Web Health Check – 6 Local SEO Tips for Healthcare

For local healthcare providers, capturing the web traffic of nearby patients and customers is key. You’re not competing with global brands for international clicks – you want to get people from the neighborhoods in your city to book appointments at your healthcare practice locations.

The best way to do that? Strong, local SEO for the healthcare industry. Let’s dive into six effective tactics you can adopt in your search engine optimization strategy.

1. Make sure your Google Business Profile listing is accurate & optimized

When most potential patients or customers search for your healthcare business, the first thing they’ll likely see is your Google Business Profile (GBP) listing. It’ll include your business’s official name, address, contact information, and other key info.

Naturally, it’s vital to make sure that this information is 100% accurate and up to date. For the healthcare industry, patients need to be able to find your healthcare practice; the worst-case scenario would be a prospective patient showing up at your business’s old address and being disappointed.

From a local SEO perspective, your GBP listing is used to determine the veracity of other location- and business-specific info across the web. It all needs to be the same – otherwise, Google might penalize your local healthcare business.

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2. Always use local keywords for your healthcare business

Smart keyword placement is the bread and butter of SEO strategy. But for local SEO, be sure to spread location-relevant and geographical keywords tactically throughout your web content, including your healthcare business’s pages, blogs, and social posts.

Need an example? “We are a local healthcare provider in [location], offering unparalleled patient service to the people of our community for over 20 years.” This line could easily fit into an “About Us” page or other web content. It signals community involvement, which local healthcare searchers often appreciate, but also makes it more likely that the page will show up as the result of a search like, “local healthcare provider near me”.

Local keywords can help to target your SEO results where they matter most. It doesn’t do your healthcare business any good if its pages show up for searchers on the other side of the country – you only need them to show up on search results pages for people nearby.

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3. Create location pages

Similarly, it’s smart to include location pages for your local healthcare brand.

Imagine that you have a healthcare practice, like a dental company or emergency care center chain, with several practices scattered around a wide area. Have your web team create individual pages for each practice, then have your SEO and copy experts go in and write top-notch content with local keywords to seal the deal.

Local pages for each spot where your company operates maximize its SEO coverage for different geographic groups, like the people in several different cities or towns. These pages double as handy directories for site visitors. If someone checks out your healthcare company and wants to know if you have a practice nearby, they might see a drop-down menu with all your locations and get a quick, satisfying answer.

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4. Make individual provider pages, too

To further improve your local SEO for healthcare patients, you should also make provider pages for each major healthcare provider or practitioner employed by your company. If you have a few different dentists for your dental practice, each provider should have their own profile page.

A profile page is a brief summary of the provider, their qualifications, and their history with the local area. These might seem unnecessary, but they can do wonders to improve local SEO and trust among your target audience.

Medical care is arguably the most important service someone can seek out – they want to know they’re being taken care of by someone with the right qualifications, like education and experience, and they’re usually more likely to try a new healthcare provider if they see that provider is from the same area. Therefore, maximizing your local SEO for marketing your healthcare practice purposes serves the patient just as much as it serves your visibility.

As a bonus, provider pages give site visitors the opportunity to pick out which doctor or other healthcare specialist they want to see. Giving your visitors more choices is almost always good for improving trust in your brand.

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5. Improve site EEAT

No, it’s not a misspelling! “EEAT” is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a critical part of the Search Quality Rater Guidelines that Google Quality Raters – who are real humans that thoroughly examine search results – use to determine the overall value of webpages.

Note that EEAT isn’t a direct Google ranking factor the same way other factors are that directly affect your site’s rankings from the perspective of Google’s algorithm. Instead, think of EEAT as a framework human judges use in their reviews of online content.

So, what does EEAT mean for your business? As a local healthcare provider, your brand’s web content fits into the “YMYL” or “Your Money or Your Life” category. In a nutshell, Google thinks (correctly) that your site’s content could affect users’ health and finances. The Quality Raters mentioned above check YMYL content very carefully, using the EEAT guidelines as benchmarks for content quality, accuracy, and value.

To sum it all up, your site’s EEAT directly affects the qualitative value it offers to visitors and potential patients/customers. With high EEAT, Quality Raters will mark your site as high-quality, which may heavily affect local SEO results and rankings for your healthcare business. Low EEAT results in the opposite. It’s in your best SEO interest to focus on increasing EEAT across your healthcare site as a result.

The best ways to increase EEAT

There are several ways to directly increase your healthcare site’s EEAT for local SEO healthcare purposes. Here are a few examples:

  • You can showcase your experience by posting content from healthcare providers or professionals working for your business, like case studies or in-person videos.
  • You can demonstrate expertise in the same way, or by posting provider pages (as we mentioned earlier) that include license and educational information for each healthcare provider in your business.
  • Prove authority in your industry by including helpful, educational, and valuable content, ranging from blogs and tutorials to public service announcements related to current healthcare topics (e.g., post about breast cancer during breast cancer awareness month).
  • Emphasize your business’s trustworthiness by only including accurate information and updating out-of-date content as quickly as possible. You should also only link to high-authority webpages, and any medical claims your site makes should have sources to back them up.

In the long run, improving your site’s EEAT doesn’t just assist with SEO. It also solidifies your healthcare organization as a trustworthy, credible institution for its local area.

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6. Integrate social into your healthcare SEO strategy

You might think social media marketing is completely separate from your search engine optimization efforts. In reality, your social strategy should take SEO into account and vice versa.

Though social posts don’t directly affect your search engine rankings, Google is known to use knowledge graphs of entities – such as businesses or healthcare organizations like your own – to make decisions about who ranks and where. In other words, your social marketing can influence your SEO’s effectiveness.

There are lots of ways you can use social media to bolster SEO, like:

  • Align your social media keywords and topics with the SEO keywords you’re trying to rank for.
  • Make quality, SEO-friendly healthcare content and post it on social media, like a link to a new blog post or healthcare whitepaper.
  • Make it easy for users to share content on social media through social icons and quick links.
  • Optimize your healthcare brand’s social media profiles – you should already do this when you ensure your GBP listing is accurate, anyway.

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Put these SEO tips into action with Infinity

Reading about the best local SEO tactics is one thing but adopting them into your strategy is another. With the SEO specialists at Infinity Marketing, you can put these tips into action right away. Our experts have successfully used these approaches and techniques to elevate the search engine results for brands like yours many times. Get in touch with us today to learn more about what we can bring to your business or read one of our SEO healthcare case studies.

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