quality content marketing

Quality Content: What Does It Really Mean?

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I’m sure you’ve heard the phrase “content is king”. That phrase has become a mantra, constantly repeated over and over by digital marketers across the country. In case you weren’t aware, creating quality content is one of the most effective ways to market any business, and that includes medical practices as well. And, if you’re wondering how quality content can help your practice, here’s a quick overview:

We’re currently living in an era where people can barely survive without the Internet or their smartphone. From messaging family members to Googling any question that pops into our head, the Internet has become our best friend. That is why it shouldn’t come as a surprise that now even patients are looking for health information, researching healthcare providers, and looking up health treatments on the Internet. Therefore, if you don’t have a website yet, this is the perfect time to create one for your practice. But if you already have one, the next thing you should do is work on your content. Why? Because Google ranks web pages according to their relevance and the quality of their content. We’ll discuss more of that later – but first, let’s take a look at what exactly is quality content and determine its attributes.


Defining Quality Content

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It’s no secret that in order to be (and stay) relevant in today’s market, a medical practice needs a website. And if you want your website to easily be found online, you need to work on your content. Writing good, quality content is a choice. You can choose to put in the time and effort to create great content or settle with having poor content that will get you nowhere. Your website will just be buried on page 10 of Google search results. You will just be allowing your competitors to outrank you and for potential patients to see them first. And I know you don’t want that to happen. So, why is having great content so important, and how can it improve your online visibility?

One of the things you want to achieve is for your website to appear on the first page when patients are searching for a new healthcare provider, right? For that to happen, you need to regularly publish or update relevant content. This is because your website’s success is primarily determined by its content. You also need to understand that your content has a great impact on the interaction between your visitors, current patients, and search engines such as Google and Bing. This means that an updated website with good content has a greater chance of getting a higher Google ranking.  

The websites that appear on the first page in Google’s search results for a specific search term are the ones that Google considers to be the most relevant and useful. Although there are a lot of factors to consider when ranking websites, one thing is for sure though: you need to have quality content in order to rank higher. To help you out, below are a few things that define quality content:


As mentioned earlier, content is one of Google’s strongest ranking signals. Optimizing your website content will increase your website’s relevance and readability before Google ranks it. The more relevance the search engines determine your website has for a given search, the higher your website will be positioned on the search engine results page (SERP). Also, including keywords that are mostly searched by online users will help you achieve that. It is also important to note that in order for your website to be properly optimized, you need to have a team of SEO experts that can do the job. You can work with a third-party organization, like Website4MD, who has SEO experts to do all the content optimization so that you can focus your time and energy on taking care of your patients. 


If you offer valuable and relevant content to your readers, then they’ll be likely to come back to your website for more information. For example, suppose you are a gynecologist. Your target audience would search for information regarding women’s health issues. Now, if your website provides important and relevant content that tackles different health issues pertaining to women, this will solidify your position as a healthcare provider, especially in your specialty. It will also help build trust with your readers and potential patients.

Highly shareable

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In the age of social media, people share many different things online—from where they stand on a certain social issue to their sentiments about this year’s global health trends—everyone has their own point of view. You know that you have quality content if you have information that is talked about by a lot of people. And this does not only apply in the online world but also in real life. Therefore, you need to be extra mindful of what you post. This is especially important in your blogs. Your blogs can easily be shared on social media. It is important that your blogs have information that other websites don’t. This will set you apart from others (including your competitors) and potential patients will easily remember your organization. 


The word evergreen is often used by editors in describing certain kinds of stories that always interest readers. Evergreen content is content that is always relevant to a target audience. You can say that your content is evergreen when it does not become dated. Having evergreen content is important as it helps your patients find your website. Bear it in mind that evergreen content can help deliver traffic to your website. Also, it holds a valuable position in search engine rankings for a long time. 


You know that you have good quality content when you offer and provide useful information to your readers. Your content should be able to teach them a thing or two or at least answer questions that they have. For example, suppose you are an allergist and you’re going to publish a blog. If the main purpose of your content is to showcase the different treatment options for food allergy, then your blog should provide important details about these treatments and how it could affect the patient. The more informative your content is, the more it will attract readers and potential patients.


Final Thoughts

Does your content meet all the characteristics listed above? If so, then that’s great! If not, you need to start focusing on creating quality content. We know that you’re probably juggling 100 different things. We recognize that you don’t have much time to spare and dedicate to creating content. And, honestly, that’s understandable since you should mainly focus on patient care. However, creating good content is very important – so if you need a little help on the content front, Website4MD can help you. We are a digital marketing agency that caters to the needs of healthcare providers to help them provide a better patient experience. We do that by integrating a blend of web design, data analytics, content marketing, social media marketing, SEO, digital ads and email marketing. If you’re interested in learning more about us and how we can help your practice, schedule a meeting with one of our digital marketers and allow us to help you improve your online presence.