healthcare seo


SEO(Search Engine Optimization) is the secret key for health and wellness brands to stand out online. It’s all about making your site first pop up when people Google health information. With everyone searching online for health tips and products, showing up at the top can boost your brand. 


It’s not just about throwing money at ads; SEO is a smart way to attract the right crowd without breaking the bank. From picking the right keywords to making your website easy to navigate, SEO helps your brand get noticed, drive more visits, and stay ahead.


The Benefits of SEO for Health and Wellness Brands

Increased Visibility:


Ranking higher in search engine results pages (SERPs) is one of the most direct benefits of SEO for health and wellness companies. Optimizing websites and content for relevant keywords can greatly improve a brand’s visibility. 


Studies show the top 5 organic results on Google receive over 60% of all clicks. By ranking on that coveted first page, brands witnessed 200-500% increases in traffic. SEO generates qualified organic visitors that convert at higher rates than paid search ads.


Enhanced Brand Awareness:


With higher visibility and more visitors, SEO significantly enhances brand awareness and reinforces branding efforts. When people search for related keywords like “probiotic supplements” or “yoga mats”, optimized content will introduce them to specific brands. 


This level of exposure to potential customers is extremely valuable for establishing a brand image and identity. SEO gives health companies the digital real estate to showcase their products, content, mission, and values.


Generating Qualified Leads:


SEO attracts visitors searching for health solutions, indicating intent and readiness to purchase. Targeting keywords related to pain points, interests, and buyer keywords extracts leads from audiences primed for conversion. 


For example, someone searching “healthy fruit delivery” has identified a need that a brand can fulfill. SEO provides the platform to capture such leads and move them through the sales funnel, ultimately converting them into customers.


Building Credibility and Trust:


Ranking high for industry keywords also builds authority and trust, which are vital in the health field. When a brand appears at the top of results, it adds legitimacy in the eyes of consumers. 


Optimizing for informational keywords (e.g. “meditation benefits”) also allows brands to establish thought leadership. High-quality content further boosts credibility. All of this helps brands become seen as trusted experts in their niches.


Cost-Effective Marketing Strategy:


Unlike paid ads, SEO delivers results without ongoing advertising costs. The investment is upfront for optimization and content, but leads continue flowing over months and years. 


Competitors often constantly invest in paid search campaigns to maintain their visibility. However, by enhancing organic SEO, the rankings and traffic can be sustained over time as long as best practices are adhered to. This approach to cost-effectiveness allows new brands to compete with more established players in the space effectively.


SEO Strategies for Health and Wellness Brands


On-Page SEO:


Keyword Research and Implementation:


Conducting thorough keyword research is crucial to understanding what your audience is searching for and determining the terms and phrases to target through your content. Use keyword planning tools like the SEO keyword research guide from Brandingity to identify volume, competition, and optimization difficulty.


Implement the most relevant keywords naturally throughout your website and blog content. Keyword density should be 2-5% for optimized pages. 


Content Optimization: 


Create blog posts, articles, FAQs, and other content that directly answers the questions and provides solutions for your audience’s pain points. Engage readers by blending educational information with storytelling and visual media.  


Optimize each page and content asset directly for a primary keyword while also including secondary keywords. This establishes relevance and authority for those terms.


To optimize for SEO and enhance usability, consider using the keyword “athena health provider login” in practical contexts on your website. For instance, you might create a dedicated page or section with clear, concise instructions guiding users on accessing their accounts. An example sentence could be: “For seamless access to your health records, utilize the ‘athena health provider login’ feature on our homepage.” This approach targets the specific keyword and provides valuable information to users, improving their overall experience on your site.


Technical SEO:


Ensure your website has a clean internal linking structure, proper meta tags, strong page speed, secure hosting, and optimized code. Conduct audits to fix technical issues.


Make your site easily navigable, mobile-friendly, and focused on facilitating user experience. This convinces search engines your brand provides value.


Meta Descriptions and Title Tags:


Craft compelling Meta tags and descriptions for each page that accurately summarize the content and provide keywords. Well-written snippets entice users to click rather than just skim past your listings. 


Internal Linking:


Link relevant pages and content within your site together using keywords as the anchor text. This signals search engines about the topic focus and helps pages rank for those terms.


Off-Page SEO: 


Link Building:


Obtain backlinks from authoritative sites related to your industry, such as mentions in mainstream media publications. Ethically build links through guest posting, partnerships, PR efforts, etc.


Quality external links indicate your brand’s credibility and relevance, boosting your domain authority.


