Tools & Checklists · Free workbook
Specialty keyword and entity mapping sheet
A healthcare keyword mapping template that ties every query to one specialty, entity and page, with scoring and cannibalisation checks.
Free download
Get the workbook
Enter your email and confirm it. The download link arrives in your inbox straight after.
- Confirm your email from the message I send.
- Your welcome email carries the download link, plus links to every other tool here.
You’re joining an occasional newsletter on hospital growth, digital and AI. Unsubscribe from any email in one click. See the privacy policy.
Why it exists
The problem it solves
The most common SEO problem I find on hospital websites is not a missing keyword. It is five pages chasing the same one: a specialty page, a blog post, a doctor profile and two location pages all trying to rank for knee replacement in the same city, and none of them winning.
This healthcare keyword mapping template fixes that by forcing one decision per query. Each keyword is tied to a specialty, an entity (a condition, procedure, doctor or place), an intent and exactly one target page. A second sheet maps the entities themselves, with lay and regional-language terms, so your pages and schema describe the same things search engines and AI assistants are trying to understand.
Inside
What you get
- A keyword map with specialty, entity, modifier, location, language and intent columns, plus ten labelled example rows
- A priority score from business value, intent and difficulty that you control
- Automatic duplicate-query and keywords-per-URL checks to catch cannibalisation
- An entity map with lay terms, regional-language terms, schema.org type and owning page
- A page plan with title length checks and a live count of keywords mapped to each page
- A modifier library of Indian healthcare query patterns with the page type that usually serves each
Audience
Who it’s for
Hospital SEO and content teams, agencies and clinic owners in India who need to organise specialty, condition, procedure and location keywords into a clean site structure.
Method
How to use it
- Start in the Entity map: list the conditions, procedures, doctors and locations you actually offer, with the words patients use.
- Pull queries from your keyword tool, Search Console, call centre and WhatsApp logs into the Keyword map, one row per query.
- Tag modifier, intent and language, enter search volume from your tool, then score business value and difficulty.
- Assign exactly one target URL per query and fix every Duplicate query flag and any URL with too many unrelated keywords.
- Move pages into the Page plan, draft H1s and titles, and track each through clinical review to publishing.
Related reading
Read alongside it
Audit · PDF
Healthcare local SEO audit checklist (80 points)
An 80-point healthcare SEO checklist for hospitals and clinics in India: Business Profile, reviews, pages, schema, speed and tracking.
Get the audit →Template · Excel
Google Business Profile optimisation template for doctors
A GBP checklist for doctors and clinics as a working Excel template: audit score, field planner, posts, photos, reviews and monthly tracking.
Get the template →Checklist · PDF
OPD growth checklist
The digital, brand, referral, CRM and contact-centre levers that grow outpatient demand, in order.
Get the checklist →Checklist · PDF
Hospital launch checklist
A demand-generation checklist from twelve months before opening to the first ninety days after.
Get the checklist →FAQ
Questions about this workbook
Enter your email in the form on this page and confirm it from the email I send you. Your welcome email then includes the download link for this workbook and for every other tool on the Tools & Checklists page. It is free.
It records which page on your site should rank for each patient query, so pages stop competing with each other. In healthcare, it also ties each query to a clinical entity and a location, which keeps specialty, procedure, doctor and location pages distinct and makes structured data and internal linking far easier to plan.
Search engines and AI assistants increasingly interpret pages as descriptions of entities: a condition, a procedure, a doctor, a hospital. If each entity has one clear owning page, consistent names and the lay and regional terms patients use, your content and schema tell a coherent story. The entity map also exposes gaps where you offer a service but have no page.
From whichever keyword tool you already use, such as Google Keyword Planner or a paid SEO tool, plus impressions from Search Console for queries you already appear on. The template deliberately leaves volume blank, because tools disagree and numbers change. Use volume to break ties between keywords with similar priority scores.
It multiplies your business value rating by an intent score (transactional and local queries score highest) and divides by difficulty. All three inputs are your judgement, so the score is a sorting aid rather than a forecast. Change the intent weights in the formula if your hospital values informational content more, for example for awareness-led specialties.
Treat them as separate rows with their own language tag, including Hindi and other languages typed in Roman script, which is very common. Map them to genuine regional-language pages where you have them, reviewed by a fluent clinician. Do not map them to English pages and hope, and never publish unchecked machine translation of medical content.