How to Build a Medical SEO Keyword List from Scratch

Ever feel like your website is stuck on mute while patients search for answers you’re perfectly qualified to provide? If building an SEO keyword list feels unfamiliar or a bit intimidating, you’re not the only one—it’s a common hurdle.

Here’s the deal: start with the basics. Think about the services you offer, the kinds of questions your patients ask, and the terms they might plug into Google late at night. Tools like Google Trends, Keyword Planner, and Semrush can help you expand those ideas. But more importantly, they help you understand which terms are worth targeting based on actual searches, competition, and what people are trying to find.

In this guide, we’ll go step by step—from idea to strategy—to help you build a keyword list that’s not just full of search terms, but tuned to attract the kind of patients you actually want walking through your doors.

Key Takeaways

• Think like your patients—not a marketer. List the services you offer and how real people talk about them in everyday language.
• Tools are your sidekick, not the hero. Platforms like Google Keyword Planner and Semrush can spark great ideas, but don’t let them run the show.
• Don’t chase big numbers blindly. Balance high search volume with reasonable competition. Sometimes, the gold is in the long-tail.
• Search intent is your compass. Every keyword has a purpose—know whether the searcher wants info, a comparison, or to book an appointment.
• Keyword mapping keeps things tidy. Assign specific terms to specific pages so your site doesn’t cannibalize itself.

Step 1: Start with What You Know—Your Services

Before diving into tools or spreadsheets, grab a notebook—or your Notes app—and jot down what you actually do. Seriously. If it’s not something you provide, it probably doesn’t belong on your site anyway.

Think in terms of:

• What conditions you treat (e.g., “sports hernia,” not just “inguinal hernia”)
• The procedures you offer (“laparoscopic repair” vs “open hernia surgery”)
• How people describe their symptoms (“weird bump near belly button”)
• Where you’re located (“hernia specialist in Tomball, TX”)

Strip away the medical jargon for a minute and imagine what someone would type into Google if they didn’t know the clinical terms.

Step 2: Expand with Tools (But Don’t Let Them Take Over)

Once you’ve got a rough list, it’s time to dig deeper. This is where tools like Semrush, Google Trends, and even old-school Google search suggestions come in handy.

Quick Tip:

Pop in one of your services—say “hernia surgery”—and you’ll likely get:

• Location-based phrases (“hernia repair near New York”)
• Question-driven queries (“do I need surgery for a hernia?”)
• Symptom-level searches (“groin lump when standing”)

It’s like opening a window into the mind of your future patient.

Step 3: Dig Into What Really Matters—Intent, Volume & Competition

Here’s where most people get overwhelmed. Don’t. Just focus on what each keyword is really telling you.

Ask yourself:

• Is the person just trying to learn, or ready to book?
• Is the phrase super competitive or within reach?
• Are enough people searching for it to make it worth your time?

It’s not just about search volume—it’s about matching your content to the moment someone is in.

Step 4: Cluster Related Terms into Topics

Instead of chasing one keyword per page (hello, 2010), start building keyword clusters.

Example Cluster:

• Main: umbilical hernia surgery
• Related:
  • cost of umbilical hernia repair
  • recovery after umbilical hernia surgery
  • umbilical hernia symptoms and treatment

These all work beautifully together on one well-structured service page or FAQ blog. You’ll hit multiple search intents without spreading your content too thin.

Step 5: Build a Keyword Map (It’s Not as Boring as It Sounds)

Okay, this part sounds nerdy—but it saves you from making a mess of your site structure down the road.

Here’s a basic setup:

Each page has one primary focus, with a few related terms sprinkled in for depth.

Step 6: Check Back and Tweak Regularly

Your keyword list isn’t carved in stone—it’s more like a living document. Things shift. Trends change. So should your strategy.

Keep an eye on:

• What’s ranking well (Google Search Console is your friend)
• What patients are asking during appointments (yes, this is gold)
• Which blogs or pages are getting the most organic traffic

Update older content with fresh terms. Add internal links between related pages. And don’t be afraid to rewrite stuff that’s gone stale.

How New York Medical SEO Builds Smart, Patient-Focused Keyword Strategies

Starting from scratch with keyword research doesn’t have to mean guessing. At New York Medical SEO, we build targeted keyword lists that reflect how real patients search—blending data, search intent, and local relevance to create a strategy that drives qualified traffic from day one.

We don’t just target high-volume terms—we focus on what brings the right people to your site. With the support of our New York SEO for medical website experts, you’ll get a keyword foundation tailored to your specialties, services, and goals. 

Learn more about our results-driven New York healthcare SEO services and how we help providers stand out in competitive search markets.

Final Thoughts

Starting from scratch with a medical SEO keyword list might seem like trying to build a house without blueprints—but it’s absolutely doable. With the right mix of intuition, research, and structure, you’ll be ranking for terms that matter to the patients you actually want to attract.

Don’t wait until your site’s buried on page three. Start small, stay consistent, and trust the process.

And hey—if you ever need a second set of eyes on your list or want help planning next steps, just ask.

FAQs

What are the key steps to create a medical SEO keyword list from scratch?

Start by listing 10–15 core keywords tied to your services. Use tools like Google Keyword Planner or SEMrush to explore variations. Create keyword clusters and group them by search intent—informational, transactional, or navigational. Then prioritize based on relevance, competition, and search volume to guide your content structure and boost organic visibility.

How can I identify high-value seed keywords for my healthcare practice?

Put yourself in your patients’ shoes—what would they search for? Start with common symptoms, services, or questions. Research competitor websites and plug terms into tools like Ubersuggest or Keyword Planner. Focus on keywords with clear commercial or booking intent and reasonable competition. Choose those most relevant to your specialty and audience.

Which tools are best for expanding and analyzing medical keywords?

Some of the best tools include Google Keyword Planner, SEMrush, Ahrefs, Ubersuggest, and Keywords Everywhere. Each offers insights on search volume, competition, and long-tail keyword opportunities. Use multiple platforms for a broader perspective. These tools help you uncover high-intent terms and missed content gaps to improve both local and general visibility.

How do I tailor my keyword list based on patient demographics and location?

Use geo-specific modifiers like city names or ZIP codes with your services—for example, “pediatrician in New York.” Consider patient age, common concerns, or conditions prevalent in your area. Tools like Google Trends and local search data help refine terms. This improves local SEO and ensures your keywords reflect real patient needs.

What strategies help prioritize keywords with the highest search volume and relevance?

Start by filtering for keywords with decent traffic and clear relevance to your practice. Avoid chasing only high-volume terms—balance is key. Choose keywords that align with patient intent and have manageable competition. Organize terms into content clusters or page topics to strengthen authority and help search engines understand your site structure.