My first assignment was to write a subpage as part of a content series on Myopia, better known as nearsightedness. The topic was 'soft multifocal contacts for Myopia treatment' and I received a rough template that determined the content structure. The opening paragraph was to be titled 'What is Myopia?'
This surprised me because I would think a person inquiring into a specific type of lens for a specific medical condition would know what that condition is.
I started my research by reading the existing pages in the series and was even more surprised to learn that each began with an explanation of Myopia.
When I asked the marketing manager about it, the answer was: "We don't actually expect people to read these articles, but we need them for SEO."
Why not try and do both? I mean, fine, we want to be found; we NEED to be found, but that doesn't mean we can ignore the reader's intention. On the contrary, a page can only be good, if it does both: gets good SEO rankings and gets read.
Good for the Reader Means Good for SEO
You see, the beauty of it is that Google takes time spent on a page, and interaction with a page into consideration when ranking. It means the page content is relevant for the search query. That's why any SEO expert will tell you to write for the reader, write natural, write what they want to read, give them the answers they are looking for.
If you have ten articles in a category about Myopia or about Asthma or about Covid-19, each should have a specific focus. Each page should target one unique search query; In this case, 'soft multifocal lenses for Myopia' (not 'Myopia treatment' or 'Atropine for Myopia,' etc.).
Whoever reaches the page through a search engine intended to get information on that particular issue. The only other way people will arrive on that page is by clicking through from the main category page, which explains Myopia in detail. So why explain again?
Will You Lose Readers?
But Ruth, what if someone who doesn't know enough about the condition lands on the article - won't we lose them? Yes, you may. But the content wouldn't be relevant for them anyway. Add a link to the main category page to provide them with what they need.
Trying to be relevant for too many readers will result in losing the majority. Those looking for general info will be overwhelmed, and those looking for specific info will be discouraged.
The whole idea of creating a content cluster on a topic, rather than packing all info in one page, is to target distinct user intentions. This allows you to cover a wide spectrum of readers without boring them with things they already know.
Each page has its own purpose. Make sure the content is engaging and compelling to those seeking answers to a specific question.
Get Straight to the Point
Define which precise reader intention each article addresses before writing and then jump right into the subject. No need for lengthy lead-ins to get the reader into the right mindset; they will find this particular piece of content because they are already there. Instead, try to take on that mindset and envision the person who would benefit most from the information you provide.
Just think, if you are looking for something like "pills against headache", you don't need anyone telling you what a headache is, you already know - you got one! It's the same with more severe or rare conditions. Someone who suffers from Stargard's disease does not need a detailed description of the symptoms in an article introducing a new treatment approach. If they weren't aware of the symptoms, they wouldn't be looking for treatment options in the first place.
That's not to say you don't need a general page about the condition - you do. The general page attracts people looking for general information. Create a page that addresses people with no knowledge on the subject matter, if you think you can provide value to those readers.
You'll Become an Authority
There's another advantage to creating clusters of pages around one topic. Google will recognize you as an authority on the subject, and that will reflect back on your SEO ranking. Readers entering different related search queries will all find your site and are likely to stay there.
You never want to tell your target audience what they already know. It’s boring. And even Google will realize your content is boring if you keep repeating the same content on each page. No matter how creative your efforts to rephrase.
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