A Comparative Study of the Effectiveness of SEO Content Writing Strategies: A Case Study of a Knee Osteoarthritis Clinic Website in Bangkok

Abstract

This study aimed to compare the effectiveness of website content development strategies based on Search Engine Optimization (SEO) principles by examining visitor-oriented content and search engine-oriented content. It also investigated the effects of different primary-to-secondary keyword ratios (50:50, 60:40, and 80:20) and compared the performance of Listicle and Long-form Content formats. The study employed 14 articles related to knee osteoarthritis care as case materials. As a health-related topic characterized by high consumer involvement, knee osteoarthritis often requires extensive information seeking before individuals make decisions regarding treatment or self-care options. Content performance was evaluated using key search and user engagement metrics, including Click-Through Rate (CTR), Impressions, Average Position, and Average Time on Page. The findings revealed that visitor-oriented content positively influenced user engagement, particularly by increasing the average time spent on the webpage, whereas search engine-oriented content demonstrated superior performance in search visibility, as reflected by higher CTR and impressions. Furthermore, the 50:50 primary-to-secondary keyword ratio produced the most balanced outcomes in terms of search performance and content naturalness. Regarding content format, Listicle articles were found to be more effective for highly competitive topics, as they attracted greater user attention and increased the likelihood of clicks from search engine results pages, while Long-form Content exhibited greater strengths in credibility, comprehensiveness, and reader retention. The findings suggest that effective SEO content development should balance search performance with user experience to achieve sustainable long-term outcomes.