These slides were presented at the Semrush webinar "Advanced Structured Data for Medical Websites". Video replay and transcript are available at https://www.semrush.com/webinars/advanced-structured-data-for-medical-websites/

1. Martha van Berkel
CEO, Schema App
Headline-Open Sans 36 pt Hex #FFFFFF
[DATE] - FEBRUARY 7, 2020 - Open Sans (Caps) 14 pt Hex #FFFFFF
Jeffrey Burns
Customer Success Team Lead, Schema App
Structured Data for Healthcare

2. Philosophy
York
University
fan of
nationality
provider
alumniOf
alumniOf
memberOf
type
founder
volunteered for
Organization

3. Schema App is Trusted by SEOs Worldwide

4. Google is Healthcare

5. Google Health - Update
Google reports that around 7% of
its daily searches are health related,
and it receives around 1 billion
health questions every day, or
70,000 health-related searches each
minute.

6. Google Health
David Feinberg, lead of Google Health said,
“one idea would be to bring Google’s search
expertise to doctors, so they could more easily
access information in the medical record and
spend less time on documentation.” He also
wants to improve health-related searches on
Google.
CNBC Article (11/2/19): Google Health is finally opening up about its plans, and
they’re all about search

8. "Structured Data, where many
of the new features [in
Search] come from."
John Mueller
Google IO, May 18, 2021
Evolution of Search

9. Schema Markup = Structured Data

10. Be Found Across Platforms
Add Schema Markup
Desktop and
Mobile Search
Voice Search Discovery on all
surfaces
Source - Google I/O webinar - scroll over to the 33:45 minutes mark

11. Schema Markup is Code that Google Understands

12. Make an Impression in Search
Schema Markup is an SEO strategy
to help your content to be
understood explicitly by search
engines and stand out in search.

13. The Vocabulary: https://schema.org
Schema.org is a vocabulary and structure created by Google, Yahoo, Bing
and Yandex back in 2011. There are over 800 different definitions, each
with 20+ properties to define them.
Schema Markup (aka Structured Data) is the act of applying Schema.org
vocabulary in the form of code to your digital content.

14. Health & Life Sciences Extension (expansive!)
NOTE: Depicts only the
primary schema.org “type”.
Other markup will be
embedded.
https://health-lifesci.schema.org/
Organization
Donate
Action
Product
(Shop)
Medical
Scholarly
Article
News
Article
Events
Recipes
Drug
Medical
Study
Medical
Condition
Medical
Therapy
Diet
Medical
Tests
Exercise
Plans
Medical
Device
Article
Medical
Cause
Medical
Sign or
Symptom
Medical
Risk
Factors
Studies
and
Trials

15. Health & Life Sciences Extension: Medical Entities
● Conditions
● Signs and symptoms
● Causes
● Risk factors
● Tests
● Devices
● Therapies (including drugs and
procedures)
● Studies and trials
● Guidelines
● Diets
● Supplements
● Exercise plans
● Anatomy

16. Rich Results

18. https://developers.google.com/search/docs/data-types/special-announcements

19. 32 Ways to Stand Out In Search

26. Identify key
content in your
patient journey
Optimize with
unique
markup so it
is understood

27. Google Required
& Recommended
+ Schema.org
Properties
Inform
Content

28. Content eligible
for Rich Results
Apply at
Scale

29. Exploring the Health & Life
Sciences Extension

30. MedicalCondition areaServed
Physician

31. Health & Life Sciences Extension: Popular Types
Medical
Clinic/
Hospital
Medical
Procedure
Medical
Therapy
Medical
Indication
Medical
Study
Medical
Condition
Medical
Test
Medical
SignOr
Symptom

32. Each bubble represents a data item
Organization
Hospital
parentOrganization
Medical Organization

33. Hospital Has Pos
Has Map
Has Offer Catalog
Identifier
Is Accessible For Free
Select… True False
Isic V 4
Latitude
Legal Name
Lei Code
Location
Logo
Longitude
Main Entity Of Page
Makes Offer
Maximum Attendee
Medical Specialty
Capacity
Member
Member Of
Naics
Number Of Employees
Opening Hours
Owns
Parent Organization
Payment Accepted
Photo
Required Fields
Address
Image
Name
URL
Recommended Fields
Aggregate Rating
Department
Geo
Opening Hours Specification
Review
Telephone
Other Fields
Additional Property
Additional Type
Alternate Name
Alumni
Amenity Feature
Area Served
Award
Awards
Available Service
Branch Code
Brand
Contact Point
Contained In Place
Contains Place
Currencies Accepted
Description
Disambiguating Description
Dissolution Date
Duns
Email
Employee
Event
Fax Number
Founder
Founding Date
Founding Location
Funder
Geo Contains
Geo Covered By
Geo Covers
Geo Crosses
Geo Disjoint
Geo Overlaps
Geo Touches
Geo Within
Global Location Number
Potential Action
Price Range
Public Access
Select… True False
Publishing Principles
Same As
Seeks
Slogan
Smoking Allowed
Select… True False
Special Opening Hours Specification
Sponsor
Sub Organization
Subject Of
Tax Id
Type
Vat Id

