9 SEO Mistakes That Are Holding Back Your Healthcare Website
As a White Label SEO Providers partner agency, you already understand the importance of driving organic traffic to your clients’ websites. However, in the competitive healthcare sector, ensuring that your healthcare clients’ websites rank high on Google can be a bit more challenging. Many healthcare websites fail to achieve visibility on Google due to a variety of technical and content-related SEO mistakes.
In this blog, we’ll break down nine common reasons why Google might be ignoring your healthcare client’s website and share actionable solutions that will not only improve rankings but also align with Google’s E-E-A-T guidelines. These guidelines emphasize Experience, Expertise, Authoritativeness, and Trustworthiness, which are critical when it comes to ranking healthcare websites.
1. Your Site Lacks E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google places significant emphasis on the E-E-A-T of a website, particularly in the YMYL (Your Money, Your Life) sector, which healthcare falls under. Websites in the healthcare niche need to demonstrate strong experience, expertise, authority, and trustworthiness to rank well. Without these elements, it’s almost impossible for your healthcare clients’ websites to gain Google’s favor.
Why It Matters:
Healthcare information is sensitive, and Google must ensure that the content provided to users is trustworthy and from credible sources. If your client’s website doesn’t meet these standards, Google will struggle to see it as authoritative.
Fix:
- Expert Author Bios: Include detailed biographies of the healthcare professionals behind the content. For example, listing their qualifications, years of practice, and areas of specialization can enhance expertise and trustworthiness.
- Citations and References: Ensure content is well-researched and cites reputable medical sources like the Mayo Clinic or the American Medical Association. This improves authoritativeness.
- Trust Signals: Incorporate patient testimonials, certifications, and awards. For healthcare websites, having trust signals like HIPAA compliance and privacy policies also help establish trustworthiness.
For agencies offering medical SEO services, it’s essential to implement these strategies to build a strong foundation of E-A-T for healthcare clients.
2. Thin or Outdated Content That Doesn’t Serve the User
One of the most common SEO mistakes is offering thin or outdated content on healthcare websites. Google rewards websites with comprehensive, useful, and up-to-date content that directly answers the users’ queries. If your healthcare clients’ websites contain content that’s too brief or irrelevant to user needs, Google is likely to overlook them.
Why It Matters:
Google’s algorithm prioritizes content that provides real value to the searcher. In the healthcare niche, users are often searching for accurate, timely, and practical information about conditions, treatments, and local healthcare services. Thin content leaves users dissatisfied and increases bounce rates, which can harm SEO rankings.
Fix:
- In-Depth Pages: Create detailed, informative pages for each service or treatment. For example, instead of a vague “Cardiology” page, consider a dedicated page that discusses the types of cardiovascular conditions treated, symptoms, treatment options, and preventive care.
- Answer Questions: Develop content that answers common questions patients may have. Creating a robust FAQ section is not only useful for the user but also allows you to use schema markup for FAQs, which Google tends to rank higher.
- Content Updates: Regularly update old content. Ensure your client’s website reflects the latest information, including new treatments, policies, or guidelines that could impact the healthcare industry.
Healthcare SEO agencies can further enhance their clients’ rankings by continually monitoring and refreshing the website’s content to ensure it remains relevant and comprehensive.
3. You’re Not Targeting the Right Healthcare Keywords
Effective SEO for healthcare revolves around targeting the correct keywords that prospective patients are searching for. A common mistake is either targeting overly competitive keywords or using terms that patients don’t use. Not understanding the intent behind the search queries can result in missing opportunities to rank for terms with high user intent.
Why It Matters:
Using the right healthcare SEO keywords ensures that the website is visible to users who are actively looking for healthcare services in your client’s niche. For instance, a hospital may rank for “best hospital for heart surgery,” but that keyword might not bring in the local patients who need a cardiologist. It’s crucial to focus on both local and long-tail keywords that are specific to the services your client offers.
Fix:
- Keyword Research: Perform keyword research using tools like Google Keyword Planner or SEMrush to uncover search terms that your clients’ patients are using. Incorporate local keywords, such as “best dentist near me” or “pediatric care in [city name].”
- Long-Tail Keywords: Focus on long-tail keywords that are more specific and less competitive, like “low-cost chiropractic services in [city].”
- User Intent: Analyze search intent. For example, a search query like “pediatrician near me” signifies a user is looking for a local provider, whereas “pediatric care tips” indicates informational intent.
For a medical SEO agency, effective keyword targeting is one of the key factors that can drastically improve search visibility for healthcare websites.
4. Your Website Isn’t Mobile-Friendly or Responsive
Over 60% of internet searches for healthcare-related information are made on mobile devices. Google has transitioned to a mobile-first indexing approach, meaning that the mobile version of a website is considered the primary version for ranking purposes. If your healthcare clients’ websites aren’t optimized for mobile, it will severely affect their ability to rank well.
