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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.