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Writer's pictureAngela Myers
Jan 95 min read

Setting Your 2025 Health Content and SEO Strategy Up for Success

Written By: Angela Myers– Freelance Health Writer

There are 5.9 million Google searches per minute. While not all of those searches are for health and wellness topics, a good chunk is. Directing that chunk to your website could increase revenue, help your brand connect with the right people, and serve as a sustainable marketing tool.

 

But creating content that ranks high in search is easier said than done, especially given recent changes in search and content marketing. Here’s everything you need to know to build a health SEO strategy and health content that increases your website’s reach and converts more readers in 2025.



What is Health SEO and Content?


Health search engine optimization (SEO) and content have a symbiotic relationship—you can’t have one without the other. SEO is a series of practices to optimize website pages, blogs, and other online content so the right people find your brand.

 

Content is what you’re optimizing: the words, photos, graphics, and video. For our purposes, content refers to the written word, often supported by imagery or videos. Together, SEO and content grab attention from search, tell your story, and work as a tool to convert website readers, whether that looks like patient acquisition or a B2B health goal.


Content Marketing Essentials


Since I majored in writing in college, I may be biased, but great health content marketing starts by getting the content essentials correct. If you don’t clarify your message, audience, and voice, it doesn’t matter how high up you show in relevant search results; those views won’t convert.

 

Before working with a client, I always make sure they’re clear (or I help them get clear) on:

●      Their target audience

●      Brand voice and tone

●      Their editorial process from how they discover topics up until promotion after content is live

 

To write content that resonates, it’s also important to take it back to the basics. For health specifically, Aristotle’s principles of ethos (your brand’s authority and credentials), pathos (emotional appeal), and logos (logic or fact to support your case) are helpful.


Ethos, pathos, and logos originally applied to speakers in Ancient Greece, but are just as relevant to health companies, who need their content to resonate emotionally, be medically accurate, and support their position as an industry expert or leader.


Essentials of SEO


Unlike good content, SEO isn’t rooted in Ancient Greek philosophy. Instead, it’s a series of relatively modern practices that help readers find your content in Google searches, on social media, and through other search engines.

 

The field of SEO has changed dramatically since the advent of AI, but some tried-and-true practices remain:


●      Find the right keywords (for most companies, it’s keywords with medium to high search, low competition)

●      Weave that target keyword into the header, meta-description, first paragraph, and content throughout

●      Find internal and external links to add to your content

●      Write best-in-class content, not just what everyone else is saying

●      Provide thoughtful, medically accurate advice



2025 Best SEO + Content Practices


Anyone who works in content marketing will tell you 2024 was a weird year. Google search went through major changes, competitors like Bing made a comeback, ChatGPT introduced a search engine, and more website visitors came from socials than ever before.

 

Despite the chaos, many of my health writing clients have been able to increase their website visitors (and conversions) by staying on top of what SEO and content trends are and aren’t working right now.


Search Might Diversify


In 2025, don’t put all your eggs in the Google basket. ChatGPT recently created a search engine and searches on social media sites and Google competitors are increasing. According to Hubspot, about 60% of searches in 2024 came through Google (in the past that number has been closer to 80%). While it’s worth optimizing for Google, there’s also huge potential to earn that other 40% by optimizing content for shares on social and other search engines.


Create Accessible, Inclusive Content


An often overlooked SEO tip that is helping websites rank in 2024 is to focus on accessibility. Accessibility refers to making your website easy for users to navigate and adding features like alt-text to images that help screen readers understand your website.


Optimize for AI-powered Search


I will stand by the essential SEO tips above, but in the latter half of this year, I’ve added a few extra practices to help clients optimize their content for AI overviews and AI-powered search. This is still an evolving field, and one I’m aiming to learn more about as it is rolled out more widely in 2025, but there are a few early best practices for AIO (AI optimization):


●      Write standalone snippets that the AI can pull at the top and bottom of your content

●      Publish high-quality content that a large language model couldn’t produce

●      Cite medical journals and incorporate quotes from subject matter experts

●      Update content so it’s accurate and easy to pull answers (in full sentences) from

●      Add a FAQ to blogs with questions from the “People Also Ask” section of what’s currently ranking for your keyword.


Write Content That is Better Than Your Competitors


While you should optimize for AI, you shouldn’t prompt ChatGPT to write you a blog post about the medical conditions you treat. Why? Because then you are going to sound the same as everyone else on the internet–and may be medically inaccurate.

 

Instead, invest in high-quality content that allows your brand to stand out. Often, that top-notch content is created by qualified health writers who understand your industry and how to write in a way that resonates with raiders.


Focus on EEAT


Credibility is important across the board, but especially within health and wellness. The way Google analyzes credibility is through their EEAT principles. EEAT stands for expertise, experience, authority, and trustworthiness.

 

Three ways you can boost your EEAT are:

●      Interview in-house subject matter experts for blogs and other content

●      Properly source all content marketing

●      Hire a writer with bylines in media outlets and writing for other companies in your space.

 

Adding a writer byline to your blog that connects to other reputable health websites or media outlets demonstrates to Google that the person writing your content has authority and credibility recognized across the health space, not just by your company.


Designing Your Strategy


The best content strategies are planned in advance, are strategic, and correspond to a patient or customer journey. In 2025, that strategy should be rooted around thoughtful content that establishes your business’ credibility, emotional resonance, and the logic or data behind how you empower patients or serve the health industry.

 

To recap, the best content in 2025 will:

●      Cover keywords with medium to high volume of searches and low competition

●      Incorporate insight from subject matter experts and peer-reviewed medical research

●      Align with the customer or patient journey

●      Optimize for reach and conversions

●      Build an efficient editorial process that outlines what steps your team takes from ideation to content promotion and outlines who will tackle each step

 

Many health companies benefit from working with an expert who stays up-to-date on SEO and AIO practices (so you and your staff don’t have to). HireSpace has over 100 health communication and marketing experts to collaborate with on projects. Contact HireSpace to be matched with the best talent for your specific needs. [1] 



References

 

Hi, I'm Angela Myers, a freelance health writer and editorial strategist for health and health tech companies. I regularly work with leading healthcare organizations, like Ro, Parsley Health, and Nextech, and I have bylines in Forbes, AARP, and Well+Good, among others.

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