Healthcare SEO program

The problem

Clinical sites underperformed in organic search because of generic templates, missing schema, and poor Core Web Vitals. Doctor and service pages had no structured-data markup; multilingual content lacked hreflang; Google Search Console was uninstrumented. Ranking-relevant signals were leaking on every audit, and the growth team inferred performance from raw keyword tools instead of clean platform data.

The approach

We built a technical SEO program tuned to clinical sites: schema markup for MedicalClinic, Physician, Service, and MedicalProcedure as JSON-LD; Core Web Vitals optimization (LCP under 2.5s, INP under 200ms); hreflang for multilingual content; a content velocity playbook with editorial calendar tied to local search intent; GSC instrumentation that surfaces drops before they cost rankings. Every recommendation ties to a specific page and asset.

Stack and engineering choices

• schema.org JSON-LD per page type
• MedicalClinic + Physician markup
• Core Web Vitals budget enforced
• Multilingual hreflang routing
• GSC alerting on drops
• Content velocity calendar
• Local intent matching

Outcome

Doctor and service pages appear in rich-result formats; multilingual variants serve the right region; Core Web Vitals stay green during feature work. The growth team has clean signal from Search Console instead of inferring from raw keyword tools, and the editorial calendar runs from local search intent rather than guesswork.