Local SEO (if applicable):


For location-based businesses, optimize your Google My Business profile completely and aim to get listed on other local directories. This helps you rank for local search intent.


Social Media Marketing: 


SEO Companies focus on promoting content and engaging followers on social media that can indirectly improve SEO. Increase brand awareness and site visits through platforms your audience uses regularly.


Guest Blogging:


Write and publish guest posts on industry-specific blogs that accept contributor content. Ensure your author bio includes a link back to your website. Guest posts expand reach and acquire backlinks.


Content Marketing Strategies for Health and Wellness Brands

Content Marketing is one of the best strategies for eCommerce SEO and Health care SEO. Creating and distributing valuable, relevant content is a core part of any effective health and wellness industry SEO strategy. 


High-quality content attracts organic traffic, builds trust, and converts readers into customers over time. Different formats allow brands to provide education, address concerns, tell stories, and engage audiences creatively.


Blog Posts


In-depth blog posts enable brands to share expertise on specific topics. For example, a fitness company could publish guides on strength training techniques or debunking workout myths. Optimizing posts for keywords like “strength training tips” helps attract searchers.




Infographics condense complex health concepts, research or tips into easy-to-digest visual formats. For instance, a nutrition brand can showcase portion sizes for food groups. Bold graphics and key takeaways cater to visual learners.




Videos bring brands’ services and products to life through sight and sound. A massage therapy chain could publish tutorials on self-massage techniques for tension relief. Utilizing a skilled video editor to ensure the content is engaging and professionally presented. Videos, especially when crafted with attention to detail, rank well for keyword-focused titles like “shoulder massage tutorial.”



Lengthier ebooks allow brands to provide comprehensive guides, such as a natural supplement retailer creating an ebook on a beginner’s guide to meditation. Gated access in exchange for emails nurtures leads.


Case Studies


Case studies tell success stories of real people who overcame struggles related to the brand’s focus area, building trust and credibility—for example, an organic skincare company highlighting a customer’s journey to clear skin.


Regardless of format, content must be high-quality, accurate, evidence-based and offer actionable advice to provide true value. Engaging and educating the audience should take priority over aggressive self-promotion.




As online becomes the dominant arena for consumers to research and purchase health and wellness products, having an effective Health Care SEO strategy is now imperative for brands to succeed and compete digitally. 


Health companies can establish authority and visibility in search engines by optimizing websites, creating high-quality content, building links, and leveraging other proven tactics. This allows them to reach their audiences during critical moments of need and decision-making. In today’s digital-first world, SEO is a core channel that wellness brands must prioritize to build awareness, trust, and loyalty with customers online.




Is SEO necessary for health and wellness brands?


Yes, SEO is critical for health and wellness brands today. With increasing competition and consumers turning to Google to research products, brands need an effective SEO strategy to get found online and connect with their audience. Optimizing for keywords potential customers are searching helps drive qualified traffic to your site and boost brand visibility.


How long does it take to see results from SEO?


It takes 3-6 months of consistent effort to begin seeing tangible results from SEO. Rankings do not happen overnight – it requires optimizing pages on your site, publishing high-quality content, acquiring backlinks, and more. Give your SEO strategy time to make an impact. Monitor progress through tracking tools.


Is SEO expensive?


SEO can be very cost-effective compared to other marketing channels. While some tools or software require paid subscriptions, many best practices such as keyword research, content creation, and link building can be done without a large budget. Hiring a full-service SEO agency costs more but may yield faster results.


Can I do SEO myself, or do I need to hire a professional?


With some research and commitment, basic SEO like metadata optimization and content creation can be managed in-house. However, tapping SEO expertise is recommended to execute more advanced tactics correctly. Consider your budget and goals – a consultant may suit small brands while an agency benefits bigger companies.


What are some red flags to watch out for when hiring an SEO company?


Avoid SEO firms that promise instant rankings, use black hat tactics like keyword stuffing, suggest buying bulk links, don’t explain their methodology transparently, or don’t have proven expertise specific to the health and wellness space. Only partner with ethical companies with experience optimizing sites in your niche.


Healthcare Marketing


In today’s fast-paced digital world, everything, from ordering a pizza to booking a holiday, is done online. Businesses have noticed this change and have moved online to be where their customers are. Though the requirement of digital marketing is relevant to all industries, some industries, in particular, have a more critical need for it, such as the healthcare industry. Here’s why.


