Content is still king in SEO

... is king, but it doesn't work without the queen

ContentHigh quality content is the measure of all things, but it gets even better with SEO, user guidance, editing and SEA. The aim must be to create individual content for every possible user and to minutely evaluate movement and interest profiles. When the page is viewed, these profiles must be available almost immediately. "Content is king" - everyone should have heard this statement before. High-quality content must be prepared in an understandable manner in order to successfully present health-promoting measures online. But comprehensibility is not everything, the content must also be findable. This is where the search engine comes into play, which, as the queen at the side of the king, plays an important role in online marketing: it is at your side with advice and action and shows you the right path to the content that perfectly matches the user's search queries fits.

Patients get information online

What do you do when you discover red spots on your skin, are sick or have a cold with a fever, for example? Go to the doctor or get advice from the pharmacy? This is not always the first step. About two thirds (survey of the Federal Statistical Office 2015) of all Germans seek advice online on health issues. Smartphones, tablets and PCs are used to find answers and ways to get back on your feet quickly. More than 570,000 search queries on health topics are received by Google in one hour - and the trend is rising sharply. One assumes an annual increase in inquiries of around ten percent. This makes the Internet the number 1 contact point - even before the doctor or pharmacist.

The king still has the crown on

Target group-oriented and high-quality contentthat fundamentally influence a decision-making basis for the further decision-making process (patient journey) will always be relevant. Content is and remains king in order to be found on Google and to give searchers the best possible answers. One of our primary goals is to improve the user intent, understand the intent behind a search and pick it up directly from the search engine - this is exactly the core of our work. This is the only way we can ours precise content directly in the patient's field of vision place and reach a broad target group at the same time. It's about, better understand the person seeking advice. What moves him, when, where and why? Is he looking for information for himself, for a family member, his own child or his parents? The search queries are always in the context of the situation in which the Internet user is. A pharmacy finder on a website is not necessarily relevant for the site visitor if he is familiar with the location and always visits the same pharmacy. This can change depending on the situation, for example on a business trip or on vacation, if a headache, sunburn or a gastrointestinal upset strikes. Knowing where the nearest pharmacy can be found and when it is open can then be helpful. Content marketing also means: fTo have a suitable solution ready for as many different situations as possible.

And what is the queen doing? The king even more successful

What would the king be without the queen? Probably only half as successful a king. As in real life, it is better if the king knows what the queen values. High quality content is a start to get Google as a search engine to notice it. But how do you still manage to convince the search engine as queen? "Ensnare“Is the magic word - ideally in a well-dosed manner and with the necessary know-how. Well-positioned digital agencies bundle the individual competencies from SEO, user guidance, editing and SEA bundled in an agile unit. Each sub-discipline addresses different questions. The main thing that drives SEO is the keyword: what and in what wording is it Googled? Where is the content potential of our website? Are all relevant search queries for a specific health area answered or are there areas that have not yet been or not adequately dealt with? The main thing here is To discover keyword and topic potential and to constantly improve the findability of our information. But that only works if all sub-areas interact with one another, are in lively exchange and stay that way. Once a website has been launched, it is time to meticulously evaluate user signals and examine its visibility. User behavior is a central hinge between user and search engine and will therefore play an even greater role in content marketing in the future. If the user is satisfied, the search engine is also satisfied.

Content as a product

Permanent work on the content is essential. "Content Curation" is a clear signal to Google and the user: This text has been well researched and prepared so that the reader can classify it as trustworthy, helpful and visually appealing. The content must not and must not be left to itself on the Internet current be. It is best to do that always data-based work is being carried out, ranking developments and user behavior are continuously evaluated on the existing content in order to readjust the content and make it optimally accessible. That also means that new information channels embarked on become. One example is videos as a content transmitter, because health information is also searched intensively on large video platforms such as YouTube. Easily understandable and quickly consumable videos are a vehicle to get an initial overview and to get audiovisual answers. This can lead to the need to delve deeper into the topic. As the second largest search engine in the world, YouTube itself is still a true SEO Eldorado.

