Content Strategy
Before creating your content, the first thing that you need to do is sit down and calmly figure out what search terms your patients and prospective patients will be googling to find you and your practice. These are your keywords.
Long-tail keywords are 3 or 4 words written together to find you more specifically. For instance, instead of Orthopedics, the long-tail would be Palm Beach Florida Orthopedic Hip replacement. This eliminates all the general single terms. About 70% of all searches are done using long-tail keywords, which shows how crucial they are for Search Engine Optimization of your site, your SEO strategy.
After pinpointing your keywords, look to see how frequently your audience is searching for them (i.e. the search volume) and how you rank with these terms.
Tools
There are tools that show us our domain authority score. The most useful tools are Moz, Ahrefs, SEO Review Tools, and Spyfu. The Page 1 difficulty can be accessed in Ahref.
Divide your search into navigational (for a specific site) and informational which shows topics related to your site. When your website is structured in an effective manner, you will be able to assign keywords to relevant pages and blog posts.
SEO Copy
When creating your content, there are several questions to answer to optimize your copy. Consider:
- What kind of post is this? Is it a list? A guide? A tip sheet? FAQs?
- What should your title be?
- How long should your title be?
- How long should the post be?
- What subheadings do we need to include?
- What should the meta description & title tag be?
- What images should be included?
- What sites should we link to as resources?
- How are we providing value?
- How will the post be shared?
- Who will write this for me?
The last question is the one that needs to be answered in the most honest and earnest way. Can you be consistent with your content if you have decided to do it yourself? Can you handle the answers to the above questions?
If the answer is no, consider outsourcing your posts along with social media. Give me a call at 561-325-9664 and we can discuss your needs.
