We have created a content development method specifically suited to medical clinics that Google loves!
Medical clinic article writing: a results-driven medical content development strategy
Choosing a clinic or any type of healthcare provider is a very important decision for patients. This choice will normally be based on a combination of trust and the provider's level of expertise.
When a potential patient needs to make this decision, if they know that any family or friends can recommend a particular clinic to them, this may be how they decide. However this is not always the case, so potential patients will find that they need to search online to find the best medical clinic for their health issue.
A medical clinic's website and other presence online is what will influence potential patients' decision making process.
When it comes to health issues, the ocean of information online can be both a blessing and a curse. Patients who are unfamiliar with medical terminology and lack knowledge can easily trust misinformation, not knowing that it is incorrect.
This process and the possibility that potential patients are worried about their health means that the medical clinics who take the time to develop high quality, informative content, are a step or two ahead of their competitors.
Our approach to medical content development is based on 7 years experience of working in this niche. In fact the very first piece of health related content that I wrote personally (Jackie De Burca) was for a children's cancer charity, back in 2010. I did this because I met the creator of the charity on Linkedin and she was looking for a writer with some knowledge of complementary therapies, who was willing to write free of charge for her cause. She had lost her young daughter to cancer, and that is why she set up the charity. You can reference that short book here.
The following year was when we took on our first clinic, who today are in the top position on Google for their main keywords. One example below is for the keywords, "pregnancy scans."
Along the journey of doing this work, while also doing SEO and content writing for other types of niches, we gained great experience and made interesting observations as Google made multiple changes to how its algorithm works over the years.
To give you a taste of the type of impact this medical content writing strategy has, below is a screenshot for a relatively new client, whose website is only around two months old at the time of writing. Google does not normally show such new websites on the first page. Google needs to really trust a source of content like this to show it not only in positions 2 and 3, but also in the result at the very top, which is known as the Google Answer Box.
A selection of medical & health writing examples
The importance of folic acid in pregnancy
Fetal development stages month by month
The importance of Vitamin D in pregnancy
Medical articles writing service: loved by Google & patients
So how do these medical articles make this type of impact?
We believe that they can have these type of results as we place a huge emphasis on both in-depth research and long form content writing.
There are a variety of opinions about how long what we refer to as long form content really is, and we have run trials with various lengths.
Of course, medical articles lend themselves naturally to this type of content. Many medical subjects deserve to be treated in-depth, so that patients and potential patients get as clear a picture as possible about whatever ailment they are suffering from.
At the same time, your clinic becomes an even more trustworthy entity, as patients can read clear, medically correct facts on your website or blog. As the trusted experts over at Search Engine Land say:
"To put it succinctly, long-form content can make you look like more of an expert in your field, increase the likelihood of engagement and sharing, improve your search engine results page (SERP) rank, and increase your audience; because of your content, you will be viewed as an “authority” on the subject. All of that works to your benefit and translates to better brand awareness."
See another example of results for our medical clinic clients
Here our client appears in the Google Answer Box and also in position 2 of the natural listings. (Natural listings are also known as organic listings and are the search results that are not paid for advertising. They look longer and more editorial than the Google Adwords ads.)
Why is it so good to appear in the Google Answer Box? If you think about when you search for something on Google, consider the elements that attract you to click on the listings that you choose. In general our eyes are drawn to listings that have the keywords that we used, but also we often automatically feel that the results at the top are more important and more trustworthy.
This means that if your website appears in the Google Answer Box, it can have a significantly larger amount of visitors, because more people are more likely to click on it. In fact, a respected authority on the subject of optimising websites for all the search engines, Google included, stated that almost one third of people will click on the Google Answer Box result. These listings receive a click-through-rate (CTR) of 32.3 per cent.
The Google Answer Box is a massive opportunity, not only for a big increase of website visitors and potential patients, but of course, appearing there also increases trust. There is no way to guarantee that a medical clinic will appear there, but our medical content strategy is set up to give your clinic a fighting chance of achieving this. Other mitigating factors include other elements of your website, and the territory where you are based, which may be more competitive than some territories.
Please note that we can't guarantee that you will appear in the Google Answer Box. What we can guarantee is that this type of content will definitely higher your positions on Google, over time, as we develop more of it.
See some more examples of results for our medical clinic clients
How it works
1. We analyse your website and also check your blog if you have one.
2. If you don't have a blog, we will design and set up a blog in tune with your website design, at a one off cost of €260.
3. After our analysis, we will send you a suggested 6 month content calendar, like the example below. The calendar has the suggested topics to cover, and once agreed, we will write more creative titles for the articles.
4. Two long form expert medical articles of a few thousand words will be published on your blog each month, when you order the starter Clinic Content Club package, highlighted below the Content Calendar.
Content Calendar Example
Clinic Content Club Packages
Below you can see the prices and what is included in the Clinic Content Club Packages. If this is relatively new territory for you, in terms of pricing and ordering, below are a couple of interesting article excerpts and links.
"An ebook from Internet marketing giant Kapost reports that marketers should expect to pay at least $150 per post from a reputable freelancer. For a long-form blog post or article (2,000+ words), they suggest budgeting $2,000." Read more: https://lacyboggs.com/how-much-should-you-pay-a-blog-writer/
A more economic company, Express Writers, quote $300 for 1500-2000 words, but then have a variety of extras, such as topic research below this price. You can view that here.