Your internet presence, whether that be social media, blogs, photos, videos, podcasts, etc., should be an ever-flowing stream of creative content. But at Ortho Marketing, we see orthodontist after orthodontist come in with a lot of the same issues. These common problems usually have to do with taking on the task of producing large amounts of content with little experience doing so. So, we’ve compiled a list of the top 4 issues that might be holding your content marketing back. Take a look:
1. NOT HOSTING CONTENT ON YOUR MAIN SITE
We know that from a developmental standpoint, uploading content to an external site is just easier and faster. But from a content marketing perspective, this is a big no-no. The more you end up competing with your own website, instead of sending searchers and potential patients directly to your main website. It may seem like there’s no harm in competing with yourself, but it results in two major problems:
- Your practice loses authority by diverting content to a different website
- You end up dividing your web traffic in half, which can hurt your rank on Google (bad for SEO)
Invest the time and money to get content on your main website, and drive new patient leads all to one place.
2. LOTS OF PAGES WITH LITTLE CONTENT
Google scores your pages on how much unique, original content they contain. So, instead of spending time posting ten pages with one paragraph each, invest that time into two pages with five paragraphs each and some fun photos. These two pages will attract much more search engine attention and will demonstrate more authority than any of those pages with thin content marketing value.
3. TOO MUCH KEYWORD OVERLAP
We know that this seems inevitable in niche industries like orthodontia, but that’s not entirely true. The issue is that your website might have ten pages with vague keywords like “Invisalign” or “Braces”, and all ten of those pages compete with each other. The result is that, instead of one of those pages ranking on page one, they all end up on page 3, where no one will find them. Conduct some research, strategize your content marketing priorities, and incorporate some keyword variation that will make each page individually rank for its own keyword.
4. SLOW LOAD TIMES
This is another thing Google takes into consideration, and it has a tendency to result in high bounce rates. If your page takes forever to load, no one will hang around to see what’s on it. Often, slow load time is as a result of high-pixel photos or dense videos on your website, all of which can be dropped down for the same quality. If this isn’t the case, then odds are you need a website upgrade. The investment of updating your website is absolutely worth it to provide a great user experience for your patients.
DON’T KNOW WHERE TO BEGIN?
If any of the above scenarios sound like you, you’re probably hindering the potential of your web content. If you’re not sure how to proceed, the pros at Ortho Marketing are ready to work. For more information on content marketing for orthodontists, or to talk to our experienced team, get in contact. We’re ready when you are!
