Search engines are one place your valuable blog articles will be discovered. 60-70% of the time Google is where they will be found. But one of the biggest mistakes many clinics make is over SEOing their website or articles (think we just invented a word there).
Before we look at the Search Engine Optimisation (SEO) areas to work on, we need to make sure we get something straight right from the start...
What we mean by this is you must always write your article to be read by your readers, it must be interesting, engaging and flow well. If your article does all of these things, then Google and other search engines will pick up your article because it will have been read, consumed and shared by your audience.
There are some basic SEO things you can do to make it easier for Google. We will go through the technical bits that will allow the search engines like Google to pick up your article and serve it up to people searching for this topic.
Make your article readable
The first priority when you are writing your article is that it is readable and inviting to your target audience. This starts with the title of your article. In the free Ebook : Operating on your clinic blog we go into detail about how you should plan and write each article. One key point we discuss is that you should spend half of the time writing the title to your article and the other half of your time writing the article.
That seems like a lot of time writing your title doesn’t it? The reason for this is the title is what every reader will see before deciding to click through from Google, Facebook or email if a friend has shared your article. So make sure the article title is attractive for a reader to click on, otherwise they will never read the great article you wrote.
Once you have attracted a reader to your article and they love it what next? The goal is for a reader to not just read one of your great articles, you want them to come back for more. Even better - you want a reader to share their contact details with you so you can send them every new blog article you write. We cover this in a great article “Clinic Blog rule 3 – turn your reader into a lead”.
In the beginning SEO was easy
Well it wasn’t easy but it was very basic. SEO for your website or blog article was basic because you just needed to make sure you had a keyword in your title, meta description, meta key words and all over the page with a couple of links to the article and boom.
Although Google has changed the way they index and serve up pages to people searching, the same basics apply today. In the past you didn’t need to do as much to get your page on Google because there was not as much competition. But you still needed to make sure it was a good blog article worth someone reading. Today is no different; you still need to make sure that your article is readable and of value to the reader.
If you get this right then your article will be shared on Social Media (Google likes this), your article will be linked to by other websites and blogs (Google loves this).
Let’s get technical (but not really that technical)
When you write an article and place it on your blog, this is a new page on your website. So just like your procedure pages, your about us and contact pages, you will need to optimise this blog article page for Google.
Start by choosing a keyword to focus the article on
First up, what is a key word? A key word is a topic of importance to your clinic. Keywords are the words that search engines pick up on and allow them to serve up the most relevant content based on the keywords people are searching for.
Often clinics think they need to be competitive for the top search terms, such as Breast Implants or Cosmetic Surgery. While these terms have a very large search volume, they are not often the searches that indicate a buying intention.
Focus on the long tail keyword
A long tail keyword is a phrase that a potential customer types into Google and is usually exactly what they are looking for.
Example: “What is the recovery time after breast implant surgery”
While “Breast Implant” is in the search term, this person has a specific question around this topic and your opportunity to target your article to attract this person. If your article has all or most of the keywords a searcher types into Google, your article will be served up ahead of someone who only has “Breast Implant” as their keyword.
While the search volume for these long tail keywords is usually a lot lower than shorter keywords, the conversion ratio from a visitor to a lead is often much, much higher. A clinic blog is also the perfect way to target these long tail keywords.
So choose one long tail keyword for each article. This should be based on the topic of the article. It is most important that you include the long tail keyword in the title. This is the first thing Google will match a search too. It doesn’t have to be in order, Google will index each word separately so make sure your title sounds the best, first.
Next include your long tail keyword in the main areas that Google searches for when indexing your article:
- Alt tags of images
- Meta description
- 5 or less times in the body of the article
Lastly, link to this article from your website
A key for the SEO of your article page is to include the long tail keyword in another related article in your blog or page on your website. This must be included in the anchor text or link text. This is the blue underlined text that denotes a link and Google uses this as an important indicator that the page this link links too is about what is in the link or anchor text of this link.