In the competitive world of podiatry, having a well-designed website isn’t enough. To truly stand out and attract the right patients, podiatrists need to understand the power of Search Engine Optimisation (SEO) and regularly update their website content.
In this episode, Tyson E Franklin talks with professional copywriter Rachel Bray to explore how podiatrists can improve their online presence and become more SEO-savvy. Here are the key takeaways from our conversation.
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Why Regular Website Updates Are Crucial
A common mistake many podiatrists make is thinking that simply having a website is enough to generate business. As Rachel Bray explains, “Google only indexes things that it thinks are worth indexing. If your website isn’t regularly updated with fresh content, you’re missing out on potential traffic.”
Regularly updating your website with blog posts and refreshed information not only keeps your website active but also signals to search engines like Google that your site is relevant. When you post blogs about topics your patients are searching for, such as “how to treat heel pain” or “what is plantar fasciitis,” you increase your chances of ranking higher in search results, making it easier for potential patients to find your clinic.
The Importance of Targeted Content
No patient wakes up knowing they need a podiatrist; they search for solutions to their problems first. For example, a person might search “why does my heel hurt when I get out of bed in the mornings?” This is where well-targeted content comes in.
By blogging about specific podiatry conditions and treatments, your website becomes a valuable resource, leading the patient to consider your services over others.
“Google indexes pages based on relevance,” Rachel explained. “If your website content doesn’t contain the right keywords or address patient concerns, your site won’t show up in search results, even if you’re nearby.”
SEO and Content Writing Go Hand in Hand
While Technical SEO aspects like website speed and mobile optimisation are crucial, Rachel stressed that On-Page SEO— the content itself— is just as important. A well-crafted blog with the right keywords helps search engines understand what your page is about and ensures it ranks for relevant searches.
Rachel explained, “A copywriter focuses on the on-Page SEO by ensuring the right keywords and phrases appear naturally within your content.” This means using terms that your patients are likely to search for, such as “heel pain treatments” or “podiatrist in [your area].”
Investing in Professional Copywriting and Design
While many podiatrists opt to design their own websites or write their own content, Rachel warned against going it alone unless you’re confident in your skills. “Just because you’re an expert in podiatry doesn’t mean you know how to write about it in a way that resonates with potential patients,” she said.
Hiring professionals for both web design and content creation can ensure that your site looks professional and ranks well in search results. Not only does this increase the chance that people will find your site, but it also helps build trust with potential patients.
How Often Should You Write Blogs and Update Your Website?
One of the most common questions podiatrists ask, is how often they should upload a new blog post. According to Rachel, posting new content once a month is a great place to start. Regular updates ensure that your website stays fresh and relevant, which search engines prioritise when indexing pages.
Consistency is the key. If you can write a blog more often and you can keep to that schedule, that’s great, and most blog posts should be 500 words or more.
While you’re uploading blogs, make sure you allocate some time to tweak other pages and review older page content for accuracy. Errors on websites reflect poorly on the business.
And, if you’ve uploaded information about an EVENT, which has passed, remove it from your website.
Frequently Asked Questions
If you’re writing FAQs, they can be short; anything from two lines to 150 words, but the most important thing to do when writing a FAQ is to make sure you answer the question.
By answering common patient questions, you provide value to your audience while boosting your SEO efforts.
The latest trend is to have up to three FAQs at the bottom of blog posts.
Final Thoughts
As Rachel Bray pointed out, SEO isn’t just about getting traffic; it’s about getting the right traffic. By targeting the right keywords, updating your website regularly, and providing valuable content, podiatrists can significantly improve their online visibility and attract more of the patients they want to treat.
Word-of-mouth is good, but you have less control over what is being said about your business, and therefore you may not always see that patients you enjoy most or the ones that are prepared to pay for more expensive services.
For podiatrists looking to dive deeper into blog writing and SEO, Rachel offers a blog-writing course specifically tailored to healthcare professionals. Whether you want to write your own content or better understand what your website needs, investing in SEO knowledge will pay dividends in the long run.
For more information on Rachel’s courses, visit RachelBrayWriting.com.
If you have any questions about this podcast episode or are looking for a speaker for an upcoming event, please email me at tyson@podiatrylegends.com, and we can discuss the range of topics I cover.
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