The Benefits of Blogging
Having a blog on your orthodontic website serves several purposes that ultimately lead to new starts and a larger patient base.
Improves SEO: Search engines love new, quality content. And while you should always keep your website updated, you most likely won’t be rewriting the main pages of your site on a regular basis. Blogging adds fresh content to your website every time you write a new post. Having a blog also allows you to include more keywords and phrases on your site without having them sound forced on your other pages.
Provides more information to your visitors: A well-designed website has main pages of content, called pillar pages, that talk about the company’s main services or products. For orthodontists, they should include treatment and financing options, among others. While these pages contain good information, they can’t answer every question a potential or current patient might have. A blog can be used to cover additional information about your practice and answer commonly asked questions.
Increases your ranking on search results pages: While part of your ranking on search engine results pages (SERPs) depends on the quality of your content and the keywords being used, the sheer volume of your content also plays a role. For example, if you have 25 blogs written about Invisalign and your competitor only has one service page on the topic, chances are you will show up much more frequently in people’s search results.
How often should you blog?
The key to blogging is consistency. Blogging twice a month for an extended period of time is more effective than blogging twice a week for a month and quitting. When you first start blogging, aim for two blogs a month. If it’s relatively easy for you to keep this schedule, try increasing to once a week. Again, the more quality content you consistently add to your website, the better.