| BLOGGING | PRACTICE MANAGEMENT Choosing categories
Blog categories allow you to organise your posts by topic and let your readers easily find the topics that are the most interesting to them. But category names should not be chosen randomly. Whenever possible use relevant keywords to name your categories. For example, categories may include anti-ageing, laser resurfacing, fillers, fat grafting, lip enhancement, liposuction, acne treatments, or cellulite reduction.
Keyword tags Keywords are the words potential readers will use to find your blog. Choose keywords by logging into Google and finding ‘Keyword Planner’ to get keyword ideas. As Google instructs, ‘Think like a customer when you create your initial list’. So, if your clinic specialises in non-surgical anti-ageing treatments for women, start with some basic categories that prospective patients might use, such as ‘wrinkle reduction treatments’, ‘wrinkle reducing injections’, ‘non-surgical facelift’, or ‘skin rejuvenation’. Next, expand your keyword lists by including product or brand names that resonate with consumers, such as ‘Botox wrinkle relaxing injections’, ‘Restylane facial filler’, ‘Pellevé skin tightening’, or ‘Fraxel laser for wrinkles’. Include keywords in your post title,
header tag, image text, copy, and meta-description. Each blog post can be associated with keywords. Choose keywords that are related to the topic at hand, and try to use the same keywords in the content itself. Avoid stuffing all of your posts with too many keywords, which may annoy readers and negatively affect your search engine ranking.
Add a meta-description A meta-description is a summary of your webpage for search engines. Make sure your blog has one that includes keywords so that searchers will know what your blog is about. This area allows you to include a description of your post. Create the description by including some keywords. For example: ‘Visit Skin Clinic I Top Rated Clinic for Aesthetic Treatments in the Southeast — If
SIX TIPS FOR BETTER
1
Engage the reader with a great title that is interesting
and relevant to your topic
automatically put social media sharing buttons on blog posts
2 3 4
content by including a link to subscribe to your content via email or RSS
5 6
Allow users to find exactly the content they are
looking for by adding a search box on the sidebar
Encourage readers to follow your
Ask the reader for a response to draw them in
End every blog with a call to action
Add a ‘Share This’ plugin that allows you to
BLOG POSTS
you’re looking for the best therapies to reverse the signs of ageing, book a consultation with one of our cosmetic doctors.’
Title tag Instead of simply calling your blog ‘Skin Clinic’s Blog’, you can use keywords here as well. Since search engines put more emphasis on words closer to the left, you may want to name your blog’s page title something that focuses on keywords first, then your company name. For example, ‘Skin Rejuvenation at Skin Clinic Blog’. The title tag area allows more flexibility to be creative. Create post titles that are interesting and make the reader want to read more. According to
Problogger.net, ‘In most cases, post titles with ten words containing at least two keywords is considered SEO rich and will do better both in ranking and in attracting the attention of readers.’
The importance of visuals Search engines can read the file names of your photos, so if you are using a photo or two in a post, use a relevant keyword for the file name when you save it to your computer. Name images strategically before uploading them to your post, and
include ‘alt’ text in case your image does not show up for the user. Avoid making blog posts read as a wall of text. Include at least one image to make it more reader-friendly. Video content is a very useful element to include in your blog. This is rich content for the reader and search engines.
Internal text links Within each blog post, you have the opportunity to include links to other content in your blog. Whether you are referencing your product, service, or a topic that you discussed in another blog post, use keyword-rich anchor text to create the link. This gives search engines even more information about the content of that page. You should navigate to other content in your blog structure, but don’t forget about linking to relevant content within the post itself. Include internal links, to pages within your domain, with strategic anchor text to help readers find more content and rank for keywords.
Think about what you
want readers to do when they are reading your blog. Then make sure every blog post includes at least one content
and/or product-focused call to action (CTA).
Call-to-actions Think about what you want readers to do when they are reading your blog. Then make sure every blog post includes at least one content and/or product-focused call to action (CTA). These can be placed at the beginning or end of the post, sidebar, or links within the copy itself. For example, a blog post that talks about a sun protection product can include a CTA in the form of a special offer, such as ‘Take £10 off Skin Clinic Sunscreen SPF30’. Finally, if you are serious about
blogging, the most common, practical, and potentially cost-effective method is to outsource your blog by enlisting the services of a professional medical writer who you can trust to get it right.
prime-journal.com | October 2013
❚
91
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100