Basic Blog Writing Tips for Better SEO

DigitalMed_Blog Writing Tips

Blog writing for business, more specifically with the objective of improving search engine optimization (SEO), is a whole different animal.  Before you get started, make sure your blog is on your website, instead of on a separate blogging site. This way, by updating your blog you are keeping your website content fresh, which is one of the most important aspects of good SEO practices.  You also need to have a basic understanding of SEO.  Armed with this, as well as the blog writing tips below, you can effectively write blogs that will help drive traffic to your website.

It’s important to know your audience!  You have to have your hand on the pulse of your practice at all times.  The online audience is finicky, has a very short attention span and their needs are ever-changing.  That said, there are a few ways to keep on top of this.  Typically, the posts that educate your audience by tapping into a popularly searched keyword term are the most popular and generate the most traffic. Also, past performance is an indicator of future success.  Revisit old blog posts and see which ones were the most well-received.

  • First things first.  Pick your keyword search term, or terms.  If you’re not sure which ones patients are using to find your practice, google keyword planner is a great resource to help you find the most popular search terms in your specialty.  Once you’ve decided on a keyword to focus on, you’re ready to write a title for your blog post.
  • Set the stage.  An eye-catching headline or title is one of the most important first steps.  You can have the most brilliantly written blog post in the world, but without a title that draws the reader in, it will never be clicked on.  With this in mind, we suggest you write your title first and then craft your content around the title.  This title should attract your target audience so that they want to click on your blog post.  Numbered lists and ‘how to’ posts are the most frequently clicked on content, but they’re certainly not the only way to go.  Your title should be keyword rich for the keyword search term(s) you’ve chosen for this blog post.
  • Write for people, not search engine robots.  Yes, we realize that SEO is the main reason businesses blog.  However, SEO is largely dependent on how much traffic is driven to your website as a result of original, relevant content.  Therefore, if people are not clicking on and sharing your content, your ranking with search engines will suffer.  We suggest you write your blog first with your readers (current and potential patients) in mind.  Then, go back and optimize it for search engines. If you try to write for SEO first, your content will be missing that key personal tone that is a must for engaging readers. Put simply, you can’t have one without the other.
  • Make your content keyword-rich.  Think of your title as a promise to your readers.  Then, make sure you deliver on that promise.  Your text needs to be very focused, so that it supports the promise your title suggests.  Your first paragraph, in particular, needs to be keyword rich for the phrase(s) you’ve worked into your title.  These phrases should be repeated throughout the post, but not so much that it’s redundant or reads awkwardly.
  • Include photos in your blog posts.  Research shows that posts with photos are clicked on with a lot more frequency than posts without photos.  It can also be another way to boost your site’s SEO, by naming the photos with keyword- rich titles.
  • Get the word out.  Make sure you announce your blog posts on your social media sites.  You want to make sure to get your blog maximum exposure across all platforms.  Not only can this help drive traffic to your website, but social sharing is now a component of Google’s algorithm.  Social shares of your blog posts can actually help boost the SEO ranking for your website.
  • Optimize your blog post.  Make sure your keyword phrase(s), title, headings and sub-headings all have the same focus.  Then, create your metatags and descriptions to optimize that focused content.  For instance, if you’re a plastic surgeon looking to create a blog post to explain the differences beween Botox and Restalin, your optimization could be the following:

Title:  Botox or Restalin: Which One is for Me?

Meta-title:  Botox or Restalin: Which One is for Me? | Dr. Jones | Plastic Surgeons NYC

Meta-description:  Dr. Jones of Plastic Surgeons, Inc. explains the differences etween Botox and Restalin in this blog post:  Botox or Restalin: Which One is for Me?

Keywords:  Botox, Restalin, Botox or Restalin?, Botox vs. Restalin, Botox vs. Restalin Which One is for Me?, Botox vs. Restalin Which One Should I Choose?,   etc…

By using the above blog writing tips, you’ll be on your way to writing better, search engine-friendly blog posts.  The key is consistency.  In order to keep your readers engaged, you must post frequently.  Blogging once a month is the minimum and every week or two is optimal.  Your posts don’t need to be long, they just need to be informative and need to hit on the hot topics that patients are looking for in your specialty.

Happy blogging!

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