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

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 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 and Tone, and Style Preference and 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 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.

Rev. date 06/10/2020