In 2019, digital marketing exploded and influenced almost every business niche, especially health and wellness. The archetypal existence of print and visual ads is now under threat of their digital counterparts, so adapting to the new change is inevitable
We have now entered a new marketing age where conventional ads are consumed with suspicion and disbelief. This is one reason why health and wellness businesses try to keep their target audience informed about the products and services through inbound marketing.
Producing and disseminating quality blog content has turned out to be the best inbound marketing strategy for health and wellness niches. All new-age businesses prefer inbound marketing strategies instead of the old pushy ads as they offer more ROI, the same goes with the latest trends in health and wellness industry.
Why to start a health and wellness blog?
Online healthcare companies understand the significance of SEO and hence, spend thousands of dollars in getting their websites optimized. Google is now omnipotent in the search engine sphere. Health and wellness companies know that their survival depends on how the search engine giant sees the website. However, there is something that these businesses fail to understand!
Google loves fresh content. If the site is not updated intermittently, there are chances the whole SEO effort may go in vain. You already know that it’s not practical to update the service page and homepage regularly. Maintaining a blog section for your website can circumvent this pertinent issue. To be precise, great blog content translates into new business opportunities.
Driving organic traffic to health and wellness websites and getting quality leads out of potential customers is something that all businesses want. It may be hard to find people looking for a specific product or service offered by your company. On the flipside, it’s easier to find people who are already using or considering a product or service that is relevant to your business. Your health and wellness blogs should be aimed at converting these people into your potential customers.
I hope, by now, you have heard a lot about why healthcare and wellness websites should consider blogging as a key marketing strategy. Now, let’s delve deeper into the benefits of starting a health and wellness blog with respect to SEO, Building a Brand, Media, Sales and Traffic.
- Online businesses spend thousands of dollars on Search Engine Optimization.
- Google looks for the freshness of content while ranking the web pages.
- Starting a health blog and publishing blog posts regularly can ensure quality leads from potential customers.
Importance of Starting Health and Wellness blogs for SEO
The position of your business website on the Google search engine results page (SERP) has a direct connection with the quality of the blog content.
Business owners cannot sit back and hope that a few well-optimized service pages can outrank their competitors. It’s the blog section within the site that drives traffic for the targeted keywords and pass the authority to the service pages.
Also, it’s not possible to use the target keyword many times within the product or service pages as it may look spammy.
External links and domains pointing to your business website are vital factors that decide the SERP position of a website.
Other websites hesitate to link to your service and product pages as they seem more sales oriented. However, when it comes to blogs, other sites are more likely to link back. The reason is that blog pages are not explicit sales pages but pages with lots of valuable information.
Breaking news about health and wellness industry, product launches, and other important events are subjects that qualify for a good blog post. Publishing relevant content on the blog can help build search exposure as quickly as possible.
- The freshness of the content on your site determines your position on Google.
- Health and wellness blogs help keep your website fresh and rank for industry specific keywords.
- A well-written blog can drive organic links from relevant websites.
Blogging Helps Health and Wellness Websites Build Authority
There is one word that decides the success of any health/wellness website – expertise. Until and unless a niche has zero competition, there is a constant need to emerge as an authority in the field. As we discussed before, service and product pages are often overlooked as sales pages. From a customer’s point of view, what they want to know is whether the products and services that you offer can give them the best solution.
The blog section of your website is one place where you can regularly update your analysis, the latest trends in health and wellness industry, and comments on it. These in-depth blog articles can help in transforming your brand as one of the best health and wellness blogs.
It’s one way of letting your target audience know that you’re a step ahead of the competition. This adds value to your business and more reasons for your potential customers to associate with your brand.
In addition to this, it’s essential to build a lasting relationship with the customers. It’s difficult to evaluate the trust of loyal customers constantly; this is especially valid for websites in the health and wellness niche. Your competitors have a hawkeye on your prospects and they devise strategies to lure them. By starting a health and wellness blog, it becomes easier for businesses to engage with their target audience frequently. This strategy can help in building brand loyalty so that your prospects and customers don’t get carried away by the marketing tactics of your competitors.
Retaining customers is the most challenging part of digital marketing. Updating existing customers with new products and offers through blogs can prompt customers for repeated sales. It will also act as one of the techniques to improve the conversion rate.
- It’s crucial for businesses to prove their authority in the industry to attract customers.
- Updating the blog with the latest trends in health and wellness industry will help in establishing as a leader.
- Blog posts also help in engaging and retaining existing customers.
Starting a health and wellness blog helps to build media relations
If your focus is to bring authority through blogs, then it will inadvertently help you develop good media relation. News houses are on a constant search for health and wellness industry experts as they need authoritative opinions, especially when it comes to the particular niche, before going to the press.
Establishing your healthcare brand through blogs will naturally attract the attention of reporters who may get a quote from your business heads or even do an interview with them.
