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Healthcare SEO Content
Search Engine Optimized Medical Content
For a Better Customer Acquisition Strategy
What does SEO stand for?
Search engine optimization, or SEO, is all about making your website more appealing to search engines like Google. When done correctly, it helps your website show up higher in search results, making it easier for people to find you. Healthcare SEO is important for attracting patients who are actively searching for medical services online.
What is “medical SEO”?
When we focus on SEO for healthcare, we mean medical SEO. This means we use specific methods that fit the healthcare field. This involves finding keywords that potential patients are looking for, such as "dermatologist near me" or "best heart hospital." This visibility leads to more people visiting your website and finding your practice, which means more patients for you.
What do SEO specialists do?
SEO specialists optimize websites to rank higher on search engines like Google. They research keywords, improve website structure, and create or refine content to increase visibility. They also handle technical SEO, such as site speed, mobile-friendliness, and indexing through link-building, analytics tracking, and staying updated on search engine algorithm changes.
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SEO Relieves Customer Acquisition Headaches
Opening your own office, clinic, or practice is exciting. You did your time working in hospitals, public health, or insurance agencies… but now you are ready for compassionate, patient-centered care. You’re ready to do it different and better.
One problem… your customers don’t know.
You have few patients - maybe some folks from your previous position, or friends, family, or a couple of referrals. But for the most part, your calendar remains half-empty. You figured google of facebook ads were an automatic win, but months and thousands of dollars later nothing has really changed. Meanwhile, you never post on social medias much as “they say you should” simply because its time consuming, exhausting, and the results are underwhelming.
You need a customer acquisition strategy.
One strategy that is repeated throughout all the "How to Grow Your Medical Practice" articles is Search Engine Optimization. People with pain and health problems inevitibly look for help on google. And SEO is about making sure your site and content is one of the top results.
SEO is about showing up and solving their problems.
But SEO isn’t about tricking Google… you have to create content for customers. The steps and terms seem complex and confusing, but the basic principle couldn’t be more simple: People look for solutions, not doctors. Its a 180 degree shift in marketing… you don’t ask people to book an appointment; you give them a reason to
I offer Healthcare SEO services for anyone in the healthcare industry…
Private Practices
Direct Care Doctors
Dentists
Physical Therapists
Pharmaceutical
Addiction Services
Medical Spas
Integrative and Alternative Medicine
Occupational Medicine
Pediatrics
Specialists
Mental Health
Steps to Optimize Healthcare Content
"I told Riley that I wanted to "dominate the market", and now we are doing just that! After listening carefully to my hopes for the clinic, he quickly developed great looking pages and worked behind the scenes to build a high SEO ranking site. Since then, our call volume has risen dramatically and awareness of our clinic has grown in our area and beyond, landing us several new contracts as we make our mark in the area.
— Peter, Guardian Health
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I can help your website rank locally for competitive keywords, driving traffic to your site and bringing new patients to your door.
Long-tail keywords make up the vast majority of all Google searches
Less than 1% of searchers click on the second page of Google results
Around 87% of consumers researched local businesses with Google Search in 2022
Pages with the highest number of total backlinks usually rank best in Google
Some 88% of marketers who already invest in SEO plan to allocate more or maintain the same amount in 2023
Over two-thirds (68.7%) of all clicks go to the top three organic search results
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“What makes SEO work?”
You can have all the positive reviews on google maps and post great content for healthcare… and STILL not rank. Its “all or nothing” when its comes to having a dominant SEO strategy; each part is necessary.
Your healthcare SEO CONTENT needs to be optimized with…
Keyword Research: If you want to acquire customers, then you need to know what questions they ask on search engines. Those questions and phrases are known as “keywords”, and neglecting them is an easy way to make sure no one visits your site.
Well-Written: if people don’t want to read it, then they won’t stay on the site, get redirected to your webpage, or schedule an appointment.
Connect with Readers: but the content can’t just be readable; it also needs to be relevant. Information that resonates with their problems and goals will compel them to seek you as a solution. You are writing for their benefit, so talk about what benefits them.
Proper Length for Topic: no one wants 6000 words on a splinter; no one wants 200 words on chemo-therapy. You need to write the correct amount for the topic and search intent of your website visitor.
Headers: Most people skim web content. Having the most important ideas highlighted in headers helps them scan your post so they can determine if it is worth a closer read. It also helps search engines better understand the focus of your conten
Bullet Points: Its easy to get lost in long paragraphs. Breaking up the prose with simple lists can make complex ideas more digestible. t.
Title tags: these are different H1’s that show up in google search results. They are shorter and more direct than a headline.
Meta Descriptions: these are small descriptions given specifically to Google to help the algorithm understand your web page or blog post. Its like giving someone a heads up in the car ride over to a party.
URL structure: How you label your blog post or web page will determine what pages on your site get prioritized.
Your WEBSITE needs to be optimized with…
Social Signals: Social signals are online interactions—likes, shares, comments, and mentions—that indicate user engagement with content on social media platforms. While not a direct Google ranking factor, they can boost SEO by increasing visibility, traffic, and brand authority.