The Changing Consumer Landscape

Modern times have brought a change in the way people choose where to go when they’re unwell or when they need a health check-up. In the past, we might have asked a friend or a family member for a recommendation regarding a doctor. Now, most of us turn to the internet. A simple search for “best dentist near me” or “top dermatologist in the city” is becoming the norm. Websites that rank high in these searches not only provide a list of these services but also show ratings and reviews. This means that healthcare providers now have a digital reputation to maintain.


People don’t blindly trust any healthcare provider anymore. They want to know what other patients have to say. They want to be sure they’re making the right choice. And this is where digital health marketing steps in to help healthcare companies. By having a strong online presence, they can reach these modern consumers effectively. Don’t forget about EHR software programs. Here’s a list of the biggest EMR companies.


Benefits Of Digital Marketing For Healthcare Companies


1. Increased Visibility


Have you ever wondered why some clinics or hospitals are always full while others, even if they offer great services, have fewer patients? Part of the answer lies in visibility. In the digital age, if you’re not online, you’re almost invisible.


Being available in online searches is critical. This is because when someone searches for healthcare services, the first few results get the most attention. This is where digital marketing helps. With proper search engine optimization (SEO) strategies, a healthcare company can make sure they appear in those top search results. This ensures that when someone looks for services they offer, they can be easily found.


Telehealth, where medical professionals consult patients online, is also gaining popularity. A strong online presence ensures that these services reach those who need them. A Healthcare Software Marketing Agency can further amplify a healthcare company’s online visibility through targeted digital marketing strategies, ensuring they reach and engage their target audience effectively.


2. Targeted Outreach


Imagine you’re a pediatrician, and you want to reach out to young parents in a specific city. Or you’re a cardiologist wanting to share information about heart health with people over 50. Digital marketing makes this possible and easy.

Online platforms, especially social media and online advertising channels, allow healthcare companies to reach a specific audience. These platforms offer tools to select the age, location, and even interests of the people you want to reach. This means the right information can reach the right people at the right time. No more wasting resources on broad messages, hoping they reach someone interested.


3. Engagement & Relationship Building


Long gone are the days when a patient visited a doctor, got treated, and the relationship ended there. Today, healthcare providers aim to build lasting relationships with their patients.


Digital marketing opens doors for healthcare companies to engage with their patients regularly. By sharing helpful tips, health news, or patient stories on social media platforms, they can keep the conversation going. Email newsletters with health advice or check-up reminders can also make patients feel valued. These strategies not only keep current patients engaged but also attract new ones.


Challenges Faced By Healthcare In Traditional Marketing

Traditional ways of marketing, like TV ads, billboards, or newspaper ads, often spread the message to a vast audience. But here’s the thing: not everyone who sees that ad might be interested or need those services. So here’s how digital marketing helps with this:


1. Broad And Scattered Reach


When a healthcare company places an ad in a newspaper or on a billboard, it’s seen by many people. Sounds good, right? Not always. Among those thousands of viewers, only a small fraction might be interested in the healthcare services offered. This means a lot of the marketing budget is spent reaching people who are not potential customers. In contrast, digital marketing, as mentioned before, can target specific groups. It’s like speaking directly to those who want to listen.


2. Limitations In Measuring Impact


How many people pay attention to a healthcare advertisement on a billboard? And among them, how many take action, like calling the clinic or booking an appointment? It’s tough to tell. With traditional marketing, healthcare companies spend money without a clear understanding of the results.


On the other hand, digital marketing offers a clearer idea of the expected results. With digital marketing tools, healthcare companies can know how many people saw their ad, clicked on it, booked an appointment, and much more. This data helps in making informed decisions.


Potential Concerns And Counterarguments

While digital marketing sounds promising, it’s essential to address a couple of concerns specific to the healthcare sector.


1. Privacy Concerns


When healthcare providers move online, there’s always a concern about patient information. Patient data is sensitive and private. It’s crucial for healthcare companies to ensure any online platform they use respects and protects the privacy of their patients. Using trusted platforms and always being transparent about data usage can help in building trust.


2. Digital Overload


With so many companies jumping on the digital bandwagon, there’s a lot of noise online. Healthcare companies might worry about getting lost in this digital crowd. But remember, it’s not about being the loudest; it’s about being the most relevant and trustworthy. Consistent, genuine, and valuable online presence can help healthcare companies stand out.



The world is moving online. From shopping to studying, people rely on the internet for almost everything, including healthcare. Digital marketing is no longer just an option; it’s a necessity, specifically for healthcare companies. It offers targeted outreach, measurable results, and a chance to build lasting relationships.


