Technical SEO

Technical SEO for Healthcare

 

As an expert healthcare SEO agency, we have over 15 years of experience in technical SEO. When it comes to growing healthcare and pharmaceutical businesses, we bring a data-driven and strategic approach to technical SEO that will consistently deliver measurable and impactful results in organic search.

 

Comprehensive Technical SEO Audits

Our process begins with a detailed and comprehensive technical SEO audit of your website. Our expert team conducts an in-depth analysis of your website’s data and code, uncovering how search engines have chosen to categorise, interpret, and rank your existing content. Simultaneously, we delve into your competitors’ website performance, which allows us to gain valuable insights into the broader search landscape and also helps to identify challenges and opportunities for your business.

 

Tailored Technical SEO Strategies for Sustainable Growth

At Varn Health, we create technical SEO strategies uniquely tailored to your healthcare or pharmaceutical business and specific goals. Whether you aim to increase website traffic, improve conversions, or enhance your online visibility, our strategies are designed to be implemented for the long term, working seamlessly with your in-house team to drive sustainable growth.

Technical SEO Tactics

Technical SEO Audits

Varn Health conducts bespoke technical SEO audits to thoroughly examine a website’s content, coding, and competitive landscape. This uncovers and identifies opportunities to increase organic search traffic and enables us to deliver prioritised recommendations to form the foundation for a comprehensive and ongoing SEO strategy.

Keyword Research

One of the foundations of a successful search strategy is solid keyword research. Our expert knowledge of the pharma industry means Varn Health effectively researches your keyword landscape around relevant healthcare topics so it is highly targeted to your customers and relevant markets. Using meticulous keyword research, we help you develop user-focused content and support you in building a data-led website information architecture.

Content Optimisation

Crafting and optimising content for healthcare and pharmaceutical SEO requires a balance of targeted keywords, engaging creative copy and regulatory knowledge. Our Varn Health copywriters specialise in producing and refining web content that integrates brand guidelines, tone, audience and organic search keyword optimisation. This is done with careful consideration of Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) & Your Money or Your Life (YMYL) content guidelines.

Analytics & Reporting

At the core of our technical SEO work is data analysis. At Varn Health, we delve into performance data and metrics to uncover and pursue new SEO opportunities. We can help to craft a user-friendly SEO dashboard, conduct a full and in-depth analysis of website analytics and help you to decipher explanations behind underperforming content, as well as use insights from data to refine your search strategies.

SERP Analysis

Search Engine Results Pages (SERPs) are always evolving and are now brimming with a variety of content, from articles, reviews, maps, videos, and images to podcasts and Q&As. At Varn Health, we specialise in identifying and capitalising on ‘rich results’ ranking opportunities. By securing a greater presence on SERPs and building out the right content, you can expand your opportunities to get more clicks, increase your traffic and ultimately see more engagement, conversions or sales.

Coding & Site Speed Reviews

The coding of a website holds immense significance for SEO and performance. Even a minor flaw in the code could render your content invisible to Google and the search engines and, in turn, impossible to rank in SERPs. Well-optimised code is essential and Varn Health provides comprehensive SEO code evaluations as a section of our audits, either within ongoing site health assessments or during website launches/migrations.

Website Migrations

Transitioning your website to a new platform, domain or fresh design can present a complex challenge when it comes to search. Typically, SEO considerations can be overlooked, potentially leading to a substantial website traffic drop-off as the search engines struggle to locate previously ranked content. At Varn Health, we safeguard SEO traffic throughout the migration process by meticulously mapping, redirecting, and preserving existing content, minimising the risk of compromising your search engine visibility.

New Website Launch

Varn Health offers comprehensive website launch support, including content creation, Information Architecture refinement, coding assistance and technical SEO guidance. We believe in integrating SEO considerations at the earliest stages of website design, planning and development in order to seamlessly embed organic search best practices into the framework of new websites, opposed to problem fixing and solving post-launch.

Regional & Local SEO

From securing visibility on Google Maps listings to ensuring your content is in the right place for different regions or languages so prospective patients or professionals can find the correct content, local SEO is becoming more and more important for healthcare and pharma businesses. Varn Health understands critical regional variations in medical terminology and regulatory differences across different geographies, and these considerations are integrated into all our recommendations.

Get in touch to find out how Varn Health can help with Technical SEO

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Frequently Asked Questions

According to recent findings from BrightEdge, two-thirds of online journeys kick off with a search engine query. Health Care Professionals (HCPs) increasingly turn to search engines to research conditions and delve deeper into treatment options, and this means your SEO strategies need to be robust, planned and comprehensive in order for your website to rank and be visible online. Technical SEO is the key to creating a winning healthcare digital marketing strategy. It works behind the scenes, ensuring your website is discoverable and seen by the search engines. Even the most helpful and informative content will go unnoticed by potential patients and HCPs if your technical SEO takes a backseat. By prioritising technical SEO, you will build a strong foundation for all of your marketing activity. It’s important to acknowledge that Technical SEO is a long term and ongoing process and will help you to focus on creating high-quality content, building trust with patients and HCPs and ultimately making your healthcare organisation discoverable in the search engine results pages (SERPs).
There are a few quick changes you can make to your healthcare website to improve your SEO and search rankings.

Encourage patients to review you on Google Business or social media - Positive reviews play a crucial role in building trust and credibility for healthcare providers. Encouraging patients to leave reviews on platforms like Google Business, Facebook, or specialised healthcare review sites can significantly enhance your online reputation. Not only do reviews influence potential patients' decisions, but they also contribute to your website's visibility in search engine results.

Optimise your HTML tags - HTML tags, such as title tags, meta descriptions, and heading tags, are vital elements for technical SEO. Title tags provide concise descriptions of each web page's content and appear as clickable headlines in search results. Meta descriptions offer summaries that can entice users to click through to your website. By effectively optimising these tags with relevant keywords and compelling descriptions, you can improve your website's visibility.

Check your site’s technical health - Technical issues can hinder your website's performance in search engine rankings. Conducting regular audits to identify and address technical issues is crucial for maintaining optimal SEO health. This includes ensuring that your website loads quickly, is mobile-friendly, has secure HTTPS encryption, and is free of broken links or crawl errors.
Technical SEO focuses on the backend or behind the scenes elements of your website, such as crawlability, website speed, mobile optimisation and structured data markup. On the other hand, on-page SEO focuses on optimising individual pages on a website to improve rankings. This includes optimising content, meta tags, headings, URLs, and multimedia elements for relevance and usability. Technical SEO is focused on website performance and on-page SEO focuses more on content. Both are crucial components of an effective SEO strategy aimed at boosting a website's search engine visibility and driving organic traffic.

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