Writing Killer Content

Writing Killer Content
25 October 2013 | | Marketing, Search Engine Optimisation

So, we've been harping on about ensuring your site is up-to-date, with user friendly and imgresunique content that fills the pages of your site with the information for patients/prospective patients and other users. For those who have missed our previous blogs advocating the benefits of this, not only is this a great online marketing strategy (your site is a massively visible and judged extension of your practice), but it also helps search engines recognise you as a reputable site as you are providing your users with great, never-seen-before content.

In this regard, I thought I’d put together a quick guide to writing great content. Ultimately, the best person to write your content is you. You are the dentist and you know the practice inside and out.

For dental practices and arguably any service being provided to the public, there are of course certain guidelines, procedures and mandatory inclusions required on a website.  Writing good content does not just happen, it’s something that needs to be worked on and figured out.  The following points will hopefully help you when in producing your sites content.

Know what your audience is searching for.

You need to understand what users are looking for in both content and function. To figure this out, you need to focus on what your patients are searching for.  There are some online tools to help you extrapolate keywords that people use to search for treatments etc with regards to dental practices. The Google Keyword Planner- available to anyone who has set up an Adwords account with or without placing an Ad – bundles your  search terms together, making it easy for even the most inexperienced content planner to see content themes.

Understanding what your audience is searching for and segmenting topics is the basis of any content strategy.

It’s a great idea to get staff involved in this process. Often it’s the front desk of a practice that gets the most queries, put in ways you haven’t thought of before. A prospective patient walking into your practice and asking for more information from your receptionist is the same as said person searching online.

Stalking Social Conversation.

There are many benefits to having a social presence online for the practice. Using it to aid your content writing is one of them. Keeping an eye on conversations relating to the industry, particular treatments, or problems discussed on sites like Quora. O these types of site, people are looking for solutions. Searching these sites, you can begin to hear in their own words what they’re struggling with, what’s important, and what they’re looking to accomplish.

You can also respond and become the ‘expert’ in the conversation.

Because these conversations are so free-form, it provides a unique opportunity to get those natural language searches and identify the topics your customers will most relate to.

See what’s already ranking

Mimic a searcher and head to the search engines results to see what information already exists for your topic. Use the types of searches you have gleaned from getting to know your audience and see what the comes up for you;

Ask yourself;

What content is there?

  • Is what’s there adequate? Would it answer your question?
  • How could it be improved or added to?
  • Did it ‘work’ last time?
  • What buying stages are being addressed?

What content isn't there?

  • What answers do you still need?
  • What Holes exists?
  • What keyword opportunities could you dominate?
  • Why would a patient leave a page? Where would they be going?

What Format does the content take?

  • Does it work?
  • What formats are missing?
  • How could you be different and shake things up?

Blogging, social media feeds, on-going updated testimonials and offers offer other ways to keep relevant the content on your dental practice website. Ultimately the written word on your site needs to reflect the practice ethos and brand. Be creative and if you see anything on another site, dental or not, have think how it could work for you.

To find out more about how having great content on your site can benefit your dental website, call Dental Design on 01202 677277.

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