| BLOGGING | PRACTICE MANAGEMENT
Search engine-friendly posts Another aspect of blogging is learning Google-friendly language to optimise your blog posts for maximum marketing effect; this is called search engine optimisation (SEO). You can channel your creative juices to produce a steady flow of organised blog posts, but like Twitter, Facebook, texting, and other platforms of modern communication, blogging has a language of its own. It may seem that Google, Yahoo, and Bing dictate what is a good blog; however, the best blogs contain a balance of good writing, humour, compassion, and personality, as well as hidden search terms and strategically placed links. If your blog posts are all about SEO, you may have high search engine ranks, but you may not develop a following of readers or subscribers who actually pay attention to your content. By using key phrases, key words, and search terms to optimise your blog content, you can attract more readers. However, it will impose restraints on
your posts and add an extra layer to the process. Consumers are able to identify
content that is purely driven by SEO because it tends to be awkward, dull, repetitive, and borders on the absurd. For example, if your key words are: ‘Cornwall’, ‘Plastic Surgeon’, and ‘Tummy Tuck’, taking readers to a page where the phrase ‘Cornwall Plastic Surgeon’ or ‘Top UK Tummy Tuck Expert’ is written ten times in a paragraph will render it unreadable.
Finding your voice Blog posts should not be solely about rankings and page views. They need to resonate with your target audience, educate and inform, and ring true to your brand. Posts are even more effective when they contain video content, links, and photographs. This is where the blogging voice can be challenging to develop, especially if you have multiple people posting on the same blog. The options are to write every post yourself as the physician authority, in the first person,
or to craft posts in the third person or ‘we’ voice from the clinic as an entity. Each post can also be identified by the individual author, such as the clinic manager, nurse, medical aesthetician, and others. Blogs written in the practitioner’s
voice need to sound real. Therefore, content must be accurate, neither misleading nor defamatory, and cannot violate any privacy laws or rules of professional conduct. Consider adding a disclaimer to your blog, as you should have on your website,
specifying, ‘Content
contained herein is not a substitute for a consultation with a medical doctor and should not be considered medical advice’. If you are unclear on the appropriate language to use, contact your solicitor or malpractice carrier for guidance to limit your liability. Google is not the only game in
town; in fact, an integrated social media approach can deliver more return on investment (ROI) in many instances than pure search engine marketing alone. In many cases,
prime-journal.com | October 2013 ❚ 87
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