The way Google acts and thinks is getting more human-like day after day.
Google takes note of everything website owners do to provide user-oriented approach and encourages this behavior by rolling out new updates and algorithms. These algorithms, of course, apply to content as well.
Google’s Panda update has changed the way content marketers, content creators, SEO professionals and website owners approach the process of crafting content. Thanks to Panda, Google forces website owners to pay attention to content that provides value to our users and not to create content for the sake of content and keywords.
While keywords still matter (especially location-based keywords), they’re not the only factor influencing search rankings. People use specific search terms to look for the answers to their questions, and your ultimate goal is to satisfy an end user’s needs with relevant information. Google will reward sites that successfully deliver helpful content, too.
Content is not an SEO tool in the traditional sense anymore – it’s a bridge that leads to stronger user engagement, improved customer trust and long-term retention. It’s through content that you show your readers you care about their problems and are ready to go the extra mile to solve them. In specific niches, like the dental industry, you’ll want to focus on delivering content that targets potential and current dental patients to maximize your search engine results.
3 Simple Steps to Create Patient-Focused Content
#1 Know Your Audience
Who are your potential clients? What is their average age? Why are they on your website? Everyone needs a dentist at some point in their life, so the dental clinics’ target audience will be widespread. While it might be difficult to pinpoint specific demographics, you can assume which channels patients will turn to for information. Is your audience more likely to use such things like social networks, than organic search or other mediums to find your practice?
Once you identify where your patients are getting their information, you can create working profiles of who your patients might be. For example: Young parents would probably like to learn more about when to check their kid’s teeth for the first time; teenagers might want to learn how to keep their teeth white; older generations may be wondering if they are perfect candidates for implant therapy; and so on and so forth.
With so many potential demographics, you’re obviously not required to target everybody. Instead, your task at the beginning is to ask yourself “What answers are my potential client are looking for while searching on the Web? What problems do they usually face?”. This will help you focus on what types of content for dental clinics you should be providing for end users.
#2 Solve Your Audience’s Problems
Once you’ve identified some of your audience’s pain points, it’s time to provide an effective solution for them. You’re the expert, and through your web content you can show your audience the level of your expertise and let them that you know how to help. This will also help you acquire a potential patient’s trust. Next time they need dental services, your clinic’s name will naturally pop up in their mind.
More than 70% of people use the Internet to search for health information online and roughly half use the Web to self diagnose their ailments. Given how many people turn to the Internet for medical help, it’s important to get your website in front of the public during their search. The big challenge? Knowing which strategy to use to target your audience.
The more helpful your content is, the more people will visit your website. Educate your users about common (and rare) dental diseases and what to do to avoid them. Share the latest innovations and breakthroughs in the dental field and give advice on how to take proper care of teeth at home. Make sure your content is easily digestible and can be understood by everyone – avoid overusing complex medical terms and jargon. If your content is too complicated, you may drive patients away from your website.
#3 Make the Content Appealing to Your Audience
Aside from being meaningful and relevant, your content must be engaging so users will stay on your dental clinic’s website (or business pages on social networks) until the very last sentence. Catchy titles and concise introductions are a great first start, but they alone are far from enough to help you stand out from the crowd.
Internet users are very picky and have short attention spans. All it takes is a few seconds to determine whether an end user finds your content intriguing or boring. Сontent is a king, but generic content is a killer. Vague content won’t drive traffic, bring leads or increase conversions whatsoever. If you find yourself struggling to diversify and strengthen your content, try looking at your competitor’s site and see what they’re talking about in their resources. Or consider hiring a content specialist to help you make your content the best it can be.
The time to create patient-focused content is now. Waiting will only hurt your business and could actually result in decreased web traffic for your site. Make sure you take the time to refocus your content strategy in order to keep your audience engaged and maximize your marketing efforts. Or you can grow your business with us!