A study by HubSpot tells us that businesses with active blogs get 55% more website traffic, 434% more indexed pages, and 97% more inbound links than those without blogs. The study is based on 1531 HubSpot customers, of whom 795 blog and 736 do not blog.
These statistics make great headlines for marketers to attract new clients, but I want to go a little deeper. My clients are dentists, and they are smart. Dentists will want to know how the study applies to their industry, what factors are important, and how many blog posts are needed to optimize effectiveness.
MDPM’s Case Study on Blogging
How many times a month should a dentist blog? Will more blogs reward you with more traffic, and ultimately, more patients?
In comparing Google Analytics data, our clients who have us ghostwrite dental blogs 5 days a week, 4 weeks a month (20 blogs per month) have significantly more traffic than those who have us blog once a week. To determine what more blogging can accomplish, I randomly chose a client, a female family dentist in the Denver, CO area. Her blog was definitely drawing traffic, but not as much as I’d like. We had rewritten her website content with a solid SEO strategy about four months prior. That had helped with traffic, but not significantly (yet – these things do take time). I decided that, instead of blogging once a week for her, we would increase her blogging to daily throughout November.
When we went from 1 to 5 posts per week on this dentist’s blog, within a few weeks,
- blog traffic increased more than four times. The traffic wasn’t shabby to begin with, so this jump was significant.
- website traffic nearly doubled.
What are inbound links?
Inbound links are links that lead people to your website. They might be links from local listings, like Topix and Kudzu, from articles that you publish on sites like eZine, or from other websites, like those of local businesses or your other businesses. At MDPM, we encourage our clients to have a blog and website on separate domains, and to have multiple websites and blogs. This allows you to create inbound links to your own websites.
Are inbound links important?
Yes. Though Google is in a constant state of change when it comes to how its algorithms index websites, a few things remain consistent. One, original text with strategic keyword optimization and embedded links is still the primary factor in high rankings. Two, inbound links give a website more credit and, thus, contribute to high rankings. Three, the longevity of a domain and its relevant, quality content also help with rankings.
Other Imperative Points
All of your websites and blogs should be submitted to Google and Yahoo/Bing when they go live. They should also be connected to accounts with Google, Google Places, Facebook, LinkedIn, Yahoo/Bing, and Ask. MDPM is beginning a local listing submission strategy for all current clients who have an active blog with us. The submissions will begin in January of 2012 and continue through June. We are doing this at no additional cost.
Need Help with Dental Marketing?
Call us at 972-781-8861 or email us today. We have very reasonable rates, exceptional quality, and extensive knowledge of the dental industry and dental marketing guidelines.