals 33 referring .gov domains:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1501\" height=\"601\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-17.png\" alt class=\"wp-image-177164\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-17.png 1501w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-17-680x272.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-17-768x308.png 768w\" sizes=\"auto, (max-width: 1501px) 100vw, 1501px\"><\/figure>\n\n\n\n<p>They\u2019ve also snagged 24 referring .edu domains:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1502\" height=\"565\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-18.png\" alt class=\"wp-image-177165\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-18.png 1502w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-18-680x256.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-18-768x289.png 768w\" sizes=\"auto, (max-width: 1502px) 100vw, 1502px\"><\/figure>\n\n\n\n<p>Looking at their backlink profile as a whole, we can identify several easy-to-replicate strategies suitable for all types of healthcare companies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask your practitioners to speak at conferences<\/strong>, like the <a href=\"https:\/\/www.dementiaconference.com\/\">International Dementia Conference<\/a>, and ask for a link from the organizers.<\/li>\n\n\n\n<li><strong>Share your volunteer programs or social clubs with your local government<\/strong>, like <a href=\"https:\/\/www.northernbeaches.nsw.gov.au\/services\/seniors\/services-and-help\/dementia\">Northern Beaches Council<\/a>, and ask for a link promoting it.<\/li>\n\n\n\n<li><strong>Request listings in government directories<\/strong>, like <a href=\"http:\/\/myagedcare.gov.au\">myagedcare.gov.au<\/a>.<\/li>\n\n\n\n<li><strong>Publish research papers to relevant journals and organizations<\/strong>, like <a href=\"https:\/\/dementiaresearch.org.au\/\">Dementia Centre for Research Collaboration<\/a>, and reference your company in the author information.<\/li>\n\n\n\n<li><strong>Collaborate with other institutions<\/strong>, like this <a href=\"https:\/\/www.sydney.edu.au\/news-opinion\/news\/2022\/03\/24\/university-of-sydney-and-hammondcare-announce-partnership.html\">research report<\/a> authored with the University of Sydney.<\/li>\n<\/ul>\n\n\n\n<p>As Despina pointed out, most healthcare providers are already sitting on a small goldmine of interesting research and accomplishments. Link building can be as simple as asking: what have we <em>already<\/em> done that we can use to get&nbsp;links?<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Find local patients by optimizing for local SEO\" data-section=\"local-seo\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_qr8fddrlr4dy\"><\/a>5. Find local patients by optimizing for local&nbsp;SEO<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many healthcare organizations are local businesses with bricks-and-mortar premises. The process of attracting interest in a specific area is known as local SEO (and we have a full guide here: <a href=\"https:\/\/ahrefs.com\/seo\/local-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/\">Local SEO: The Complete Guide<\/a>).<\/p>\n\n\n\n<p>There are three local SEO strategies that are particularly crucial for healthcare companies: optimizing your Google My Business profile, building NAP citations in healthcare directories, and building local landing pages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_izbp9tvsojji\"><\/a>Optimize your Google My Business profile<\/h3>\n\n\n\n<p>Most local searches include a \u201cmap pack\u201d, a collection of top local business listings in your area. To stand a chance of appearing in these results, you\u2019ll need to claim and optimize your Google My Business (GMB) profile.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1286\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-19.jpg\" alt class=\"wp-image-177166\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-19.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-19-677x425.jpg 677w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-19-768x482.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-19-1536x965.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Once you\u2019ve claimed your profile (head to <a href=\"https:\/\/www.google.com\/business\/\">https:\/\/www.google.com\/business\/<\/a> and click \u201cManage now\u201d), you\u2019ll need to fill out as much relevant information as possible:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Business or practice name<\/strong><\/li>\n\n\n\n<li><strong>Address<\/strong><\/li>\n\n\n\n<li><strong>Phone number<\/strong><\/li>\n\n\n\n<li><strong>Website<\/strong><\/li>\n\n\n\n<li><strong>Business type<\/strong> (the more specific, the better: <em>orthopedic surgeon <\/em>is better than <em>surgeon <\/em>or <em>doctor<\/em>)<\/li>\n\n\n\n<li><strong>Hours of operation<\/strong><\/li>\n\n\n\n<li><strong>Medical services offered<\/strong><\/li>\n\n\n\n<li><strong>Photos of your practice and&nbsp;team<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Depending on the nature of your healthcare organization, there may be other types of information you can share. Here\u2019s the GMB profile for The Royal London Hospital, complete with hospital-specific profile information, like <em>number of beds <\/em>and <em>parent organization<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"959\" height=\"1217\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-20.jpg\" alt class=\"wp-image-177167\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-20.jpg 959w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-20-335x425.jpg 335w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-20-768x975.jpg 768w\" sizes=\"auto, (max-width: 959px) 100vw, 959px\"><\/figure>\n\n\n\n<p>For a detailed walkthrough of setting up your GMB profile, read our guide: <a href=\"https:\/\/ahrefs.com\/blog\/google-my-business\/\">How to Optimize Your Google My Business Listing in 30 Minutes<\/a>.