“Content is king” is a common, hard truth that marketing strategists rally behind when talking about physical therapy online marketing. Any good website builds quality content in order to improve its ranking and support its marketing strategy at an optimal level. But what actually makes content “king,” and how can you improve it? For one, it’s not about the quantity of content: even if you blog every day for a year, it won’t draw in visitors and patients if it doesn’t have the right content. With that said, we bring you these two easy-to-integrate tips for making sure your content is king:
1. Get into (Info)Graphics
People love visuals, whether it’s an infographic or a candid photo. Your physical therapy online marketing content becomes more valuable when there’s an attached graphic that draws people in. In addition, infographics in all their forms—photo lists, data visualizations, timelines, photo-filled posts and articles—make people more inclined to read through, share or become convinced by the content. As we have seen in our own physical therapy work and the science behind it, visuals and visualizing treatment can be an important component to healing and rehabilitation. Why not apply the importance of visuals to your physical therapy online marketing content?
If your blog or website doesn’t currently have many photos or graphics, it’s time to add them. To start with, add professional photos of your staff in action on your “About” or “Staff” pages. Your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it You can also create your own flow charts about common treatments performed at your clinic and publish them, or provide data charts to help patients visualize their healing process. You should realize that your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it. There are many different online tools that can help you create infographics, but hiring someone to add creative, unique and personal content will also go a long way in improving your website.
When posting any sort of image, remember to provide descriptive metadata. This helps search engines properly “read” the image and allows it to pop up in searches.
2. Do Link Building the Right Way
You can think of link building in two ways: inbound and outbound. Link building in general can involve a long list of tactics, but at its most basic level, you should link relevant parts of your content back to other pages on your site. This is how to utilize inbound marketing, and some examples of how this works include the following:
- Did you mention another office or location of your physical therapy practice? Link that phrase back to the location page on your website.
- Did you refer to a post you made about a specific injury from last month? Link it so your readers can find it easily.
- Did you mention your monthly physical therapy newsletter as a resource for special offers and tips? Link the sign up form for the newsletters in that sentence.
This type of inbound link building helps prioritize your message and site, and keeps people from navigating away from it. By providing the relevant links on the same page or blog post, you’ll improve the traffic of your website.
When it comes to outbound linking, you’ll want to make it easy to share and spread your content to others. Make sure that you’re automatically sharing your content on your social media profiles, or making it easy for people to share on various platforms directly from your website. For those with a budget, tools like Bitly are great for sharing shorter links that are optimized for social media and mobile users, and they also allow you see the analytics for each of those pages.
It’s also important to remember that there is a limit to link building: going overboard and providing a link to every phrase can actually penalize your site. This is especially true for websites that pay to generate links, as many analytics tools—like Google—will see it as spam and flag your website as a result. Therefore, it’s best to make sure that each of your links are relevant to the phrase used and distributed in a natural way.
We Can Offer Additional Physical Therapy Online Marketing Tips