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15 March 2022
3 key best practices for medical SEO copywriting
Varn has built an in-house team that is experienced inmedical SEO copywriting and the challenges that can come with working on larger accounts with a lot of guidelines in terms of content.
Whilst it is imperative to get the copy correct from a legal standpoint, many find that the long process of getting the copy approved can impact on creativity. If you keep the following 3 key best practices in mind, you will find it easier to get content signed off that helps you achieve your commercial, brand and SEO goals.
1. Understand the semantic differences between phrases
One of the key challenges many face in medical copywriting is finding the right words which make sense in the content whilst also matching the brand guidelines of the company and the requirements of the legal team. Whilst some phrases may have similar, almost matching definitions, legal departments will have different views on which should be used and which should be omitted.
This can be a challenge, particularly if you are trying to match keywords that have higher search volumes to certain concepts in the copy. Working with the legal team will help you to determine which phrases you can use and which may change the context of the copy and be deemed inappropriate.
2. Determine the guidelines before submission
Gaining a clear understanding of the type of language and phraseology that you can use within your medical copywriting will help you get started on the right track. The tone of voice will likely be a factor and whilst difficult to measure should be considered when you are producing the first draft of content.
Many pharmaceutical companies will have brand guidelines that they prefer to be followed, gaining access to this early on will save you a lot of time further down the road.
3. Be prepared to revise the copy before implementation
The approval process can take a while, but be prepared to revise your copy after sending it to the legal department. You may have to rethink the keyword targeting strategy and think outside the box when it comes to keywords and keyword synonyms that can be used in the text. Having a robust procedure on your end for approvals will help you make the client’s life easier if you are working agency side and your manager’s life easier if you are working in-house.
Get in touch to find out more on SEO copywriting
A Varn SEO audit is a great place to start if you are looking for a holistic search review of your healthcare website. Our audits give you a clear view of your entire SEO, our review also includes recommendations for copy optimisation. Feel free to get in touch with a member of our team if you have any questions on our audits or medical SEO copywriting services.