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Be careful when asking for reviews<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Earning and responding to reviews is a key part of managing your Google My Business Profile\u2026 but there\u2019s a catch for healthcare companies.<\/p>\n\n\n\n<p>In many countries, there are strict rules and regulations dictating how healthcare providers can (or cannot) solicit reviews from patients.<\/p>\n\n\n\n<p>So before you hand out a hundred feedback leaflets to your patients, read up on laws and regulations (like HIPPA) in your location.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_m43g8typtt9f\"><\/a>Build NAP citations and submit your company to healthcare directories<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">NAP citations<\/a> refer to mentions of your organization on relevant third-party websites (including your organization\u2019s <em>name, address, and phone number<\/em>\u2014hence NAP).<\/p>\n\n\n\n<p>These citations create more ways for potential customers to find you, and they can help improve your site\u2019s overall search performance.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"949\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-21.jpg\" alt class=\"wp-image-177168\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-21.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-21-680x315.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-21-768x356.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-21-1536x712.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>As a starting point, get your healthcare company listed with the main data aggregators (sites that provide business listings to popular directories), like Data Axle, Localeze, and Foursquare.<\/p>\n\n\n\n<p>It\u2019s also worth getting listed on other popular websites like Apple Maps, Yelp, Yellow Pages, Bing Places, and Facebook.<\/p>\n\n\n\n<p>Geoff shared some of the UK-specific medical directories he sees most often in local healthcare search results (in many cases, these directories have international versions too):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.doctify.com\/uk\">Doctify<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.topdoctors.co.uk\/\">Top Doctors<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.iwantgreatcare.org\/\">IWantGreatCare<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.cylex-uk.co.uk\/\">Cyclex<\/a><\/li>\n<\/ul>\n\n\n\n<p>You can learn more about building NAP citations in our guide: <a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">How to Build Local Citations (Complete Guide)<\/a>.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>You can use the <strong>Link Intersect <\/strong>report in Ahrefs to quickly find relevant medical directories. Enter the homepages for similar healthcare organizations and hit \u201cShow link opportunities.\u201d You\u2019ll see a list of websites that link to some\u2014or all\u2014of these competitors.<\/p>\n\n\n\n<p>Here I\u2019ve run the report using three private hospitals from my local&nbsp;area:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1867\" height=\"633\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22.png\" alt class=\"wp-image-177169\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22.png 1867w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22-680x231.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22-768x260.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22-1536x521.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-22-650x220.png 650w\" sizes=\"auto, (max-width: 1867px) 100vw, 1867px\"><\/figure>\n\n\n\n<p>Based on this result, I\u2019d immediately try to secure a link from the CQC (the UK\u2019s independent healthcare regulator) and Doctify (a review and feedback platform specifically for the healthcare industry).<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177147-_8hpn1ajqtu3h\"><\/a>Create locations and services pages<\/h3>\n\n\n\n<p>Despina recommends that most healthcare organizations create <a href=\"https:\/\/ahrefs.com\/blog\/location-pages\/\">location landing pages<\/a>: web pages that tell visitors (and Google) where your business operates.<\/p>\n\n\n\n<p>Here\u2019s an example from my local sports physiotherapy clinic. For each of the major locations they serve, they\u2019ve created a dedicated website page.