Healthcare professionals with medical diagnosis websites need an internal digital team or a healthcare SEO agency to fully audit their sites and research-specific keywords related to the patient’s search.

The first step in fully optimising medical diagnosis pages for better rankings is to understand what triggers the user to search. The ‘backstage research’ is the key phase of healthcare SEO as it gives marketers insight into the searcher’s psychology. Beyond figuring out why users type a specific set of words on search engines and not another – which will lead them on a medical diagnosis page – it is vital for the SEO team to keep track with medical trends, current medical news, new illnesses or health-related debates that would trigger curiosity or the need for patients and users to look into a particular medical topic.

A healthcare SEO team who is ‘in the know’ will check Google Trends daily for popular search trends, leading the marketing trends in its quest for great medical content. Health is a sensitive subject that triggers various emotions – from worry to relief, from curiosity to panic. Google Trends embodies how long medical search trends last and shows the power of the health sector online. ‘What is Ebola’ and ‘What is ALS?’ are still the top 2 ‘What is?’ searches on Google in 2015. The psychology of diagnosis pages users needs to be fully analysed and understood to provide a tailor-made landing page gathering useful yet tasteful medical information using that set of keywords. The auto-fill feature on Google can help healthcare marketers find word combinations for a certain topic. Typing ‘What is ebola *’ on Google shows at least 5 or 6 keywords (and main worries) searched by users.

If the medical diagnosis page contains pictures and descriptions, digital managers must ensure they are names after the top keywords related to the specific topic discussed on that page. As important as keywords research and utilisation, using generated content is key for better SEO on medical diagnosis pages. Featuring a comment section is beneficial for patients to discuss and gather more information from each other, and represents an invaluable power to climb up rankings.

Contact POLARIS, SEO agency in London, for more information on healthcare SEO and how to fully optimise your medical website.

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