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.
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