<\/p>\n\n\n\n<p>Here\u2019s one focused on the town of Aylesbury, helping them to rank for keywords like \u201cphysiotherapy aylesbury\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1873\" height=\"1345\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-23.jpg\" alt class=\"wp-image-177170\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-23.jpg 1873w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-23-592x425.jpg 592w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-23-768x552.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-23-1536x1103.jpg 1536w\" sizes=\"auto, (max-width: 1873px) 100vw, 1873px\"><\/figure>\n\n\n\n<p>To create great location pages, Despina shares her advice:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use a localized URL structure<\/strong>, like <a href=\"http:\/\/website.com\/service\/location\"><em>website.com\/service\/location<\/em><\/a><em>.<\/em><\/li>\n\n\n\n<li><strong>Localize your page\u2019s title tags and page header<\/strong>, like <em>Aylesbury Sport Physiotherapy | Elite Sports Expertise.<\/em><\/li>\n\n\n\n<li><strong>Include sign-up buttons and contact forms near the start of the page<\/strong> (\u201cabove the&nbsp;fold\u201d).<\/li>\n\n\n\n<li><strong>Showcase social proof, reviews and images.<\/strong><\/li>\n\n\n\n<li><strong>Link between your location pages<\/strong> to help visitors find the best location for their needs (and improve your chances of ranking for location-specific keywords).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1014\" height=\"2048\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-24.jpg\" alt class=\"wp-image-177171\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-24.jpg 1014w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-24-210x425.jpg 210w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-24-768x1551.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-24-761x1536.jpg 761w\" sizes=\"auto, (max-width: 1014px) 100vw, 1014px\"><\/figure>\n\n\n\n<p>Read Despina\u2019s deep-dive into location landing pages: <a href=\"https:\/\/ahrefs.com\/blog\/location-pages\/\">Location Landing Pages: 6 Crucial Elements Of Local Visibility<\/a>.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Use medical schema markup\" data-section=\"medical-schema-markup\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_og1328v6fbjt\"><\/a>6. Use medical schema markup<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">Schema markup<\/a> is a type of code that allows search engines to better understand the contents of your page. Schema markup can sometimes make your page eligible for <a href=\"https:\/\/ahrefs.com\/blog\/rich-snippets\/\">rich results<\/a>, which can help you earn more clicks from search.<\/p>\n\n\n\n<p>Schema markup is particularly important for local businesses. After searching for <em>family practice physician near me<\/em>, the top spot in the search results is taken up by a <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/local-pack\">local pack<\/a> SERP feature:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"875\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-25.jpg\" alt class=\"wp-image-177172\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-25.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-25-680x291.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-25-768x328.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-25-1536x656.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>One of the top results is using <code>Physician<\/code> <a href=\"https:\/\/schema.org\/Physician\">schema markup<\/a>\u2014a specific schema type designed to tell Google that the author is a doctor:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"686\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-26.jpg\" alt class=\"wp-image-177173\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-26.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-26-680x228.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-26-768x257.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-26-1536x515.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Here\u2019s the top result for <em>private hospital near me <\/em>using another type of medical <a href=\"https:\/\/schema.org\/Hospital\">schema markup<\/a>, <code>Hospital<\/code>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"426\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-27.jpg\" alt class=\"wp-image-177174\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-27.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-27-680x141.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-27-768x160.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-27-1536x320.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Schema.org also lists a few other <a href=\"https:\/\/schema.org\/docs\/meddocs.html\">medical-specific schema types<\/a>, like <code>MedicalCondition<\/code> (for information about specific medical conditions), <code>Drug<\/code> (for information about a medical drug), and <code>MedicalWebPage<\/code> (for webpages about specific medical topics).<\/p>\n\n\n\n<p>Here\u2019s the NHS using the <code>MedicalWebPage<\/code> schema on their #2 ranking article about hip replacement:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"785\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-28.jpg\" alt class=\"wp-image-177175\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-28.