Healthcare marketing has undergone tremendous changes over the years, especially with the latest tools and technologies introduced into the market at a breakneck pace. But one thing that has remained the same regardless of all the other changes is the necessity of Search Engine Optimization aka SEO. Be it yesterday, today, or tomorrow, SEO is the one marketing element that will never lose its relevance no matter what.

What is SEO?

Simply speaking, SEO is the process of improving your brand’s visibility and ranking online which will enable your website to show up at the top when a user sends a relevant query into the search engine. When it comes to a field like healthcare where the vast majority of patients will look up online before they decide on a service provider, strategic SEO marketing can make all the difference by enticing them to choose your brand over the others.

How does SEO help your brand?

Search engine optimization helps your healthcare brand in a number of ways.

• Improves brand visibility and awareness
• Ensures better Search Engine Results Page (SERP) ranking
• Boosts website traffic
• Encourages patient trust
• Increases local traffic
• Leads to better patient acquisition
• Cost-effective with high ROI

Patient acquisition through SEO

When it comes to patient acquisition, healthcare SEO ranks at the top in terms of effectiveness. Cleverly executed SEO in digital marketing campaigns will make it possible for your brand to target the right audience demographic who are more likely to convert. With the use of keywords, especially long tailed ones—keywords that are three to five words long—you can boost your SERP ranking for the specific query so that the patient will see your page in the top results. A good SEO strategy is also helpful in establishing your brand as a highly reputed knowledge authority in the field which will further encourage patient trust in the medical care you provide. This trust, credibility, and reputation gained through SEO will directly reflect on your patient acquisition.

What you need to do

Whether you are going for organic or paid marketing, you need to adopt proper SEO strategies that can bring in the desired results. Here are some common SEO strategies you can incorporate into the branding and marketing of your healthcare organization.

1. Know your target audience
This is the first step to SEO marketing. Before you develop your content, you need to know what your target audience needs from your brand and develop the content accordingly so that your webpage will show up when they send the relevant query. Do thorough research into keywords and recognize which ones have the highest number of hits. Predict the patient’s questions and concerns and answer them through your content to keep them engaged.

2. Pay attention to local rankings
The vast majority of a hospital’s patients will be ones who are local to the region. As such, hospitals need to make sure that their webpages can be found in local searches. A well-designed SEO strategy which incorporates location specific keywords can ensure that your hospital’s page will rank higher when a patient looks up for healthcare services in their area, making your brand more attractive due to easy accessibility.

3. Encourage online reviews
Encouraging your patients to leave positive reviews of your brand online is another important SEO strategy. These reviews play a critical role in organically boosting your website’s ranking and contribute to building brand reputation and credibility, all of which will lead to better patient acquisition.

4. Create microsites
Search engines do not look at the website as a whole, they are looking for webpages that match the query instead. This makes it vital that hospitals develop and maintain microsites with quality SEO content so that they can act as landing pages whenever a user looks up relevant keywords.

5. Build backlinks
Design and develop your website content in a way that showcases your brand’s experience and expertise so that you can generate quality backlinks to your webpage. These backlinks from reputable sources will increase your SERP ranking and firmly establish your brand as a trusted healthcare organization to the public.

Search engine optimization may sound simple, but in order to implement it effectively, hospitals need a branding partner who can design and develop SEO strategies and content that can keep their webpage at the top when it comes to SERP ranking. Whether it’s market research and analysis or content development, Moksha Media provides comprehensive SEO marketing services for hospitals and healthcare-allied organizations. With the help of our capable and highly experienced professionals, Moksha Media has established itself as a top branding and marketing agency for healthcare in India. We have dedicated over 15 years of service to the healthcare industry and have delivered the best results to numerous clients in India and abroad, and this rings especially true when it comes to digital marketing for hospitals.

Connect with us today, entrust your brand to the leading experts in the field. Let’s take your brand to the top with our customized SEO strategies.

12 June 2024

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