The only provider who kept their promise...
“I would like to thank the Farbentour team for the clean work they have done. After five agencies, you are the only provider who kept their promise. Simply outstanding.”
Peter Scholz BS-Shops GmbH SEO agency for healthcare & pharma
More visibility for your healthcare brand
With tailor-made SEO strategies for pharma & healthcare, we boost your visibility, reach your target group and scale your revenue.
Get advice nowCompanies that trust us!
Many people ask “Dr. Google” and “Dr. AI” first
What does SEO do for healthcare & pharma companies?
More and more people rely on researching health topics, medications and treatment options online – this is confirmed by a representative survey conducted by the German digital association Bitkom. AI chatbots such as ChatGPT or Gemini also enjoy a high level of trust.
In healthcare and pharma in particular, it is therefore crucial to be present for relevant search queries – not only with content, but with a website that is optimized to the latest standards.
Use “medical SEO” to turn users’ trust in “Dr. Google” and “Dr. AI” into an effective marketing strategy for your brand.
What is medical SEO?
Medical SEO refers to all search engine optimization measures for companies in the healthcare sector – including health portals, health insurers, healthcare and pharma companies, clinics and similar players. Also known as healthcare or pharma SEO.
The goal is to improve online visibility in organic search* and to engage potential customers along the customer and patient journey with informative and promotional content.
* mainly Google, with more than 90 % market share
Statistics & sources
Why healthcare companies should use SEO
Statistics prove how important online research on health topics has become. Bitkom.org has published the following on this:
0 %
research their symptoms online before a doctor's visit
0 %
of women use Google search for this (men: 45 %)
0 %
get a second opinion online on diagnoses or medications
0 %
of Germans already use AI chatbots for health topics
One third of respondents do not fully understand their doctor’s explanations and search online for further information. Searching via AI chatbots such as ChatGPT, Gemini or Claude is also gaining importance – even for sensitive health questions. Three quarters of Germans also use health apps on their smartphones.
“Companies in the medical and healthcare sector that have no visibility on Google miss the chance to reach their target group and leave growth potential untapped.”
* Source: Bitkom “Dr. AI” survey, 2025
Challenges
4 decisive particularities of healthcare SEO
SEO and online marketing in the healthcare and pharma sector require a deep understanding of industry-specific challenges. Strict regulatory requirements, high quality standards and a particularly sensitive way of addressing the target group make a specialized strategy essential. These four factors are decisive:
1
YMYL: content with high responsibility
Healthcare websites are subject to the YMYL principle (“Your Money or Your Life”): their content directly influences users' health and well-being. Google therefore applies particularly high standards of quality and trustworthiness – we know how to prepare medical information in a compliant and valuable way.
2
E-E-A-T: expertise, authority, trust
Google evaluates healthcare pages based on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Expert knowledge must be verifiable – through medical authors or reputable sources. We build your website as an authoritative entity.
3
Strict regulatory requirements
The healthcare industry is under constant observation by regulatory authorities. Promotional statements must be accurate, medical content error-free and legally compliant. We optimize in such a way that all requirements are met – without compromising on visibility.
4
Sensitive audience communication
Those searching for health information often have urgent questions and high expectations. Texts must be professionally correct and at the same time easy to understand. We communicate complex medical topics clearly, empathetically and persuasively – for higher conversions.
Medical SEO crash course
How companies in the healthcare industry get found more easily
When it comes to health topics, Google is especially strict. Only correct and complete information from trustworthy sources has a chance of ranking well. Companies must therefore know Google’s strict rules. Before we get into the finer points, first the classic SEO basics.
STEP 1
Keyword research
Before a website can be optimized, you have to define the keywords a company wants to be found for – both promotional and informational search terms.
With tools such as Sistrix, keyword ideas can be analyzed by search volume, competition and search intent. Free alternatives such as keywordseverywhere.com provide the monthly search volume from which the main keywords can be derived.
STEP 2
Search intent
Behind every search there is an intention – the search intent. Only if it is determined in advance can suitable content be created. In its Quality Rater Guidelines, Google distinguishes: Know = informational, Do = transactional, Go = navigational.
