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How to get Authority Backlinks for your Medical Website

Let’s take a deep dive into the most widely discussed topic of medical SEO: Backlinks.

Backlinks are when any website on the internet links to your website.

Like this: here is an example of a button on the Yelp website that links you to the doctors medical practice website.

Or like this: here is a backlink that goes to the American Red Cross.

On the internet, backlinks are like “votes”, with the highest voted websites appearing on the first page.

But not all links are the same according to Google:

In this article, I will explain how to get the highest authority backlinks for your medical website and local backlinks to boost your local ranking.

The biggest mistake I see in the industry is hiring companies with a monthly backlink quota, which incentives quantity over quality backlinks.

This has spawned a black market of spammy backlinks for sale on sites like fiverr, and private Facebook groups.

Google’s AI algorithm is smart enough to pick up on these tactics looking to just rack-up a high quantity of backlinks.

The way Google can easily identity these types of spammy backlinks is that the source of the backlinks either:

Google Penalizes Purchased Backlinks

One of the principles of google’s ranking algorithm is using averages from ranking signals.

For example, if you have thousands of backlinks but the average traffic you receive from those backlinks is just a few, or zero visitors, then google sees a bunch of low quality, zero traffic backlinks pointing to your site.

This signals to google that your website is not very good and ends up being detrimental to your website rankings.

This is the reason why purchased low quality backlinks end up hurting your site.

In the past, google has slapped penalties on medical websites they identified using these techniques, giving them a chance to disavow links and rethink their marketing strategy.

In recent time, Google has become more strict, especially with YMYL sites like medical websites, and has skipped manual penalties and has gone straight to not counting suspicious backlinks, and just not ranking pages containing suspicious backlinks.

Read our guide on ranking YMYL sites like medical practice websites.

OK, no guide on backlinks for medical practices would be complete without covering the basics.

These are the foundational backlinks website will need to have to rank on Google:

These are general business directories that have information on companies in just about every industry, some examples would be:

These are just some examples and you don’t need to be on every single one of them, but Google does expect legitimate businesses to have some of these profiles with their Name, address, phone number and website of your medical practice.

Consistency across all these profiles is important so that google can link these together and easily identify them as all being web properties of the same medical practice.

2. Healthcare directories

The next type of backlinks that google will search for in your website’s backlink profile is healthcare directories.

Some examples of these directories are:

Just like the general business directories, this is not a complete list and your medical practice does not have to be on every single one.

Although you don’t have to be on every single one, I would recommend having your medical practice on as many as possible.

When you have a profile page on these websites, people will browse through it, leave comments, reviews, and pictures,etc and Google will register this as a high quality site on a very authoritative domain.

Having backlinks from these high quality profile pages is absolutely necessary to getting your medical practice on the first page of google.

It is very important to completely fill out these profile pages when you sign up for these directories and make sure to add plenty of pictures.

As I mentioned before, consistency in the name, address, phone number and website will help google identify your medical practice from others.

3. Niche specific directory

These types of backlinks are usually from a “physician finder” page that lists physicians with a certain license or that perform a specific procedure.

To get these types of backlinks, you can contact manufacturers for your medical equipment, drug or pharmaceutical providers, or professional association.

4. Provider specific directories

If your medical practice offers some type of branded procedure like Botox for example, doctors usually need to be certified to offer these procedures and when they are certified they can be listed on the companies physician finder, which usually includes a backlink to your medical practice website.

These directory profiles can also be linked to your service pages.

If your doctor has any special medical certifications or awards, the certifying organizations will also have some type of profile page or listing that may include a backlink to your medical practice.

I would recommend linking these types of backlinks to your doctor’s profile page on your website since it’s specifically about that doctor.

5. Local organization and chapters

One last type of backlinks you can get for your medical website is from local organizations or chapters that your business might belong to.

This can also include activities, teams, or events that you have sponsored.

Usually these types of organizations will have an area of their website where they can give you a high authority backlink.

Local backlinks from community organizations, and other local companies are very effective in boosting your medical practice on Google and Google maps.

Some examples of these local backlinks are:

Like I’ve said before, you don’t need to be on every single one of these, but the more backlinks you have from these types of sources, the higher your medical practice will rank.

Also, remember that you can get backlinks by doing outreach in-person when you are dealing with local organizations or local businesses.

OK, now that I’ve gone over the fundamental backlinks that you need for your medical practice, I’m going to go over some more advanced techniques for acquiring high authority backlink to get your medical practice on the first page of google.

So what is the secret to getting high quality backlinks?

Not creating random content on all your publishing channels.

Content that is designed to get backlinks is created in a certain format that is most likely to attract backlinks from other websites.

In this article I am going to go over the most successful types of content that will get you authority backlinks passively.

