Healthcare Search Engine Optimization Study

The Problem: A World-Class Hospital Lost In the Online Fog

Through innovation, investment and a focus on patient satisfaction, a large, Orange County, Calif.-based hospital client had staked a real claim to their digestive health program providing the most advanced and most patient-focused gastrointestinal care in Southern California.

The issue was: the hospital’s website content was outdated, and the internet is packed with well-established competitors working for digestive-related attention. As a result, the client’s digestive pages weren’t highly ranked by Google. That meant Southern California-based patients who might benefit from the client’s advanced options for digestive issues couldn’t easily find the provider when they searched for diagnosis and treatment options online.

The Solution: Next Generation SEO Strategy and Patient-Focused Health Care Content from mhp.si

Because most purchasing decisions today begin with a Google search, and most people click the first few links on the search results page, the higher a website can rank in search results for certain high-value keywords, the more likely people are to visit that site.

In the client’s case, more Orange County residents visiting their website could translate to more people choosing the provider for the diagnosis and treatment they need. If the content could rank well for digestive terms, the client could likely hold on to the boost in organic website traffic for years, at no additional cost.

California-Sized Challenges

We launched the content project with ambitious goals, and a number of major hurdles standing between the client and success:

mhp.si needed to produce more than 30 pieces of content on a wide range of digestive health conditions, treatments and tests, including several topics that even specialists in the field don’t fully agree upon.
To have a chance of ranking against well-established competitors, each piece had to be as broad and detailed as it could be; 1,200-plus words, with deep-dive subsections.
The copy had to be as accurate as possible to meet the client’s high standards and survive Google’s strict content rules in the health care industry.
Despite being about dense medical topics, the content had to be easy to read, because if the average visitor can’t understand it, they’ll seek their information — and their care — elsewhere.
To draw in digestive-related searches by Southern California-based patients, the copy had to be hyper-local, carefully employing Orange County-related terms without running afoul of Google’s rules against keyword stuffing.
And it all had to be completed in just five and a half months, from project launch to the content being posted live on the website.

A New Tool, and a Pivot

Copywriting for the project was well along when a new member of our SEO team pitched a game-changing idea: a copy-creation platform that could analyze competitor content and offer actionable recommendations to outrank it.

The tool tracks dozens of distinct, topic-related keywords as the copy is being written, constantly updating SEO scores to provide writers with real-time guidance. In addition to allowing for greater synergy between the SEO and copy teams, the tool allowed mhp.si copywriters to insert up to 100 high-value keywords and phrases into each piece of content without impacting readability or accuracy.

Good results rely on utilizing the best tools, and this one could give our team an edge. So after consulting with the client, we utilized the platform to restructure, rewrite and expand most of the content we’d already created for the project. Between July and October 2023, mhp.si‘s medical copy team wrote (then largely rewrote) more than 46,000 words on 34 distinct medical topics, with an average length of 1,356 words.

All content for the project was delivered, approved and launched on the client’s website by December 15, 2023. The results of all that hard work quickly began to take shape..

Get Found, With Patient-Focused Medical Content and Advanced SEO Strategy From mhp.si

If SEO is dead, somebody should tell one very satisfied client in Southern California, because great SEO and a carefully-planned content strategy is making their organic search traffic take off like a rocket. Even better, the client is winning Orange County-specific searches for digestive issues — local results that bring real patients to their doors for diagnosis and care.

Tired of seeing your health care or hospital website copy get lost in the online ether, buried in the search results under content posted by “competitors” that are hundreds or thousands of miles away? At mhp.si, we have the SEO strategists, tools and medical copywriting skill you need to capture hyper-local search and get your website ranking where you are.

Stop throwing money away on poorly-written or out-of-date hospital website copy and strategies that don’t bring patients to your doors. Capture the keywords you need and win the battle for local search with SEO and health care content from mhp.si.

Ready for a remedy to your health care content woes? Drop us a line at [email protected].

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