Medical Service Page Best Practices

Modified on Mon, 25 Mar 2024 at 02:11 PM

This Best Practices document is intended to support content creation and development teams. Our goal is to ensure pages contain the all content required for a robust knowledge graph, in an HTML format that interfaces well with the Schema App Highlighter. Use this document as a checklist during the planning and development phases of the template.


The Strategy and Typical Page Content sections  are best used during high level design and brainstorming phases. The Schema.org Properties & Associated Code section is best used during the template development and coding phase. General properties will be listed first, followed by Type specific properties.


These types are not eligible for any Rich Result appearances, unless the page has Review Content. Google’s Rich Result documentation for Reviews is subject to change. Check the Structured Data Type Definitions section for up to date information regarding required and recommended properties for Rich Result eligibility.


TABLE OF CONTENTS



Strategy: Three Types of Medical Services

Medical Service pages typically address one of the three following types:


If you intend to use a Highlighter template, you know that the primary type of each page must describe the same “type” of thing. You could use Medical Web Page as your primary type, and state that the WebPage is about one of the three. This will likely require a significant amount of customization & conditional tagging. Otherwise, you’ll likely need to decide which of the pageset(s) you’d like to deploy to. You’ll likely want to discuss your options with a Customer Success Manager to find the right strategy for your budget. If you are using the Editor to author markup for these pages, each page can easily have it's own unique Type.


Typical Page Content 

This section describes content commonly seen on this type of page. This checklist is best used during high level design & brainstorming as you design templates & decide what information you intend to display.


General Medical Service Properties

  • Name

  • Description

  • Medical Code

  • Recognizing authority

  • Relevant Medical Studies

  • Locations where a Medical Service is provided

  • Providers who offer a particular Medical Service

  • Additional content (e.g FAQs, Videos)


Type Specific properties

  • Adverse outcomes

  • Body Location

  • Contraindications

  • Description of procedure

  • Follow up

  • Normal range

  • Procedure Type

  • Preparation

  • Sign detected

  • Used to Diagnose

Schema.org Properties & Associated Code Requirements

The second section of this document lists schema.org properties that may be used when mapping page content & generating JSON-LD for a Provider Page. Prerequisite code or content requirements will impact your ability to use certain schema.org properties as intended. 


If you have any questions please contact your CSM or support@schemaapp.com.


Name

Content Requirement

Ensure the name of the Medical Service is easy to isolate. If the content of the page title varies, consider nesting  the name of the Medical Service in a <span>. For example:


<h1>An Overview of 

<span>Dialysis</span> 

And Kidney Failure</h1>



Description

Content Requirement

Ensure a brief description of the Medical Therapy is included. Consider the difference between a description of the Service and a description of the WebPage about the Service.


Locations

Content & Code Requirements

Utilize internal linking wherever possible! If the places mentioned have an entity home (i.e a Hospital location page), ensure that URL is present on the page to be referenced. Consider how easily unique location entities can be programmatically isolated (e.g contain all location info in a unique <div> rather than a series of undifferentiated <p> elements).


Providers

Content & Code Requirements 

Utilize internal linking wherever possible! If the people mentioned have an entity home (i.e a Profile page, or an Individual Physician page), ensure that URL is present on the page to be referenced. Consider how easily unique provider entities can be programmatically isolated (e.g contain all provider info in a unique <div> rather than a series of undifferentiated <p> elements).


Medical Code

Content Requirement

Typically, we advise that all the content in your schema markup must be present on your webpage. This advice is less relevant for identification codes and similar forms of metadata. You can include these values in your markup without calling attention to them in your web content.  Explore the ICD-9, DiseasesDB, MeSH, SNOMED-CT, RxNorm ontologies and use the https://schema.org/MedicalCode type to describe these entities. Discuss any questions with your CSM.


Recognizing Authority

Content Requirement

If the medical service requires a license or approval from a governing body, reference the name and URL of the Organization that grants approval.

 

Relevant Medical Studies or Citations

Content & Code Requirements

Citations or studies should follow a standardized format across articles. Ideally, citations should include a URL. Citations should be contained within a uniquely identifiable HTML element (e.g <div id = “citations”>).


Image

Content & Code Requirement

The image URL needs to be crawlable & indexable.


FAQPage

Content & Code Requirement

Ensure all FAQs follow a standardized HTML format & structure (e.g questions are always an <h3> element with a nested <p>). If the answer element is a sibling to the question element, ideally it should contain the entirety of the answer text (e.g <div id = faq-answer> with nested elements.


If FAQs are written in an accordion, ideally that accordion should be differentiated from other accordions (e.g <div id = “faq_accordion”>). Ensure all content is accessible to the Highlighter & present on the same URL (e.g avoid Answers contained in Javascript generated pop-up windows). 


Omni Linked Entity Recognition

Content & Code Requirements

An Omni Linked Entity Recognition highlight works best when we can target one single HTML component that contains all our desired content. For example, we may want to target all of an article’s written content, but not the footer and recommended articles immediately below the article. 


Targets our desired HTML component

Ineffective Targeting (Too broad)

<div id = “article-body>

    <p> article text </>

<div/>

<div id = article-footer”>

    <a>text link</a>

</div>

<div id = “whole-article-content-page”>

<p> article text </p>

<p> article text </p>

<div> id = “footer-summary”> </div>

<p> id = author-bio </p>

</div>



Reviews/Ratings

Content & Code Requirement

Reviews and Ratings on a Medical Service should be about the Medical Service itself. Nested #document data is inaccessible to the Schema App Highlighter. Ideally Rating information should be aggregated and submitted on the page itself. 


Google has their own content requirements for Reviews and Ratings. Always check their documentation page for the most up to date content requirements.  When in doubt, discuss Rating and Review content with your CSM.


Video

Content & Code Requirement

Embed URL should be accessible within the HTML document. Nested #document data is inaccessible to the Schema App Highlighter. Special attention is required for Brightcove embed URLs.


Other Properties Available to Medical Procedure, Test or Therapy

There are several other properties available to the Medical Condition type that may or may not make sense to include in your page content. If you are interested in targeting these properties, discuss these with your CSM.







  • Adverse outcomes

  • Body Location

  • Contraindications

  • Description of procedure

  • Follow up

  • Normal range

  • Procedure Type

  • Preparation

  • Sign detected

  • Used to Diagnose



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