Backlink strategy: create highly linkable medical content

When creating medical content that is designed to get backlinks, there are two general schools of thought:

From my personal experience, reaching out to third parties and PR work is very costly and time consuming and I would only recommend this in specific situations, and usually not for new sites.

I have found that if you focus your investments into creating the best possible content, this will result in passive backlinks and naturally high traffic that you do not have to pay for.

Some ideas for creating high quality medical content for your website are:

This type of content can get backlinks passively over time because as long as you have proper scientific references for your medical content, other websites will want to reference your text.

One of the secrets to creating content that your patients and readers will love is using your imagination to address their concerns or topics of interest and how your medical services will touch them in their everyday life.

Example 1: Lists

The Mayo Clinic created an article outlining the overview of the liposuction procedure and how it’s done.

In the article, they have multiple lists like: a list of areas where liposuction is done, a list of the risks involved, and a list of what you may feel.

As you can see, these types of lists answer the most commonly asked questions like “where can i get liposuction done?”, or “what are the risks involved with liposuction?”, and as a result, they generate a lot of passive backlinks backlinks.

You can easily implement this strategy on your medical practice website by creating lists within your content.

Example 2: Medical quiz

You can use software like Qzzr, to create your own medical quizzes and easily share them on your social media networks.

Medical quizzes are great for getting backlinks passively because they are very shareable, and they are a fun way for your audience to interact with otherwise boring medical content.

One more benefit that this type of content has is that it can bring you leads, as the people filling out the quiz are likely to have a strong desire for your service.

Example 3: Unique graphics

If you invest into creating your own graphics, rather than getting them from stock photo websites, they will generate much more traffic because they are unique.

If any other company wants to use your unique images, they now have to give you a backlink to cite their source.

Images are also very shareable and unique images get a lot more shares and likes on social networks than boring stock images.

Here is an example of an info-graphic created by LaBelle which is a medical center for vaginal rejuvenation.

This info-graphic has a lot of valuable information for LaBelle’s audience and has been shared on social media thousands of times.

Here is an example of a custom GIF image, which is an animated image.

Because these images are fun to look at and very popular on social media, they can bring you shares and backlinks passively.

Example 4: Medical videos

Videos are the most popular type of content consumed on both computers and smartphones, but the most difficult to produce.

But with some imagination, you can think of videos that can fit just about any budget.

For example, short video demonstrations of your medical procedures are perfect for social media and very easy to create with just about any smart phone.

Here is a creative way Miami Aesthetic Institute, an aesthetic clinic in Miami, is using the Iphone slow motion video feature to capture a very cool close-up of their Microneedling procedure.

Video explanations by medical professionals are also very popular and can be seen by thousands of people on YouTube and other social media sites.

Patient video testimonials are probably the best kind of videos you can make to raise your authority because not only can they get shared around on social media, patients trust real testimonials above anything else.

Strategy: Answering questions on medical platforms and social platforms

There are many social websites where medical professionals can interact with their patients like Facebook, Quora, Realself, Yelp and many others.

When you make a profile for these pages, they usually have a space for you to enter your medical practice website, and that is considered a backlink.

When you answer questions, it gives you a chance to create additional backlinks to more specific pages on your website, like in this example:

Pro tip: make sure you use your keywords in the content or answer, and make sure you also use it somewhere in the hyperlink (aka anchor text).

Strategy: Create useful medical guides for your patients

Creating a medical guide for your patients is a great way to explain in detail the services you provide and all their options regarding their symptoms.

How does creating medical guides for your patients create authority backlinks for your medical site?

Well, by creating the most complete and thorough guide on your specific topic, you will be the number one resource for that subject which makes it very likely that other websites will link to your information (because it’s the best!).

Now at first, it might sound overwhelming to create “the number one resource” for any given subject, but it can be done if you follow these simple steps:

Example of a medical guide

This is Dr. Reath’s “A Girlfriend’s Guide To Breast Augmentation”.

As you can see from the table of contents, it’s a very in depth guide that goes over just about every aspect of breast augmentation and aims to answer any possible question a patient may have.

If you notice, this guide is a whopping 41 pages long, and is filled with beautiful pictures and graphics.

This guide has multiple first place results on Google and gets hundreds of backlinks passively every month.

Backlink outreach campaign

Like I explained earlier in this article, I would recommend a backlink outreach campaign to more mature (not brand new) sites because:

Guest posting for medical websites

Guest posting is a common outreach strategy where you will contact another medical website that is not a direct competitor, and create some kind of content for their website.

They post your content on their site with a link back to your site.

Why this works: for this to work you have to create good quality content that aligns with the other websites content and they would be pumped to put on their website.

