3 Ways to Improve Your Medical SEO Copywriting

15th May 2023

Whilst legal compliance is essential when producing medical SEO content, the process of complying and adhering to regulations, can mean the creativity of your content writing is compromised. Mastering medical SEO copywriting involves understanding semantic nuances, adhering to strict guidelines, as well as being willing to revise and refine your copy. 

In this article we share three ways to improve your medical SEO copywriting and achieve better search ranking results for your healthcare website.

1. Know your writing guidelines before submitting

When creating content for healthcare websites there can be strict guidelines and regulations, so it’s essential to determine the content requirements and guidelines before submitting any work. This ensures that your copy aligns with regulatory standards, brand guidelines, and other specifications from the outset, minimising the need for extensive revisions and delays. 

Many pharmaceutical companies will have clear and approved brand guidelines that will need to be complied with, so understanding these and gaining access to this early on, will ensure compliance and save you a lot of time further down the road.

2. Explore semantic differences between phrases

Semantic search algorithms have become increasingly sophisticated, focusing on the context and intent behind search queries rather than just individual keywords. Take the time to research and understand the semantic variations of key phrases related to your medical brand and business. This involves identifying synonyms, related terms, and common variations that patients may use when searching for information online.

For example, if you’re a dermatologist targeting patients interested in treatment for acne, you might discover that terms like “spot removal,” “blemish control,” and “skin breakout solutions” are all relevant variations of the same topic. By incorporating these semantic variations into your content naturally, you can improve its relevance and visibility in search engine results.

However, it’s also worth noting that whilst some phrases may seem synonymous at face value, legal departments will have different views on which should be used and which should be omitted. Make sure to contact the legal team so you’re on the same page when it comes to phrases you can use, and which may be misunderstood and inappropriate in other areas of the copy. 

3. Be prepared to make changes

After submitting and sending your copy to the legal department, be prepared for feedback and suggested edits. Approval of medical SEO copywriting can be lengthy, so embrace feedback from legal departments as an opportunity for continuous improvement rather than a hindrance to creativity. It might be beneficial to reconsider the approach to keyword targeting and explore alternative terms and synonyms that could be used in the text.

Want to learn more about medical SEO copywriting?

If you want to improve the visibility and performance of your healthcare website on search engines, a Varn Health SEO audit might be the place to start. Our audits provide a comprehensive look at your site’s SEO landscape, offering valuable insights and actionable recommendations for improvement.

We prioritise optimising your website’s copy to ensure it aligns seamlessly with medical SEO best practices. Don’t hesitate to get in touch with one of our team members if you have any questions about our audit process or our specialised medical SEO copywriting services.