Cillian Bracken Conway
15th Feb, 2022

As a healthcare brand, it is vital to rank well on Google for your branded keywords. You want to be able to outrank any eCommerce retail websites that sell your products. Doing so will allow you to build brand authority, which helps build trust with your target market.

This will help you gain new customers while retaining old ones.

So, how can you do this?

One way is through SEO content expansion, a method that enables you to expand the search visibility of your content. When utilized correctly, you will benefit from improved rankings and, ultimately, more website traffic.

 

Read on and find out how SEO content expansion could be key to your digital marketing success.

What Is SEO Content?

SEO content is web content that is designed with the intent of ranking well on search engines, such as Google, Yahoo, and Bing. Content optimisation will include various SEO strategies to help the content rank.

Some of these optimization strategies may include:

  • Page content
  • Meta tags
  • Keyword usage
  • Links

What Is SEO Content Expansion?

SEO content expansion is the practice of increasing the search visibility of the content of your website. It aims to improve the reach of your content through several methods, improving search rankings and generating more website traffic.

When done successfully, SEO content expansion can help increase the number of keywords your content ranks for.

Types of Content Expansion

Content expansion can be achieved in multiple ways, including:

  • Website-level content expansion; this involves identifying what pages your website lacks and creating content for them.
  • Page-level content expansion; this involves identifying what subheaders your page/content lacks and adding them in.
  • Subheader-level content expansion; this involves identifying what words/phrases/keywords your content lacks and adding them in.

To simplify, you can expand your content by either creating new, necessary content or editing existing content. There is much you can add to content you’ve already written and published, such as keywords, images, and subheadings.

SEO Content Expansion Strategies

To improve your website’s search visibility, you need to include these strategies in your future campaigns:

1. Add More Images to Your Content

By adding more images to your content, you can help expand your search engine visibility. When added with appropriate alt text tags, images can help you rank for image searches. Each image that ranks is a pathway for users to find your content.

Make sure the images that you add to your content are relevant and provide value to the user. There’s no point in adding random images that aren’t contextually relevant to your content.

Also, don’t forget to add the alt text, as this is basically a keyword for your image. You can find the alt text for any image on the internet by right-clicking the image and pressing “Inspect.”

A sidebar with a highlighted box should appear. Look closely for the alt text — here’s an example of how it should look.

Not every image has an alt text. A lot of the time people forget to do them. Are they important? Yes, definitely. Alt texts help Google understand images and how it ranks them within image search results. This is especially important when you sell a product or service.

So, how do you write a good alt text? Google actually outlined its own best practices for image alt texts.

 

Simply put, your alt texts should be descriptive, accurately describing what the image actually is. If it appropriate include a keyword, but don’t force it in there if it doesn’t make sense.

2. Add LSI Keywords to Your Content

An easy content expansion strategy involves adding LSI keywords to your content. Latent semantic indexing (LSI) keywords are keywords that Google or other search engines consider related to your primary keywords.

You know how when you type something into Google and there’s an auto suggest feature?

Those suggested keywords/searches are LSI keywords. When added to your content, it can help Google as well as your audience to better understand what your content is about.

When you’re better able to communicate your content to Google, it’ll be easier for its robots to crawl, rank, and index your page. This can improve your odds at ranking higher among the SERPs.

3. Add Subheadings That Competitors Have That You Don’t

One of the easiest and best ways to get an idea on how to expand your content is to look at your competitors. You’re both competing for the same spot on Google, so it’s a good idea to take a look at what they’re doing.

Find out what subheadings they’re using. Do they have any subheadings that you don’t have in your content? Adding them to your content can help improve your odds at ranking well, especially if it’s from a top competitor.

4. Use the “People Also Ask” Box to Create a Frequently Asked Question (FAQ) Section

Have you ever noticed the “People Also Ask” box on Google? These are suggested questions and answers that are related to the search term.

 

You can use these questions to help expand your content and improve your search visibility. These are questions that Google semantically associates with your search term/keyword.

5. Create and Add a Video to Your Content

Creating a video and adding it to the page can help expand your reach. It will allow you to rank for video searches on Google as well as on YouTube.

Adding videos to the page content on your website will also improve user experience, indirectly influencing your search visibility.

6. Add Some Internal Links

Adding internal links within and throughout your content is an easy whitehat strategy to improve your search visibility. Internal links help search engines like Google easily crawl, index, and rank websites.

Make sure that your internal links are appropriate and the anchor text is contextually relevant to the page being linked.

 

Expanding Your SEO Content For Increased Search Visibility

As a healthcare brand, ranking for branded keywords is a must. You need to outrank anyone competing for the same keywords on Google. Being able to do so will help increase your brand authority, building trust within your target market.

To do that, you’ll need to create high-quality content that is informative, educational, entertaining and satisfies search intent.

Are you looking for help with your healthcare brand’s SEO content? Consider hiring our SEO agency services to find out how Vine Digital can expand your website’s content today.

Glossary

SEO

SEO stands for search engine optimization; this is a digital marketing strategy focusing on improving website organic search results.

SERP

SERP stands for Search Engine Results Page. SERP is the page that shows up after searching something on Google or other search engines.

LSI Keyword

LSI or Latent Semantic Indexing are keywords that are related to a primary keyword within search engines like Google.

Branded Keyword

Branded keywords are keywords that are associated with a brand, its products, or services.

Brand Authority

Brand authority is the level of trust that a brand has built with its audience. It’s their perception of that brand, whether they’re credible or not.

Meta Tag

A meta tag is a piece of HTML code that communicates what a web page is about to search through engines and browsers. A good example would be an H1 header tag or a title tag.

Alt Text

An alt text/tag is a HTML tag for images; it helps describe what an image is about to search engines and also improves accessibility for the visually impaired.

Robots

Robots, also known as bots, website crawlers, or spiders, are automated software applications that explore the internet, visiting webpages and documenting information. Search engines use the information these scripted robots obtain to rank webpages within its SERPs.