Billions of websites are currently producing new content on a daily basis, and millions of new sites join the ranks every day.
Fresh content gives search engines something to index, increasing the website’s/site owner’s opportunity to become a thought leader or authority on a specific topic.
In a nutshell: if you’re a dentist and blog consistently on your website, you increase your chances of engaging website visitors to potentially convert them into new patients.
But, blogging — well, blogging effectively — isn’t that simple. Blog posts must be made up of quality, accurate, original, optimized content.
WHAT IS QUALITY CONTENT?
This depends on your goals as a company. Since this blog post specifically pertains to blogging for search engine optimization (SEO), the overall goal of blogging is to drive more organic traffic and quality users to your site to convert them into patients. To do this, topics of blog posts should aim to match searchers’ queries intent as closely as possible, answering searchers’ questions or offering solutions to their problems. If this goal is accomplished, the chance to convert users into patients increases because you’re adding value to their search experience. (And Google’s algorithm for ranking search results according to query relevance is more advanced and human-like than ever before, so providing search results (content that matches search intent) in a helpful, organic, accurate, and original way will get you far.)
For example, a rough presentation of “searcher’s intent” can be seen using the topic of teeth whitening:
- Is the user looking for an at-home solution or an in-office solution?
- Is the user looking to brighten his or her smile or reduce the chance of staining his or her teeth?
- Is the user interested in dental offices close to home, 10-20 miles from home, or will he or she travel further?
- Is the user looking for a specific brand of teeth whitening?
Search intent is one of the major things to consider when it comes to creating quality content. Answering these questions can result in focused and qualified leads to your office, but the answers aren’t always clear. This is where the professionals at MDPM Consulting come into play.
Another determining factor for quality content is competition with other companies offering the same or similar services. Content does not only affect the volume of traffic to your site but it also impacts how your site is ranked compared to your competition.
Bottom line: a blog gives your website a place to store new, fresh, quality pages for search engines to index. A blog also provides users more opportunity to find you via search. If you can give them the information they’re looking for, you’re more likely to convert visitors into customers/patients.
KEYWORDS: DO THEY MATTER ANYMORE?
Once upon a time, we all lived and died by keywords. Although they don’t hold quite as much weight as they once did, keywords give your content manager targets to work toward when writing about specific topics, creating long tail keywords, and engaging with potential patients looking for information. Your content manager attempts to answer questions that a potential patient might search for on Google: Why does my tooth hurt? Why are my gums bleeding? How can I brighten my teeth?
The list goes on, but with a set list of keyword targets (both service/product -based and location-based), we can make sure that we’re making every blog post we write for your website do as much work as possible for you.