Blogging is like nurturing a friendship; It involves the user, content, and search engines.
The goal of search engines is to bring the user the most relevant and up to date information to answer or further research based on their search query and intent.
A user is inquiring or searching for more information on a given topic.
How does this relationship work, and why does it pay to nurture it when considering digital marketing strategies for your business?
Web Pages, Blog Posts, and Google
Google has indexed approximately 47 billion web pages to date, and the number continues to increase at an astounding rate. Each page is a piece of content meant to be found by users. If you consider the sheer volume of that many web pages, it can feel overwhelming to invest in a blogging strategy, but here’s why it’s worth the time and effort:
For each new post published search engines index your website. An index is simply the search engine crawling your website to determine what your pages and posts are about. A blog adds new content to a website on a consistent, if not routine, basis, increasing the website’s chance of becoming an authority in the specific field the post topics cover. The authority status encourages search engines to rank your pages and posts more frequently, and a continuous posting schedule maintains that relationship with the search engines.
Fresh Content and Users
What’s the point of fresh, unique content anyway?
A blog not only creates a friendship with search engines via putting new web pages on the internet to be indexed, but it also offers the opportunity to build trust with the users, leading to conversion and loyalty.
A user on average will visit anywhere between 5-7 different websites to discover, confirm, or compare information before making a purchase. Why not make a majority of those visits occur on your site? A blog helps rank your website on SERPs, but it also encourages engagement with your potential patients.
Keyword and Phrases
Typically the shorter the keyword, the more effort it takes to rank for it. In some cases, you may come across a term that doesn’t have a lot of competition, and you strike a gold mine. However, long tail keywords or phrases more than not provide qualified users: Users who are looking for an answer or service and are near ready to purchase or subscribe. A consistently updated blog facilitates a wider range of keywords and phrases to find users in search engines. Thus leading to conversions.
If you nurture the relationship between blog, user, and search engine, you will see your website rank organically, you will see your content find users, and you will see users convert into patients.
If you have any questions about SEO and improving your practice’s web presence, give us a call or send an email. We’re always here to answer your questions. Call (972) 781-8861 or email Jill@mdpmconsulting.com.