Information-driven (Know)
The searcher has a question or a problem and is at the start of the patient and customer journey. It is about answers and orientation.
Transaction-driven (Do)
The user wants to carry out an action – for example, to place an order or make an appointment with a doctor.
Commercial-driven
There is a concrete purchase intention – often very specific, sometimes with product or brand names or terms such as “buy” and “order”.
Navigation-driven (Go)
The user is specifically looking for a particular website or brand – e.g. the support of an online pharmacy. Brand traffic is high here.
STEP 3
On-page optimization
Google is a full-text search engine – anyone who wants to be found well must first optimize the content. The most important levers:
Title tags – direct ranking factor, max. 60 characters, main keyword to the front
Meta descriptions – max. 150 characters, list USPs, encourage clicks
H tags – only one H1 per page, meaningful H2/H3 with keywords
Content – highest level, genuine added value, matches the search intent
TF*IDF – term analysis of the top 10 competitors
UX / user signals – quick orientation, measurable via Clarity/Mouseflow
On top of that come technical factors: loading times, Core Web Vitals, URL structure, robots.txt, canonical & hreflang tags, site architecture, content hubs and indexing management. The Search Console as well as tools like Seobility or Sitebulb help with clean on-page optimization.
⚠ AI content? Please be careful!
AI content produced en masse is often only average and exists thousands of times over – it rarely ranks well. Google does not ban AI, but demands genuine added value that is clearly above run-of-the-mill texts.
STEP 4
Off-page optimization
Off-page SEO covers all measures outside the website – link building, reputation building and maintaining the Google Business Profile. A large part of it comes down to building and maintaining backlinks:
How strong is the link profile – also compared to the competition?
Where do the backlinks come from? Are there harmful spam links?
What is the share of anchor texts, and how are they distributed across home & deep links?
Which measures are actively used for link building?
STEP 5
Monitoring & KPIs
Without measuring results, SEO is like flying blind. We report via Looker Studio and tap into all important data sources – above all Google Analytics (GA4) and the Search Console. Typical KPIs:
Clicks (Search Console)Visits (GA4)Rising visibilityRankings for money keywordsNewsletter sign-upsInquiries & leads
GEO · AI search
Get cited in ChatGPT, Claude & Google AI Overviews
To appear as a reliable source in AI answers, you need Generative Engine Optimization (GEO). Classic SEO is the foundation – AI bots crawl similarly to Googlebot, and in the YMYL space E-E-A-T applies even more uncompromisingly. Three levers are decisive:
Compact information chunks (definitions, FAQs) – LLMs love clear content chunks
Structured data for error-free machine reading of medical relationships
Strong web reputation & external reviews (e.g. Jameda, Google profile)
Local SEO
Visible for practices, clinics & therapists
Most patients search locally – “pediatrician near me”. The goal is a top placement in the Google Local Pack. Four levers are decisive:
Complete Google Business Profile with precise medical categories
NAP consistency (name, address, phone) across the entire web
Local keywords on the website (“dental implants Cologne”)
Active review management – important for Local Pack, E-E-A-T & GEO
Why Google is so strict
YMYL & E-E-A-T for health topics
Google bears great responsibility: false claims about sensitive health topics can be life-threatening. That is why Google filters health content particularly strictly – the magic words are YMYL and E-E-A-T.
YMYL stands for “Your Money or Your Life” – websites about money and health. False information can have significant effects here on life, finances or well-being.
In its Quality Rater Guidelines, Google has set up an E-E-A-T filter to protect YMYL search results. Based on these four criteria, Google distinguishes good, relevant content from harmful misinformation.
E – Experience
It is about the authenticity of the content: studies and genuine field reports underpin credibility. Own images, videos and infographics add value – no generic stock images. Real testimonials, tools/product simulations as well as clear contact and support options further strengthen the experience.
E – Expertise (specialist knowledge)
In the YMYL sector, websites should focus on one specific topic area. Content must come from genuine subject-matter experts, be thoroughly researched, fact-based and backed up with sources. A blog or glossary helps to demonstrate expertise.
