DentaltownUK April 2018 - 34

time out

The Power of Blogging
by Mark Oborn
Mark Oborn worked for 25
years as a dental technician
in the high-quality sector
of the private market. After
15 years of running his own
laboratory, Oborn also earned
a master's degree in business
administration, majoring
in marketing, innovation
and creativity. He also is a
practitioner of neurolinguistic
programming and hypnosis.
Oborn now consults with dental practices to improve their
online marketing, website conversions and social media
marketing, attracting the right patients to their practice.
Information: markoborn.com, info@markoborn.com
or 0845 259 1232.

Discover the biggest communication mistake dentists make,
which costs them thousands of pounds in lost income
A dental practice website should essentially do two primary things:
1. Attract traffic/potential new patients.
2. Convert those visitors into patients.
Quality content is king here, so the first
thing we need to do is to identify two places
that content can go:
1. On the main website itself.
2. On your blog.

Why separate content on the
main website onto a blog?
One of the things we want to do with
your website is to pull in as much traffic as
possible from Google. The best way to do this
is to write content that people want to read;
if people read that content and like it, they
are more likely to share it and take action.
Take clear correctors as an example: If

patients are researching Invisalign, they may
visit your website and read some excellent
content you've written about living day-to-day
with Invisalign aligners.
That patient may also be discussing or researching clear correctors on
other places around the internet, such as
Mumsnet. Whilst engaged in the online
discussions, they might place a link back
to your website where they had read your
excellent content.
This is what is known as "offsite search
optimisation," and it is brilliant for your
website. Google notices these links to your
site-the more links you have, and the higher
quality links (from highly valued websites),
the higher your website will begin to rank.
We now get a 'snowball effect' from
writing good quality content:

The 'Snowball Effect' of Great Content
People read it

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34

APRIL 2018 // dentaltownuk.com

Google notices
and sends more
readers to it

People like it

People share it



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Table of Contents for the Digital Edition of DentaltownUK April 2018

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