Your blogs and its acceptability among the target audience can ensure that it gets picked up by the journos. This is one reason why expert business bloggers suggest more informative and research oriented blogs rather than sales oriented ones.
The crux here is to put yourself in the shoes of a reporter. Your health and wellness blogs have to be newsworthy, and for this, you have to keep abreast of the happenings that affect the health and wellness sector. Try to publish blogs that have a signature of your business. You can do it by bringing in your perspective to a developing story idea.
Even though the blog section should not be considered as a platform for explicit sales pitches, a well-thought-out content can highlight your service better than a conventional sales pitch.
- News houses are on a constant search for industry experts.
- Well-researched blogs will naturally attract the attention of reporters.
- Keep a tab on the latest trends in health and wellness industry and comment about the same to get media attention.
How to start a health and wellness blog?
By nature, blogs are supposed to be informal and conversational. The informal nature of the blogs help businesses build a natural connection with the target audience. If you look at the other pages of your business website, they are formal and serious in narrative. However, when it comes to blogs, they are more personal and are usually written by writers who can be approached. In a way, starting a blog gives a personal face to your business and makes it more approachable.
Google rolled out an incremental algorithm update in August 2018 that affected the search positions of websites in the health and wellness industry. The update, dubbed Google Medic Update, took its toll in YMYL (Your Money Your Life) websites. It was later identified that the update affected sites that had less Expertise, Authority and Trust (E.A.T). Since blogs that appear on health and wellness websites give suggestions and tips to the users, Google wants to ascertain that it’s written by experts.
A well-written blog by an expert can reinforce confidence in users who may be considering to buy your products or services. It’s highly recommended to give your health and wellness blogs a personal face as future Google updates can impact impersonal blogs.
Starting a Health Blog helps in driving targeted traffic to health and wellness websites
Business blogging is embarked upon with a mission – drive targeted traffic to the website. This means that the content that goes into the blog must be highly relevant to the niche of your business. There are many reasons why a user may land on your website, each of your blog posts must be written based on the user journey stage. A user journey stage is how the users are going to interact with your website after landing on it. There are five user journey stages that you must consider before writing a blog post for a website.
The blogs that are consumed by users in the awareness stage is less about promotion and more about introducing the brand. It will offer more insights to the users by educating them using facts and figures. This will help in bringing brand awareness for your health and wellness website.
The users in the familiarity stage have already come across the services but have many unanswered questions. These are the kind of people who may or may not qualify as prospects, but they cannot be overlooked. Provide useful information with a light promotion of products/services; they may return after a while based on the information you provide.
These are people who have seen multiple products and services offered by different websites and are considering to buy the best. These kinds of users like to consume blogs that give in-depth information about a particular product or service.
Once a user buys one of your products or services, there is a possibility that he/she might have a few doubts regarding the same or may require help in using it. These users need more “how to” articles, and by offering them the best content, you can continue to drive brand advocacy.
What to blog about?
You may think that adding a blog section to your health and wellness website may not drive the attention of the target audience. But according to the stats, people choose healthcare services only after skimming through ten websites at least. If your blog is able to highlight the expertise of your business in a subtle tone, it will guide your audience to one of your products or services.
However, the health and wellness blog topic that you write about must have a wide appeal among the targets or the whole effort will go in vain. To come up with topics that interest your target audience, you should research niche-relevant questions and topics that they discuss frequently on the web or in forums.
Some of the most successful blog posts from health and wellness sites are the ones that give health and fitness advises and information to the users in the form of case studies and pillar content. You must also keep in mind that the blogs should be written for the target audience and not the search engines.
You already know that not all blogs get the traction that the writer intends. The reason for less readers is due to the lack of audience research. You have to select a blog topic that your target audience likes to read. Even the most promising content cannot get you traffic if the readers don’t care about the topic discussed. In addition to this, writing topics that your targets like to read will naturally generate links to your site. Links are an essential part of SEO success. Moreover, high-quality and unique blogs are factors that can build links from high-domain authority sites. Since most health and wellness websites fail to get links to their service pages, blogs have transformed into a key resource for natural link building.
How writing for your target audience can impress search engines?
Google and other search engines need to present the best information to its audience. The days when you hired SEO content writers to come up with health related articles are long gone.
The Google Quality Rater guidelines ask health and wellness sites to publish content written by industry experts. This is to ensure that the content doesn’t give false promises and suggestions that may harm the users. This was the crux of the Google Medic Update that was launched in August 2018, which was also called the Your Money Your Life (YMYL) update.
In addition to this, you also have to consider all the On-page SEO factors to ensure that the health website ranks high on Google. Here are a few On-page SEO factors that you should consider:
The URL of your website has to be optimized with the right keywords. Longer URls are not considered SEO friendly. You have to also ensure that the healthcare website doesn’t have any duplicate URL. It’s also imperative to fix issues such as dynamic URL generation, non-www and www versions, and http and https related issues.
