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In this article, I’ll tell you why promoting medical websites is one of the most difficult tasks for SEO specialists. I will also share examples of successful cases where we were able to achieve significant results, increasing traffic from 20% to 2000%.
Hello! An SEO specialist is in touch. On my blog I share practical tips and solutions for successful website promotion. Today we’ll talk about promoting medical resources. What makes them so complex?
Let's start with the fact that promoting medical websites is associated with a number of specific difficulties.
High competition. Medical topics are one of the most competitive in search engine marketing. We have to fight for top positions with large medical portals, aggregators and blogs. The key point is careful development of the semantic core, especially in terms of localization.
Legal restrictions. In the advertising practice of medical services, there are strict legal restrictions that must be taken into account when promoting. For example, you cannot use brand names of drugs on the site or give questionable treatment recommendations. You should also avoid mentioning folk remedies as an alternative to traditional medicine. This minimizes risks with search engines such as Google and Yandex.
Low CTR. Despite the high interest in medical topics, many users are not ready to switch to such sites. Reasons may be due to unclear content, difficult navigation, or lack of trust in the experts presented. It is important to actively work with your reputation, collect reviews, respond to comments and carefully fill out doctor profiles on the site.
Unjustified expectations of visitors. Every element on a medical institution’s website is important, including the style and tone of information. Any mistake in words or flaw in the structure of the site can significantly affect the user experience. Therefore, the content should not only be professional, but also accessible to a wide audience.
Complex indexing. An interesting point is that Google and Yandex index medical sites differently. Google has strict algorithms with careful checking, while Yandex has simpler mechanics, but achieving the desired positions is still not easy. This is important from the point of view of safety and protection of the health of users, but for marketing it is an additional complexity.
The medical field is indeed full of complexities, but with the right approach you can achieve good results. The first project we will talk about is a medical center.
At the initial stage of work on the project, the site was outdated, with minimal information about specialists, services and prices. There was no application form and the site looked like a relic of the past. It took time and effort to correct the situation.
After a year of operation, traffic increased by 2000% (from 156 to 3211 visits per month). This is an example of how important it is to bring your website up to date with modern SEO requirements.
The second case concerns an aesthetic medicine center. This project was in better shape at the start, since the site was already operational. However, the optimization was not done properly and we had to tweak the SEO elements to improve search engine visibility.
In five months, we brought the site to the top for many highly competitive queries, and traffic increased by 23%.
In the first project, work began with a technical audit. We eliminated errors in the layout, collected a semantic core, analyzed competitors and updated the texts. The structure of the site was also improved, blocks with prices, benefits and reviews were added, as well as a form for collecting applications.
In the second project, the analysis showed that the site needed to improve loading speed on mobile devices, correct duplicate pages, and install a secure protocol. We prepared the semantic core, updated the Title and Description, created micro-markup and revised the internal linking.
In both cases, we actively worked with reputation. The first project used social networks and forums to generate positive reviews and links. In the second project, where the reputation was already at a good level, we continued to improve the image by posting new messages and links on thematic resources.
As a result, both projects moved to the top of search engines. The first project reached 100 top queries in Yandex and 62 in Google, the second project increased visibility by 23% for highly competitive queries.
To summarize, to successfully promote medical websites, you need to consider the following points:
If you need help promoting your medical website, don't hesitate to reach out. Write to us at the SEO studio with any question by email: info@seo.computer.
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