Google has just announced its new Helpful Content Update, which aims to surface high-quality content that answers searchers’ questions directly on the first page of Google search results, making it easier for them to find what they need and keep them on Google longer.
This update will have an impact on radiology and diagnostic imaging websites, as well as any other kind of business selling products or services online. Are you wondering if your website will be negatively affected by this change?
By following these helpful tips on how to be considered helpful by Google, your business will be able to maintain its strong online presence and grow in revenue.
Google started to roll out a change to its search ranking algorithm that may prove to be one of the most significant changes in over a decade
As marketers, we all rely on Google. It’s as simple as that. From SEO to organic traffic to just everyday research, Google remains a regular (and necessary) part of our workflow. So when the tech giant makes a change — we pay attention.
The helpful content update will target websites that have a relatively high amount of unsatisfying or unhelpful content, where the content has been written for search engines rather than humans.
Google said this is an “ongoing effort to reduce low-quality content and make it easier to find content that feels authentic and useful in search.”
Why Is It Important To Radiology/Imaging Sites?
Google’s new helpful content update is designed to help users find the most relevant and helpful content for their needs. This update will impact radiology and diagnostic imaging websites in a few ways. First, site owners will need to make sure their content is well-written and relevant to users’ needs.
Your website should offer information targeting the main interests and frequently asked questions from your patients. Instead of talking only about your clinic and team, show that you also know how to listen the patient concerns.
Secondly, site owners will need to ensure their content is easily accessible and digestible: mobile friendly, responsive and optimized for user experience.
Who Is The Content For? — Your Patient Persona
For mammography imaging, your patient might be a 55-year-old woman who’s been getting them every year since her early 50s. She knows that it’s part of her routine, but she still gets nervous before each one—particularly because she recently read about another woman who got breast cancer and how sad that was. She wonders if it will happen to her, too. And as much as she tries not to worry about it and just have faith in her doctors, anxiety often wins out.
The American College of Radiology recommends creating a patient-centric environment at diagnostic imaging centers, which could help reduce anxiety among patients and empower them to ask questions.
- How often is it safe to have a CT scan?
- What types of side effects will I experience after a CT scan?
- How should I prepare before undergoing a CT scan?
Addressing the most frequent questions your patients might have, provides a great opportunity for them to engage with your content, to get reassurance and to learn more about your technology and quality controls before their exam.
What Is Your Audience Interested In? — Planning Around Anxieties
Discovering what your target market wants to know can be easier than you think! Each day you will receive inquiries whether that be in person, over the phone or by email.
Inform your team to begin making note of each inquiry, then take those questions and write a blog, a social media post or even a FAQ E-book.
Another great tool is Answer The Public. Answer The Public allows you to search a specific keyword and the tool then brings up the most frequently googled questions surrounding that topic.
This is a great way to not only create valuable content but to become a source of reliable information for your audience.
What Should We Do As Medical Imaging Marketing Professionals?
As medical imaging marketing professionals, we need to be aware of Google's new helpful content update and its potential impact on our radiology and diagnostic imaging websites. We should take steps to ensure that our content is high-quality and helpful to our users.
Additionally, we should keep an eye on our website traffic and rankings to see if there are any changes after the update is implemented.
By doing these things, we can adapt our marketing strategies as needed to ensure that our radiology and diagnostic imaging websites are successful.
How To Use An SEO Expert To Create Content for Your Diagnostic Imaging Website?
If you're running a diagnostic imaging website, it's important to make sure that your content is optimized for search engines. One way to do this is to hire an SEO expert who can help you create content that is both informative and keyword-rich.
Here are five tips for using an SEO expert to create content for your diagnostic imaging website:
- Find someone with experience in the field: You want to find someone with experience in the specific industry you're working in so they understand what types of keywords will best attract potential customers and answer their questions.
- Ask them about your target audience: You should also ask about the type of language used by people in your industry and how often you should update your site.
- Identify priorities: When creating content, it's important to identify which topics are most relevant to current trends or which pages need updating more urgently than others.
- Research keywords: to optimize your website for search engine visibility use platforms like Google Keyword Tool, SEMRush or Ahrefs as a resource for identifying trending keywords and phrases.
- Keep your eye out for new updates from Google: As we all know, Google updates its algorithm every year, so be sure to keep an eye out for any new changes from the search engine giant that could affect how well your content ranks in SERPs (search engine results pages).
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