Designing content is one of the first steps for those who want to build a communication channel with their target audience.
We discussed thoroughly about it in the web guide for dentists.
If you are a dentist, you have first to understand that most of the topics you discuss with your colleagues are poorly or not at all understood by your patients, that certainly did not study dentistry and cannot understand technical language.
On the contrary, Google captures both the technical and the popular level of language. Google knows that “orthodontic appliance” and “brackets” are the same thing, as well as “dentist” and “odontologist”.
Two levels of communication.
Google knows that in some “places”, especially the more vertical, as, for example, forum and specialized blogs, the tendency to use a technical language is stronger.
On websites with UGC (User Generated Content) it is easier to find terms accessible to everyone: easy and immediately understandable terms are used to communicate, in a more superficial and less detailed way, the same things that can be found in technical websites.
How should we do online communication about our dental practice?
In order to answer this question, simply reflect for a moment on the writer and the reader.
If the writer is a dentist and the readers are his patients, he will need a style exactly halfway between the technical and the popular language, between scientific terminology and accessible explanations. Periodontitis, for example, is commonly called “pyorrhea” in Italy.
Italians generally do not know what the periodontitis is but people know what “pyorrhea” is; then, if you want to write a content about this disease, be sure also to use the term “pyorrhea“, so that your readers could understand more easily your idea.
None of your patients probably knows what an apicoectomy is, so our suggestion is to try explaining it by making comparisons with more known diseases, using words easily understandable, even by a child.
Do not be afraid to be too basic in your exposition.
A problem common to many dentists is that they are afraid of being criticized by the scientific community on the basis of what they write on their dental practice’s website but this community has actually to evaluate scientific publications, not the articles addressed to patients, which have informative and commercial purposes. It is pretty much another thing.
From general to specific.
What to talk about in the blog of a dental practice? Dental implants? How to cure tooth decay? Of course, but try to get into the head of your users that relate the branches of dentistry to their problems or those of their loved ones.
For example, you can develop the general topic “orthodontics” as a main page that shows clinical cases and proposes different types of orthodontic appliances. On the other hand, you could deal with the topic “misaligned teeth in children” in an article inside your practice’s blog, letting this kind of secondary content have the task of describing a specific problem, such as to intercept targeted searches of your target audience.
How to “hit the nail on the head”.
If the main pages of the website are dedicated to generic description of the individual dentistry’s branches you care about, you could address articles to more specific problems, thus touching upon all possible cases and responding appropriately to users’ questions. At this point, you may be wondering how to choose specific topics to deal with, as there are dozens if not hundreds of possible topics, each one with its own peculiarities. Which are the most popular on Google? And how do people search for this topics?
There are several softwares that can help us in keyword research but the first we suggest you to use is the Google keyword planner tool, an instrument created for designing keyword advertising campaigns, extremely useful because it identifies the keywords related to the one you decide to type.
If you decide to start with the word “orthodontics”, the keyword planner will provide a number of “other” keywords. Once you have collected the best, the next step will be to open the website ubersuggest.org and insert them in the text area located at the top of the page.
You will see a wide range of keywords in correspondence of a sentence (or secondary keywords) that expands the meaning of the one you have typed. For example, if you had looked for “orthodontics” in the keyword planner tool, the software will return, among the others, the related term “misaligned teeth”.
At a second level with ubersuggest, between the secondary keywords you could find “misaligned teeth in children,” perhaps with a high monthly search volume. At this stage, you may have found a good topic to be discussed on your dental practice’s blog and you will be sure you are writing for your readers.