Why It Matters:
If a healthcare website is not responsive, meaning it doesn’t provide an optimal viewing experience across different devices, Google will likely penalize the site. Furthermore, users may leave a mobile-unfriendly website quickly, resulting in high bounce rates, which also negatively impacts rankings.
Fix:
- Responsive Design: Ensure that the website is built with responsive design principles. This ensures that the website adapts seamlessly to different screen sizes, from desktop to smartphone.
- Fast Load Times: Mobile users expect quick load times. Optimize images, enable browser caching, and implement content delivery networks (CDNs) to improve load speeds on mobile devices.
- User Experience: Prioritize mobile UX/UI. Make sure that forms, buttons, and navigation are easily accessible on smaller screens, making it user-friendly for mobile visitors.
For agencies managing SEO for medical clients, ensuring that your healthcare client’s website is mobile-friendly should be a top priority, as it directly impacts both user experience and search rankings.
5. Poor Website Structure & Navigation Confuses Users and Crawlers
A disorganized website structure can confuse both users and search engines. For healthcare websites, a clear and logical structure is critical not only for user experience but also for search engine crawlers to index and rank pages effectively. A lack of internal linking and proper hierarchy can prevent pages from ranking.
Why It Matters:
Google’s crawlers rely on a website’s structure to understand its content and prioritize pages for ranking. If the structure is cluttered or pages are hard to find, it will hurt both the user’s experience and the website’s visibility on search engines.
Fix:
- Clear Hierarchical Structure: Organize content into main categories (e.g., services, about, blog) and subcategories that are easy for users and search engines to navigate.
- Internal Linking: Use internal links to connect relevant pages across the site. For instance, linking from the “Cardiology” page to the “Heart Disease Prevention” page can help both users and search engines understand the relationship between these topics.
- XML Sitemap: Ensure the website has a well-organized XML sitemap that search engines can crawl. This helps Google find and index new pages on the site more efficiently.
Agencies offering healthcare SEO services can significantly improve their clients’ website ranking by refining the site’s structure and navigation, which makes it easier for both visitors and search engines to find relevant content.
6. No Local SEO Optimization (A Big Miss for Healthcare)
Local SEO is crucial for any healthcare website, as patients are often looking for nearby providers and services. If your healthcare clients aren’t properly optimized for healthcare local SEO, it’s likely they are missing out on a significant amount of local search traffic. Google’s local search algorithms prioritize businesses that appear in Google Maps and other location-based features. Without local SEO strategies in place, your client’s website will struggle to rank for geographically relevant queries.
Why It Matters:
The healthcare industry is highly local. Patients typically search for healthcare providers within their geographical area. If your healthcare client is not ranking for local keywords such as “best dentist in [city]” or “chiropractor near me,” they are likely invisible to patients searching for their services. Furthermore, Google’s local pack (the map and the top three businesses listed) has become a prominent feature in search results, and if your client isn’t in that pack, they risk losing business.
Fix:
- Optimize Google Business Profile: Ensure that your client’s Google Business Profile is fully optimized. This includes adding accurate NAP (Name, Address, Phone) information, business hours, patient reviews, and photos. A well-maintained profile boosts the chances of appearing in Google’s local map pack.
- Local Citations: Build consistent local citations across trusted directories like Yelp, Healthgrades, and other medical-focused review sites. Consistency across these platforms signals to Google that the business is legitimate and trustworthy.
- Localized Content: Implement a healthcare SEO strategy that incorporates local keywords throughout the website, blog posts, and service pages. For example, instead of just focusing on general terms like “dental care,” include more localized phrases such as “best pediatric dentist in [city]” or “family dentistry services in [city].”
- Encourage Reviews: Online reviews play a major role in local SEO rankings. Encourage your clients to gather positive reviews from their patients and respond to them, showing both trustworthiness and engagement.
Local SEO is an essential element of any SEO services for healthcare strategy, and without it, your healthcare clients will miss out on local traffic. For a more comprehensive understanding of how to improve local rankings, check out our How to Improve Google Maps Ranking for Clients guide.
7. Lack of Trust Signals: No HTTPS, Privacy Policies, or Reviews
Trust signals are one of the key elements Google looks for when ranking healthcare websites. In the medical sector, websites must ensure their visitors feel secure when sharing sensitive health information. If a website lacks essential trust signals such as HTTPS (SSL certificates), privacy policies, or social proof like patient reviews, it risks not only losing Google’s trust but also the trust of its users.
Why It Matters:
Google has always prioritized trust in websites, but in the healthcare industry, it’s particularly critical. Healthcare information can affect the health and well-being of users, and therefore, Google needs to ensure that websites providing this information are trustworthy and secure. Websites that do not have a secure connection or fail to provide transparency around user data are considered unreliable, which can hurt both user experience and SEO rankings.