34. Each bubble represents a data item
Place
Contact
Point
Medical
Specialty
Organization
Hospital
parentOrganization
medicalSpecialty
areaServed
“Neurologic”
“Toronto”
contactPoint
Medical Organization

35. Medical Specialty
Other Fields
Additional Type
Alternate Name
Description
Disambiguating Description
Identifier
Image
Main Entity Of Page
Name
Potential Action
Same As
Subject Of
Type
Medical specialty
Url
Enumeration members
Muskuloskeletal
Neurologic
Nursing
Obstetric
Oncologic
Optometric
Otolaryngologic
Pathology
Pediatric
PharmacySpecialty
Physiotherapy
PlasticSurgery
Podiatric
PrimaryCare
Psychiatric
PublicHealth
Pulmonary
Renal
RespiratoryTherapy
Rheumatologic
SpeechPathology
Surgical
Toxicologic
Urologic
Anesthesia
Cardiovascular
CommunityHealth
Dentistry
Dermatology
DietNutrition
Emergency
Endocrine
Gastroenterologic
Genetic
Geriatric
Gynecologic
Hematologic
Infectious
Laboratory Science
Midwifery

36. Each bubble represents a data item
Place
Contact
Point
Medical
Specialty
Organization
Hospital
Physician
parentOrganization
m
edicalSpecialty
medicalSpecialty
areaServed
Medical
Procedure
recognizingAuthority
“Neurologic”
“Toronto”
“Doctor”
contactPoint
Medical Organization

37. Medical
Specialty
Medical
Indication
Indication
relevantSpecialty
recognizingAuthority
Medical
Procedure
Medical
Organization

38. Medical
Therapy
Medical
SignOr
Symptom
signOrSymptom
possibleTreatment
Medical
Condition
Medical
Test
p
o
s
s
i
b
l
e
T
r
e
a
t
m
e
n
t
typicalTest

39. Medical Condition
Additional Type
Alternate Name
Associated Anatomy
Cause
Code
Description
Differential Diagnosis
Disambiguating Description
Drug
Epidemiology
Expected Prognosis
Guideline
Identifier
Image
Legal Status
Main Entity Of Page
Medicine System
Name
Natural Progression
Pathophysiology
Possible Complication
Possible Treatment
Potential Action
Primary Prevention
Recognizing Authority
Relevant Specialty
Risk Factor
Same As
Secondary Prevention
Sign Or Symptom
Stage
Status
Study
Subject Of
Subtype
Type
Medical condition
Typical Test
Url
Reference Wiki to add additional clarity

40. Hospital
Medical
Condition
Physician
Contact
Point
Job
Posting
FAQ
Donate
Action
Educational
Occupational
Credential
Awards
About
Page
Course
Schedule
Action
Medical
Procedure
Hospital
NOTE: Depicts only the primary
schema.org “type”.
(expansive!)

41. EAT your schema!

42. “When it comes to medical [searches], our
algorithms are more critical”
John Mueller, Google Webmaster Tools Spokesperson
October 15th, 2020

43. ● Focus on author & physician profiles, list credentials
● Include citations in your editorial content
● Answer specific questions with Articles & Blogs
● Use Schema Markup to Structure your data to define
relationships.
● Use Wikidata definitions to define concepts & entities.
Actions for Becoming the Authority

44. Medical
Clinic/
Hospital
Medical
Procedure
Medical
Therapy
Medical
Indication
Medical
Study
Medical
Condition
Medical
Test
Medical
SignOr
Symptom
Provide context through schema markup

45. Medical
SignOr
Symptom
Medical
Test
typicalTest
signOrSymptom
Medical
Condition
Hospital
Available
Service
Place
areaServed
contactPoint
Contact
Point

47. reviewedBy

48. affiliation
alumniOf

49. Use Wikidata definitions to define concepts
& entities.

50. Physician + Person
aggregateRating
RatingCount
subjectOf
FAQPage
medicalSpecialty
https://en.wikipedia.org/wiki/Family_medicine

51. Opportunity in two steps

52. What information do your consumers need to
find on your website?
Medical Specialties
Physicians
Medical Procedures
Research Papers
Hospitals
Clinics
(C) 2020 Healthcare Internet Conference

53. What content do you want to make easy to find?
Covid Announcements
Videos
FAQ
Ratings
How-to
Articles
Physician Reviews
Courses
Job Listings
Local Business
Home Activities
Recipes
Products
Medical Tests
(C) 2020 Healthcare Internet Conference

54. Stand Out & Re-Engage your Consumers
Increased
Clicks
Increased
Engagement
Increased
Visibility
Increased
Traffic
Increased
Ease

55. SEO Strategy: Schema Markup is One Part
Schema
Markup
Descriptions
URL Title
Crawlability
Fast Load
Speed
Ease of Use Keywords
Content