Skip to main content

3 healthcare website optimizations you didn't know you needed

You might think your medical practice website has checked all of the optimization boxes, but there are a few important behind-the-scenes optimizations it might be missing.

Doctor looking at optimized healthcare website

More than two-thirds (69 percent) of people search online for local businesses on a monthly basis, according to BrightLocal. Clearly, the importance of optimizing your healthcare website cannot be emphasized enough.

But, you’re thinking, “I’ve already done that!” What you might not realize is the importance of including specialty, location, and relevant keywords in title tags, meta descriptions, and alt image tags.

Keep reading to find out how ensuring these optimizations are complete can elevate your medical practice website in search results.

Fully optimize your healthcare website

As of March 2019, there are more than 1 million professionally active physicians in the U.S., according to the Henry J Kaiser Family Foundation. Not every doctor has a website, but it’s safe to assume a large proportion in your local area does, creating some serious online competition.

In its current state, your practice website covers all the SEO basics. You’ve carefully selected relevant keywords, content is high-quality and sharable, URLs are customized for each page, and load speed is lightning fast — just to name a few features. This is great, but your savviest competitors are doing the same thing, so you need to take it up a notch.

Depending on who developed your website, it’s possible that your specialty, location, and relevant keywords are not included in your title tags, meta descriptions, and alt image tags. It’s time to change that because doing so will help elevate your healthcare website in local search results.

Check out: What is an optimized medical practice website?

Take your web presence to the next level

You know what needs to be done to boost your local search ranking, but since you’re not a healthcare web developer, you’re probably a bit lost. Don’t worry, here’s an overview to guide you through it.

Title tag

The title tag is exactly as it sounds: the title of the web page. This clickable description appears as the headline on the search engine results pages (SERPs).

Moz recommends keeping title tags under 60 characters, as anything more could cause it to be cut off with an ellipsis. The software company’s research has revealed 90 percent of titles will display correctly at this length.


Meta description

A brief summary of the page, a well-written meta description entices patients to click the link. These descriptions should contain enough information to clearly introduce the page content.

Ideally, the target character count for a meta description is 50 to 160 characters, according to Moz. Anything longer could be truncated.


Alt image tags

Used to explain the appearance and function of an image, alt image tags better describe the context of the page to search engine crawlers. They also make it easier for visually impaired patients using screen readers to understand images and display in place of an image if the file doesn’t load.

Short and succinct, most popular screen readers limit alt text to approximately 125 characters, according to Moz.

Alt Tag

Example healthcare website optimizations

You’re serious about enhancing your web presence, but need to see the optimizations described above in practical application. Transylvania Urgent Care* — specializing in the treatment of monsters (what else?) — has already stepped up its website optimizations. Here’s a look behind two of the clinic’s webpages.

Transylvania Urgent Care homepage

Search result example for a homepage
Example of an alt tag for an image on a homepage

Transylvania Urgent Care blood poisoning service page

Example of an alt tag for an image on a service page

If you’re ready to boost your local search results, you can count on PatientPop to deliver. We’ll optimize your healthcare website the right way by including appropriate keywords and relevant information, giving you a leg up on the online competition.

Visit this webpage to learn more about PatientPop custom healthcare websites.

*Transylvania Urgent care is not a real healthcare practice. (At least we don’t think it is.)

Dominate your market

See how you compare to other practices in your local area and specialty.
PatientPop is the leader in practice growth with the only all-in-one solution that empowers healthcare providers to improve every digital touchpoint of the patient journey. As experts in the healthcare technology space, PatientPop makes it easy for providers to thrive in the consumerization of healthcare and promote their practice online, attract patients, and retain them for life.

Practice competitive scanner

Compare your practice

Instantly see how you compare to other practices in your local area and specialty.