Latest / The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers / How to Use Google’s ‘People Also Ask’ to Generate Content Ideas for Your Clinic | SEO & Content Marketing | Ep. 100

Transcript

How to Use Google’s ‘People Also Ask’ to Generate Content Ideas for Your Clinic | SEO & Content Marketing | Ep. 100 · The Clinic Marketing Podcast | Local SEO & Healthcare Online Marketing Tips for Clinic Owners & Wellness Providers

• 0:26
  Speaker 1: Hey there and welcome back to the Clinic Marketing Podcast.
• 0:29
  Speaker 1: I'm your Darcy Sullivan from Propel Marketing and Design.
• 0:33
  Speaker 1: Today we're diving into one of the easiest and most effective ways to come up with content ideas for your clinic's website, blog and social media.
• 0:45
  Speaker 1: It's Google's People Also Ask feature.
• 0:49
  Speaker 1: If you've ever typed a question into Google, you've probably noticed a section in the search results called People Also Ask.
• 0:57
  Speaker 1: People also call this section, paa for short.
• 1:02
  Speaker 1: This box contains related questions that real people are searching for.
• 1:08
  Speaker 1: But here's the kicker that real people are searching for, but here's the kicker.
• 1:14
  Speaker 1: This feature is an absolute goal mine for clinic owners like you, who want to create content that directly answers your potential patients' questions.
• 1:22
  Speaker 1: So today we're going to cover what the People Also Ask feature is and how it works, how to use it to find endless content ideas for your clinic's website, blog and social media.
• 1:37
  Speaker 1: We'll go over some examples of how chiropractors, massage therapists and acupuncturists can leverage this tool, and we'll chat about how to turn these questions into high-ranking SEO content.
• 1:52
  Speaker 1: So grab a notebook, because at the end of this episode, if you follow the steps we chat about, you'll have dozens of content ideas ready to go.
• 2:01
  Speaker 1: Let's get started, all right.
• 2:04
  Speaker 1: So first, what exactly is the People Also Ask box exactly?
• 2:14
  Speaker 1: Is the people also ask box?
• 2:14
  Speaker 1: When you type a question into Google like how can a chiropractor help with back pain, you'll often see a box in the search results with other related questions that people are asking.
• 2:23
  Speaker 1: These might be.
• 2:25
  Speaker 1: And keep in mind has to go through and talk about examples and keep in mind, as we go through and talk about examples, we're giving examples that could show up.
• 2:33
  Speaker 1: It doesn't mean these are the exact examples you will see if you type in similar search questions, but in the example just given of how can a chiropractor help with back pain, in the people also ask section, you might see results like how many chiropractic sessions do I need for back pain?
• 2:58
  Speaker 1: Can a chiropractor fix posture?
• 3:01
  Speaker 1: Is chiropractic care safe?
• 3:04
  Speaker 1: Now, from here, when you click on one of these questions, google generates even more related questions.
• 3:13
  Speaker 1: You can keep expanding the list and uncovering dozens of patients' questions.
• 3:19
  Speaker 1: In just a few minutes, google is literally telling you what your potential patients want to know.
• 3:27
  Speaker 1: All you have to do is create content that answers these questions.
• 3:31
  Speaker 1: Now that you know what the people also ask feature is, let's talk about how you can use it to come up with content ideas.
• 3:40
  Speaker 1: It's pretty simple.
• 3:43
  Speaker 1: Step one start with a broad question.
• 3:45
  Speaker 1: Think about your ideal patient and what they might type into Google.
• 3:51
  Speaker 1: Now, if you haven't taken the time to identify your ideal patient, we'll link a resource specifically geared towards that in the resources associated with this episode.
• 4:06
  Speaker 1: We did an episode all about identifying your target audience and how to connect with them better.
• 4:12
  Speaker 1: But back to the example.
• 4:14
  Speaker 1: So, step one start with a broad question.
• 4:17
  Speaker 1: Think about your ideal patient and what they might type into Google.
• 4:20
  Speaker 1: For example, if you're a chiropractor, it could be what are the benefits of chiropractic adjustment?
• 4:27
  Speaker 1: If you're a massage therapist, it could be does massage therapy help with migraines?
• 4:33
  Speaker 1: If you're an acupuncturist, an example for this could be how does acupuncture help with fertility?
• 4:42
  Speaker 1: Step two look at the people.
• 4:45
  Speaker 1: Also ask questions.
• 4:46
  Speaker 1: Google will show you related questions that real people are searching for.
• 4:51
  Speaker 1: Step three click on questions to reveal even more.
• 4:55
  Speaker 1: Each time you click on a question, more related questions will appear.
• 4:59
  Speaker 1: Step four, and this is the important one create content around these questions.
• 5:06
  Speaker 1: Once you have a list of five to ten common questions, you'll have tons of topics for blog posts, social media posts, videos and reels and FAQ section, if you have that on your website.
• 5:19
  Speaker 1: Now let's go through some real-world examples of how clinic owners can use this tool.
• 5:26
  Speaker 1: Example one chiropractor.
• 5:29
  Speaker 1: Let's say you search can a chiropractor help with neck pain?
• 5:33
  Speaker 1: Here's what the people also ask box might.
• 5:37
  Speaker 1: I'm not saying for sure, but it might show something similar to what type of chiropractor is best for neck pain?
• 5:46
  Speaker 1: How many adjustments does it take to fix neck pain?
• 5:48
  Speaker 1: Can chiropractic is best for neck pain?
• 5:49
  Speaker 1: How many adjustments does it take to fix neck pain?
• 5:50