Backlinks: When people provide a hyperlink on their site to your site, that means they find your content helpful or authoritative. Google takes notice, and the more it sees, the more it boosts your sites rankings.
Site Layout: Graphic design isn’t just pretty; it helps make your content clear. Search engines can tell if your site is strange, boring, or confusing and will lower your rankings accordingly.
Website Speed: One of the biggest reasons sites don’t rank is loading speed. If someone clicks on a link to your site, and it takes more than a few seconds to load, you will never rank high. Its really as simple as that.
Site Mapping: Site mapping is the process of creating a structured layout of a website’s pages to improve navigation and SEO. There are two main types: XML sitemaps, which guide search engines, and HTML sitemaps, which enhance user experience.
Google Profile: A Google Business Profile (formerly Google My Business) is a free tool that lets businesses manage their online presence on Google Search and Maps. It boosts local search visibility, improves credibility through customer reviews, and increases engagement with potential customers.
“How do I know if SEO is right for me?”
While search engine optimization is one of the most powerful customer acquisition tools available to healthcare providers, it places a handful of unique demands on the client:
Time to “Warm Up”: Just like other industries, SEO content for healthcare is not a quick fix. It takes at least 3 months AFTER your pages have been updated for you to see impactful results from SEO marketing. (Case and point, I wrote this page on Feb 11th… and do not expect anyone to read it until May 11th).
Financial Investment: SEO is not cheap; the copywriters have to write dozens of pages and blogs, and SEO specialists have to constantly tinker and gather backlinks. It is more akin to a craftsman’s touch than a factory production like online ads.
Ongoing Updates: SEO is a neverending marathon, not a sprint. Once you start ranking you still need to post AT LEAST monthly content in order to maintain your rankings. Otherwise you risk losing your hard fought position.
But once you rank…
it’s almost IMPOSSIBLE for competitors to overtake you.
You instantly become the first choice for your target audience,
Getting a reliable steady stream of new clients
IN PERPETUITY
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I’m a healthcare copywriter than helps doctors, physicians, and healthcare providers
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“Bottom line… what will local SEO do for my practice?”
Bottom line… local SEO will get more patients through your clinic doors by making sure your business shows up when people nearby search for healthcare services. On-page SEO will boost your authority and credibility so that site visitors trust you, as well as educate them on whats wrong and how you can fix it.
Off-page SEO boosts your visibility on Google Maps and local search results, helping you stand out over competitors. Reviews, accurate info, and location targeting build trust and convenience for potential patients.
Better SEO = more visibility = more appointments = more revenue.
“Can small clinics compete with large hospitals in SEO?”
Absolutely! Big hospitals may have a wealth of resources, but for healthcare providers, location is key. A person doesn’t want to see the “best physical therapist” and get a result in Tampa; they want to see the “best physical therapist NEAR ME”.
Local SEO is a type of SEO that aims to improve your visibility in searches based on location. It prioritizes geographic as much as topical relevance. This means small clinics can appear ahead of larger competitors in local search results.
“What separates SEO from other forms of marketing?”
Traditional marketing, like print ads or billboards, uses a "push" strategy. This means putting your message in front of many people, hoping they will notice it. SEO uses a different approach, known as a "pull" strategy; you create helpful content that answers questions your target audience is searching for online.
This focused method works better to draw in patients who are truly interested in your services. Furthermore, with paid ads, your visibility stops as soon as you stop paying. But with SEO, once you reach a top position in the organic search results, it’s hard for competitors to push you out.
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Reasons You Can Trust Me To Bring More Quality Inquiries
I Personalize…
No “cookie cutter” marketing approach has ever had long term success. Everything… from branding to web pages… I create content specifically for you and your unique target audience.
I Research…
Not only does misleading healthcare information and vague messaging damage your credibility and break trust with customers, but it puts peoples well being at risk. As a healthcare content writer, my content strategy is thoroughly researched to keep both your brand and your patients safe.
I Respect…
Its important to use proven writing methods to keep audiences engaged. But when it comes to healthcare, compassion is ultimately more important than clicks. Unknown pain and ailments leave people vulnerable, and you don’t want informing content to exacerbate their anxiety.
I Deliver…
Social media presence, industry thought leadership, community reputation… none of these things matter unless they are impacting the bottom line: increasing your panel size. If my work doesn’t reach our stated goals, then I’ll work with you for free until you make back your investment.
“Who are you? And did you work in the industry before?”
My name is Riley (hence, “Riley James Copy”!). And nope; in 2021 I pivoted to copywriting and SEO content after 10+ years in Christian ministry. My copywriting career and education uniquely trained me to write with a compassionate tone, do extensive research, and simplify complex ideas when writing for medical professionals.
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What My Help Will Look Like
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Step 1: Discovery
Unlike freelance writers, we sit down for a 15-minute discovery call. I’ll learn about your practice, goals, and what you have tried to reach them. I’ll share my initial thoughts and a rough estimate of the projects and the budget required.
