E-A-T (expertise, authority and trust) relates to the trustworthiness of your content and its authors. Medical related content needs to be accurate and sourced with medical references.
Medical related businesses fall under the category of YMYL (your money, your life), therefore search engines are much more stringent on what they consider good, reliable content.
If you want rank well for competitive keywords, the quality and accuracy of your content will dictate your brand’s performance in the SERPs (search engine results page).
Our Approach to On Page SEO
Our approach to on page SEO is very different to generic agencies, because it requires an in-depth understanding of healthcare related sectors that other agencies will not have. Our approach to on page SEO is therefore unique and requires an in-depth understanding of medical terminology and procedures.
Step 1: Auditing your website
The first step is to identify on page issues with existing pages on your site. We use tools to extract key information about your sites meta-data (including schema), alt text, content headers and internal links.
Once we identify these issues, we will provide recommendations as part of the keyword research and competitor analysis phase.
Step 2: Competitor Analysis & Keyword Gap Analysis
By understanding what your competitors are doing, we can start to understand;
- Why they are ranking well for a given set of keywords
- How they have structured their site and content.
- What we can do to increase the performance of your pages.
We can also determine gaps in your keywords using keyword gap analysis. Keyword gap analysis will identify terms that you are not currently ranking for due to missing or poor content. Once we understand these 3 important questions, we can then start to produce a content plan that maps out all of the required pages for your site.
Step 3: Producing the content plan
The content plan will detail new pages of content for production, or highlight existing content that needs addressing. The content plan will detail the web page URL and relevant meta-data (page titles, meta descriptions). Once we have a clear understanding of the content requirements, we then get to work in producing page plans for the content writers.
Step 4: Producing the page plans
Perhaps the most detailed part of this process is the production of content page plans. Each page will detail the layout of the content (headers and a description of what needs to go within each section of content). By reverse engineering top ranking competitor content, we can start to understand why search engines prefer their content over others.
Our job is then to produce better content plans by filling in any gaps in topics or FAQ’s (FAQs help with voice optimisation). Once we’re happy with the page plans, our content writers can then start to write for each section of the plan.
Step 5: Producing the content
Our copywriters are provided with the content plans and brand guidelines, which detail the style of writing and the medical terminology required to make the content trustworthy. Once the content is produced we run it through a natural language processor (NLP) to identify any weaknesses in the content topics. This is known as semantic SEO.
Once we’re happy that the content meets the standards for both users and search engines, we send the content back to you for final approval.
Step 6: Uploading the content
The final step in the process requires a strong understanding of web development. It’s not enough to just add words to a page without formatting the content into a readable format, for both desktop and mobile users.
Content is formatted with images, infographics and other page layouts to make the content easily accessible. We then optimise the meta-data (titles, descriptions, alt text and schema) before submitting the page to Google Search Console for indexing.
Over time content may become outdated, we therefore revisit the content regularly to freshen it up by adding in new bits of content or by updating processes in line with new guidelines.
Considerations must also be made for internal links, by aiding the reader to other useful pages of content that are related. Internal links are also important to search engines, because they help Google and other search engines to understand the relationship between pages of content.
We provide a holistic approach to on page SEO by catering to all users on all devices. We understand the complexities of on page optimisation that go far beyond just “content”. When it comes to on page SEO, page design, layout, ease of use, trustworthiness and readability are important factors in the ranking process. Furthermore, good, easy to read content that is visually appealing is far more likely to be linked to by other websites, which in turn will improve rankings for that page naturally over time.