- By Melinda Nylund, RN, CNLCP
Using expert writers in healthcare SEO and digital marketing increases online visibility, customers, and revenue.
Digital marketing and search engine optimization (SEO) are essential to the success of healthcare organizations. These strategies allow providers to connect with their patients and help patients access information about health conditions and treatments, increasing customer satisfaction. Healthcare providers reach intended consumer groups faster and cost-effectively. All of this translates into increased income.
Expert healthcare writers know how to write content that appears when a consumer does a search. They do this by combining their knowledge and experience in healthcare with the effective use of words and an understanding of how to write optimized content.
Expert writers are essential for optimizing healthcare SEO and digital marketing strategies, helping healthcare organizations improve online visibility, engage their target audience, and achieve better search engine rankings.
Understanding Healthcare SEO
Healthcare SEO means writing content and inserting keywords that bring more visitors to a website when potential patients search for information or services online.
Unique challenges in healthcare digital marketing include the following:
- Writing complex medical information in simple language
- Using keywords that include phrases patients use in their searches
- Producing accurate and evidence-based content
- Understanding patient privacy
Healthcare writers should have specialized knowledge. Expertly written content brings credibility and consumer confidence. Improved search rankings attract patients seeking healthcare services, and well-written content promotes patient retention.
The Role of Expert Writers in Healthcare SEO
To create accurate content, the writer should be a specialist. Expertise in healthcare writing requires the following:
- Experience in healthcare
- Knowledge of medical conditions, treatments, and terminology
- The ability to write accurate, interesting, and engaging content
- Expertise in writing, language, and grammar
- Familiarity with healthcare SEO and how to achieve better search engine results
- Attention to patient privacy
To evaluate the quality of web content and search results, Google devised E-E-A-T, which stands for experience, expertise, authoritativeness, and trustworthiness. Google E-E-A-T establishes that healthcare experts like nurses make great writers. They have experience in the field, expertise based on their education and training, authority due to their knowledge and practical skills, and trustworthiness that comes from providing accurate information.
These expert writers create optimized content by using relevant keywords and links. They write content people find fascinating, educational, or that provides a new perspective.
Below are some examples of successful healthcare SEO strategies these writers use:
- Keywords: For example, if the article is about diabetes, appropriate keywords could include “blood sugar”, “insulin”, and “diet.”
- Link building: Adding hyperlinks to online content offers consumers additional information on a topic and increases content reliability.
- Embedding helpful visuals: For instance, writers may embed a map of the location of a hospital or include an informative infographic.
Content Creation and Optimization
Keywords direct traffic to a website and are essential in healthcare SEO. Writers can list keywords consumers would most likely use when searching for specific medical information. Several online tools also assist writers in keyword searches: Google Ads’ Keyword Planner, Semrush’s Keyword Magic Tool, and Moz’s Keyword Explorer, to name a few.
Creating high-quality healthcare content begins with carefully reviewing the assignment, identifying the target audience, and researching the topic. Afterwards, the writer composes informative and engaging content, simplifying complex medical information and incorporating keywords. Nurse writers are especially qualified to explain medical information due to their experience at the bedside. Proofreading and editing are the final steps.
Regularly updating content provides valuable new information to potential clients and keeps them informed and engaged. It offers the opportunity to correct errors and increases trust in the organization, improving search engine rankings and turning potential clients into paying customers.
Content Creation and Optimization
You can blend healthcare SEO with other digital marketing strategies:
- Pay-per-click advertising (PPC): Advertisers pay a fee to the organization each time consumers click on ads.
- Content marketing: Websites offer informative and engaging health-related content.
- Email marketing: Target audiences receive promotional and informational emails.
- Social media marketing: Platforms like Facebook, Twitter, LinkedIn, and Instagram can advertise healthcare services.
- Video marketing: Videos are great tools to market healthcare services, appealing to visual learners.
- Events: Community health events promote local hospitals.
- Press releases: Organizations announce major news through press releases to gain publicity.
