The benefit to blogging is simple: continuously adding (quality) content to your website will give you the opportunity to rank for more and more keywords. This is especially true for long-tail keywords (very specific searches). Knowing the value of blogging and actually executing on it is a different story. There are correct and incorrect ways to blog and the purpose of this article is to focus on what your aesthetic practice should focus on to be successful with your blogging.
Do:
- Be original: Obviously you don’t ever want to copy content directly, unless you’re citing or quoting the source, but being original goes beyond simply not copying. Think of your own unique topics. What are patients frequently asking? What are common concerns? What are the latest trends you’re noticing? Any new techniques your’re utilizing? These all make for great blog article topics.
- Focus on patient success stories: Your articles don’t need to always write educational articles. It’s ok to get a little self-promoting now and then, and your blog is the perfect place to do so. Consider combining a before & after case with a patient video testimonials and a short run-down of their experience to tell a story. The images and video will really help to add credibility.
- Target long-tail keywords: As mentioned in the intro paragraph, the blog is best for long-tail keywords. These are often questions patients have, such as: “How much does a breast lift cost?” or “What’s the recovery time for a mommy makeover?”
- Incorporate images and video: Using bullet points or short paragraphs help to break up the text, making it easier for the reader to follow (like I’m doing here). Images and videos also help, so work them in when you can (just avoid ripping images online or you might get a demand letter from Getty images)!
- Blog frequently: While I’ll always stress quality over quantity, set time aside on at least a monthly basis to write articles. I’d aim for at least two per month. Anything beyond that is great, provided the quality is still high.
- Optimize your articles and share them: A no-brainer for most, but worth mentioning that you don’t want to waste your efforts with great articles that aren’t optimized as well as they can be. Work in keyword-rich title tags, meta descriptions and image tags. Hyperlink to relevant pages within your site, but don’t be afraid to hyperlink out to a credible source if it makes sense to. Once the article is optimized and posted make sure to share them on social media and via email.
Don’t:
- Regurgitate existing procedure pages: you may be writing (or technically) re-writing your procedure page content in unique way, but it doesn’t make sense to write about the same thing your procedure page spells out. Instead, focus on a unique angle. For example, you know you want to push Coolsculpting, don’t just write another overview about Coolsculpting, get creative. Compare Coolscultping to liposuction or focus on the downtime (or lackthereof).
- Focus solely on word count: If you come up with a good topic and an interesting angle you should be able to write articles that easily exceed 300 or 400 words. For example, I’m writing this article know and I just looked down and I see that it’s 546 words. Point is that if you have something to say and a point to get across your biggest problem will be shortening the article, not trying to stretch it into something longer.
- Copy directly from another source: This point has been mentioned several times in the article, but it’s worth repeating. Do not copy content unless you’re citing or quoting the source.
If this all sounds too daunting there is another solution. Your aesthetic practice, med spa, dermatology or plastic surgery center, can hire TRBO ADvance to help with your blogging, SEO and digital marketing. If you would like to learn more about blogging I recommend you check out these articles. You can also reach TRBO directly at 877-673-7096 x2 or leave us a note here.
