How can vet practices optimise the content they write for social posts, natural and Ai Search?
Content marketing is a powerful tool for any small business that’s looking to increase its online visibility, especially independent vets. With search engines and Ai-driven platforms now serving as primary sources of information for pet owners, written content needs to meet specific standards to rank highly and therefore be seen.
To cut a long story short, if your website and social channels are not being regularly updated with ‘appropriate’ content, your practice may slowly but surely disappear from the search results that are so important to getting potential new clients to find your practice online.
What is ‘Appropriate’ content in the context of written material for vet websites?
The answer to this question boils down to creating written web & social content that helps search engines and Ai find and use your content.
- Optimising veterinary copy for natural search…
To perform well in natural search results, content on your website must be SEO-optimised. This basically means you need to use relevant keywords in the right places. You must have the right keywords in the text you read on the page, but also in the Metatags, ‘tags’ for short. Tags can’t be seen on the page but are important in helping search engines and apps index your pages and posts.
Before Connected Vet write body copy for a website, we complete competitor audits and a host of other key-word-phrase research. Before we write blog copy, for our ‘CAPI’ blog and email system, we research keywords for each individual article. - Optimising veterinary copy for AI search…
Increasingly content must also be optimised for Ai search. With the rise of Ai search tools (like Google’s Ai overviews and their Gemini Ai, Chat GPT and Apple’s Intelligence, as well as numerous voice assistants) Ai optimised content will only grow in importance.
Content is optimised for Ai by being concise and fact-rich as well as being technically sound. For instance, by including schema markup.
We’ve actually spent the last six months pivoting our CAPI blog and email system to ensure the vet website blog content we provide puts a weekly serving of Ai optimised written content on each of our clients’ websites. This helps practices using CAPI to show up in Ai search results across a huge range of questions and search phrases.
What’s no longer working in SEO for vet websites?
If you’re still keyword stuffing your vet site or blog content, then you’re probably missing a trick. Research is showing that Ai engines are now prioritising helpful, original content over Ai generated and regurgitated material. Articles must be posted regularly and be well-structured, with headings, short paragraphs, and internal links that guide users deeper into your website.
What can vets do to future proof their website for Ai and Natural search?
I’ve got three suggestions for you;
1. Use our ‘Vet content checklist’
Use the checklist below to ensure your vet website and social content is fit for purpose. We check our written content for:
- Keywords
- Keyword relevance
- Keyword placement
- Search intent
- Keyword SWOT Vs competitors
- Overall content
- Quality
- Relevance
- Mobile experience
- Metadata
- Titles
- Metatags
- Schema markup
- Structured data
- Image meta
- Local SEO signals
- Internal linking and bolding
- Core competitor benchmarking
- Search ranking outcomes
2. Ask us to train you
You can see an example of some online content training we provided for SPVS members a few years ago. It’s from 2022 but it still has quite a bit of value. Or, if you’d like us to train your team drop us a line and we’d be happy to help.
3. Try CAPI
Consider a trail of our CAPI content marketing engine. It’ll automatically populate your website with a regular supply of search Engine and Ai optimised content. Contact us for details.
Charlotte
Charlotte brings over 20 years' experience in digital marketing with the last 9 focused solely on the veterinary sector. She supports independent practices across the UK & beyond, creating digital strategies that deliver real-world results.