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.
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Companies that trust us!
Many people ask “Dr. Google” and “Dr. AI” first
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.
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
Statistics prove how important online research on health topics has become. Bitkom.org has published the following on this:
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
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:
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.
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.
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.
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
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.
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.
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.
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.
The user wants to carry out an action – for example, to place an order or make an appointment with a doctor.
There is a concrete purchase intention – often very specific, sometimes with product or brand names or terms such as “buy” and “order”.
The user is specifically looking for a particular website or brand – e.g. the support of an online pharmacy. Brand traffic is high here.
Google is a full-text search engine – anyone who wants to be found well must first optimize the content. The most important levers:
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 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.
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:
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:
GEO · AI search
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:
Local SEO
Most patients search locally – “pediatrician near me”. The goal is a top placement in the Google Local Pack. Four levers are decisive:
Why Google is so strict
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.
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.
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.
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”.
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
So that you can get a picture of what an optimization and working with us look like, we have summarized the most important steps:
In the kickoff meeting we discuss all the important details of the project. With the necessary background information and your wishes, we develop the audit and SEO strategy.
We find suitable keywords and draw up a coherent information architecture so that all important subpages are found as well as possible.
The audit captures the status of your website: technical optimization, off-page status, rankings and much more are thoroughly analyzed.
We capture all potential and define goals and measures – a perfect plan for more visibility, traffic and leads.
You decide which tasks we take on and which you handle yourself. Advising at your side or doing it all for you – just as you wish.
We measure success with our tools and deliver a monthly overview report in Google Looker Studio every month – all relevant metrics at a glance.
More visibility, more patients, more success
With tailor-made strategies, we make sure your pharma or healthcare website grows sustainably – despite strict requirements and strong competition.
About Farbentour
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.
Known from & valued
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
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.
VI 5.1 · 250,144 visitors/month · €196,000 traffic value
Design a little dated – excellent in terms of content. The /patienten-besucher/ section is a deep glossary with a visibility of 3.6 and 115,060 keyword rankings: professionally high, yet understandable for laypeople. Interesting: the articles do without author details – but the “About us” page is very detailed (incl. CVs).
VI > 8 · 396,520 keywords · €584,000 traffic value · 2.1 M YouTube subscribers
Known through the YouTube channel “Liebscher & Bracht” – classic content marketing and brand building. Biggest SEO lever: the pain lexicon with over 330,000 entries. Articles are easy to understand, every post is medically reviewed, with an author box, date details and breadcrumbs. The company also deals transparently with public criticism.
VI > 16 · 1.07 M visitors/month · €689,000 traffic value
Maximum transparency: the foundation's guidelines are already communicated on the homepage. The content hubs “gesundes-leben” and “wissen” bundle numerous articles. Authors are named by name, a link “How we work” increases credibility, the creation process is openly documented.
VI 1.9 · 191,713 visitors/month · €103,000 traffic value
Striking are the trust elements right “above the fold” (e.g. Stiftung Warentest seal). The biggest SEO engine is the blog section. In every post you immediately see the author and specialist reviewer; below that, source references and a second author box. A dedicated authors subpage and a transparent “About us” page round off the picture.
Our success for a healthcare 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.
Here is what our satisfied clients say:
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 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 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 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 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 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 First-class results delivered...
“Top marks with distinction! We came to Fabian Auler and his team through a recommendation, and all I can say is that the work is perfect. Besides being reliable, Farbentour has consistently delivered first-class results since we started working together – and dealing with the whole team is a real pleasure on top of that.”
Jan Meyer sterne-advo Rechtsanwaltsgesellschaft 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 Requirements for success
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:
The decision-makers know what is needed for SEO success and pull together.
Either brought in via an SEO agency or available within your own company – only this way do effective measures emerge.
Content creation, analyses, ongoing work on the website and link building are cost factors that should not be underestimated.
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
We support you flexibly and without complications – specialized in healthcare and pharma.
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Frequently asked questions
That always depends on the scope of the project and the strength of the competition – blanket statements are therefore not possible.
Talk to us about your goals and we will give you a realistic estimate of the timeframe.
The costs depend on the project and the effort involved. Prices vary depending on the size of the website and the measures to be carried out.
Get in touch with us – we are happy to prepare a no-obligation quote for you.
Yes, we also offer services individually – for example, a standalone keyword research or a single link building campaign.
Get in touch with us and arrange an appointment for a free consultation.
SEO is not only possible for medical facilities, but decisive for a strong online presence.
Whether clinic, hospital or cosmetic surgery – with targeted SEO you can occupy relevant search queries and reach new patients.
A good agency works transparently and sustainably and informs its clients about the possibilities and risks of search engine optimization. Only dubious agencies give ranking guarantees. Further red flags:
Full-service confusion: agencies that offer everything from Facebook ads to web design usually only master the SEO basics – that is not enough.
Long-term contracts: “black sheep” like to tie clients in for the long term.
No fixed contact person: reputable agencies always provide a fixed contact person.
Missing reporting: without transparent exchange and answered questions – likewise a red flag.
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