3/05/2024
Steven Franklin, Product Marketing Manager
If you want healthcare consumers to easily find your organization when searching online, content is king. Sharing unique, fresh, and useful content is key for good search engine rankings. However, there are some pervasive myths about custom content. What’s true and what’s not? Read on to find out.
For public-facing healthcare websites, there is the risk of presenting duplicate (or very similar) health education content. Many organizations license content from a content vendor, and that content may appear on multiple websites.
So, is there a penalty from Google if your website and another website have the same content? The simple answer is no, there is not a penalty. Google has stated that there is no overt penalty for duplicate content on your website. When duplicate content is found on multiple websites, Google’s algorithm decides which content to rank better. If your site is seen as more relevant, helpful, and popular overall, you will be ranked ahead of other websites with the same (or very similar) content.
You can help ensure your site ranks above those with similar content by building your domain authority. This means Google sees your domain as a respected and trusted source of information and will rank your site higher when in doubt.
Some ways to build domain authority include:
Content can be effective even if it is not 100% uniquely written. The most important question is: What value are you adding with your unique content?
Content with unique value answers a specific question or meets a user’s need better than other sources on the web. You can create unique value in your pages by providing additional information about a topic, suggesting information on related topics, or helping a user solve a problem in a new way.
For example, let’s look at a page for type 2 diabetes. You can provide general information about the condition, but you can also provide resources to local support groups, information about getting treated, and options to schedule an appointment with an endocrinologist. If you’re creative in the value you add, you can combine your unique content with syndicated blocks of content that may be used in other places on the web and still rank well in Google.
The big question remains: How much does one piece of content need to differ from another to be considered unique? While there is not a definitive answer, some tests suggest that content on a page should be at least 50% “original.” But there’s no magic number. Google uses a wide range of inputs to rank pages, and percentage of uniqueness is only a small factor. Rather than focusing on percentage of uniqueness, focus on the ways your content can add value for users and meet their needs in unique ways.
Read more about crafting a blended content strategy for your content marketing efforts.
Creating high-quality content is not enough to rank in search engines. A comprehensive SEO strategy involves multiple elements, such as technical optimization, link building, and user experience. Ignoring these aspects while relying solely on content will yield poor search engine rankings.
A comprehensive search engine optimization strategy means demonstrating that your website and your pages not only have relevant content, but also that they meet three criteria: relevance, expertise, and authority.
Relevance factors
Expertise factors
Authority factors
Syndicated content and duplicate content are not the same thing.
If you’re focused on embedding lots of content that’s already available in other locations online, you need to have a content syndication strategy. A solid content syndication strategy ensures you get the most from the content you’re republishing while not compromising your site’s reputation in the eyes of Google.
What is syndicated content?
Simply put, content syndication means republishing the same piece of content on more than one website. If you purchase health education content from a vendor like Healthwise and use that content on your website, you are publishing syndicated content.
Content syndication gives you the best of both worlds: sharing relevant health education information with readers, while ensuring Google understands the sources of the content.
A proper syndicated content strategy will:
Once you hit publish on high-quality useful content, you may think the job is done. Healthcare and health education content should be consistently reviewed and updated to remain accurate, helpful, and easily understood.
Content should be updated when:
Interested in partnering for your content? Contact us today to see how Healthwise® Compass can provide high-quality health education that complements your content strategy.