In the pursuit of improved rankings on sites like Google, many businesses implement search engine optimization tactics that are ineffective due to improper execution. There are many ways to improve web ranking successfully.. However, your website visitors are coming to your site for a specific reason: information. If your website content fails to give the visitor what they want, you risk losing them, regardless of where you rank online.

Defining the purpose of your website is an essential first step to building quality content that gets noticed. Identify what information people should gain from visiting your site. For most healthcare organizations, the website serves as a place for providing high-quality, medically accurate information that the visitor can trust. The information should build authority and help the visitor make more informed healthcare decisions.

To be most effective from both a user-friendly and SEO perspective, your website should be filled with content that is rich in information. Here are six tips for creating better website content:

1. Don’t Ignore Pages

   Ensure that all of your website’s pages provide information-rich content. Many businesses develop mini-websites with just a hand full of pages. While this is an inexpensive way to build a website, it does little to inform and educate prospective patients.

2. Define All Services Uniquely

   Determine the services you offer and create website content for each service line on a unique page. The content you write (or have written) should be 300 words in length and broken up into subheadings to keep the information easy to find and read. Avoid long paragraphs whenever possible.

3. No Keyword Stuffing

   Keywords should be used for the overall page theme and title rather than to boost SEO. Keyword stuffing can hurt your website ranking. Instead, use the keyword in the title, subtitle and a couple of times in the body of the copy. For example, if you are writing a page on allergy testing and treatment for your practice, be sure to use that phrase throughout your text and in your main headings.

4. Do Your Research

   Ensure the website content you publish is well-researched and is written using correct grammar and punctuation. Both search engines and potential patients will thank you for this effort. Whether you do the writing yourself or hire a medical copywriter for this service, always review any content before it is published.

5. Supplement Content

   Provide supplemental website content so visitors can learn more about the topic covered. For example, if you have a blog or video on the type of allergy testing and treatment you offer, provide a link to it. The more dynamic your content, the more interested your visitors will be in moving around your site for more information. This leads to more time spent on your site, which helps search engine ranking.

6. Modify Your Writing Level Appropriately

   Write on the reading level of your visitors. Doctors are very well-educated people. The majority of website visitors, however, read at a slightly lower level. Experts recommend that businesses write website copy and blogs at an eighth-grade reading level. That said, consider your specific audience and write appropriately to them. Avoid “dumbing-down” content that they would understand. If your patients are typically well-informed and educated, do not write too simplistically or you turn them away.