Content is one of the most important ranking factors on your website when it comes to SEO, and while achieving high positions on Google may seem like the end goal when it comes to content, there is a whole other side to things: the patient’s/customer’s perspective. Are you providing content potential patients want to read? Are you answering their burning questions? Is the information you’re providing digestible? When creating new blog posts it’s critical to keep both SEO and readability in mind. Here’s how:
- Answer the questions your target audience is asking. One great way to uncover your target audience’s questions is to survey them. You can ask questions such as “What challenges, obstacles or fears did you face before becoming a patient/customer?” This one question can yield several content topics as survey respondents often open up about price concerns, life-style impositions, lack of understanding a product/procedure, etc. Basing blog content off of real data allows you to create content that provides true value to the target audience. Another way to gather this information is to listen for and document frequently asked questions. What do your patients/customers most often ask before, during and after working with you? Write about that.
- Use LSI keywords or Latent Semantic Indexing. LSI keywords are words that are strongly associated with your page’s content. For example, the LSI keywords for “supplements” may be “organic supplements” or “cheapest supplements.” Those two topics may be valuable topics to explore when creating blog content for your website.
- Post content where your target audience can find it. Again, surveying your target audience can help tremendously in uncovering what media they use to digest the type of information you provide. Yes, they may be on Instagram, but they may not be seeking out health information there. They may want to gather information in an online search, receive it directly in their inbox or read about it in a printed publication. Once you know where your target audience is looking you can be sure to show up there.
- Narrow the focus. Use a tool like io to see the most common autofill for keywords. For example, if you sell vitamins, instead of writing a general post about vitamins on the whole, you can focus on “vitamins for hair” or “vitamins for women” which will help to more specifically address your potential customers’ questions and concerns.
- Don’t forget about readability. You and your content team are experts in your field but those seeking out your educational information may not be. Avoid industry jargon, overly-complicated details or never-ending content sections. Yes, you want to provide valuable education, which may entail some in-depth explanation, and when broken up with bullets, images, infographics and more, your target audience will be sure to absorb more of what you have to say.