Tag Archives: Dental blogs

Blog posts tagged with Dental blogs

How to write a dental blog to educate and attracting new patients

Welcome to the June Monthly Dental Marketing Club meeting live broadcast, this month we are looking at blogging writing a dental blog, in my opinion is an absolutely essential part of your online marketing strategy.

Remember, online marketing works 24/7, even while you sleep so getting it right can pay huge dividends compared to conventional off-line marketing.

What can a blog help you with?

  • ✔demonstrate you are the local dentist with the best information
  • ✔demonstrate that you care about the dental health of the local people
  • ✔keep people updated with dental health advice
  • ✔attract traffic and potential patients to your website
  • ✔keep a social media stream updated
  • ✔keep your website looking alive and lived in Google loves blogs so they are great for search optimisation too.

This live broadcast will walk you through the process of researching, creating and writing your very own blog. Enjoy and please feel free to comment…

How to write the best content for your website

As a dental marketing consultant I will often spend a great deal of time looking at client websites and making recommendations about how the content can be changed to do two things:

  1. Attract more traffic/visitors/potential new patients to the website.
  2. Convert more of that traffic into new patients at the practice.

Something that all websites should do I think, don’t you?

The first thing we need to do is to identify two distinct places that content can go on your website:

  1. On the website itself.
  2. On your blog. (Which should still be part of your website).

Why separate the content out from the main website onto a blog?

Okay, it’s going to get a little technical here but this is important to understand. One of the things we want to do with your website is to pull in as much traffic from Google as possible. The best way to do this is to write content that people want to read, if people read that content, and like it, they are more likely to share it with their friends and interested parties.

Take Invisalign as an example, a patient may be researching Invisalign and clear aligners, trying to work out if they can eat whilst wearing the aligners… They may visit your website and read some excellent content you’ve written about living day-to-day with Invisalign aligners.

That patient may also be discussing/researching Invisalign on other places around the Internet, think about places like mums net. I’ve seen this happen, patients then begin discussing possible treatments and posting links back to websites where they have read about the treatment.

That same patient could post a link back to your website from the mums net forum within their discussion.

This is what is known as offsite search optimisation and it is BRILLIANT for your website. Google will notice these links that people place around the Internet back to your site, the more links you have and the higher quality links (from highly valued websites) the higher your website will begin to rank.

We now get a snowball effect from writing good quality content:

Content marketing and inbound link building

So, I still haven’t answered the question about why you should separate content from your main website into your blog.

The answer is this, people are far less likely to share content if it talks about yourself all of the time, in conjunction with this, Google is far less likely to rank very highly content which talks about yourself all of the time.

Let’s take Invisalign as an example, typical Invisalign content on the website would be written thus:

” Our dentists in <town> can help straighten crooked teeth with Invisalign invisible braces, we offer a free initial consultation and can then provide a tailored treatment plan with payment plans starting at just 25p per day”

Now, let’s rewrite that content to make it more shareable and likeable:

“What is Invisalign?

Invisalign utilises modern CADCAM techniques to produce an almost invisible aligner, each aligner is worn for approximately 2 weeks, a typical Invisalign treatment will have 26 aligners. Invisalign also utilises computer generated graphics to create a 3-D simulation of how you will look once your teeth have been straighten”

The first example makes perfect sense, it includes your local area (so the Google knows where you are located in can rank you for that) it also talks about the treatment process (the free consultation) and makes the treatment more accessible from a cost point of view (payment plans).

However, Google is far less likely to promote this type of content as it is clearly self-promotional.

Here’s the proof, do a Google search for ” what is Invisalign”… Google will show what a section marked ” people also ask”… Have a scroll through some of the answers and see how they are written. Any of these websites (which will get a lot of traffic from this by the way) listed will almost certainly NOT be self promoting within the text that is listed in the Google search.

People also ask in a Google search

When someone does a Google search e.g. what is Invisalign… Google wants to send someone to the most relevant answer, often the most relevant answer does not include your sales process!

For this reason Google is far more likely to send traffic to your website if you exclude yourself from the content.

Excluding yourself from the content and making your content purely about the reader and answering their questions is far easier on a blog than it is on the main website pages… After all, on the main website pages you absolutely want to be promoting yourself, don’t you!

Why writing a blog is so powerful

Writing a blog is so powerful and important because:

  1. It can be very targeted and specific about its content, you could write a whole blog post about what Invisalign is, another one about Invisalign problems, another one about eating with Invisalign, another one about looking after aligners etc the more specific and targeted the content is, the more relevant it will be to the reader, the more relevant it is to the reader the more Google will promote it for you in the search results, the more people you get visit, the more it will be shared and so the cycle goes on.
  2. It’s a way of you writing about your specific treatments without the sales talk, because you’re not talking about yourself so often this is another reason why Google will this date and more people will share it.
  3. Blogs are regularly updated, Google knows this and therefore knows that blogs have the most up-to-date content, up-to-date content means relevant content for when people search, Google therefore generally loves blogs.
  4. Blogs often have an RSS feed, this makes syndicating to e-mail and social media very simple.

Writing in this way will increase your overall domain authority, a higher domain authority will mean you will rank higher for ALL of your search phrases, including the specific ones which drive traffic to your ‘sales’ treatment pages.

Writing a blog is good for traffic to your entire website.

