While experts say that all businesses need a blog, a dental blog will do you absolutely no good if you only post once a month — or less. Along the same vein, if you curate content (share existing articles), you’ll do nothing for your SEO. A blog should feature weekly posts of original, informative, search-engine-optimized content, as well as an interesting image or video.
Why Your Site Needs a Blog
Experts agree, with Google, Facebook, Twitter, and other online giants constantly altering search algorithms, well written, original, and informative content is the number-one way to achieve and maintain high search rankings.
Here’s what happens in a Google search:
When a potential patient types in a city and “dentist” into Google Search, that query is provided with pages and pages of links to related content, in a SERP (search engine results page).
- The links (URL and page description) are listed according to how pages are ranked when indexed by Google’s algorithm. All of the content on your dental website – every single page, text, image, and heading – is sent through a machine of sorts, which we call Google’s algorithm. This machine determines how much credibility and relevance a web page (or blog) has for certain search terms.
Therefore, your website needs an entire library of original, informative information on the topics – keywords – for which you want to be found. The amount of information necessary to rank in top, page-one Google results depends on competition in your area. Google Local (formerly Google Places, formerly Google Maps) is a platform that helps businesses communicate their offerings, location, online reviews, hours, and images with searchers.
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The average length of top-ranking content on Google
9x More Leads
On average, a blog takes takes
Marketing with blogs makes a business
13x More Likely
to see positive return on investment
Google continually changes its algorithms and products
Google keeps changing. Why? Because the Internet is like a living being, constantly in a state of movement, never still. To maintain status as the premier search engine, Google must accommodate users and the ever-changing nature of the World Wide Web.
All of this points directly to the fact that businesses, large and small, need high quality website content – pages and blogs.
How a Dental Blog Differs from a Web Page
Google sees blog posts as news. It sees web pages as encyclopedia entries. Therefore, a blog post is indexed by Google quickly, so it shows up in search results fast. A blog does not necessarily have staying power, though. Its rankings will fall as other posts and pages are indexed on the same topic. Having many blogs on a topic increases the potential for a business to have a blog in page-one Google results, and also spreads a wider net of keywords related to the primary topic. This, too, increases the potential for top results.
In contrast, a web page is not indexed as quickly as a dental blog. Credible links that point to a web page from other sites (incoming links) can improve a page’s rank. Multiple pages and blogs on the same topic will improve the potential for one of a group of web pages showing up in page-one results.
There are other differences between a blog and web page, too.
A web page usually remains in place long-term, possibly seeing some revisions through the years. It points a visitor to an action – call the office, fill out this form, schedule an appointment, watch this video. In most cases, a web page promotes a service or product, or provides information directly related to a company.
A blog is replaced by the next blog, and it moves down the line, ultimately becoming an archive, but still available for visitors to access.
82% Of Marketers
who blog see positive, consistent ROI from inbound efforts
Source: State of Inbound
Blogging in general is responsible for
indexed pages and 97% more indexed links
1 in 10 Blog Posts
are “compounding” -- their organic traffic steadily increases their traffic over time
60% of Marketers
believe that blog creation the the top inbound marketing priority
Source: State of Inbound
How Often Should a Dentist Blog?
As a new dental blog is posted, aging blogs literally get pushed further down a website’s blog page. The same thing occurs in search results. In addition, a blog is less formal than a web page. It provides news, interesting information, or an opinion about a particular topic. While a reader may share a blog with a friend or on a social media platform, web pages are rarely shared.
Note, though, that both a dental blog and web page need original text. Using text directly from another source does nothing for SEO – and can actually harm a site’s credibility, according to Matt Cutts, a respected Google Search and SEO expert.
Whether you write your own dental blog or have our copywriters compose your blog, posts should be made weekly, at a minimum. According to research, businesses who post more blogs are more successful. If you practice dentistry in a competitive market, you should be blogging multiple times per week — and Identiwrite Creative is here to handle all the heavy lifting. We offer three basic blogging and SEO plans and often customize plans to meet the specific needs of our clients. To discuss your blog or website, call us today at 972-679-6885.
THIS IS COUNTERINTUITIVE: Negative messaging can lead to a
click through rate over positive messaging
Business that publish
each month generate about 3.5x more traffic and 4.5x more leads than those that publish up to four blogs per month
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