Keywords still play an important role in ranking a blog page. You have to select the keywords with a good search volume if you want more targets to read your content. Also, you have to ensure that the primary and secondary keywords are used appropriately within the blogs.
You also have to use a mix of buy intent keywords and navigational/informational keywords to drive quality leads from your blog. Ensure that the keywords are used in the H1 and H2 tags of the blog.
Site Load Speed
According to research, 53% of users will leave the site if it fails to load within 3 seconds. Google also considers the load speed as one of its ranking factors. You have to ensure that the blog pages load within 3 seconds. One of the hiccups here is that most blogs run on the WordPress platform, which requires plugins that can slow down the load speed.
Ensure that your health-related blogs are linked with corresponding products. Always remember that your blogs are marketing materials that have to bring more customers. Ensure that the user can navigate to your products easily whenever they take the buying decision while reading your blog.
Meta Tags: Your Billboards to Attract the Search Engines
Meta tags are determiners that shape your search results in the SERP. We optimize meta tags with proper keywords so that Google doesn’t end up automatically selecting gibberish that harms your business. We create a brand identity for your website by setting unique meta titles and descriptions that attracts your target audience effortlessly.
You have to create a sitemap for all your health and wellness blogs to ensure that Google crawls it regularly. Sitemaps make it easy for Google and other search engines to index pages. You also have to ensure that the sitemap is uploaded on the Search Console. This will also help you to rectify issues based on Google’s suggestions.
Healthcare website sees 87% organic traffic boost after being hit by the Google Medic Update: Thanks to Stans Fully Managed SEO
This is one of the most exciting cases that we have recently encountered as we helped catapult a 10k increase in the daily organic traffic to our client’s delight. This healthcare client had three years of online presence when they signed up with us in July 2018. They were consistently getting a daily traffic of 1k visitors but wanted to take their business to the next level by increasing organic traffic. We didn’t waste much time brainstorming about the results since the goal was crystal clear. However, our search metrics of this client showed a year-on-year fluctuation in the traffic. Little did we know that Google was planning something big for healthcare websites!
As always, we started the project with a complete site audit covering both technical and non-technical SEO aspects. Other than a few rank drop events after major Google algorithm updates, the site had all the signals to get a better search ranking.
Grabbing the Low Hanging Fruits First
Even though the site content was almost two years old, there were only a very few blogs published on the site. With a few blog posts, the website was ranking for 353 keywords in the Google search. However, a majority of them were on page two and three of Google search. Nevertheless, we knew those keywords were opportunities waiting to be unlocked. We also noticed that there were only a few quality backlinks pointing to the site.
We shortlisted the top 4 competitor websites based on the inputs given by the client and did a thorough industry-specific search analysis. It became evident that publishing high-quality blog posts can improve the search ranking and above all, get targeted traffic. During the next session with the client, they were convinced that we were on the right track.
Website gets Hit by Google Medic Update
August 2018 was a dark month for many Health and Wellness websites as Google rolled out the infamous Medic Update. Major healthcare websites were hit, and unfortunately, our client also felt the heat from the same. Traffic touched an all-time low, and this happened when we were geared up to go to the writing table.
We were confident about our services and so, we stuck to the plan and requested the client to wait and watch for a month or two. We suggested this because Google has a history of reversing a few algorithm parameters when they come up with another update.
We also analyzed the Google Quality Rater Guidelines to ensure that the healthcare website follows all the ranking metrics that Google preempts websites to have.
- 10 High-Quality blog posts written by native writers.
- Five New Pillar Content.
- 40 DA 30+ Backlinks.
- 10 Extreme-quality backlinks.
- On-Page Fixes.
Here is how our SEO campaign looked like
Step 1: Our SEO specialists in India used best-in-class industry tools to do the keyword research.
Step 2: They supplied the keywords to our US-native writers specialized in the health and wellness niche to generate the content.
Step 3: Since highly-experienced native content writers wrote all the pillar content, there were minimum edits required from the client.
Step 4: The guest posts were ready within a week, thanks to our army of native content writers.
Step 5: Our blogger outreach experts who were already connected with industry-specific influencers got the guest blogs published on traffic generating websites within a week.
Step 6: The SEO report was sent to the client precisely 30 days after the commencement of the SEO campaign.
Did We Just Set Google on Fire?
In a span of 30 days, we completed the SEO campaign and kept our fingers crossed. It was the same old feeling of deja vu when Google announced the Birthday Update as we had forecasted, and then, boom! Our healthcare client ranked at the top of the Google search for every single keyword we focused on. Above all, two pillar topics that we published started ranking in Google’s #0 position (Direct Answer Box). Furthermore, the site started ranking in the #1 position of Google for close to 50 LSI keywords. In total, from the mere 353 keywords that were ranking, the site took a giant leap and ranked for 31.3k keywords. A triumphant moment for all, the clients and our team.
Results: Traffic increased by 87% increase in organic traffic from Google soon after the September 27 Google Birthday Update