Prioritize Healthcare Service Lines for SEO

Prioritize Healthcare Service Lines for SEO

Healthcare brands, do your SEO efforts align with service line prioritization?

Whether you’re a large healthcare system, a rural hospital, or a specialized physician, it is critical to develop an SEO strategy that first approaches service lines that are business opportunities, represented by keywords. This process would include rethinking the dynamic between a patient’s keyword search behavior and your existing service lines in order to adequately respond to the needs of this demographic.

In this digital age, people use the Internet as a resource for identifying ailments and exploring treatment options. According to the Pew Internet and Life Project, 77 percent of Internet users said they began their search for health information at a search site such as Google or Bing.

Another trend that reinforces the importance of optimizing healthcare service lines is the use of smartphones and tablets instead of computers to find health information.

According to the same Pew Internet study, 52 percent of smartphone owners have used their mobile device to find health information; 19 percent have downloaded an app to manage their health. This recent development of self-care for patients increases the importance of prioritizing service lines.

For example, someone may wake up one morning with a terribly painful throat. Swallowing is unbearable. Lymph nodes are swollen. Could it be Strep? Stumbling to the bathroom, this person sticks his or her tongue out, and checks for the dreaded red bumps on the back of the throat. So what next? Most likely, this person will search “sore throat” or “strep throat” in Google or Bing to double check the symptoms of Strep Throat, as well as what steps are necessary for recovery. The final step is to search the Internet for solutions, whether a physician or healthcare facility.

A healthcare SEO strategy that identifies your top-priority service lines allows for brand awareness via search engines. Of course, first, the keywords and phrases discovered through research must inspire the strategic development of content and user tools. Letas dig in a bit more.

What are the best practices?

From an SEO perspective, keywords used to express a healthcare brand’s core competencies must resonate with patients; they need to reflect search terms the patient is actually going to use.

The purpose of researching keywords is to match your institution’s top performing service lines with people searching for that service. Therefore, you start to have a healthcare SEO plan that drives the growth of your top service lines. Additionally, you will become aware of long-tail searches that potential patients are performing, which leads us to our next topic: the power of content.

Best practices in healthcare SEO don’t rely on keywords themselves. Quality content is the key factor that directs the searcher to your website. When you create dynamite content that draws a patient to one of your five top-priority service lines, you’ll bear the fruits of enhanced domain authority and ranking.

A list of keywords is just the beginning; what you do with the list will reflect your brand’s ability and motivation to facilitate healthcare for a potential or current patient. Exploring specific queries relating to keywords on your list will uncover exact searches in Google.

Here you can see the instant results that populate for the query “strep throat.” Adding a letter to the end (in this case, the letter “g,”) presents a list of suggested searches. In other words, these are topics that are repeatedly searched and are therefore worth addressing on your healthcare website.

What are the benefits?

Prioritizing service lines yields many benefits, starting with the obvious: Optimizing your website for keywords that will pay off in the biggest way.

In the world of SEO, this means targeting keywords that are less competitive in terms of ranking. Additionally, you’ll be able to hold each keyword accountable for its performance. Once healthcare SEO is implemented, it takes constant monitoring of the target pages to see whether they effectively propel visitors through the funnel.

Proactively studying the traffic flow of visitors will illuminate which page of content for which service line is the most effective (or least effective).


A successful healthcare SEO plan is essential for delivering visitors to a website, but killer content will generate leads and physician referrals. In order to know where to start with keyword research and content creation, a healthcare organization has to first prioritize its line of services.

For information regarding your healthcare digital marketing plan, contact Evolve by calling us at 844-GO-EVOLVE or visit us here to learn more about Working with Us.