Search engines have become an important intermediary between patients and healthcare providers. Whether you are looking for a specialized doctor in your area, searching for information on specific treatments or want to compare clinic ratings – most paths lead through Google & Co.

For this reason, search engine optimization, or SEO, has become an indispensable tool for clinics, doctors and other healthcare providers.

Why is SEO so important for doctors?

seo arzt

SEO or search engine optimization is an integral part of any online marketing strategy. It helps your website rank better in search results on platforms like Google and Bing. For doctors, SEO is especially important because it helps patients find their practices more easily.

SEO basics for doctors

Before we dive deeper into the specific strategies, let’s first understand the basics of SEO.

Keyword research

Choosing the right keywords is the first step to optimizing your website for search engines. These keywords should reflect exactly what your potential patients are looking for.

For example, keywords such as “orthopedist Berlin” or “pediatrician Munich” could be relevant.

On-page SEO

On-page SEO refers to the optimization of the individual pages of your website.

This includes using your keywords in page titles, meta descriptions, and text content.

Technical SEO

Technical SEO refers to optimizing the back-end elements of your website, including page load times, mobile-friendliness, and the use of structured data.

Specific SEO strategies for doctors

Now that we’ve covered the basics, let’s discuss some specific SEO strategies for physicians.

Local SEO

As a physician, it is important to focus on local SEO. This means optimizing your website to show up in local search results.

This can be achieved by adding NAP information (name, address, phone number) to your website and creating entries in local directories.

Local SEO – step by step guide

Doctors often rely on local patients, which is why local search engine optimization (Local SEO) is especially important for them. With the right strategy, doctors can increase their visibility in local search results and attract more patients.

Now let’s dive deeper into the topic.

1.set up Google My Business

The first step to local SEO is to create a Google My Business account. This free tool from Google allows you to list your business in Google search results and on Google Maps. You can add your contact details, opening hours, photos and more to make your listing more informative.

2. use local keywords

The use of local keywords is another important component of local SEO. Include the name of your city or region in your meta titles, meta descriptions, headings, and content to improve your visibility for local search queries.

3. collect reviews and testimonials

Reviews and testimonials are an important ranking factor for local search results. Encourage your patients to leave a review on Google or on your website.

4. use local directories

There are many local directories where you can list your business. These listings can improve your local visibility and drive more traffic to your website.

5. mobile optimization

Since many people perform local searches on their mobile devices, mobile optimization is an important aspect of local SEO. Make sure your website is mobile friendly and looks and works well on smaller screens.

6. create local content

Create content that is relevant to your local audience. This could be a blog post about local health issues or a guide for patients in your city.

Evaluation management

Reviews play a big role in a patient’s decision whether or not to visit your practice. Therefore, it is important to have an active assessment management. This includes collecting reviews from satisfied patients and responding to negative reviews in a professional and constructive manner.

Content Marketing

Creating high-quality, informative content can help increase your visibility in search results and boost your authority in your field. This can take the form of blog posts, informative articles, FAQs and more.

How to create high-quality content for physicians

Creating high-quality SEO content for physicians isn’t rocket science, but it does require strategic planning and execution. With the right techniques and tools, you can create content that not only ranks in search engines, but also provides real value to your readers.

1. understand your target group

The first thing you need to understand is who your target audience is. Is it other medical professionals or patients? Your content should be tailored to this audience to be effective.

2. keyword research

A successful SEO strategy starts with effective keyword research. Use tools like Google Keyword Planner to find out which keywords are most searched for in your field.

3. use medical terms

Technical terms should be used in medical articles, but judiciously. Terms should be clearly defined and easily understood in context.

4. valuable and relevant information

Make sure your content contains valuable and relevant information. This will not only improve your SEO, but also build trust with your readers.

5. readability and usability

Make sure your content is highly readable and user-friendly. Avoid long, complex sentences and paragraphs and use short, concise statements instead.

6. unique and original content

Duplicate content is ignored by search engines. Make sure your content is unique and original.

7. use of subtitles and paragraphs

Subtitles and paragraphs make it easier to scan your content and improve the user experience. Make sure your subtitles are keyword-rich to improve your SEO ranking.

8. optimization for mobile devices

More and more people are searching for information on their mobile devices. Make sure your content is optimized for mobile devices.

9. topicality of the content

Search engines prefer fresh, up-to-date content. Update your content regularly to improve your SEO ranking.

10. review and adjustment

SEO is a continuous process. Regularly review the performance of your content and adjust your strategy as needed.