Fix:
- HTTPS (SSL Certificate): Ensure that your client’s website is encrypted with HTTPS. This is especially important for healthcare websites, where sensitive patient information is often collected. Google uses HTTPS as a ranking factor, and the security of the site should never be overlooked.
- Privacy Policy & HIPAA Compliance: Implement a privacy policy page that outlines how user data is protected and used. Additionally, if your client is handling sensitive health data, make sure their website is HIPAA-compliant, as this is a must in healthcare websites.
- Patient Reviews & Testimonials: Positive patient reviews serve as an important trust signal. Encourage your clients to ask satisfied patients for reviews on platforms like Google and Healthgrades. Patient testimonials and reviews also improve the credibility of the website and can positively impact rankings, especially for localized search queries.
As a healthcare SEO expert, it’s essential to help your clients understand the importance of trust signals and implement these features on their websites. Trust is a major ranking factor for Google, especially in the healthcare space, so it’s crucial that these elements are not overlooked.
8. Slow Load Times & Technical SEO Issues
Page speed is a critical ranking factor for any website, but for healthcare websites, it’s even more important. Visitors seeking healthcare services are often in a rush and cannot afford to wait for slow-loading pages. A slow website not only frustrates users but also signals to Google that the site may not provide a great user experience, which can negatively impact rankings.
Why It Matters:
With patients increasingly turning to their mobile devices to search for healthcare services, slow load times on mobile devices can be especially detrimental. Google’s Core Web Vitals—metrics related to page load speed, interactivity, and visual stability—directly influence search rankings. Slow load times can lead to high bounce rates, which negatively affect SEO performance.
Fix:
- Optimize Images: Large images can significantly slow down your client’s website. Compress images without sacrificing quality to ensure faster load times. Using formats like WebP can reduce image file sizes significantly.
- Improve Server Response Time: Slow server response times can be a major bottleneck. Make sure that your client’s web hosting provider is reliable and capable of handling high traffic volumes. Consider using content delivery networks (CDNs) to serve content from servers closer to the user.
- Remove Unnecessary Scripts: Minimize the use of unnecessary JavaScript or third-party scripts that can slow down the website. Ensure that only essential plugins are in use, and remove any outdated or inefficient code.
- Leverage Caching: Set up browser caching so that repeat visitors can load pages faster. Caching helps reduce the time it takes for pages to load by storing elements of the site on the user’s browser.
As a medical SEO company, improving your clients’ website speed is one of the most impactful ways to improve rankings and user satisfaction. Speed is crucial for both mobile and desktop users and should not be neglected in your SEO medical marketing strategies.
9. You’re Ignoring Blog & Content Strategy (Or It’s Not Patient-Centric)
Blogging and content creation are not only essential for user engagement but also for SEO. Many healthcare websites still neglect their content marketing strategies, which leads to missed opportunities in terms of driving traffic, acquiring backlinks, and educating potential patients. Without fresh, high-quality, and patient-centric content, your clients’ websites will struggle to rank for a wide range of search queries.
Why It Matters:
Healthcare patients often turn to Google for answers to their medical questions. If your healthcare clients’ websites aren’t providing content that addresses these needs, they are missing a valuable opportunity to rank for informative queries. Additionally, content is a critical source of backlinks, which are essential for improving authority and ranking on Google.
Fix:
- Start a Blog: Help your healthcare clients launch a blog that addresses common medical questions, provides health tips, and updates patients on the latest medical advancements. This not only engages users but also provides long-term SEO benefits.
- Focus on Patient-Centered Content: Content should be written with the patient in mind, answering questions they are likely to search for. For example, instead of focusing purely on technical jargon, write content that speaks directly to the patient’s needs, such as “What to Expect During a Dental Cleaning” or “How to Prepare for Knee Surgery.”
- Create Visual Content: Incorporate multimedia such as videos, infographics, and images. Healthcare topics are often complex, and breaking down the information with visual aids can improve user experience and time on site, both of which contribute to better SEO rankings.
SEO for healthcare industries benefits from consistent, helpful content. Agencies providing medical website SEO services must prioritize building content that answers patient questions and helps them navigate through the healthcare options available.
Conclusion
Optimizing healthcare websites for SEO is a complex but essential task for ensuring visibility in an increasingly competitive space. By addressing these common SEO mistakes to avoid and implementing the solutions we’ve outlined, agencies can significantly improve their healthcare clients’ search rankings.
For agencies seeking comprehensive healthcare SEO solutions, partnering with a healthcare SEO company like White Label SEO Providers can help deliver lasting results without the headache of managing the day-to-day SEO tasks. If you’re looking to improve your SEO strategies, visit our blog on 30 Social Media Statistics You Can’t Miss for 2025 for insights into integrating SEO with your clients’ social media efforts.
For more detailed information on healthcare SEO services, we offer an entire suite of services tailored for healthcare professionals. You can start improving your clients’ SEO performance today by checking out our comprehensive guide and case studies at White Label SEO Providers.