Are there any specific SEO Copywriting tips for Medical Practices and Healthcare Companies?
Understand the basic concepts of SEO
The primary goal of Search Engine Optimisation is to improve the visibility of your website for visitors in search of your services. Google and other search engines reward websites that provide the best customer experiences for their users.
They do this by looking at how your website performs in searches, site speed, user-friendliness, mobile-friendly websites, readability of your content and relevance to the reader. This involves more than merely inserting the right keywords but relies on a more customer-centric approach.
Keywords do matter, because they are what people use to find a relevant service or useful item. For instance, someone looking for an orthodontist wouldn’t search for a veterinarian. Use Google Keyword Planner to find relevant keywords with the most traffic, as well as the search terms patients enter when looking for your services.
Google Search Console reveals the words people use when looking for your brand. You can incorporate the findings into your website content. This makes it easier for Google to crawl your site and for people to find your service.
This is noted by the best Digital Marketers as being the most effective means of improving your overall digital campaign. You’ll need to create unique content that’s entirely yours. Your blog shouldn’t sit on the side gathering dust; publish content on your site regularly.Use a content calendar – such as one from Coshedule – to plan your posts. This gives your readers and Google a timeline to look forward to. You should post new content two to four times each week. The keywords you’ve researched are a good starting point for blog posts. You can create content around a keyword, but don’t use it all at once or it will look forced.
Great content ideas include interviews with influencers in your industry, blog posts, case studies, patient testimonials, medical breakthroughs, infographics and photos. These conversations drive engagement with your content and add more value to your website – all of which increases your search rankings.
The headline gets the visitor in the door. It’s the first thing they see, so it has to be eye-catching and enticing. Use proper grammar, punctuation and power words. Avoid hyphens in your headers. One SEO skill is to include the keyword in the headline, as a way to stay on the current search trends.
Your targeted keywords should be included in your metadata descriptions. Metadata includes the HTML meta tags between the opening and closing head tags. This provides more information to the search engine with regards what your page is about.
The title tag is in blue text and acts as the title in the browser at the top of the page. The maximum character length is 65 characters. The meta description describes the content of a web page or blog post and shouldn’t be longer than 150 characters.
Don’t limit the chances of your site ranking high for just one type of content when you can do so for search-related verticals such as mobile, video, slideshows or local search. For instance, your pharmaceutical company or medical organisation could use these SEO verticals to increase targeted traffic to your web pages:
You can optimise your images, rank high for mobile, create good video content, and more. This image from Referral MD shows an optimised presentation shared on SlideShare.
Video and images in your content help your patients connect with you and fosters a relationship of trust. Add infographics about a new disease or sickness, as well as the symptoms to look out for. Include precautionary measures in the content. This makes it easier for readers to digest complicated content when you break it down with images. It also increases dwell time on your page and improves your off-page optimisation efforts.
Your backlink profile has an influence on your organic ranking and is one of the main factors Google uses to determine your website authority. You will rank higher for your preferred keywords if your site has more authority.
The site you link to in your content should be relevant to your niche, while the backlinks should originate from trusted websites. As you continue to create excellent content, your inbound links increase with time, strengthening your website and positioning you as one of the top ranked medical websites on search engines.
The debate: is there a difference between a Medical Writer and a Copywriter?
The primary role of a Medical Writer is to communicate the substance of a medical or scientific claim and to accurately represent clinical data in an engaging, interesting and concise manner. They begin by reading and analysing clinical data reports and extracting useful information. They also check all statements and claims are supported by irrefutable clinical data that isn’t misleading in any way.
A Content Writer in the healthcare industry is more conceptual; they work mainly with an Art Director to find words that effectively communicate your thoughts and develop creative marketing concepts. They also work with a Medical Copywriter to develop and deliver key messaging for the brand and turn it into a creative concept for marketing campaigns.
In most cases, you’ll find both types of writers at Daily Posts. Certified Medical Writers are also creative and can easily transition between roles when the job dictates. They require a different mindset and the right qualifications to ensure they do an excellent job.