Bring the Past into the Present: Optimize Your Dental Blog Posts

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Patient Attraction Episode 708

If you have a dental blog, and you should, you know that there’s always a push for fresh, new content. What you may not know is that there’s a way to breathe new life into your old blog posts that can increase both views and conversions. I’ll be back after the break to give you the basics.

– A blog for your dental practice can promote your brand and potential patients’ awareness of you as the right choice.

– Welcome to the Patient Attraction Podcast.

– I’m Colin Receveur.

– Blogs are great, but the end goal of all dental marketing is to increase new patient conversions.

– So, it makes sense to make your blog work harder for you.

– And the way to do that is to optimize some of your old blog posts so that they bring in more views and, ultimately, conversions.

– Now, this is a bit on the technical side, so I’ll keep it high level.

– This process is for you IF you have a significant number of past blog posts AND a pretty good following.

– Both of those make your blog an authority, as far as Google is concerned, which helps your search rankings.

– The first thing to do is identify posts that attract lots of views, result in more conversions, or both.

– And if you’re not tracking your blog’s performance, you really should be.

– One way to do that is to use the analytics feature of your blog.

– Some blog hosts allow you to download analytics packages.

– On WordPress, for instance, you can install Google Analytics.

– Then, identify which posts have gotten the most traffic in, say, the last month or six weeks.

– Focus on those.

– The next step is to identify which keywords and phrases people are using that lead them to your highest view posts.

– That takes a combination of some keyword research and a keyword tracking tool.

– There are a number of tracking tools available online.

– Once you’ve identified which keywords and phrases lead searchers to a particular post, the next step is to optimize the post using those keywords and/or phrases.

– One of the best ways is to add a keyword or phrase call-to-action (CTA) inline with your copy near the head of the post.

– If your blogging platform allows it, a second CTA can slide in from the side once the reader scrolls down far enough.

– And then add a third CTA toward the bottom.

– Obviously, this optimization works best for posts that already have an offer or something else that would carry a call-to-action.

– But even something like a “Get a FREE Dental Whitening Session” can work for other posts.

– Once you’ve optimized, TRACK THE RESULTS.

– You should be seeing an increase in views and in conversions.

– If not, you may need to go back and do some more tweaking.

– There are a lot of other things you can do for better views and conversions from your blog.

– But let’s face it: this process is almost certainly going to be time-consuming.

– Not something a dentist will want to spend office hours doing.

– It might be worthwhile to hire a vendor to optimize your past blogs.

– In my next podcast, I’ll talk about dealing with threats to your brand and public image.

– Until tomorrow, keep moving forward.




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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.