Having Writer's Block? Not Blogging Can Block Your Home Care SEO.
Friday, April 21, 2017
BY KATIE ROBERTS, corecubed
Every writer worth her salt has encountered it at least once: That panicked state where her mind draws a total blank. The feeling that nothing she writes is good enough, or that she has no original ideas and all the good books, blogs, articles, etc. have already been written. It’s called writer’s block, and it’s every writer’s worst nightmare. As a home care owner looking to improve your website and online marketing, you may have faced its wrath as well. “Why should I write a blog about Alzheimer’s disease when there’s already ten on WebMD?” “Who will ever read what I have to say about diabetes care?” “When would I even find time to blog?”
Writer’s block is a hard thing to overcome, but all successful writers will tell you that it can and must be overcome. And if you want to improve your home care SEO, breaking through your writer’s block, in whatever form it takes, is essential.
A day in the life of a home care agency owner is filled with putting out fires: Clients with emergencies. Caregivers calling in sick. Scrambling to find replacement caregivers to fill in care shifts. Trying to keep up with referral relationships. The list goes on and on, and in the midst of it all, who has time to even think about writing blogs?
Oftentimes, blogging takes a back seat in comparison to other marketing efforts, but there are some startling statistics that may help you rethink where blogs fall on your priority list. For example:
- Health information, which includes information on caring for seniors, is the single most searched for topic on the web.
- 80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online.
- Family caregivers are more likely than non-caregivers to pursue support and advice online.
- 29 percent of those searching for help will leave a site immediately if they don’t find what they’re looking for, and 40 percent are unlikely to come back to that site that didn’t meet their needs.
Blogging can be an important part of the consumer’s buying journey –– they may not be in purchase mode when they read your blog, but it could be a part of the reason for why they end up choosing your business when they are ready for purchase. So, it boils down to this: If you have writer’s block when it comes to your blog, and you aren’t providing the fresh, relevant content that your target market is searching for, you’re missing an important touchpoint in your potential clients’ journey.
Ready to break through your blog block and get your SEO on the right track?
- Think like your target audience. Consider the type of person who is searching for care for a loved one. When they call your agency, are there certain questions that are asked most often? Answer those in a blog. Are there services that are of particular interest, such as specialized Alzheimer’s care? What kinds of questions come up around those services? Provide the specific information your target audience is seeking.
- Notice trends. When strategizing your blog content, it’s important to pay attention to industry trends – such as the spike in searches for home care in January, after adult children have visited with their elderly parents over the holidays. Blogging around topics of relevance during that timeframe, such as warning signs that care is needed, what to look for in a good home care agency, and what care options are available, draws enormous interest.
- Be consistent. Google loves to see fresh content being published on your site. The more frequently you update your website with new blogs or other content, the more frequently a search engine will stop by to crawl and index your website. When search engines look at your site more frequently, you have the opportunity to achieve higher rankings based on the content you provide.
- Outsource. If you just don’t have time to research trends and write consistent blogs, consider outsourcing your blog work to a professional marketer. This can ensure that your blog stays current while allowing you time to do what you do best –– run your agency.
A solid SEO strategy is important in getting your home care website found online, and strategic, creative blogging is, hands down, one of the most effective tools available to home care agencies looking to grow their businesses. Don’t let writer’s block, whether it’s due to a lack of topics or time, keep you from creating a well-written, informative blog that will get results.
corecubed is a full-service, award-winning marketing firm specializing in helping home care agencies grow with innovative, industry-specific, integrated strategies and solutions. HCAF members are eligible for a 10 percent discount on all Market Home Care products and services. Click here to learn more.