In a recent article, link-based content strategist Ken Lyons gave advice to improve a content-marketing campaign. Here, we summarized and adapted this advice specifically to chiropractors and the content on their websites.
Review Keyword Analytics
Check your analytics to see what keywords people are searching for on your site. Be sure the searched terms are aligned with the content.
Focus on Headlines
The titles on your articles and blog posts should be descriptive and should encourage patients to read more.
Increase the Length of Content
Make articles and blog posts longer than 200 words to boost your pages in rankings, increase the number of people who visit your pages, and increase the time your website visitors stay on your pages.
Your content should be clear, concise, and to the point. Edit out unnecessary words and sentences.
Make Your Content Readable
Headings, subheads, font, and spacing make a big impact. Your content should be organized and easy to read or visually scan.
Hire an Editor or Writer
If you're not an excellent writer, consider getting help with adding content. You can sign up for our new service or hire another writer or editor to help you with content.
Create a Linking Network
See our advice in a previous blog post about the importance of building links as well as this video about link earning rather than link building.
Enable Patient Reviews
User reviews on websites get results. Surveys have shown that enabling users to review a product or service builds trust, and prospective patients may consider online reviews when selecting a chiropractor.
Don't Push the Sell
Consider why people visit your chiropractic website. It is often to gather information, to get educated about chiropractic, and see if chiropractic treatment is right for them. If your language is too aggressive with your sales pitch, it might turn people away.
Make Content Easy to Share
Include share buttons and make them easy to use.
Build Author Profile(s)
Include the name and a short profile about the writer of any content on your site. This builds trust with readers and with Google.
Add "Rich Snippets"
This is a way to make more of an impact on search engines. Google provides advice on how to do this here.
Embed Graphics and Include Images
We are not surprised by this marketing advice. Informative videos boost page views and time on your pages. That is why we offer our video service and have an extensive video library for chiropractors to add to their sites.