When healthcare sites should update content

If you’ve been creating content for your private clinic’s website, you may have noticed that, often this content will increase in popularity over three to six months.

This is great but eventually the topic becomes stale or there are new resources and research available. The topic may have altered (for example, everything changed during the pandemic). Popularity may reduce and traffic to those pages decreases. This is sometimes called “decay”.

So how do you prevent this decay?

By updating your content to ensure that it is current and relevant. But let’s just assume you’re too busy running your private practice to be constantly updating all your content. Maybe you’ve only got a couple of hours a month available; which page(s) do you prioritise?

How often should you update your content?

You may read people telling you “You need to update on a quarterly basis or your content should be updated weekly or monthly”.

The easiest way to know is if the page is dropping in rankings. The pages that are dropping are the ones that you should update first. And that’s the easiest way because you’re taking the guessing game out and using pure logic and data instead.

If you have multiple pages dropping then it’s best to prioritise those pages that generate the most bookings. Informational pages are great for getting users to the site, but the priority must always be converting visitors into patients.

And so the key thing is being proactive about this, because a lot of people by the time by the time they start to look at these issues, it’s already too late. Now yes, this can be fixed but obviously prevention is better than cure.

“But I don’t have time for updating my clinic’s content”

That’s ok!

Let’s say you have one blog post with 100 visits a month. By simply adding one paragraph per month this can compound to 500, 1000, 1500, 2000 visits per month relatively quickly.

So how does it work?

If you had a patient that called and asked “how long is the recovery following a procedure” you wouldn’t just tell them “two weeks” and put the phone down. You’d (hopefully) tell them about how long their hospital stay would be, how long they would have to recover at home, how long to take pain medications etc etc.

It’s just the same with SEO. We want to show search engines and users that we have definitive, thorough and comprehensive answers to patients questions and concerns. One of they ways we do that is by adding more content.