Since the content will also be linking back to your website, it would also help if you already had a high authority domain that the other website would not mind linking to. (No websites want to link to a low authority website.)

Here’s an example of a guest post for a medical website:

In this example, this blog post was written by a plastic surgery practice in Miami, but for the Episirus website, which is a company that hosts medical conventions.

As you can see, the blog post includes a link at the bottom of the article back to the plastic surgery practice, including the keywords they are using “facelift”.

Sponsored posts for medical websites

Sponsored posts are basically when you pay a publication to write a favorable article about your company with a backlink.

The process is pretty simple, you create content or pay the publication to create content and they publish it on their website.

This is effective if the website has a similar audience to your medical practice website.

This has 2 main benefits: to create brand awareness in a similar audience, and to gain traffic to your website.

Why this works: if done right, you can create interestesing material (or pay to have it written) that is useful for your audience, while promoting your medical practice.

Here is a great example of a sponsored post on allure.com for a wellness center in New York called NKDNYC.

This article was written to promote cryotherapy, a service provided by NKDNYC, but it is a fun article to read, and has very useful information for anyone who is interested in cryotherapy in general.

In the article there is a backlink from allure.com to NKDNYC’s website, with the keywords they are using (in this case it is their brand name).

Be a guest on a podcast

The same concept as guest posting, this exposes you and your medical practice to a new, but similar audience.

Being a guest on someone else’s podcast allows you to get more name and brand recognition for your medical practice, without having to own a podcast.

Why this works: once the podcast is recorded, it can be shared around on social networks and anywhere else people listen to podcasts.

Every podcast will have keywords and backlinks attached to it, and everytime someone shares the podcast, you get more backlinks.

Here is a great example of a Doctor from a plastic surgery practice in Miami being a guest on a medical podcast.

Be a guest on a YouTube channel

OK this is the same concept we have been going over with guest posts and guest podcasts, but in video format.

Similar to the other strategies, each YouTube video has keywords attached to it and can have backlinks back to your medical practice website.

Why this works: this works very well because YouTube is actually the second biggest website in the internet next to Google.

So videos get a lot of traffic. In fact, they can get more traffic than your best blog posts.

If these videos were to have a backlink back to your website, it would send significant traffic that is relevant to your services and give you more authority on that topic.

Here is an example of a doctor being interviewed as a guest on a YouTube channel:

Help a reporter out strategy

HARO stands for Help a reporter out, and it is an online service that connects reporters to experts in the field they are reporting about.

In other words, these are the reporters that can get your name or medical practice mentioned in online publications.

To start using this service you would register on their website, which will let you receive current stories that reporters are working on in your inbox.

These are stories where reporters need to back something up with an expert opinion, and that is where you, the expert, comes in.

Here is an example where a writer for Vogue magazine asked a dermatologist common questions about the trending procedure Microneedling.

Reaching out to influencers in your field

Reaching out to influencers gives you access to their social media following and similar audiences wherever they create content.

Why this works: this works because an influencer is similar to a third party review.

In fact an influencer is someone who your audience will recognize and trust and when they mention your business, that trust flows to your brand.

Here is an example of influencer marketing at work:

In this example, beauty influencer Rico Reyes is promoting a procedure for Dr. Claudia Colombo who has a wellness center in New York City.

This particular example is a video with over 12 million views and backlinks to Dr. Claudia Colombo’s social media accounts, so her followers definitely grew after this.

Local backlinks

OK getting local backlinks is important because you want your medical and aesthetic services to show up for local search queries.

In order for Google to list you in the results for local search queries it has to associate your business with a geographic location.

It does this through your Google my business listing, through your address when its listed in various websites on the internet, and it also does this by local backlinks.

Let’s say your an aesthetic practice in Austin, Texas, it would be highly relevant for your business if you had a backlink from the Austin Chamber of Commerce, or other local organizations.

These types of backlinks help Google make a stronger association between “Austin, Texas” and your aesthetic practice, increasing your chances of appearing in search results when a patients searches for “aesthetic spa in Austin”.

The best way you can get these type of local backlinks is by becoming members of these types of local organizations, and also take part in community sponsorship, scholarships, and events.

These can all be valuable local backlink opportunities, for example with local organizations, they usually list local businesses and their websites (that’s a backlink!).

With local community sponsorship or events, you can usually be mentioned on the organizers websites, or social media.

You can even network with other local companies at local events to get backlinks from their websites or from their social media.

Your medical practice website needs backlinks, and there are a lot of ways to get them, the key is using planning out your content, backlinks, and goals strategically to make this process as cost efficient and impactful as possible.

So how is your medical practice planning on getting more backlinks? If you have any questions on any of these strategies, I will be answering them in the comments bellow.

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