The author box is decisive: authors must be authentic and prove their competence – biography, education, title, professional experience, references. A good example is the DocCheck Flexikon (see right): every article transparently identifies authors with their qualifications.
A – Authoritativeness
Mentions and backlinks strengthen authority – all the more so the more respected the source. They only come about through outstanding expert content with real added value. Professional engagement also pays in: guest articles, interviews, podcasts, YouTube, specialist books. Farbentour, for example, is an author at Springer Gabler publishing house with the book “Content Distribution”.
T – Trustworthiness
An imprint, contact information and an “About us” page are mandatory. Online shops need secure payment and HTTPS. Errors such as broken links or spelling mistakes do damage – awards, seals and association memberships create trust. Advertising must be clearly recognizable, conflicts of interest are to be avoided, active brand building pays in.
E-E-A-T note: Experience, Expertise, Authoritativeness and Trustworthiness refer not only to the website as a whole, but also to the authors. Without trust in the authors, there can be no trust in a website. Although E-E-A-T is not a direct ranking factor, it is important to know its requirements and to optimize the website accordingly.
Our approach at a glance
We are your experienced healthcare SEO agency
So that you can get a picture of what an optimization and working with us look like, we have summarized the most important steps:
More visibility, more patients, more success
Your benefits with Farbentour
With tailor-made strategies, we make sure your pharma or healthcare website grows sustainably – despite strict requirements and strong competition.
Experience that makes the difference
For years we have accompanied companies in your industry and know the special challenges – from sensitive health communication to legal hurdles.
Structured processes, transparent results
Project plans, regular jour fixes, Gantt charts and detailed monthly reports – you keep the overview at all times.
Long-term success instead of short-term effects
Sustainable SEO measures for stable rankings, growing reach and qualified leads.
Your success is our standard
Our goal is not just more traffic, but measurable business success – through close collaboration and tangible results.
About Farbentour
More than 10 years of healthcare expertise
For more than 10 years, we have supported companies of every size in healthcare, life science and pharma, generating more visibility and qualified inquiries.
Our philosophy: focus on our core competencies SEO, SEA, GEO and content. In AI search such as ChatGPT & Google AI Overviews, too, we make you visible through Generative Engine Optimization (GEO). Open, transparent communication and clearly structured workflows – so that we reach your goals together.
10+
Years of experience
SEO
Patient journey
SEA
More revenue
Content
More patients
GEO
AI answers
Known from & valued
We share our knowledge
At industry conferences, in trade publications and with the Springer Gabler publishing house, we pass on our SEO know-how – so that we ourselves always stay at the pulse of the industry.
Learn from the winners
The SEO secret recipe of strong healthcare players
Learning from the winners works especially well in SEO: the best are out in front and open to analysis. Four examples show what “SEO stars” in the health sector do right – and what you can take away from it.
Our success for a healthcare client
How we achieved +1,000 % visibility and +180 % traffic for our client
For a leading online shop in the field of medical devices, we achieved these results with our SEO strategy: sustainably more visitors, top placements in the SERPs, better visibility in AI answers and an optimized conversion rate. These are exactly the kind of results we deliver as your healthcare SEO agency.
+0 %
more visibility
+0 %
more traffic
+0 %
more sales (organic)
+0 %
more visibility in AI answers
Visibility index development
Key figures at a glance
Visibility in AI answers (prompts & AI citations)
1. Current-state analysis
Many technical errors (URLs with parameters / session IDs, duplicate content)
No categories for important brands
Categories not maintained
Too little text content
Meta tags not optimized
Internal linking too weak
No backlinks built
2. Implementation
Deleted URLs with session IDs
Carried out on-page basics
Created more text content for the website
Carried out optimization for brands
Optimized categories overall
Conducted link building
3. Result
+1,000 % more visibility
+180 % more traffic
+70 % more sales via organic search
+613 % more visibility in AI answers
This is why 9 out of 10 clients work with us long term!
Here is what our satisfied clients say:
- Peter Scholz BS-Shops GmbH
-
Revenue increased significantly...
“We are very happy with the collaboration with Farbentour. The SEO measures increased our revenue significantly. The team’s expertise and commitment won our trust and turned the collaboration into a real success.”
