Get Found Fast: Proven Keyword Strategies for Urgent Care

We know urgent care treats a wide range of needs — but do your patients? Online searches suggest that many still aren’t sure. According to SEMrush data, the monthly search volume (MSV) for “does urgent care do x rays” is 5,400. “Does urgent care do stitches” is searched 3,600 times per month. Even broader questions like “how much does urgent care cost” (3,600 MSV) and “what time does urgent care open” (3,600 MSV) reveal that patients are actively looking for answers — and likely deciding where to go based on what they find.

So how do you make sure your clinic is the one they find?

We’ve pulled together the top keyword categories and best practices for using them across your marketing channels — from your website and Google Business Profile to paid campaigns and SEO-rich blogs. Use this guide to sharpen your digital strategy, attract more patients, and help people understand exactly what your urgent care can do.

Keyword Types for Urgent Care

To help you get started, we’ve grouped common search phrases into categories based on how and why patients search for urgent care. These keyword types reflect the different stages of a patient’s decision-making process — from finding a clinic nearby, to researching services, to booking an appointment. Use these suggestions both literally and as templates — meaning use specific examples given like “pink eye treatment urgent care,” or “STD testing [city],” but you should also use those key phrases with “pink eye” or “STD” replaced with other treatments/tests you want to rank for.

Local “Near Me” & Access Keywords

These capture immediate intent and are essential for visibility:
• urgent care near me
• walk-in clinic near me
• same-day doctor appointment [city]
• open urgent care today
• pediatric urgent care near me
• weekend urgent care [city]

Symptom- and Condition-Based Keywords

Ideal for SEO blog content and educational service pages:
• sore throat urgent care
• UTI treatment near me
• pink eye treatment urgent care
• STD testing [city]
• ear infection urgent care
• flu or COVID testing urgent care

Service-Specific Keywords

Focus on the specific visit types you offer:
• DOT physicals near me
• urgent care x-ray
• occupational health urgent care
• drug testing walk-in clinic
• travel vaccines urgent care

Convenience & Digital Experience Keywords

These reflect the modern, digital-first patient journey:
• book urgent care online
• urgent care online check-in
• walk-in clinic no appointment
• short wait urgent care
• fastest urgent care near me

Educational & Long-Tail Keywords

Great for blog content and FAQ-rich pages:
• should I go to urgent care or ER
• how much does urgent care cost
• does urgent care do [service]
• urgent care vs primary care
• does urgent care take insurance

In addition, you can see specific MSVs for critical keywords to consider by visiting this page. Please note that the MSV for phrases like “does urgent care do XYZ” will be very similar to the “can urgent care do XYZ” variation, so try to use both when you can. For example, you might want an H2 (section header) that says “Does Urgent Care Do STD Testing?” And then shift it in your answer to say “Yes, urgent care can do STD testing for blah blah blah.”

BONUS TIP: If the name of your business ends with “Urgent Care,” you can put that ahead of the keywords that include “urgent care” and still improve your rankability. For instance, “Yes, Fairfield Urgent Care can do STD testing…” captures both the intended keyword and tells Google that you are directly linked to this type of service. For a longer list of keywords with the associated monthly search volume (MSV), find our list (prepared on June 15, 2025):

Urgent Care Keyword List — With MSV

Turn Keywords Into Content for Your Website Strategy

When someone is searching for urgent care services online, your collective digital efforts all work together, but your website is arguably the heart of your search engine optimization (SEO.) That means that for any of those search terms you want to rank for, your strategic inclusion of those terms on your website is going to matter the most. But with SO many searches and variations of keywords and phrases, how do you decide which to address on your blogs and services pages?

Best Practices

Primary keyword/phrase: This is usually a keyword with a higher MSV, and should appear in your title, URL, metadata, copy (as early as possible,) and — ideally — at least one of your section headings and/or subheadings.

Secondary keywords/phrases: Also appearing throughout the copy, these should go into section headings. If it makes sense, you can use them in the meta as well.

