Digital marketing needs to keep evolving each year, and 2019 is no different. One of the most important aspects to plan, if you’re running a healthcare practice, is health content marketing. Content is still king in any SEO strategy and 2019 brings with it new challenges. That’s because arriving right at the top of the SERPs (search engine results page) for relevant keywords is no longer the only thing that matters. Conspicuousness to the target audience depends on other factors too.
Make Your Content In-depth
In-depth content is what Google wants to see. Research states that longer content such as long blog posts and in-depth, how-to guides have ranked higher than short articles. When you extend the length of your content to 2000 words at least, all aspects of what a Google searcher would potentially want to know about the concerned topic are covered. That not only makes Google consider your content as a useful and high quality one and thereby rank it higher, but the content can also be chosen for answering the popular questions featured in Google’s PAA (People Also Ask) section in the SERPs.
Content should be authoritative and relevant all the time. Those kinds of content get shared more in the social networks. BuzzSumo’s research, after analyzing 100 million articles, revealed that an average blog post only secures four social media shares. And since 2015, Facebook’s traffic has sunk 50%. Page views are generally down and 70% of all content online manages to secure zero backlinks. In other words, things are hard for content marketing not only in search engines but also in terms of social networking activity. Blogs are having a hard time.
But not all is gloomy. There are some kinds of content that are actually doing well. You need that if your digital marketing and SEO requirements need to be met. In particular, authoritative, research-based, reference content keeps gaining links. Authoritative content about a topic that is always relevant and “evergreen” can consistently bring in more links and shares over a period of time.
Incorporate Unique and Explanatory Information
Include content that contains unique information and explanatory, hands-on techniques – things you don’t often find about the concerned topic. That adds a special value to your content or blog post. If you have in-depth information about your topic, it isn’t hard to find that unique content that adds value and raises your authority level. You’ll find it being shared frequently and receiving a great deal of backlinks.
Find LSI (Latent Semantic Indexing) Keywords
Remember to add LSI keywords to your authoritative and value-generating 2000-word article or blog post, because you ultimately want to be detected for your relevant keywords. LSI keywords are those that are pretty closely connected to the topic of your page. Having these keywords gives Google the indication that your page really answers all the relevant points of the topic. If you’ve written an article about maintaining healthy blood pressure of your body, terms such as headache, stroke, diet, fitness, exercising, etc are the LSI keywords. When Google’s algorithms see these keywords on your page, they figure that the page comprehensively covers the topic.
Tools such as the LSI Graph can help you identify LSI terms for relevant keywords. All you need to do is enter the keyword into the tool’s search box and you’ll get some suggestions. You can also use Google search by entering your target keyword and checking out the related keywords recommendations that appear below the search results. The Google Keyword Planner can help you get LSI ideas.
You must engineer your content for featured snippets, including the above-mentioned People Also Ask (PAA) section at the top of most search results not involving a brand name. Not all keywords have featured snippets. You need to find the keywords you rank for and those that have a Featured Snippet. In fact, 99.58% of featured snippets are from pages ranking on the first page. So you need to get to the top 10 to get into the featured snippet.
Make Sure Your Mobile Site Is Consistent with Your Desktop Site
Content should be consistent across your mobile and desktop sites, since Google values mobile presence. That’s why it came up with the mobile first update. You need to employ a responsive design for your website and ensure that content isn’t hidden in your page’s mobile version. Not that your desktop version must be ignored, but your mobile website is what Google considers first as part of its ranking. Make sure your website really is mobile-friendly. Google’s mobile-friendly test tool can help you here.
Hop onto the Video Bandwagon
How did we get this far without even mentioning video? Video is everything if you really want to get people hooked to your blogs, web pages and, eventually, services. Cisco states that by 2021 online video will account for 80% of online traffic. The hunger for more online video is keeping on increasing, so much so that HubSpot suggests 43% of the Internet browsing population of the world just want more and more video content. If you’ve got your video strategy right, you’re halfway towards attaining your goals.
The most important strategy here is to get on to YouTube. It is considered the 2nd largest search engine behind only Google. People just aren’t getting tired of it. So get your YouTube channel up and running and bring in useful, authoritative and engaging videos. Make sure you optimize your video descriptions. Leverage the might of social media as well and share all those great videos in your social networks.
So keep the quality content coming, and make the content in your pages and blog posts authoritative, relevant and comprehensive enough with the LSI keywords. That can make your medical content marketing a more rewarding and result-generating experience.