A blog (or news) section greatly benefits your website and SEO efforts. Blogs give a place to easily add fresh and relevant content, which is an important ranking factor for Google. Having an active blog also engages your website visitors, keeping them on your website for longer, reducing the bounce rate and improving your website’s performance. Blog content provides opportunity to target long-tail keywords, driving relevant traffic to your website.
The many benefits of having a blog are clear, but, it is important to make sure each post is fully optimised to gain the most from your blogging.
Link your posts to relevant pages on your website and to old blog posts. Internally linking to pages using strategic anchor text will help Google know what pages should rank for which treatment.
Include external links in your blog to high-quality websites. This could be links to your providers, government advice or other relevant content. This will build trust and increase the relevance of the post, helping Google understand where it fits in on your site. The anchor text you use can provide an indication as to what your blog is about, again increasing relevance.
Long-tail keywords target highly relevant traffic. They are much less competitive than the shorter keywords all practices are trying to compete for. Blog posts give a great opportunity to target these phrases. Carry out research on what topics are being searched in your area and create your blog posts with these terms in mind. While you want to include the terms in the post, avoid keyword stuffing as Google will pick up on this and may penalize the blog post.
Don’t let your old blog posts go stale. Keeping blogs fresh and relevant by editing and updating information will improve the overall quality of the content on your site. Try and update and add to the content on older posts as much as possible.
Share your blog posts on your social media platforms. This will engage your social audience and drive them to visit your website, exploring what you offer and increasing the chances of them becoming a new patient.