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-28-680x261.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-28-768x294.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-28-1536x589.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>(Although the #1 ranking article from <a href=\"https:\/\/www.hopkinsmedicine.org\/health\/treatment-tests-and-therapies\/hip-replacement-surgery\">Johns Hopkins<\/a> <em>doesn\u2019t <\/em>use any schema\u2014so although it\u2019s useful, using relevant medical schema is obviously not essential for good search performance.)<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Get ahead by opting into medical certification schemes\" data-section=\"healthcare-certification-schemes\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_6y2ublw17ktq\"><\/a>7. Get ahead by opting into medical certification schemes<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The healthcare industry has largely relied on self-regulation to prevent the spread of inaccurate content and misinformation, but this is changing.<\/p>\n\n\n\n<p>We\u2019ve already covered Google\u2019s increasing emphasis on <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">EEAT in search content<\/a>. In a similar vein, Virginia shared that YouTube (also owned by Google) has <a href=\"https:\/\/www.bbc.co.uk\/news\/technology-66716501\">started to verify content from medical professionals<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1883\" height=\"1486\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-29.jpg\" alt class=\"wp-image-177176\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-29.jpg 1883w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-29-539x425.jpg 539w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-29-768x606.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-29-1536x1212.jpg 1536w\" sizes=\"auto, (max-width: 1883px) 100vw, 1883px\"><figcaption class=\"wp-element-caption\">Medical video content with a \u201cFrom a licensed doctor in the UK\u201d banner.<\/figcaption><\/figure>\n\n\n\n<p>They promote this content more heavily through their \u201cHealth shelf\u201d feature. Here\u2019s the YouTube results page for <em>asthma<\/em>, prominently highlighting videos \u201cFrom health sources\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"669\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-30.jpg\" alt class=\"wp-image-177177\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-30.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-30-680x222.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-30-768x251.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/word-image-177147-30-1536x502.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>As <a href=\"https:\/\/www.youtube.com\/intl\/ALL_uk\/howyoutubeworks\/product-features\/health-information\/#principles-for-authoritative-sources\">YouTube explains<\/a>, to be eligible for these enriched search features (and likely earn more clicks and views), content needs to be from \u201ccredible health sources\u201d. These sources are vetted in different ways:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cVetting mechanisms include accreditation, academic journal indexing and government accountability rules.\u201d<\/em><\/p>\n\n\n\n<\/div><\/blockquote>\n\n\n\n<p>Virginia recommends healthcare companies apply for <a href=\"https:\/\/pifonline.org.uk\/pif-tick\/\">PIF TICK<\/a> certification. Created by the <a href=\"https:\/\/pifonline.org.uk\/\">Patient Information Forum<\/a>, the PIF TICK is the only independently assessed standard for both print and digital healthcare content creators.<\/p>\n\n\n\n<p>While it won\u2019t guarantee improved rankings through either Google Search or YouTube search, it seems like a smart proactive move given Google\u2019s increased emphasis on EEAT content in healthcare.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177147-_643ajvmyogld\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Healthcare SEO is competitive and involves solving unique challenges, like medical review of content, competing with industry giants, and staying compliant with tons of regulations.<\/p>\n\n\n\n<p>This guide should arm you with everything you need to connect with patients and clients and grow your healthcare business\u2014while making the world a little smarter (and healthier) in the process.<\/p>\n\n\n\n<p>Want to ask a question? Connect with me on <a href=\"https:\/\/www.linkedin.com\/in\/thinkingslow\/\">LinkedIn<\/a> or <a href=\"https:\/\/twitter.com\/thinking_slow\/\">X<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO can help you rank for useful keywords, connect with patients in your local area, and share helpful information and advice with thousands of people. To write this guide to medical SEO, we interviewed five experienced healthcare SEOs and content<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[457],"class_list":["post-177147","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Healthcare SEO: 7 Strategies From Medical SEO Pros<\/title>\n<meta name=\"description\" content=\"Healthcare SEO has unique challenges. 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