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Step 2: Diagnosis
Extending our time or during a follow up meeting, we identify the challenges you are facing and create a strategy that meets your goals and fits your HC service, budget, and timeline.
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Step 3: Administer
I work on each project one at a time with 50% payment up front. While some projects requires third parties, any strategy is designed to take as much time and effort off your plate so you can focus on serving your patients.
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Step 4: Implement
You have the last word and I’ll make final edits based on your observations on the writing samples. Once a project is complete, the other 50% is due, and you are given the option to continue with additional projects.
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Step 5: Assess
Successful marketing always requires testing and tinkering until it is optimized. Using customer relationship management tools (CRMs) we adjust our efforts until we see desired results.
Frequently Asked Questions
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While there is a level of automation to anything online, SEO is… for the most part… NOT automated. On-page SEO content creation requires research, creativity, and empathy. And off pate SEO work involves analyzing the site and strategizing the most efficient way to raise the sites authority in the eyes of google.
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A.I. is already posing some unique challenges to search engine optimization… but not nearly enough to nullify your investment. A.I. is “clever”, but can’t write in a way that connects. And search engines are already adapting to disregard websites that are stuffed with garbage A.I. content.
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No. Google is the most important search engine for businesses, so unless you always want to start there. After that, you want to prioritize which content platform is best for you.
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SEO takes time, and it changes for each healthcare practice. Generally, you should see clear changes in organic traffic, search rankings, and how many patients you gain in about 6 to 12 months.
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Yes. Both are needed for your SEO strategy to be successful. I work with an off-page SEO team, who does diagnosis of your site to determine the best strategy. They dictate to me how many pages and blogs you need to start ranking.
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Payments are completed over Paypal. In order to protect us both, the first thing I require 50% of the project’s payment up front before I begin. This is a standard freelance practice. Once I deliver the final draft, there will be a second invoice for the other 50%.
Other payment structures can be explored in the discovery and proposal process.
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My goal is for the initial project to take as little of your time as possible. You should spend no more than 3 hours total filling out questionnaires, meeting over video with me, and responding my any follow up emails of mine. Subsequent requests for follow up projects would take no more than an hour of your time each.
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Depends on the project, but usually I deliver a Google Doc that you or your team would publish. I include formatting instructions in the Google Doc. But if you would like me to save you more time, I can implement it myself onto your site/email platform. That work is billed at an hourly rate and will be factored into the invoice.
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Anything project needed within 10 business days will incur a 25% rush fee increase to the over all price.
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As a rule I make all client requested edits free… I don’t want to leave you unless you are happy and confident in my work.
However, sometimes a client requests an “edit” that is really a completely new project. If that is the case, we will work out a new proposal at a discount.
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I am partners with several qualitifed and accomplished freelancers. They include FB and google ad, email deliverability, and graphic design specialists. If the best marketing strategy for your business requires their talents, I will factor that into the proposal or arrange a meeting and pass you along.
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For your site, you will need some type of web software for monitoring traffic, SEO, and visitor interactions (ex: Semrush, Ahrefs). For emails you will need an email automation platform like Mailchimp or Klaviyo, and a plan that tracks subscriber engagement and allows for for both drip and trigger emails. For blog posts you merely need a blog, I have all the software on my end.
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I will make unlimited edits to any draft until you are satisfied. I also offer a round of free edits within 6 months of the projects completion. If y work did not generate buzz like you hoped and you are still not satisfied, I offer a 100% money back guarantee.
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1) I am much more affordable. No employee benefits or office space are being factored into my price; you are paying for my work and my work alone
2) Most agencies suffer from internal and external distractions that prevent them from putting the client first. With me, you get hands on, one-on-one fixed attention, resulting in copy that is tailor-fit to your brand and needs.
3) I LOVE tabletop games. I have been immersed in them as my favorite hobby for over 13 years. I have intimate knowledge of the culture , mechanics, and… most importantly… the target audience.
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If you want to make an immediate impact on your bottom line, you will need to have your branding in place. That means having a clear vision, mission, values, unique sales proposition, target audience avatars, social media platforms.
If those aren't present, it will be the first project before we explore your marketing options.
Without dedicated healthcare copywriter following ap personalized medical marketing strategy, you risk…
spending time writing content that will never rank
burning money running ads that yield minimal returns
wasting downtime figuring out social media platforms
chasing away customers with an confusing or boring website
wondering you’re not being referred to friends and family
misusing software and tools that don’t align with your strategy
watching your passion for helping people fade
Medical marketing like this leads to more endless hours, frustration, and burnout.
But with a healthcare copywriter that values accuracy, honesty, empathy, and efficiency, you can…
receive daily inquiries from motivated leads
fill your schedule months ahead of time
have happy patients that refer you to their friends
practice medicine the way you always wanted
not compromise your vision and values for modern healthcare
hire on additional full-time staff
expand to more locations
make a good living with good work/life balance