  Speaker 1: Can chiropractic adjustments cause headaches?
• 5:54
  Speaker 1: Now, each of these questions you could turn into a blog post, like a blog post about how many chiropractic adjustments do you need for neck pain, or a social media post like what type of chiropractic care is best for neck pain, maybe even with a video explaining this.
• 6:15
  Speaker 1: And if you do have an FAQ section on your website, you could address concerns about headaches after adjustments.
• 6:23
  Speaker 1: Maybe you have a FAQ page on your website, or maybe on a headaches page on your website you could address some of those frequently asked questions.
• 6:36
  Speaker 1: Okay, let's look at two more examples.
• 6:38
  Speaker 1: Example two let's say you're a massage therapist.
• 6:41
  Speaker 1: Now let's try using the same process and instead typing in does massage help with anxiety?
• 6:51
  Speaker 1: Google's People Also Ask might show something similar too.
• 6:56
  Speaker 1: Which type of massage is best for anxiety?
• 6:59
  Speaker 1: Can a massage replace therapy for anxiety?
• 7:02
  Speaker 1: How often should you get a massage for stress relief?
• 7:06
  Speaker 1: Again, you can leverage this and come up with content.
• 7:10
  Speaker 1: Ideas like a blog post titled best types of massage for anxiety and stress relief.
• 7:17
  Speaker 1: Maybe a social media video about how often should you get a massage for anxiety, and maybe a social media post like an Instagram short clip explaining whether massage can replace fear.
• 7:32
  Speaker 1: Again, these are just examples.
• 7:33
  Speaker 1: We'll go over one more and then we'll talk about some SEO tips.
• 7:38
  Speaker 1: Sound good, all right.
• 7:40
  Speaker 1: Example three if you were an acupuncturist, let's say you go to Google and you type in does acupuncture work for fertility?
• 7:50
  Speaker 1: Google might suggest the following how many acupuncture sessions do you need for fertility?
• 7:57
  Speaker 1: What should I expect after acupuncture for fertility?
• 8:02
  Speaker 1: Does acupuncture work for IVF success?
• 8:06
  Speaker 1: Now you could take these and create amazing content.
• 8:10
  Speaker 1: Maybe a blog post called acupuncture and IVF can't boost your success rate.
• 8:16
  Speaker 1: You could create a YouTube video what to expect after the first acupuncture session for fertility.
• 8:24
  Speaker 1: Maybe a blog post or a Facebook post that shares patient success story about acupuncture and fertility.
• 8:34
  Speaker 1: Now that you've got a handful of ideas for content.
• 8:38
  Speaker 1: How do you make sure that they'll actually rank on Google?
• 8:41
  Speaker 1: Well, you know, on this podcast we love to talk about SEO, and while this episode isn't geared directly towards SEO, I do want to give you a couple tips and strategies when it comes to using these questions and how to leverage them for SEO.
• 9:01
  Speaker 1: So here are a couple tips.
• 9:02
  Speaker 1: One you want to use the exact question as your headline.
• 9:07
  Speaker 1: So if people search for how does acupuncture help with fertility, use that as your exact blog title.
• 9:15
  Speaker 1: Then you want to answer the question immediately.
• 9:18
  Speaker 1: You do not want to bury the answer under a long intro.
• 9:22
  Speaker 1: You want to give the answer in the first two sentences.
• 9:27
  Speaker 1: Then, and this is very important you want to go deeper.
• 9:33
  Speaker 1: So your blog post isn't just that really great title that matches exactly what somebody's searching for in those one to two sentences.
• 9:39
  Speaker 1: No, you are going to dive deeper into this post.
• 9:44
  Speaker 1: You want to make sure that you go deep.
• 9:48
  Speaker 1: Google prioritizes content that fully answers the question and details research and patient experience.
• 9:56
  Speaker 1: When it makes sense, use bullet points.
• 10:00
  Speaker 1: Google loves structured content, so lists and bullet points help your content rank in search results.
• 10:08
  Speaker 1: Also, you want to add internal links linking your content from the blog post that you just created to other relevant pages on your website.
• 10:19
  Speaker 1: If you do this consistently, you'll start to rank higher in Google and bring in more new patients.
• 10:28
  Speaker 1: Now it's important to note that there are many additional steps that you should take with SEO and that this one strategy of asking the specific question in the title, answering it at the start of the blog post and then going into detail is the strategy that we suggest when you're using content that you've derived from the people, also us in Google.
• 10:59
  Speaker 1: But there are many other ways to structure content and to structure blogs.
• 11:04
  Speaker 1: This is just one example to structure content and to structure blogs.
• 11:08
  Speaker 1: This is just one example, and we'll link to additional resources that we've put together on best SEO practices and blogging best practices in the show notes to give you even more tips to follow.
• 11:21
  Speaker 1: But let's start to wrap this up.
• 11:23
  Speaker 1: Thank you for joining me for today's episode.
• 11:26
  Speaker 1: Now you know how to use Google's People Also Ask feature to generate endless content ideas for your clinic.
• 11:34
  Speaker 1: If you found this helpful, go ahead and try it out today.
• 11:38
  Speaker 1: Type in a couple questions related to your field, look at the People Also Ask results and write down 5 to 10 new content ideas that you could use for your website and social media.
• 11:50
  Speaker 1: And if you want more SEO tips to grow your practice, make sure you subscribe to the Clinic Marketing Podcast.
• 11:57
  Speaker 1: Thanks for tuning in and I'll talk to you next time.