10 content ideas for a cardiology practice

1. heart healthy diet tips
Write an article or blog post with heart-healthy diet tips. You could discuss recipes, foods to avoid, and the benefits of certain foods for the heart.

2. common heart symptoms and what they mean
Create an infographic or guide on common heart symptoms and what they might mean. This can help patients recognize important signs and symptoms.

3. the importance of regular cardiological controls
Explain in a blog post the importance of regular cardiology checks and how they can help prevent heart disease.

4. lifestyle changes to support heart health.
Provide advice in a video or article on lifestyle changes that can be made to support heart health, such as exercise, smoking cessation and stress reduction.

5. current research results in cardiology
Keep your patients informed of the latest research in cardiology with a monthly update.

6. success stories from patients
Share (anonymized) patient success stories. These stories can give hope to others and show how your practice makes a difference in people’s lives.

7. frequently asked questions about cardiology
Answer the most common cardiology questions patients may have in a FAQ series.

8. a virtual tour of your practice
Offer a virtual tour of your practice. Show your patients what to expect on their first visit.

9. the effects of stress on the heart
Write an in-depth article about how stress can affect the heart and offer practical tips for managing stress.

10. the latest in cardiac equipment and technology.
Present the latest cardiac equipment and technology used in your practice and explain how it benefits patients.

A little different is better than a little better

If you really want to achieve sustainable success through search engine optimization, it is essential that you distance yourself from the competition.

You are unlikely to achieve remarkable success by merely replicating and minimally adapting the work of others, for example by adding more detail.

Instead, think strategically about how you can differentiate your content from your competitors. It is definitely a challenge for medical practices, but by no means impossible.

Let us introduce you to five original approaches to pleasantly surprise your users.

1. create a blog with health tips and advice.

A blog is a great way to improve SEO while providing valuable content for your patients. You could post regularly on a variety of health topics, from nutrition tips to explanations of medical procedures. Remember to optimize your blogposts with relevant keywords and build internal links to other relevant pages on your site.

2. use social media for local SEO

Social media can be an effective tool for local SEO. By creating profiles on platforms like Facebook and Instagram and updating them regularly with high-quality content, you can strengthen your local presence and reach more patients. Make sure your social media profiles include your location and contact information and link to your website.

3. create “Meet the Team” pages for each doctor

A “Meet the Team” page for each doctor in your practice can help build patient trust while improving your SEO. Each page should include a photo of the doctor, a brief biography, and an overview of his or her specialties. Don’t forget to optimize these pages with relevant keywords.

4. use video content

Video content is becoming increasingly popular and can be an effective way to improve SEO. You could create videos that answer frequently asked questions from patients, show a virtual tour of your practice, or showcase patient success stories. Don’t forget to add a clear description and relevant keywords to your videos.

5. offer online booking of appointments

Providing an online appointment booking service can not only improve your user experience, but also your SEO. Search engines prefer websites that are useful and easy for users to use. Make sure your online booking site is well designed and works smoothly.

How much does SEO cost for doctors and clinics?

There is no blanket answer to the question “What does SEO cost?”. Rather, it is a price range that varies depending on the client’s needs and budget. These factors influence the SEO costs:

Size and complexity of the website

A small website with a few pages will be less costly than a large clinic website with many specialties.


If you’re in a very competitive industry, it can be more difficult (and therefore more expensive) to rank well in search engines.

Thus, it is much more difficult to get into the top 3 search results for the search term “dentist berlin” than for “dentist near alexanderplatz”.

Book your no-obligation consultation now and let us show you how we can implement search engine optimization for your practice or clinic.

UnitedAds GmbH is your partner in the field of healthcare online marketing and supports doctors, practices, clinics and pharmaceutical companies in strengthening their brand on the Internet, showcasing their personality and competencies and gaining more visibility among potential patients. By using modern tools from the fields of machine learning and artificial intelligence (AI), data-driven marketing strategies are implemented that enable sustainable success. The digitization experts at UnitedAds have more than 15 years of marketing experience and thus come from the first SEO generation, which has witnessed all of Google’s adjustments regarding search engine ranking criteria during this time.

Thanks to their expertise in local SEO and years of experience in digital health marketing, the team knows what it takes to have a successful healthcare web presence. It skilfully showcases the respective client, their team as well as all services and specialties. Professional content writers who are well-versed in technical terminology and write in an understandable manner for the client put the client’s strengths and competencies in the foreground. The user-focused content enables a better position in the organic search results. For long-term success, the focus is on a strategic overall concept instead of individual measures, which ultimately ensures more visitors, more appointment requests, more sales and increased customer confidence in the company.

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