Hi I’m working on Speciality Hospital website - Actually they have chain of hospitals in different location - for which they have individual pages. The problem I’m facing is that – each hospital is multi-speciality (which mean they provide – ENT, Cardio, nuro etc). How should I approach in selecting keywords considering both – territory and speciality.
In your case territory will be most important. People on the other side of the country likely won't care about this hospital. So it will be crucial to rank well for any keywords that include the city/state/county. The good news is that these phrases will likely be the easiest to rank well for. I would make a spreadsheet of all keywords that include the location name. Separate those keywords by location. Then work at getting links to the location pages with each of these phrases. Get links to the homepage with phrases that include the state or county name. Each page can rank for 10+ phrases if you get enough links. Ideally the website would have a detailed page about each of the specific services that each location offers, but that may not be available. That would allow you to only target 2 or 3 phrases per page which is the ideal scenario.