Can people in your geographic area find you? No, we aren't talking about the street you are on. We mean online. How can people who are looking for an answer to their problem find you during their Zero Moment of Truth (ZMOT)?
Local SEO content is the answer. By creating and sharing content, you build your SEO rankings, are more discoverable, and can drive traffic to your medical website, increase interest in your business, and expand you patient list.
You just need to know how...
Even if you are not a marketing genius, and while you may not have tons of money in the budget for an expensive content strategy, it's still possible to create content that is a powerful part of your buyer's experience. We have outlined eight essential ingredients for driving traffic to your medical website that we have tested firsthand.
You may write the best blog post with the most precise grammar on the coolest subject on the planet, but it won't do anything to help you with your SEO unless it resonants with the buyers you are trying to reach. Take time to understand your buyer. Why do they come to your medical practice in Alaska? What are the pain points they are trying to solve? Start by asking your reception staff about the calls they get on a regular basis. What are potential patients asking about? What are they hoping to gain? You already know where they live, but you need to have a deeper understanding of the content that would speak to them.
Once you have gathered your buyer research, put together a buyer persona. This is your ideal client and the one you will be trying to entice. Then you need to look back at the questions your staff provided and use them to create....
Start a list of subjects your buyer would probably want to know about. These can be broad coverage, informational posts or more specific, niche pieces. Don't stray too far from what you uncovered in your research or you run the risk of not creating interest with your buyer. After all, the goal isn't for anyone and everyone to traipse around on your website; we want to reach the right people who could actually choose to do business with your medical practice. Brainstorming a list of topics up front saves you time down the road, and helps you make sure you provide...
It's easy to be gung-ho in the beginning and then, as time goes by, lose steam in writing content. Posting a blog here and there won't do much to build your local SEO. The web crawlers, the bots that measure website content for search engine rankings, like to see a source cranking out fresh content on a frequent basis.
A valuable tool to keep you on track is a content calendar. It helps you lay out your ideas and schedule them so you can see what needs to be written next and when it should be posted. Aim for two relevant posts a week that speak to your target audience. If you don't have the time to write it, consider hiring someone part-time or finding a marketing company that can assist in creating local SEO content for your company.
A cohesive message helps increase SEO rankings and needs to be a top priority as you build a content strategy for your medical website in Alaska. In addition to relevant topics, create the voice of your blog and use it across all of them. Don't be super formal on one piece of content and casual and flippant on another, because this confuses your audience.
This is discussed by The Sales Lion Marcus Sheridan in his They Ask You Answer book. Speaking to your targeted audience in a manner they understand and connect with is imperative to increase your online presence and advance your local SEO. I know this first-hand, because this premise is how I built my previous business into the most trafficked sleep center website in the world!
We have covered the broader components of creating powerful local SEO so let's dive into more granular information. Keywords rock, if you plan them in a smart way. Don't keyword stuff, overuse keywords, or use awkward, difficult-to-read sentences so you can cram keywords in.
Keywords need to be the crumbs that lead both search engine bots and real humans to your content. What is the piece about? What is your business? Use these answers and lay out a list of keywords that drills down into what you can do for your ideal buyer. Choose a few of these to focus on every time you write content, and sprinkle them naturally through the piece.
For example, the keywords for this blog post are "medical website in Alaska, local SEO content, and local SEO". Review it again and see how we have employed these words throughout to drive home the topic's relevance. You can do this, too!
A plethora of content experts have weighed in on this subject and it seems to be a moving target. How many words do you need to write for each piece of local SEO content? Well, it depends. Think about the topic and how long it will take to flesh it out. If it's an in-depth piece, it may need 2000 words. However, if it's a specific topic, you may be able to properly cover it in 600 words.
Think quality over quantity. Have you included your keywords? Did you make the point in an understandable way? Will the reader walk away with a better understanding of the topic? Answering these questions is more important than an actual set number of words. And you never want to ramble or use filler information just to hit a word count, because that will do your SEO more harm than good.
People want information they can read fast, which is why content structure is so important. A long paragraph of unbroken text is not the way to woo potential patients and set your medical practice apart as an industry leader. Embrace the white space! It's free of charge! White space gives your reader a break and lets them digest each point individually.
Split the content's points into small paragraphs of text, and use relevant subheadings to increase scan ability. Photos are also important to offer up a visual of the topic that the audience can relate to.
Share Don't Sell
Little else turns off a reader like thinking they are going to gain helpful information from a piece of content only to be led to a blog that's really just an advertisement. In addition, this does little to help your SEO. While it's tempting when you have a reader's interest to throw in some sales copy, restrain yourself. If you create relevant local SEO content, your audience will visit your website and then you can begin soft selling them, when you have established some trust.
Increasing traffic to your website with a local SEO content strategy is within your grasp and will bring you great return on your investment. By keeping these pointers in mind and committing to the process, over time you will build your SEO and your targeted buyers will be able to easily find and connect with you. We have first-hand experience with this plan's success, and it can work for you, too.