I’ve been a dental copywriter writing blog posts for dentists for about 15 years, and in this time I’ve seen SEO and Google change dramatically. Identiwrite Creative is my dental marketing firm, and we offer fully optimized, completely custom blog writing (ghost blogging) for dental practices, along with keyword research, competitive analyses, SEO tracking, and editorial calendars. We employ multiple, well-trained copywriters, a lead editor, graphic designer, and web technician — a team that can help any dental office plan and execute a stellar online marketing strategy.

I respect dentists who take on the time-consuming task of blogging independently. There is no replacement for your voice and advice in a blog post. I hope that these five tips prove quite useful for blogging dentists.

Selecting Topics

I suggest choosing topics that focus on services (crowns, fillings, period) and symptoms (toothache, bleeding gums, loose dentures). Blogs that address costs of specific services are popular, though dentists don’t often like to advertise pricing online. I’ve used general ranges for pricing, and that seems to be good for SEO.

It’s a good idea to choose blot topics that you don’t already rank on page one for, meaning that your site does not show up on page one of Google results for the topic. (Update 5.20: It is nearly impossible to determine your exact rank position, but you can use the free tool Ubersuggest.com to get a good idea.)

Also, keywords like city + dentist, dentist near me, and dental office are important. Other than that, local news makes for good subject matter.

Headlines

Blog titles or headlines (H1s) ideally include the focus keyword for a page.

The title should also be short, memorable, and interesting, when possible. A title with a good hook will receive more click-throughs than a boring title. How-tos, tips, and secrets make for popular titles in search results. Also, hacks and #s, like 5 Tips or 3 Secrets make good hooks.

Meta Descriptions

The meta description is a few sentences that reveal what the blog is about. The meta is visible to the reader in search, so it should also hook the potential site visitor. Use your keyword, a question, and/or interesting language.

(Update 5.20: Meta description length has changed over time. Right now, it’s based on pixels not words, but for the novice, two or three sentences should do.)

Sentence and Paragraph Structure

Keep it simple! Sentences and paragraphs must be short and easy to read. Write more than four sentences in a paragraph, and include subtitles and lists, for scannable content. Remember that blogs are usually read quickly, and if the reader sees a squirrel, you could lose him for good.

Tone and POV

The very nature of a blog is casual conversing. This means the vocabulary and subject matter should be suited to an audience of no higher than a 10-11 grade education. If your clientele is much more intelligent, that’s fine. Most people prefer a simple read from a blog. Write your blog from the point of view (POV) of a staff member or the dentists, so it will not sound like a reporter covering a beat. First person is preferable.

Calls to Action

No one likes a hard sell, but your blog should direct a reader to find more information on a page of your website. Including your office phone number and email is a great idea, because people like immediate gratification.

Practice and Doctor Names

Mentioning these one time is sufficient. With Google Local, there’s no need to use the city as a keyword, either. Link the doctor’s name to his or her bio page on the website.

I have so much more to share with you! SEO tips, where and how to link text within a blog post, best practices for composing meta descriptions, image selection and optimization… I could go on and on, and I will, in future blog posts.

If you’d like to discuss our dental blog writing service, website optimization, or a new website for your office, email shauna@identiwrite.com or call me at 940-395-5115.