SEO Best Practices for Healthcare Companies in 2024

In the rapidly evolving digital landscape of 2024, search engine optimization (SEO) remains a crucial component for medical and healthcare companies to enhance their online visibility, attract relevant traffic, and ultimately grow their business.

With Google's constant algorithm updates and user behavior changes, it's essential for healthcare marketers to stay updated on the latest SEO trends and best practices.

The new Google Search Generative Experience (SGE) has a huge impact on healthcare digital marketing. This article from Search Engine Land is a must-read, to understand why you need to revisit your healthcare SEO strategy.

Understanding User Intent

In the realm of healthcare, understanding user intent is paramount. Google's algorithms prioritize delivering the most relevant and authoritative content to users based on their search queries. Medical and healthcare companies need to align their content with user intent by focusing on providing valuable information and addressing users' specific needs and concerns.

For instance, if a user searches for "symptoms of diabetes," they're likely seeking information about the signs and symptoms of diabetes. In this case, a healthcare company can create comprehensive content that educates users about diabetes symptoms, risk factors, and preventive measures.

By catering to user intent, healthcare websites can improve their visibility in search results and attract qualified traffic.

Optimizing for Voice Search

"Hey Google, where is the nearest podiatrist?" That happens all day and every day. But if your website isn't optimized for voice search, it's not your practice or business that Google (or Alexa) will be suggesting to a potential patient.

Unlike other landing page content, voice search queries are more conversational, rather than keyword-laden formal web content.

To optimize for voice search, healthcare marketers should focus on natural language keywords and phrases that mimic how people speak. For example, instead of targeting the keyword "urgent care clinic," optimize for phrases like "find urgent care clinics near me" or "where is the nearest urgent care clinic."

Sure, that will probably look a little weird on a landing page, but incorporating FAQ-style content that answers common health-related questions (using those conversational snippets) can help improve visibility in voice search results.

Mobile-First Optimization

Mobile user experience matters! I know, we've been hearing that for a very long time. But it is critical now.

In 2024, mobile-first indexing has become the norm, with Google prioritizing the mobile version of websites for indexing and ranking. With a significant portion of healthcare-related searches originating from mobile, we have to prioritize mobile optimization to provide a seamless user experience across all devices.

Mobile optimization includes responsive design, fast page load speeds, and mobile-friendly navigation. Healthcare websites should ensure that their content is easily accessible and navigable on smartphones and tablets, with no compromises on functionality or usability.

By prioritizing mobile-first optimization, medical and healthcare companies can improve their search visibility and cater to the growing number of mobile users.

Why Having an ADA-Compliant Website Matters

In 2024, having an accessible website is not just important—it's essential for healthcare marketing and SEO success. The Americans with Disabilities Act (ADA) ensures equal access to goods and services for individuals with disabilities, including access to digital content.

From a healthcare marketing perspective, prioritizing ADA accessibility not only demonstrates inclusivity and compassion but also directly impacts SEO performance.

Here's why ADA accessibility matters more than ever:

1. Expanded Reach and Engagement

By making your website accessible to individuals with disabilities, you're expanding your potential audience and increasing engagement. People with disabilities, as well as their friends, family, and caregivers, are actively seeking healthcare information and services online.

An ADA-accessible website ensures that everyone can access your content, leading to higher engagement and interaction.

2. Improved SEO Ranking

Google and other search engines prioritize user experience and accessibility in their ranking algorithms. Websites that are ADA accessible are more likely to rank higher in search results, as they provide a seamless and inclusive browsing experience for all users.

ADA compliance signals to search engines that your website is user-friendly and trustworthy, contributing to improved SEO performance and visibility.

3. Legal Compliance and Risk Mitigation

Non-compliance with ADA accessibility guidelines can lead to legal repercussions and potential lawsuits. In recent years, there has been a significant increase in ADA-related litigation, with many lawsuits targeting businesses and organizations with inaccessible websites.

By ensuring ADA compliance, healthcare marketers mitigate legal risks and demonstrate a commitment to accessibility and equality.

4. Positive Brand Reputation

In today's socially conscious landscape, consumers expect brands to prioritize inclusivity and diversity. By investing in ADA accessibility, healthcare organizations enhance their brand reputation and foster trust with both current and potential patients.

A website that caters to the needs of individuals with disabilities reflects positively on your brand values and commitment to serving all members of the community.

