Your Clinical Content Structure

What Well Structured Content Looks Like

Your Clinical Content is very important to both your visitors and Google. It must be complete, clear and easy to crawl. 

Effective website content should be:  

  • Keyword Focused
  • Logically Structured
  • Address Patients Questions
  • Complete Without Gaps

What Google Wants?

Google wants the same as your visitors, "to help and answer searchers' questions" 

Google's searchers are your prospective patients, and by helping Google's searchers answer their questions Google will serve your page more. 

In order to create a logical way to address visitors questions, each page's content and structure should include keywords, headlines, page tagging and answer patients questions.

Clinical Content Method

Best Practice website content method should seek to address most of these critical keyword related quetsions:

The Condition or Problem

  • what is 'your condition' or problem
  • common terms - does the problem have common names
  • who does it affect - who is at risk or who most commonly are affected
  • anatomy - where & how does 'your condition' affect your anatomy
  • causes - what are the causes of 'your condition'
  • impact - how do the 'your condition' affect your health (eg: pain)
  • symptoms - what signs or pathology is evident with a 'your condition'
  • types - what ate the types of 'your condition'
  • stages - what are the stages of 'your condition'
  • untreated - what are the consequences if not treated or why take action

The Diagnosis

What pre-treatment tests use to diagnose the condition. If more than one per condition treat individually such as 'diagnostic test' 1

  • about - name, description, summary, key - elements
  • overview, why has the test been recommended
  • what conditions can the test diagnose
  • what information can the test show (stages, progression, metrics)
  • preparation for the test - what to bring, what to wear, how long
  • what happens - what are the steps or stages
  • benefits - designed to help inform decision journey or treatment pathway
  • results  - how long until a patient receives the results
  • downtime  - answers lifestyle, recovery or off work duration
  • costs- details or funding options for the test
  • technology or process examples - videos
  • other issues: research, links, videos, case studies etc
  • what consequences are there if the suspected condition is undiagnosed

The Treatment

What treatments are available for the condition. If more than one per condition each treatment should be addressed individually.

  • what is the solution offered? name and description
  • why, overview specific approach for the condition
  • outline features and benefits
  • procedure - detail specific steps
  • preparation - advise on any pre-surgery preparation
  • post-op - describe the stages of recovery and care plan
  • outcomes - answers what the patient should expect
  • downtime - answers lifestyle or off work duration
  • prognosis - reviews likely outcome and risks
  • costs details - costs and funding options
  • other issues: research, links, videos, case studies etc
  • what treatment options or alternative treatments are available

If an additional treatment or a range of treatments is available create another page for 'treatment 2' etc and maybe a COMPARISON TABLE