DentaltownUK April 2018 - 35

What's different about a blog
from your main website?
People are far less likely to share content
if it talks about 'you' all of the time. In
conjunction with this, Google is far less
likely to rank this self-promotional content.
Keeping clear correctors as an example,
typical content on the website would be
written thus:
'Our dentists in  can help
straighten crooked teeth with Invisalign.
We offer a free initial consultation and can
then provide a tailored treatment plan with
payment options starting at just 25p per day.'
Now, let's rewrite that content for a blog
to make it more shareable and likeable:
'What is Invisalign?
'Invisalign utilises modern CAD/CAM
techniques to produce an almost invisible
aligner. Each aligner is worn for approximately
2 weeks and a typical Invisalign treatment
will have up to 26 aligners. Invisalign also
utilises computer generated graphics to create
a 3-D simulation of how you will look once
your teeth have been straightened'.
The first example makes perfect sense-it
includes your local area, so Google knows
where you're located and can rank you for
that, and it also talks about the treatment
process and makes the treatment more
accessible from a cost point of view.
Do a Google search for 'what is Invisalign'.
Google will show a section marked 'people also
ask'; scroll through some of the answers and
see how they're written. Any of these websites
listed (which will get a lot of traffic from this)
will almost certainly not be self-promoting
for the pages which rank here.
When someone does a Google search,
Google wants to send them to the most
relevant answer. This will almost certainly
not include your sales process! For this reason,
Google is far more likely to send traffic to
your website if you exclude yourself from
the content.
Excluding yourself from the content and
making your content purely about the reader
and answering their questions is far easier on
a blog than it is on the main website pages.
After all, on the main website pages, you
absolutely want to be promoting yourself,
don't you?

Why writing a blog is so powerful
*

It can be very targeted and specific
about its content. The more focused
on the subject, the more likely it is for
that individual page to rank.
Think individual blog posts about:
* What is Invisalign?
* Invisalign problems
* Eating with Invisalign
* Looking after aligners
* It's a way of writing about your
specific treatments without the sales
talk. This type of content will rank
higher and be shared more often,
which is good for search engine
optimisation.
* Blogs are regularly updated. Google
loves regularly updated content.
* Blogs often have an RSS feed. This
makes syndicating to email and social
media very simple.
Writing in this way will increase your
overall domain authority, meaning you will
rank higher for all of your search phrases,
including the specific ones that drive traffic
to your 'sales' treatment pages.

Top tips to get your blog found
in the search results
*

Phrase your blog title as a question.
People search Google with questions,
and if the question your blog post
answers is relevant, you'll get more
traffic.
* Link from your blog to high-authority
websites. This demonstrates that your
blog is a useful resource to readers.
Google will thank you for being a
useful resource and rank you higher
in search results.
* Link to other internal pages of your
website. This helps visitors find
exactly what they're looking for, and
also helps you because you can link
to more sales-focused internal pages
about the treatment.
* Ensure that the metadata (title,
description and image tags) are
relevant on each blog post.
* Share each blog post on social media,
and via your opt-in and consenting
email list. (Watch out for GDPR
which goes into effect in May 2018!)
So, what will your next blog post
to be about? n

dentaltownuk.com \\ APRIL 2018

35


http://www.dentaltownuk.com

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