On-page SEO is the practice of optimising individual pages on your healthcare website so that both search engines and patients can understand them easily. Proper on-page SEO helps your clinic or practice rank higher in search results, attract more relevant visitors, and improve patient engagement.
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This checklist covers all the essential elements you should focus on for a healthcare website.
Optimise Page Titles and Meta Descriptions
- Use clear, descriptive page titles that include relevant keywords, such as “Paediatric Dentist in London” or “Family GP Clinic in Sydney.”
- Write meta descriptions that summarise the page content and encourage patients to click, e.g., “Looking for a trusted GP in Melbourne? Book an appointment online today.”
- Keep titles under 60 characters and meta descriptions under 160 characters for best display in search results.
Use Headings Strategically
- Use H1 for the main page title, and H2/H3 for subheadings.
- Include keywords naturally in headings without forcing them.
- Structure content logically to guide patients through information.
Optimise URL Structure
- Keep URLs short, descriptive, and keyword-rich, e.g., “/paediatric-physiotherapy-melbourne.”
- Use hyphens to separate words, not underscores.
- Avoid unnecessary numbers or special characters.
Include High-Quality, Patient-Focused Content
- Write clear, easy-to-understand content that addresses patient concerns.
- Include relevant keywords naturally, but avoid keyword stuffing.
- Provide answers to common patient questions or explain treatments and procedures.
- Include call-to-actions such as “Book an appointment” or “Contact our clinic today.”
Optimise Images
- Use descriptive file names and alt text for all images, e.g., “child-vaccination-session-sydney.jpg.”
- Compress images to improve loading speed.
- Include images of your clinic, staff, and facilities to build trust.
Internal Linking
- Link relevant pages within your website to guide patients and improve SEO.
- For example, a blog post about back pain could link to your physiotherapy services page.
- Use descriptive anchor text, not generic phrases like “click here.”
Mobile-Friendliness
- Ensure your site works well on smartphones and tablets.
- Use responsive design so content adjusts automatically to screen size.
- Test mobile usability with Google’s Mobile-Friendly Test tool.
Fast Page Load Speed
- Reduce large images and unnecessary scripts to speed up your site.
- Use a reliable hosting provider.
- Fast-loading pages improve patient experience and search rankings.
Schema Markup
- Use structured data for local businesses and healthcare services.
- This helps search engines understand your clinic’s location, services, and opening hours.
- Schema can enhance search listings with rich snippets, increasing click-through rates.
Local SEO Elements
- Include clinic name, address, and phone number (NAP) consistently on every page.
- Embed a Google Map on your contact page.
- Mention your location naturally in content and headings.
Monitor and Update Content
- Regularly review your pages for outdated information.
- Update content to reflect new services, staff changes, or health guidelines.
- Keep blog posts current and relevant to patient needs.
Final Thoughts
On-page SEO is essential for healthcare websites to attract the right patients and provide them with a smooth, informative experience. By following this checklist, clinics can improve search rankings, build trust with patients, and ensure their website supports their practice goals effectively.
