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”
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.
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Let’s create something together.