Keyword Research
Keyword research is the process of finding the actual words and phrases your prospective patients type into Google, then prioritizing them by search volume, competition, intent, and revenue potential.
What it is
Keyword research is the discovery + scoring step of SEO and paid search. You identify search queries relevant to your practice, group them by intent (informational, navigational, commercial, transactional), and pick the ones worth targeting based on volume × difficulty × conversion potential.
Why it matters
Every page on your site should target a specific search query. Without keyword research, you're guessing what to write — and most pages end up targeting low-volume terms with no commercial intent. Keyword research aligns content investment with actual demand.
How it improves organic traffic
By prioritizing keywords that have both meaningful search volume and patient intent ("luxury rehab Florida", "telehealth therapy near me", "medspa Botox cost"), you create pages that attract qualified visitors. Long-tail keywords (3+ words, more specific) typically convert 2–5× better than head terms because the searcher is further along the decision journey.
Tools we use
- Google Keyword Planner (free, biased toward paid)
- Ahrefs Keyword Explorer
- SEMrush Keyword Magic
- Moz Keyword Explorer
- AnswerThePublic (question-based keywords)
- Google Search Console (queries you already rank for)
- Google autocomplete + "People also ask"
Frequently asked questions
What's a good keyword volume to target?
It depends. For a single-location practice, a keyword with 50–200 monthly searches can drive meaningful pipeline if intent and conversion rate are right. National brands chase 1,000+ volume. Don't ignore low-volume long-tail — it adds up.
Should I target competitor brand names?
Generally no in SEO content (legally risky and low ROI), but yes in paid ads when allowed (Google generally permits trademark bids in the auction but not in ad copy).
How often should I refresh keyword research?
Twice a year minimum, plus whenever you launch a new service or location. Search behavior shifts — for example, "telehealth therapy" exploded post-2020 and "online IOP" continues to climb.
