The SEO promotion of medical website has some features due to the special attitude of search engines. This is because such resources can affect the life and health of users. So let’s look at these features and try to derive a universal checklist for optimizing the medical website.
What do search results look like today?
Organic issuance in the field of medicine looks heterogeneous. It includes sites of various types:
- Information sites host feature articles but do not offer SEO in medical services.
- Sites of clinics, medical centers, or laboratories. Here are the resources of commercial organizations that provide medical services of various kinds. The share of such sites in search results is approximately 45%.
- Aggregators (up to 20% of search results) are resources that collect information about clinics and specialists and build their internal ratings.
- Various search engine services, for example, Yandex, Google Maps, and others (5%).
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Features of promotion of medical website design
You need to understand that such sites are being monitored more closely by search algorithms and assessors. Accordingly, the requirements for their content quality and promotion are much higher.
Here are the main features of the promotion of medical services:
- The main part of medical services belongs to highly competitive niches.
- Medical website design should be filled with exclusively high-quality content. It should be written not only by a copywriter but also by a specialist in the field.
- The published material must reflect the author, who, as a rule, is a specialist (for example, a doctor), whose reputation is also considered when ranking this material.
- It will require a response in the form of reviews (not only within the promoted site) from customers, both for the clinic and specialists.
Fundamentals of promotion of medical websites
The basics of promoting medical website on Yandex and Google are almost the same. So let’s start in order.
Website structure
The structure should be logical, convenient, and understandable for the user. The upper levels, as a rule, contain a section with information about the clinic, specialists, services, etc.
Site structure example
Each of these items can contain subcategories.
The main thing is not to overload the menu with unnecessary items and focus on the audience’s needs.
Service Pages
Each service should have its landing page containing comprehensive information about it.
Be sure to prepare:
- Description of services.
- Her cost.
- Time of admission of patients.
- A list of specialists who are receiving or providing a service.
- Methods of treatment.
- Equipment.
- Additional information for patients, for example, recommendations on what to do after a medical procedure.
- Indications and contraindications.
- Demonstration of the results before and after the procedure.
- Customer reviews (for example, you can copy them from the guest book by attaching a page scan).
- FAQ.
- The ability to make an appointment with a specialist directly from the service page.
Also, such blocks on the service pages will improve behavioral factors.
Service pricing page
The availability of prices is a mandatory requirement for the search promotion of commercial medicine sites. Therefore, prices should be indicated on the service pages and a separate page in the form of a price list.
At the same time, as a rule, the price page contains many positions. Therefore, you should consider how the user will search for the information he needs. For example, it will be a simple search string or sorting by the top sections of services.
Information about specialists
Cards of institution specialists are one of the key ranking factors in promoting medical services. Therefore, it is recommended to proceed as follows: a separate section is created on the site, in which the pages of specialists are collected. Each page should contain the following information:
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- Photo of a specialist.
- FULL NAME.
- His title or degree.
- Direction or specialization.
- Description of the rendered services.
- A short biography, but in the format “where did you study,” “what scientific achievements does he have.”
- You can place links to scientific publications.
- Clinical cases.
- Be sure to place a feedback form on this page.
Information about doctors
In addition, it is recommended to place a block with specialists related directly to this service within each service.
Each of the profiles should ideally contain a high-quality photo of a specialist. You should also consider the general concept of photographs and make them for all specialists in the same style.
Information about the institution
On a separate page, which should be accessible from the main menu of the site, information about the institution should be published:
- Jur. information (name, date of registration, etc.).
- Licenses and certificates for medical activities.
- Information about leaders.
The availability of this information is mandatory following the requirements of the Ministry of Health of the Russian Federation of December 30, 2014. We discussed the requirements for websites of medical organizations in more detail in a separate article.
In the section “About the company,” you can place the history of the institution if any.
Site blog
This section will allow you to cover information traffic, which converts well into commercial traffic in this niche. In addition to the participation of such traffic in the sales funnel, it also has a good effect on the behavioral factors of the site while improving the position of pages focused on commercial queries.
There are many blogging options:
- It can be various reference books (diseases, medicines, etc.).
- Various research and achievements in the field.
- Reviews of the methods of treatment.
It will be a huge plus if such articles contain links to authoritative sources, and the article’s author will indicate the institution’s specialist.