- Paid advertising: Advertisers use digital resources to target specific populations, such as patients who are searching for healthcare services in a local area.
Combining writers’ expertise with other digital marketing strategies leads to an improved online reputation and satisfied customers.
Measuring Success in Healthcare SEO
Digital marketing and SEO provide a way to track user data and enable organizations to evaluate the effectiveness of their marketing. Numerous key metrics assess the effectiveness of healthcare SEO.
- Tracking the amount of visitors to the website
- Evaluating keyword effectiveness
- Monitoring the number of times the website or content appears in searches, how many people click on the website, and how much they interact with it
- Assessing how many visitors complete desired actions, such as booking appointments or signing up for health information
Analyzing these metrics and using that information to improve digital marketing strategies will increase websites’ online visibility, attracting high-quality traffic that leads to paying clients, strengthening the health organization’s standing as credible, and helping it remain competitive. Expert writers contribute to continuous improvement and strategy adjustments by analyzing key metrics and areas for improvement and then writing high-quality content.
Creating a Competitive Advantage With Expert Writers
Digital marketing and healthcare SEO are essential to the success of healthcare organizations. A successful digital marketing campaign includes using relevant keywords and key metrics. Expert writers are a crucial aspect of an effective digital marketing strategy. Creating compelling informational content and efficiently using SEO builds trust, credibility, and confidence in the organization, leading to customer satisfaction, increased growth, and success.
Learn more about leveraging expert healthcare writers like nurses for your digital marketing needs at WriteRN.net.
FAQs
What specific skills should expert writers have for healthcare SEO?
Expert writers should have experience in healthcare and knowledge of medical conditions, treatments, and terminology. They should also be able to write accurate, interesting, and engaging content using good language and grammar skills. Finally, they should be familiar with SEO and how to achieve better search engine results.
How can expert writers help improve a healthcare organization’s online visibility?
Creating a compelling website, writing educational content with effective keywords, and applying Google E-E-A-T will raise your organization’s visibility when consumers search the Internet.
What are the common challenges in healthcare SEO, and how do expert writers address them?
A common challenge in healthcare SEO includes translating complex medical information, but expert writers are skilled in writing medical jargon in simple terms. Keywords must consist of phrases that patients use in their searches, and healthcare content must be accurate. Expert writers know how to use reputable sources to write evidence-based content. Patient privacy and HIPAA regulations are paramount in healthcare; experts keep this in mind when writing about sensitive topics.
How do I measure the success of healthcare SEO efforts implemented by expert writers?
You can use key metrics to track the number of website visitors and how much they interact with your website. You can also use them to analyze the effectiveness of keywords.
Can expert writers help with other aspects of digital marketing besides SEO?
Yes. Expert writers are not limited to healthcare SEO. They can also contribute to other digital marketing strategies like content, email, social media, and video marketing.
References
Ellis, M. (2023, September 29). Google E-E-A-T. Moz. https://moz.com/learn/seo/google-eat
Pavlik, V. (2022, December 5). What is SEO? Meaning, examples & how to optimize your site.
Semrush Blog. https://www.semrush.com/blog/what-is-seo/
Pol, T. (2023, November 20). SEO writing: 12 tips for creating SEO-optimized content. Semrush Blog. https://www.semrush.com/blog/seo-writing/
Southern, M. G. (2024, April 24). Google E-E-A-T: What is it & how to demonstrate it for SEO. Search Engine Journal. https://www.searchenginejournal.com/google-e-e-a-t-how-to-demonstrate-first-hand-experience/474446/
About the Author
Melinda Nylund, RN, CNLCP
Melinda Nylund, RN, CNLCP, has more than 25 years of experience in healthcare, ranging from clinical care to administrative responsibility. Her expertise includes life care planning, telemetry, oncology, home health, hospice, and behavioral health, and her interests include health and wellness. She has owned her own consulting business since 2012. Melinda is passionate about educating people about health. She believes knowledge empowers people to take better care of themselves and to live happy, healthy, and independent lives.