Marco Stengel Klingele PLUS GmbH -
Completely satisfied...
“We work with the SEO agency Farbentour and are completely satisfied. From the first analysis through to ongoing support, the team impresses with expertise, transparent communication and a very structured approach. Questions are answered quickly, optimisations are initiated proactively and progress is presented in an understandable way. Thank you for the collaboration!”
Linda Schildknecht Schmuckkollektiv GmbH -
Rankings improved enormously...
“As part of our relaunch, Farbentour brought our company website up to date with state-of-the-art SEO measures. Our rankings improved enormously as a result. Everyone on the team is always extremely helpful. A partnership that really works.”
Sue Schunk Qtrado GmbH & Co. KG -
Extremely professional and quick...
“I have handed projects to Farbentour on several occasions. The team is extremely professional and quick. The execution could not have been better. Not every agency can do that!”
Saša Ebach content-links-seo.de -
Excellent expertise and reliability...
“What we value about the Farbentour agency is their excellent expertise and reliability. As a client we are very satisfied and intend to continue working with them.”
Prof. Dr. Jörg Friedrich Steinbeis GmbH & Co. KG -
A noticeable rise in organic traffic...
“Since Fabian and his team took over our SEO, our visibility and organic traffic have risen sharply. Many keywords now rank consistently in positions 1 to 3. Many thanks to you for the great job!”
M. Ernst Ernst Handelsgesellschaft mbH -
Very client-centered...
“Reliable and very client-centered. Thinks along with any project we are working on and always makes sure we get the best performance!”
Justen Huiting Maxilia GmbH -
We recommend Farbentour...
“We are absolutely happy with the collaboration with Farbentour! Communication and coordination run smoothly and without any fuss. Our questions are answered very quickly and in a highly client-focused way. We definitely recommend Farbentour!”
Regina Bals Kartenliebe GmbH -
After bad experiences, finally the right SEO agency...
“After very bad experiences with another SEO company, I switched to "farbentour.de" with a healthy dose of scepticism. Mr Auler and his team proved me wrong in no time, and a successful collaboration developed – reflected, among other things, in our strong Google rankings. I am looking forward to what comes next!”
Jürgen Fuchs Seminstfuchs -
Fast and reliable...
“We have worked with Farbentour on several website relaunches. Farbentour supports us quickly and reliably with the SEO expertise we need – just as if they were our own employees.”
Kian Hemmasi 21TORR GmbH -
Farbentour delivers results...
“In Farbentour Online Marketing GmbH we have found a reliable partner for our digital PR and SEO goals. Every task is implemented quickly and dependably. Working together is a pleasure and, most importantly, the results speak for themselves. We can recommend the Farbentour agency to anyone!”
Peter Komor GBV Gartenhaus Berlin Vertriebs GmbH
Requirements for success
SEO for healthcare companies is worthwhile when …
There has to be a market and demand (in the form of keywords). If corresponding search queries exist, SEO can be a powerful channel – provided these four points are met:
All stakeholders on board
The decision-makers know what is needed for SEO success and pull together.
Expert knowledge
Either brought in via an SEO agency or available within your own company – only this way do effective measures emerge.
Budget
Content creation, analyses, ongoing work on the website and link building are cost factors that should not be underestimated.
Patience
SEO is a marathon, not a sprint. Success takes time and is a continuous process – anyone who gives up too early has not understood SEO.
In summary
The essentials on medical SEO at a glance
Every second person first asks “Dr. Google” before going to the doctor or hospital.
There is a large market of target groups that can be reached online via Google.
When it comes to health topics, Google is especially strict about ranking.
YMYL (“Your Money or Your Life”) covers pages about health and finance.
For YMYL, Google applies an E-E-A-T filter to keep out false statements.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness.
Successful SEO strategies are strongly content-driven – content, content, content.
… but also do not neglect link building and performance monitoring.
From consultation to implementation
We support you flexibly and without complications – specialized in healthcare and pharma.
Get in touch & secure your consultation
Frequently asked questions
FAQ on the SEO agency for healthcare and pharma
Interested?
Get advice now!