McCarty DavidPromoting the websites of medical companies is different from standard SEO promotion. After all, medical articles must not only be made appealing to end clients, but also correct in terms of facts.
Writing medical texts tends to be more expensive because of the complexity and specificity of the content. Content is mostly written by practitioners who are experienced in the profession and understand the subject matter. Hence the high cost and the deadlines: authors are more difficult to find, especially if it is a narrow specialization, plus the text is checked by the client, not only by a contact person, but also by an expert. Experts are sometimes not interested in checking, they may not have enough time, and the final approval is delayed.
How to achieve success
First of all, the most detailed and open information. In the texts should include all the information – about licenses and certificates, personal merits of doctors, to give their achievements. Be sure to prescribe links to social networking clinic, to mention their participation in ratings and directories.
In addition to the brand of the clinic itself, it is important to develop sections on direct specialists, because such sections are the most conversion. Visitors to the site are often looking for a specific doctor within a particular specialty. They may recognize that physician from reviews and various publications. These pages are usually more visited on clinic websites, even in comparison to the “Contact Us” section.
An important role is also played by the medical niche about which the content is created. This directly shapes the strategy. If we’re talking about traumatology, it’s unlikely that someone will look for reviews from specific specialists with examples of work – there are traumatologists in every hospital and their level is not much different.
The opposite example is plastic surgery. Specific reviews and examples of work are important for this area. A potential client is ready to go to a particular specialist on the other side of town to get the desired result.
Stages of work with a medical clinic website
Here, first of all, expertise and knowledge of the subject matter is important. If the author understands the issue, he describes the facts in the article, uses professional terminology and acronyms, ready to provide links to authoritative and narrowly focused sources. That is why it is important to have an author who will be responsible for the content on a regular basis. In this case, the copywriter’s authorship is not indicated on the page – the author will be listed as the clinic.
Defining of the target audience
Consider the standard steps to work with the site clinics on the example of “Gynecology”. We need to understand the purpose for which patients come to our clinic: periodic examinations, treatment of specific diseases, diagnosis, preparation and management of pregnancy, search and referral to a particular specialist.
Assessment of the semantic core
We divide client requests related to symptoms and specific problems. A client is concerned about a problem and needs a checkup, why would he go to a clinic? He may know a particular doctor he wants to go to (it depends on the doctor’s specialization, titles and merits), or he may not know anyone in this area and wants to find a professional who is as responsible as possible.
In the first case, you search for “brand,” “contacts,” and “doctor. In the second case, “service,” “clinic,” “doctor,” “query,” and “location.”
Selection of the semantic core for commercial queries
Within this step, we need to gather information about our site, select a loop of queries for each of the areas. You also need to study the price list that is on the site, highlighting the services for which there is no separate page. In addition, do not forget about the competitors – from Serpstat you can unload queries on them.
Distribution of requests on pages, optimization of meta tags
After the operations, systematize the resulting information. Emphasis should be placed on the creation of new pages (mentioned above – some services may not have a description, but still be in demand among potential customers).
Preparation of TOR for writing texts
The typical structure of a medical text may consist of sections describing the procedure, its cost, procedure, indications and contraindications, recovery, etc. In addition, LSI phrases are searched and selected.
Composing the structure is necessary because content writing is usually done by doctors who are not regular authors, and may not know about the correctness of the classic text.
Meta optimization, technical optimization
The step involved in putting the page in order. All elements that can slow down the site or make it work with errors are removed.
