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If you’re trying to improve your healthcare website’s visibility, you’ve probably asked:
Should I focus on on-page optimisation or link building?
The short answer: you need both, but how you apply them in 2025 matters more than ever.
In this updated guide, we’ll break down:
- What on-page SEO and link building look like today
- Which one to prioritise (and when)
- How they work together to drive results
- Top FAQs on the topic
- What AI-powered search means for your strategy
Let’s dive in.
A Real-World Example
Let’s say you’re a specialist clinic in Sydney that just launched a brand-new website. It’s beautifully designed, loads quickly, and provides valuable information. But weeks go by, and Google still doesn’t seem to notice you. Why? You’ve skipped the link-building phase.
Or maybe your competitor in Brisbane has 50 high-quality backlinks but a clunky, outdated site with no clear service structure, and their rankings are slipping, too. SEO success today is about doing both strategically.
What Is On-Page SEO in 2025?
On-page SEO encompasses all aspects of your website that you can control to improve your rankings. That includes:
Keyword targeting and intent matching
Not just keywords—understanding what patients are searching for.
High-quality, human-first content
Google’s Helpful Content Updates prioritise content that genuinely helps users, not just ranks.
Fast, mobile-friendly performance
Slow, clunky websites will hurt both rankings and patient trust.
Proper metadata and heading structure
Clear title tags, meta descriptions, and heading hierarchies help both Google and users navigate your site.
Internal linking and UX
A well-structured site helps users (and search engines) find and prioritise your most valuable content.
On-Page SEO Checklist
- Keyword research tailored to patient intent
- Title tags and meta descriptions that convert
- Structured headings (H1, H2, H3)
- Fast page load speeds
- Mobile-first design
- Internal linking between key pages
- Schema markup for medical content
- Accessible and compliant with AHPRA & WCAG
2025 Insight: On-page SEO is now deeply tied to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). It’s not enough to just stuff in keywords—Google wants to see expertise, especially on medical websites.
What Is Link Building in 2025?
Link building is a crucial part of off-page SEO; it involves how other websites reference or “vote for” your content by linking to it.
- Backlinks from reputable medical directories
Think HealthShare, HotDoc, or other industry-trusted sites. - Guest blogging and thought leadership
Getting featured on health publications or industry blogs builds both links and authority. - Local and niche citations
Consistent NAP (Name, Address, Phone) across medical directories supports local SEO. - Digital PR & partnerships
Being cited in reputable media outlets or associations signals trust to Google.
Good vs Bad Backlinks
Good:
Links from healthcare organisations, local clinics, medical associations, universities, or health blogs.
Natural mentions on industry sites where your brand adds value.
Bad:
Link farms, paid link schemes, and irrelevant directories.
Links from unrelated or low-authority sites.
2025 Insight: Google’s SpamBrain update continues to target manipulative link-building. Focus on building relationships, not buying backlinks.
Which Should You Focus on First?
Here’s our simple rule at Total Medical Design:
If your website isn’t technically sound and content-rich, link building will yield minimal results.
Build your foundation with on-page SEO, then layer in strategic link building.
Think of it like building a house:
- On-page SEO = your foundation and walls
- Link building = the road signs that help people find you
Start with:
- Keyword-optimised service pages
- Straightforward navigation and fast performance
- Informative, E-E-A-T-driven blog content
Then add:
- Medical directory links
- Partnerships with local clinics or allied health providers
- Media mentions and thought leadership.
How They Work Together
Imagine your website is a high-performance car.
- On-page SEO is the engine—your content, structure, speed, and clarity.
- Link building is the fuel that propels your authority and visibility.
Real-world example:
A Melbourne-based cardiologist we worked with had strong service content but was stuck on page 3 of Google.
We helped them secure backlinks from:
- A local hospital
- A national heart health association
- Referring to GPs’ websites
The result? Their top keywords moved to the first page within 60 days.
A Note on AI-Powered Search in 2025
Search engines like Google and Bing now use AI to generate summarised answers that appear above traditional search results (known as SGE—Search Generative Experience).
To appear in these AI-powered summaries, your content must be:
- Well-structured and clearly labelled (using headings and schema)
- Factually accurate and written by experts
- Designed for readability and patient usefulness
- Backed by internal linking and substantial topical depth
Takeaway: If you want to be “found” in 2025, don’t just aim for page one. Aim to be the answer AI pulls into its featured response.
Top FAQs on On-Page SEO vs Link Building
Yes, backlinks help Google discover and trust your content.
Some basics, yes, but medical websites benefit from expert guidance to ensure compliance and proper structure.
Start with partnerships you already have, such as referring clinics, local directories, and associations, and build from there.
Monitor rankings, traffic, bounce rates, and engagement with tools like Google Search Console or Ahrefs.
If done ethically. Focus on relevance and value, not volume.
Ideally, every 3 – 6 months. Refresh content, update meta tags, and check for technical issues.
Yes, just avoid any agency that promises hundreds of backlinks quickly. Stick to quality-first approaches.
Google Search Console, Screaming Frog, Sitebulb, and Ahrefs are incredible starting points.
SEO Self-Assessment
Ask yourself:
- Do I have content that clearly explains my services?
- Is it optimised for what patients search for?
- Is my site fast and mobile-friendly?
- Do I have at least five high-quality backlinks?
- Am I appearing on the first page of Google or being featured in AI summaries?
If you answered “no” to any of these… we should talk.
Ready to Be Found Online?
At Total Medical Design, we help healthcare professionals grow their practices with tailored SEO strategies that combine strong on-site foundations with ethical, effective link building.
Call: 0433 399 294
Email: info@totalmedicaldesign.com.au