By addressing concerns and using the right strategies, healthcare companies can make the most of digital marketing. For a great hospital or a small clinic, the digital world offers an opportunity to grow and serve better.

Digital Healthcare Marketing


Healthcare is a unique industry. Like B2C businesses, they rely on consumers coming and taking their service to make money. If they don’t have patients coming in, they can’t make a profit. But, how do those people find your practice? Well, that’s when healthcare becomes like a B2B business. Referrals are a huge part of getting people in the door, both from other healthcare practices, and insurance providers.


To find success, you have to use marketing tactics from the best of both industries. Here are some tactics to help market your business to attract more patients and get more referrals coming in.


Setting Yourself Up As An Expert

People only want to be treated by an expert. They want to trust that the person charged with their health knows what they are doing. In a world of medical blunders and lawsuits, professionals in the healthcare industry are under even more scrutiny.


A powerful tactic to show off your expertise is a blog on your site. The best content to fill your blog should revolve around your field of study and be helpful to your target market, whether they are current patients or not.


This can include ways to prevent diseases, tricks to easing discomfort, exercises to stay healthy, or products that you recommend. These type of topics are chances to prove you are an expert in the industry and that you care for your patient’s well being.


A good blog can help entice other professionals to refer patients to your practice. As you meet other professionals, or they start to look you up, a blog can help them feel comfortable referring you. They only want to send their patients to an expert, because if it ends poorly, that reflects back on them.


Building A Referral Network

Getting referrals requires making connections and networking. Sure, you can develop digital marketing tactics that revolve around targeting other healthcare professionals, but nothing quite compares to a face to face meeting.


Find ways to meet with other healthcare professionals in related fields. That might mean taking them out to lunch, scheduling a meeting in their office, or attending networking events. Linkedin is a powerful tool for connecting and staying in touch with other professionals. Getting in front of them gives you a chance to pitch your services.


When pitching, have multiple ways to show your results. A good start is raw numbers, such as how many people you’ve helped in the last few years. Then, go more in depth with a case study where whatever you do changed their life. Show that what your business is doing matters and are worth referring patients too.


The Importance of Insurance

A lot of important medical decisions are determined by money. You might be a perfect fit for a person’s needs, but if you don’t accept their insurance, it won’t matter one bit. They’ll find a competitor that is within their network.


Having a wide variety of accepted insurances is important as it gives a larger amount of people access to your business. If you get multiple requests for a specific insurance company, look into accepting them.


One helpful insurance tactic is to list the major insurance providers you accept on your site. Many insurance provider sites aren’t the easiest to navigate, and if they find your business outside of it, then you save them time and effort by telling them if they accept their insurance.


Being Locally Involved

You are in the business of helping people, and that shouldn’t stop just when they leave the office. Your business is a part of the local community and getting involved with local causes can be a big boost to your brand.


A good starting point is covering local events that impact your expertise on your blog. An example of this would be a pediatrician talking about a local outbreak of a disease (like whooping cough) and how to help prevent the spread of it. It shows you care about your community and that you are in tune with what is going on.


The next step is to build your presence on social media. Practically every business has a Facebook page, but it’s still an important way to connect with patients and followers. Your social media pages need to be a source of reliable information and news, not simply be one big promotion for your business.


Finally, get involved in the local community. Sponsor important events and be seen as an advocate for goodness. Doing stuff like this will improve your brand awareness, help you connect with people in your target market locally, and show people that you are more than a business. In today’s world, people want to do business with companies that are helping make the world a better place.


Being Mobile Friendly With Google

Search engines have a huge influence over the success of a business. Ones that rank higher get more visitors, which could correlate to gaining more customers. Basic and up to date SEO tactics can help you rank higher, but Google is always changing how they look at websites.


Google’s newest focus is on how mobile friendly a site is. Around 56% percent of all online traffic to top sites is done on a mobile device, so it makes sense Google wants their rankings to reflect that.


So here is the question. Is your site mobile friendly? If you pull it up on your smartphone and it looks like it belongs on a computer screen, then it isn’t. If it looks like it fits, then you’re doing better.


Another thing to keep in mind is that people browse mobile sites differently than traditional web pages. The best way to find this out for your site is by delving into your site’s analytics and looking at the User Flow for both mobile and PC. If more people go to a specific page on mobile, research why that might be. Is it more prominently displayed on the mobile version, or is it a more requested page for mobile users?  Adapt your mobile version to data as you find it, and A/B test changes.


Are you a health care business owner or marketer and have some insights to share? Got a question about on of the tactics listed above? Let us know in the comments below!