As I write this piece I’m reminded of the title of a 1970s BBC sitcom, ‘It Ain’t Half Hot Mum’. Summer has well and truly arrived and the UK sits sweltering in a heatwave that currently shows no signs of abating. Whilst the temptation might be to pack everything in and head to the nearest beach, pragmatism dictates that we still need to think about what’s hot in dental marketing and how we can implement it. And what exactly is hot right now? Well, in a word, blogs.
We’re often reminded that when it comes to Google, content is king. Fresh, well-optimised content on a dental website is key in ensuring that Google’s algorithm notices your website and increases its visibility accordingly. In reality, most of a website’s copy is written when it is being built and we are often neglectful in updating this content once it has gone live. Blogs are a great way of adding to the website without having to revisit old ground. There’s only so many times you can ‘tweak’ your treatment pages, but having a 500 word article added to the site once a month is worth its weight in gold.
It’s not only just for Google position that this exercise is worth undertaking. Patients can and will read your blogs, especially if they are on topics that they have an interest in. It also shows them that you are a practice that is keen on talking to patients and updating them on changes in the dental world. Patients like to think that their practice is cutting edge and keeping up with the latest trends in dentistry, and blogs are a great way of showing them just that.
So, given that they are great for SEO purposes and brilliant for patient interaction, why doesn’t every practice have them on their website? The answer is time. From personal experience I know how long it can take to create a well written blog that’s fully engaging. Even more so when you consider that marketing for Google is moving away from simple keywords and towards search queries, meaning that the topic of the blog should be relevant to the actually questions people are typing in to the search engine. A practice owner rarely has the capacity to do this, and it’s a difficult thing to delegate due to the speciality of the subject matter.
In honesty the best solution is to engage a professional to write blogs on a regular basis on your behalf, with editorial authority retained by yourself. The return on investment in this area is usually well worth the outlay. A single blog on Invisalign or implants could prove the difference between ranking above a competitor rather than below them, or the difference between a patient picking up the phone or continuing to browse. Just one additional case for either of these treatments would likely be enough to cover a year’s worth of professionally written blogs.
If you don’t mind the ‘Your Ad Here’ comparison, the fact that you’re reading this is proof that blogs have a place in marketing. In an industry this competitive every advantage should be seized upon, so if you haven’t considered blog writing before, then it just might be the perfect thing to get your dental marketing on a hot streak.