Content Writing for Web

Keywords

Write for medium tail keywords.

• Establish what terms each page is trying to rank for.
• This is usually 2-4 words (long tail would be 4-7).
• Examples:
  • Example: Short tail – Hospitals
  • Example: Medium tail – Rural Community Hospitals
  • Example: Long tail – Rural and community hospitals in Texas

Blog Posts (See Also Blogs)

• Include emotion words
  • Sometimes it doesn’t make sense to use emotion words, but whenever it makes sense, do so in a professional manner.
• In the headline of a resource, add the type of asset with a colon.
  Example: Infographic: EHR Hosting Best Practices

• Use numbers in headline in headlines.
  • Numbers stand out to viewers and give them a clear explanation of what to expect in the article.
    Example: 5 Ways to Solve for RCM

• Include power words

Example: Proven, results, save

• Word count for page: 300 (minimum) to 2,000+
  • Use short intros – 5-10 sentences max
  • Break up content – Possible subhead every 200 words
• Use Latent Semantic Indexing (LSI) words in copy.
  • LSI keywords are words or phrases that are semantically related to each other to help support the weight of the term you optimized for.
  • Example: Electronic Health Record – LSI variations: electronic health record vendors, ehr systems, benefits of Electronic Health Records:

Writing Guidelines

When writing for a blog, follow the style points outlined in the Voice, Tone, and Grammar and Writing Mechanics Sections of this document. Here are some more general pointers, too.

• Be casual, but smart and engaging with conversational language.
• Be specific with data and information that helps readers fully understand the context.
• Get to the point as soon as possible because blogs should be scannable and not be cumbersome to read.
• Break up your paragraphs into of three or four sentences and use subheadings to increase readability.
• Links to references.
• Add keywords in the intro, middle, and end that apply to your blog.
• Include images in your blog posts where it makes sense.
• Also see Writing for Blogs Section.