Targeted content - a look into the future

Targeted content that is even more aptly tailored to the website user within the target group will refine the image of content marketing in the future. In order to be able to offer individual content, one should use Personas - fictional characters that are designed on the basis of a specific catalog of questions - and on the other hand with the extensive data pool. Thus, when creating and maintaining content, not only classic data such as age demographics, geographical origin, which device or operating system is used or where the visitor comes from, but also personal interests. As an agency, we want to better understand the intent behind a search - and patients / consumers want it as individual answers as possible to have. We are interested in: Is the website being visited for the first time? For the repeated time? At what point in time and at what point? Which topics are of particular interest and is the range of services used? These are all factors that have an impact on the style of language, the range of topics and the preparation of the content presented. So everyone gets exactly the content they want, according to the phase on their information journey through to the purchase of a product. As nice and simple as it sounds, the actual implementation is one technical challenge and very laborious. Tools like Google Analytics are the basis here. Own content is created for every possible user, movement and interest profiles are meticulously evaluated and made available within fractions of a second when the page is viewed. Interaction options are promising so that the target group can find as broad a range of information as possible on the site. Online service is a not negligible factor in content marketing, which has a positive effect on the length of stay and the number of returners. For example, the WhatsApp messenger can be used as a separate communication channel in the service area. For this purpose, messages (e.g. pollen warnings) are sent in a specially created "Channel for hay fever sufferers". Self-tests, which are filled out online, evaluated and deliver an immediate result, are also popular interaction elements, so that a health topic moves further into the focus of the user.

How long does a website take to be top in the Google rankings?

Many advertisers are concerned with this central question. An evaluation of data sets1 revealed that around 95 percent of all new websites within a year could not be found in the top 10 Google search hits. Just 5.7 percent make it into the top 10 with their keywords and needed an average of two to six months for this. Even if time is an essential factor in the battle for the top rankings, the research also showed that one can achieve high rankings with diligence and continuous work. As an example, is shown here (note by the author: the site is maintained by xeomed). The guide was launched on June 30, 2016 with 176 content pages. The basic idea behind it: to produce a steadily growing guide that leaves no questions unanswered on the subject of skin care, diseases and problems. At the beginning of such a project there is a thorough keyword research in order to determine which subject areas are queried from the user's point of view. It is essential to find the right balance between the different keywords. Although keywords with high search volumes bring more traffic to the site in the medium term, the "low hanging fruits", which are not searched for as often, ensure faster rankings. For one balanced keyword mix In addition to an analytical approach, one thing above all else is required: experience. The Topic clustering and structuringso that the website receives structure and a foundation on which the content can be built in the future. At the same time, Patient Journey employees deal with the path of the potential visitor in order to achieve the planned conversion goals. Since the guide was launched, it has developed rapidly in terms of visibility index and keywords. With a visibility index of two and over 12,000 ranking keywords (including more than 1,200 top ten keywords) this is an outstanding result for a website that has not even celebrated its first birthday. This is mainly due to the data-based work and the permanent process of analyzing the site and expanding it in a user-oriented manner. On average, five new texts are put online every month and existing texts that are very popular are optimized. This ongoing process has positive effects on the bounce rate and length of stay both on individual pages and on the entire website. For example, the keyword couperose was able to land in first place. The advisor is big enough that he own theme worlds contains. Another example is the contagious skin condition: head lice. From this area alone, around 200 top ten keywords stand out:
  • 1st place: lice comb
  • 1st place: lice kindergarten where from
  • 1st place: Lice recognize adults
  • 2nd place: preventing lice
  • 3rd place: Help with head lice


The king is nothing without the queen. Their interaction enriches communication in this demanding market, even if there is no magic formula for it. It is important to see content marketing as a long-term companion that you should always follow with watchful eyes (including changes of perspective) and work with it. So it is not enough to simply provide good texts on your website. They have to be found by the search engine, read by users of the target group and prepared for the different needs. The data-based work on the content is immensely important. The place where that takes place can also be critical to success. In order to create as many points of contact as possible, videos, purchased advertisements, advice texts, advertorials are just a few examples of how to reach your target group. The following applies: What works perfectly today may be outdated tomorrow. by Marc-Michael Schoberer and Kerstin Döring 1 ahrefs,