How do you build a SEO content strategy? Let’s find out…

In Singapore’s competitive private healthcare landscape, it can be difficult for independent specialist clinics to build online visibility, especially without a clear SEO content strategy.

This orthopaedic clinic wanted to become a trusted resource for patients researching joint injuries, recovery protocols, and treatment options. While the clinic already had a clean and informative website, it lacked consistent blog content and didn’t rank for the keywords patients searched for.

From 2021 to 2023, I partnered with the clinic to develop a keyword-led SEO blog strategy and produce high-quality, patient-friendly content that could grow visibility over time.

The Problem: No Blog Strategy, No Search Presence

Although the clinic offered expert surgical and non-surgical services, its website had little content targeting patient search intent. There was no keyword research guiding blog topics or an editorial calendar in place. For a clinic that specialised in common sports injuries and chronic joint conditions, this meant missed opportunities to rank for highly relevant terms.

The goals:

• Create an SEO-driven content calendar
• Educate potential patients through blog articles
• Improve discoverability on Google for long-tail keyword searches

The Strategy: Content, Keywords, and Clarity

To support the clinic’s goals, I focused on three key areas:

1.  Keyword Research

I identified over 200 high-intent search terms related to:

• Knee pain and sports injuries
• ACL and meniscus tear treatment
• Post-surgery recovery
• Osteoarthritis management
• Exercise and rehabilitation strategies

Each term was carefully chosen to align with local patient queries in Singapore.

2.  Content Calendar Planning

I created two year-long editorial calendars, mapping monthly blog topics that matched the clinic’s core services and seasonal trends—like marathon season, holiday fitness injuries, and back-to-school sports risks.

3.  SEO Blog Writing

Over 24 months, I wrote over 90 SEO-optimised blog posts (4 per month), balancing clinical accuracy with an approachable, educational tone. Every post was written to answer real questions patients were searching online, and included:

• Internal links to key service pages
• Patient-friendly explanations of conditions and treatments
• Topics like “When to Seek Treatment for ACL Pain” and “Best Exercises for Knee Recovery”

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The Results: A Scalable Content Foundation

While performance tracking and link building were not included in the scope of work, this project laid the groundwork for long-term SEO growth and improved patient engagement.

By the end of the project, the clinic had:

• 90+ SEO blog posts published
• 200+ keywords mapped to core topics
• A clear, consistent content calendar system
• A patient resource hub designed to build trust and visibility

What Could a Blog Like This Do for Your Business?

Whether in healthcare, consulting, or e-commerce, a strong content strategy can differentiate between staying invisible and consistently attracting the right audience.

Through SEO-focused blog writing, keyword research, and editorial planning, I helped this clinic build a long-term digital asset that supports its business without paid ads or aggressive sales tactics.

Want to Build a Content Engine That Works While You Sleep?

I help service-based businesses grow through blog content that ranks, converts, and informs.

Check out my SEO – related articles in here.

Let’s create something together.