Top tips to get your blog found in the search results

  • Phrase your blog title is a question. Google loves answering questions and if the question you use as the title of your blog fits with the questions people are asking on Google then Google will send more traffic to your website.
  • Link out from your blog to other high authority websites. This demonstrates that your blog is a useful resource to readers rather than being a basic sales tool. Google will thank you for being a useful resource and rank you higher in the search results.
  • Link to other internal pages of your website. This helps website visitors find exactly what they are looking for and also helps you as you can link to your more sales focused internal pages about the treatment.
  • Ensure that the meta data (title, description and image tags) are relevant on each blog post.
  • Share each blog post on your social media streams.
  • Share each blog post via your opt in and consensual e-mail list.

So, are you writing a blog now?

 

Why you should write a dental blog?

Many dental practices are now catching on to the idea that writing a blog post is good for their practice, but why is this? Why should a dental practice bother writing a blog?

There are two primary reasons for setting up and writing a blog:

  • It is the perfect way to demonstrate to the local people that you genuinely care about their dental health when you hand out useful, free and the relevant dental health advice on your blog.
  • Google loves blogs!

Let’s take each of these in turn.

Writing a blog for dental health.

With so many dental practices having a website you need to do something different to stand out from the crowd. Writing a good quality dental health blog, and having it easily visible on your website, demonstrates to your website visitors that your practice is actively helping the local people with the dental health… Something that everybody wants.

A blog helps your website to look lived in, it helps it to look fresh and keeps you up-to-date with relevant information for your visitors.

Here are a few examples of typical blogs which would make good reading:

  • How to spot oral cancer.
  • When to take your child to the dentist.
  • What to do if your gums bleed when you brush your teeth.
  • How to prevent halitosis.
  • How to clean your teeth properly.
  • How to floss.
  • How to prevent the buildup of plaque and why this is important.
  • Why bother going to the dental hygienist?
  • How to replace missing teeth.
  • The ways to straighten crooked teeth.
  • Why are crooked teeth healthy teeth?

As a dentist, you will be answering patients questions all day long, these kind of questions make excellent blog posts and demonstrate that you genuinely care about the local people… Because you do, don’t you?

Writing a blog to rank higher on Google.

This is where things get really interesting. Think about it, Google has its customers that visit its website, Google’s customers want high-quality websites – so what would denote a high-quality website?

  • A website with lots of activity on it demonstrates that it is an active part of the business.
  • A website that has people interacting with it demonstrates that people like it and that the content is relevant.

A blog fulfils both of these requirements perfectly. It is the perfect way to show Google that your website is active and up-to-date, Google wants to send people to websites that are up-to-date and blogs by their very nature fulfil this requirement. If you add sharing functionality to your blog, then people will share it which Google will also see as a vote. The more votes you have, the higher up the search results you will be.

Here’s an example of exactly what I’m talking about.

In October 2012. Facebook launched their emoticons, I wrote a simple blog post about Facebook emoticons and look what happened to my website traffic.

After I wrote this blog post. It took approximately 2 weeks for Google to begin to rank it. At the beginning of November, web traffic started to rise from a typical month of approximately 600 hits and by the end of December I was getting over 6000 hits per month to the website.

This was 6000 hits to a single blog post, and all because it was a hot topic at the time.

How to write a blog post that gets found.

I recommend that you keep your eyes and ears open for hot dental news, things like a recent systematic review which informed WHO guidelines, The Journal of Dental Research talked about the effects of restricting sugar intakes in various age groups – This kind of material makes an excellent blog post as people will be searching online for the amount of sugar in food.

Watch out for celebrities having dental treatment. As soon as it hits the headlines that someone from X factor has had teeth whitening, then people will be online and searching. When you see this happening, write a blog post about it.

Why would you want random people on your website?

Many dental practices get hung up about the keywords that people used to type into Google to get people to their website. They get obsessed with ranking number one for things like ‘dentist in <<location>>’ – Now I’m not saying that ranking for this isn’t important, it absolutely is. But focusing on this phrase alone misses out on many longtail keywords which can equally end up in searches and then result in patients coming into the practice.

If you have a local person searching for “Why do my teeth bleed when I brush them” and they find your excellent dental blog then you have managed to expose your brand to this person at a point where they are actively interested in their dental health.

If your website converts well, you will be able to get this person to engage with your site, possibly by connecting with you on Facebook, Twitter, or Google plus or perhaps by suggesting that they download a free guide and therefore give you their e-mail address. Think about adding sharing functionality with tools such as share this or addthis, both of these tools are free to use and so on no-brainers!

You could also consider using Google remarketing, Here is what Google say about remarketing (I’ve changed the words to be dentally related):

Remarketing lets you show ads to users who’ve previously visited your website as they browse the Web.

When you use remarketing, you’ll tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “dental implants” tag on all of the pages where you talk about implants. You can then create an AdWords campaign to show highly relevant messages (such as ads displaying a special offer on implants) to people who’ve visted these pages as they browse sites across the Google Display Network.

Here’s a little video which explains more remarketing.

Summary.

So you see, is not just about having a blog and writing useless blog posts which talk about what you did at the weekend. It is about using a structured approach, to write blog posts which are relevant to what people want to know and then have systems in place to ensure that the capture details as much as possible, which will then work to convert this website visitor into a patient over the long-term.

Have you used a blog successfully? Let me know in your comments, perhaps post a link to it so we can discuss it…