Define, explain, and answer questions: Google loves being able to answer a direct question or vague keyword with a definition, list, or how-to blurb. If you’re stumped on what to answer, look up a keyword and see the “people also ask” section. Those questions can make for great section headers.

Inline links: Let’s say you’re writing a page to target “does urgent care give iv fluids” (1,000 MSV.) In that, you might mention other services you provide, like STD testing. If you have a blog on STD testing, link to it in the new blog, and link on words that match the keywords for that blog. So you might have a sentence that says “urgent care also does STD testing and other blah blah blah…” with the whole phrase “urgent care also does STD testing” linked to the STD blog.

Remember your primary goal is to provide valuable information for readers. The keywords guide what kind of content your readers want. They don’t encompass the entire story.

Example Blog Structure

Say you want to write a blog targeting:

Primary keyword: “how much does urgent care cost” (3,600 MSV)
Secondary keywords: “what insurance does urgent care take” (170 MSV,) and “how much does urgent care charge without insurance” (210 MSV)

Your structure might look like this:

Blog Title:
How Much Does Urgent Care Cost? What to Expect With or Without
Insurance

URL: /blog/how-much-does-urgent-care-cost

Meta Description: 

Urgent care is faster and more affordable than the ER — but how much does it cost? Learn what to expect, how insurance affects pricing, and options for patients paying out of pocket.

Body:

Open with an overview of the rising cost of healthcare and how urgent care offers a more affordable, faster option for many common health issues. Highlight that cost can vary widely — and patients are right to ask before they walk in.

H2: Typical Cost of an Urgent Care Visit

• Most visits range from $100–$250 for basic care
• Factors that influence price: region, services provided, and
  time of day
• Walk-in visits with labs or procedures may increase the total

H2: What’s Included in That Price?

• Provider evaluation and vitals are usually included
• Additional charges for X-rays, bloodwork, sutures, or prescriptions
• Some clinics post transparent pricing or offer service bundles

H2: How Much Does Urgent Care Charge Without Insurance?
(Secondary keyword)

• Uninsured patients typically pay between $100–$200 for a basic visit
• Some clinics offer discounted cash-pay rates
• Many urgent cares will work with patients to set up a payment
  plan if needed
• Always ask for a self-pay quote before your visit — it’s common
  and helpful

H2: What Insurance Does Urgent Care Accept? (Secondary keyword)

• Most clinics accept Medicare, Medicaid, and major commercial plans
• It’s best to confirm with your provider or the urgent care center directly
• Out-of-network? You can still be seen as a self-pay patient

H2: When Urgent Care is the Smarter Financial Choice

• Compare average urgent care cost ($150) vs. ER visit ($1,300+)
• Shorter wait times, lower bills, and fewer surprise charges
• Many clinics offer transparent pricing and payment flexibility

H2: Tips for Managing the Cost of Your Visit

• Ask what’s included and what could incur additional charges
• Inquire about discounts for paying upfront
• If you don’t have insurance, ask if they offer payment plans
• Consider telehealth for simple issues like sinus infections or rashes

H2: Final Thoughts: Affordable Care Starts with Knowing Your Options

• Patients are right to shop around — and urgent care makes
  that possible
• Whether insured or not, most patients can find a clinic that works
  with their needs
• Book online, call ahead, or just walk in — and ask the right
  questions when you do

Finish with a clear call to action (CTA): Book Online, Find a Clinic, or Read a Related Article.

If you need a more detailed explanation of how to choose and use keywords for a blog, our Urgent Care SEO for Non-marketers: What, Why and How article can help.

Next Steps

Search is how most patients will find you — and your competitors. By using the right keyword types and placing them where it counts (your listings, your website, your content), you can help ensure your clinic gets found, booked, and trusted.

Apply What You’ve Learned

• Bookmark the keyword list with MSVs
• Audit your GBP for urgent care keywords
• Write or update a blog using one of the categories above
• Promote your content on social media and email

Fill in Gaps

Bookmark the Patient Acquisition and Retention Success Kit for more tips

Watch the on-demand webinar Summer Surge: Drive Visits with Marketing & Outreach

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