The statistics behind SEO’s impact on healthcare businesses & pharma brands

25th Apr 2024

With 59% of us in the UK Googling our symptoms before going to see a healthcare professional (Lenstore), we are increasingly checking ‘Dr. Google’ and relying on the search engines for our healthcare queries, informing our future healthcare choices. Consequently, the significance of SEO for healthcare businesses and brands is becoming increasingly important, from enhancing visibility in the search engine results to building awareness, trust and credibility. 

We have delved into the crucial role of SEO in the healthcare sector, uncovering some fascinating and compelling facts and statistics that underscore its importance and impact. 

Read on to reveal the value of investing in SEO for your healthcare website in order to increase relevant traffic and help searchers find the most relevant and valuable information to them.

Pharma companies that prioritise SEO efforts generate 50% more leads compared to those that do not

The digital landscape in healthcare is now a battleground to capture the attention of healthcare professionals (HCP) and patients as they increasingly turn to online platforms for research and information. The fact that pharma companies prioritising SEO efforts will generate 50% more leads than those that do not (iDigitalise), underscores the immense value of optimising your online visibility. Interestingly, 55% of pharma companies now use email marketing to engage with their target audience. In addition, 65% of pharmaceutical companies are using social media to engage with their target audience directly, to increase reach and awareness, (iDigitalise). This highlights that having effective digital marketing and search strategies in place will be increasingly essential for any healthcare business.

99% of searchers will only look at Page 1 of their search results

Recent research by Backlinko looked at 4 million Google search statistics and just 0.63% of people click on Page 2 of the search results. This research also highlighted that the number 1 organic search result will be 10 times more likely to get a click, in comparison to a page that appears in the number 10 position. This emphasises that to establish a thriving online presence that will be noticed and visible, securing a position on the first page of search results, particularly on Google, is essential for all businesses, including healthcare.

59% of those Googling their symptoms make sure it’s a credible source but 9% will just click on the first link that appears

Lenscore shared research that demonstrates 59% of people Googling symptoms will make sure make it’s a credible source but 9% will simply just click on the first link that appears which shows how important it is to show correct and up to date healthcare information for visitors to your website. Credible health content is vital not only for searchers but also Google’s YMYL and EEAT guidelines. In healthcare, building this credibility and trust are paramount, which is why prioritising SEO is not just a strategic choice but a crucial step towards maintaining competitive edge and driving sustainable growth.

92% of people aged 18-34 will use online resources to research new healthcare providers and HCPs

Econsultancy show that researching local healthcare provider online is not just for a young demographic, as 86% of those aged 35-55 and 73% of people aged 55 and above are doing the same. Pharma businesses operating within distinct geographic areas can leverage local SEO tactics to effectively reach and engage these local audiences and searches. Optimising your healthcare website for local SEO with localised keywords can help drive relevant community traffic. Google is focusing on local SEO, which is good news for medical practices and healthcare businesses investing in websites and medical SEO, to improve reach in the local area. Some recent analysis by Yext showed that 48% of the healthcare facilities contain basic address errors, and 29% also missed accurate phone numbers.

We’ve shared a recent blog here which uncovers what healthcare, biotech and pharma marketeers should bear in mind when working on global and local SEO strategies.

Average engagement rate for pharmaceutical websites is 64% however the conversion rate for visitors is just 1.9%

Average engagement rate refers to the level of interaction that users have with a website’s content or pages. It looks at time spent on page, bounce rate, click-through rate (CTR), and social shares. This metric is essential for evaluating the effectiveness of SEO strategies in capturing and retaining user interest, ultimately contributing to improved search engine rankings and visibility. According to FirstPageSage, the average engagement rate for pharmaceutical websites is 64%, with a conversion rate of just 1.9%. This could be an indication that visitors to your website are primarily there to learn information regarding a condition, before leaving the website to contact their GP or healthcare provider. If you are providing a healthcare service, consider the customer journey and any call to action steps, so that visitors will stay on your website for longer, and then convert. 

We have recently shared a blog which explores a key way to increase conversion rate by ensuring your website is optimised for mobile.

If you have any questions about SEO and search strategies for your pharmaceutical or healthcare website, contact Varn Health for expert, bespoke advice on website performance, search rankings, traffic and revenue growth.

Varn Health is a SEO agency with a unique combination of medical industry expertise & exceptional SEO capabilities. We combine our deep knowledge of SEO techniques with our extensive experience of medical communications and compliance, helping you to grow your pharma brand and business faster within the compliance framework.