5. Enhanced User Experience

ADA accessibility isn't just about compliance—it's about creating a better user experience for everyone. Features such as alt text for images, keyboard navigation, and readable text sizes benefit all users, not just those with disabilities.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google's E-E-A-T principle has become a cornerstone of effective SEO, particularly in the healthcare industry where credibility and trust are paramount. Medical and healthcare companies need to demonstrate expertise, authoritativeness, and trustworthiness across their digital presence to rank well in search results and earn the trust of users.

To enhance E-A-T, healthcare websites should feature content created by qualified medical professionals and experts in their respective fields. This includes physicians, specialists, and healthcare practitioners who can provide authoritative insights and information.

Additionally, incorporating trust signals such as patient testimonials, reviews, and accreditations can help bolster the credibility of healthcare websites in the eyes of both users and search engines.

Bonus points if your healthcare providers are willing to share the articles they have authored on their own LinkedIn account.

Local SEO for Healthcare Practices

For medical practices and healthcare facilities with physical locations, local SEO is essential for attracting patients in their vicinity. Google's local search algorithms prioritize location-based results for relevant queries, making it imperative for healthcare businesses to optimize their online presence for local search.

Key strategies for local SEO in healthcare include optimizing Google My Business profiles, ensuring NAP (Name, Address, Phone Number) consistency across online directories, and leveraging local keywords in website content.

Encouraging positive patient reviews and engaging with local communities through social media and community events can help boost visibility in local search results.

Respond to both positive and negative reviews professionally. If you get a damaging review, see if you can resolve the issue with your patient, and ask them, if they are satisfied, to edit their Google Review.

Some will. Some will not. It doesn't hurt to ask politely.

Content Quality and Relevance

In 2024, content quality and relevance remain paramount for SEO success, particularly in the highly regulated and sensitive field of healthcare. Google prioritizes high-quality, authoritative content that meets the needs of users and provides valuable insights and information.

For medical and healthcare companies, this means creating content that is accurate, comprehensive, and up-to-date. Healthcare websites should focus on addressing common health concerns, providing educational resources, and offering practical suggestions for patients to explore.

People are looking for resources that can help them live a healthier life. Patients who have chronic health conditions are searching for answers, new approaches, and ultimately, relief from discomfort. Content should be focused on empathy for patients (and what they go through) and provide resources that are useful to them.

Identify and Update Quality Content

When was the last time you ran a report in Google Analytics to identify your top-performing blog articles? Find them. Evaluate them, and restructure them with new information, i.e., exciting new clinical studies.

Republish the improved older content. Keywords may be going away, but current information and relevancy are not, in the eyes of Google and other search engines.

Regularly updating content to reflect the latest medical guidelines and research findings can help maintain relevance and authority in the eyes of both users and search engines.

Structured Data Markup

Structured data markup, also known as schema markup, plays a crucial role in enhancing the visibility of healthcare-related content in search results. By incorporating schema markup, medical and healthcare companies can provide search engines with additional context about their content, such as medical conditions, treatments, and procedures.

What the heck is schema and why does it matter? Check out this article on Serp Watch. It takes an SEO expert or guidance from one. Don't try this at home, as the schema superpower can also damage website reputation and traffic if you get it wrong.

Common types of structured data markup used in healthcare include FAQ schema, medical condition schema, and healthcare provider schema. By implementing structured data markup, healthcare websites can improve the display of their content in search results, including rich snippets, knowledge panels, and other enhanced features that attract user attention and clicks.

Monitoring and Analyzing Performance

In the ever-changing landscape of SEO, monitoring and analyzing performance metrics is essential for optimizing strategies and staying ahead of the curve. Medical and healthcare companies should regularly track key performance indicators (KPIs) such as organic traffic, keyword rankings, and user engagement metrics to evaluate the effectiveness of their SEO efforts.

Tools like Google Analytics, Google Search Console, and third-party SEO software can provide valuable insights into website performance and user behavior. I'm a huge fan of SEM RUSH.

By leveraging data-driven insights, healthcare marketers can identify opportunities for improvement, refine their SEO strategies, and achieve better results in terms of visibility, traffic, and conversions.

Search engine optimization remains a critical aspect of digital marketing for healthcare companies in 2024. Marketers can enhance their online visibility, attract relevant traffic, and establish authority and trust in the competitive healthcare landscape.

And help more patients.