The 7 Pillars of Effective Veterinary SEO Copywriting

Written By:
John Donato
September 14, 2020
When it’s time to discuss copy with a web marketing client, the conversation tends to lag. Web design is fun and interesting, but copywriting? It’s just words on a page, and anyone can write words on a page. And for veterinary search engine optimization (SEO), all you have to do is toss in a few keywords here and there and you’re golden, right? Wrong.

When it’s time to discuss copy with a web marketing client, the conversation tends to lag. Web design is fun and interesting, but copywriting? It’s just words on a page, and anyone can write words on a page. And for veterinary SEO, you have to toss in a few keywords here and there and you’re golden, right?


Though copy may not be as flashy and exciting as design, it plays a huge role in making your veterinary website dynamic, intuitive, and meaningful. Vet Website design without SEO-optimized copy might still be shiny and pretty, but what is its purpose? What is it trying to say? If you can’t answer those questions on your website, you might as well be shouting into the void.

And a website isn’t complete just because it has an old copy. Is it high-quality, custom veterinary SEO copywriting that’s relevant to your brand? Does the copy provide clear, useful information to the end user? Does it inspire users to take action? Does it answer their questions and show them that you can solve their problems?

Web design alone can’t achieve those things. But if you have great vet web design with well-written veterinary SEO copywriting, your animal hospital website will make a stronger impact, reach a wider audience, and get results.

What is Veterinary SEO?

Veterinary SEO is the process of optimizing a veterinary website for Google search with the goal of earning higher web traffic levels and improving the visibility of the site. Similar to traditional SEO, Veterinary SEO involves keyword research, on-page optimization, and link building. However, Veterinary SEO also takes into account the unique challenges that come with optimizing a website for the veterinary industry.

For example, because most pet owners begin their search for a veterinarian online, it is important to ensure that your website appears at the top of relevant search results. Additionally, your website must be easy to navigate and provide accurate and up-to-date information about your veterinary practice. By following these best practices, you can improve your chances of earning higher web traffic levels and driving more business to your veterinary practice.

Why Should Your Vet Website Care About SEO?

If you manage a website for a vet clinic, you might be wondering why SEO matters. After all, clients will find your site regardless of your ranking, right? While it’s true that clients can (and do) find websites without the help of SEO, there are several reasons why it’s still important to invest in this area.

First, SEO can help to improve your website’s visibility in search engine results pages (SERPs). This means that when potential clients search for vets in your area, your site is more likely to appear at the top of the list.

Second, SEO can help to improve click-through rates (CTRs), as well-optimized sites are more likely to gain users’ attention.

Finally, investing in SEO can also help to build trust and credibility, as high SERP rankings are often seen as a sign of authority. This is most especially true in local SEO. In conclusion, there are numerous reasons why your vet website should care about SEO. By investing in this area, you can improve your visibility, click-through rates, and credibility—all of which can lead to more clients for your business.

Why is SEO Optimized Content Important to Vet Websites?

In order to understand why SEO content is important, it’s first necessary to understand what SEO content is. SEO content is simply content that has been optimized for search engines. This means that the content includes relevant keywords and phrases, as well as other elements that help to improve the site’s ranking in SERPs.

There are many benefits of SEO content, but one of the most important is that it can help to improve your visibility in search results. As we mentioned before, potential clients are increasingly using the internet to find veterinarians in their area. If your vet website includes SEO content, it is more likely to appear at the top of relevant search results, which means that you are more likely to gain potential clients’ attention.

How Do You Write Quality Veterinary SEO Content?

First, consider the 7 crucial things that Vet SEO copywriting needs to accomplish:

  1. It communicates. We think, speak, and describe using words. They’re how we communicate with one another and make sense of the world around us.
  2. It clarifies. Words are on a veterinary website for the express benefit (and clarification) of the end user. Copy should never be used just to fill a page. It’s there to present clear, concise information that is organized to provide the most intuitive and seamless user experience possible.
  3. It elicits thoughts, emotions, and ideas. Have you ever read something that made you laugh, reminded you of something from the past, inspired you to try out a new hobby, or convinced you to purchase a product or service?
  4. It creates a conversation. With copy, you’re speaking directly to your prospective customers and showing them how you can answer their questions, cater to their needs, and make their life better.
  5. It has a purpose. Copy supports the purpose of every page on your website. This means that it defines a service, explains a product, or provides useful information that will help the user and, ideally, move them to engage with your brand.
  6. It inspires action. A call to action (or CTA for short) is a simple phrase that prompts you to…well, take action. “Call today,” “click here,” “buy now,” “let’s get started,” “request an appointment,” and “start your free 30-day trial” are all CTAs—their job is to nudge you into booking that appointment or buying that subscription.
  7. It ranks. And last but definitely not least: Copy makes it possible for pages to rank in Google’s search engine and become more visible to a wider audience. Quality copywriting is essential for not only creating a satisfying experience for your customers, but helping your site rank well against the competition and giving you a chance to increase the size and scope of your business.

The Copy Must Flow

Google is better than ever at crawling veterinary websites and being able to differentiate between those that are written well, and those that are not. While keyword usage is extremely important for veterinary SEO, the keywords must be placed carefully and not interrupt the flow of the copy. Stuffing dozens of keywords into the copy regardless of their placement will turn your website into a nonsensical mess—and Google will notice. Plus, it’s off-putting to go to a website and see “South Florida veterinarian” or “animal hospital in New York” on every other line. Less really can be more!

Find Your Copywriter

So you’ve got your hands full running a business. You simply don’t have the time or energy to write copy for your website. We get it–that’s why we’re here! At Veterinary Marketing, our copywriters have learned (and continue to learn) all there is to know about SEO best practices and helping businesses put their best foot forward. We take time to get to know our clients and understand what drives them and sets them apart from the rest.

We make sure that your website doesn’t just rank; we also want it to reflect your business in every way—from your values to the services you provide. An amazing brand deserves an amazing website.

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