In previous posts we’ve discussed the important role a veterinary blog plays in establishing your online presence and driving the growth of your practice. It’s just as important that you properly manage your veterinary blog, otherwise you will be wasting your time and your blog will not be serving the powerful purpose it can and should be serving. That said here are several common veterinary blog mistakes and what you can do to correct them and get your blog back on track.
Not Understanding or Connecting With Your Audience – One of the biggest mistakes veterinary professionals make when writing for their blog is choosing topics that are clinical in nature. It’s important to put yourself in the shoes of your clients and prospects and think about what they would want to read, rather than what you like to write about.
Not Being Consistent – Your veterinary blog can help your practice, not just in terms of attracting new prospects, but also in terms of SEO. Search engines like Google look for frequently updated, quality content, which means you have to be committed to regularly updating your veterinary blog. Aim for 2 posts per month, and use an editorial calendar to share the task with everyone in your practice to make it more manageable.
Not Using Good Titles – Think of the title of your blog article as the wrapping on a gift – it should be eye catching and entice readers to look beneath the surface and see what’s inside. Blog titles also play a key role in how Google identifies and ranks content, so be sure to include your targeted keywords.
Not Engaging with Your Audience – The purpose of a veterinary blog is to continue those all-important relationship building conversations that we, as busy vets, find so challenging to maintain within regular office hours. To truly accomplish this goal, however, you have to be sure you are actively engaging with your audience. Take the time to read the comments on your blog articles, and respond accordingly.
Not Promoting Your Content – The “if you build it, they will come” concept simply doesn’t work. With so much on the web, if you want your veterinary blog content to be seen and shared, you have to let people know about it. Share new blog posts on all your social channels, like Facebook and Twitter, and include it in your email newsletters.
Not Using the Right Keywords and/or Keyword Density – As we mentioned in a recent post, keywords are the driving force behind all of your online content. These words are what will ensure that when a prospect does a search for veterinary clinics in your area, your practice will appear at the top of that list. As such, keywords should be used throughout your veterinary blog articles at a density of 1-2%. This will improve your chances of getting your content found online.
Your veterinary blog can and should be the driving force behind your website, but only if it’s done right. By correcting these common errors, you can get your veterinary blog back on track and turn it into a highly effective client-generating machine.