We Blogged Once a Week. What Happened?
In 2018, the Sightpath team choose to go on a journey – a journey in which we reliably published one blog each week. What did we learn? And how can ophthalmologists benefit from our experience?
When it comes to digital marketing, blogs are an excellent way to foster brand awareness. In the healthcare industry, consistently maintaining a blog with well-researched content can put your practice in front of the eyes of countless patients.
But how much does consistency matter?
To determine the importance of consistently maintaining a blog, we decided to use ourselves as a case study. In 2018, we reliably published a blog each week, typically on Friday mornings. We then compared our traffic and search analytics in 2017 to 2018, both on the blog and our website as a whole.
What were the results?
In 2017, we published 29 blogs. In 2018, we published 52 blogs. Using Google Analytics, we were able to compare our blog’s page views and entrances year over year.
We noticed several trends:
- Our blog experienced a 59.53% increase in page views.
- We saw a 98.65% increase in blog entrances compared to 2017. In other words, more people were entering our website through our blog.
- Our website saw a 17.48% increase in page views and a 22.57% increase in entrances, or people entering our website.
- People finding our website via organic search increased by 24.91%.
- First-time users to our website increased by 29.58%.
Over the course of the year, we were able to significantly increase the number of page views on our website. We also increased the number of users finding us through organic search, including first-time users.
The importance of digital marketing to your business
In the healthcare industry, simply having a website is no longer enough – in order to attract visitors, you need to consistently publish informative, engaging content. Maintaining a blog is an excellent way to bolster your website’s search engine optimization (SEO) and get your practice in front of more eyes.
Of course, publishing blogs is only one component of a successful digital strategy. Social media, intuitive web design, reputation management, email marketing, and understanding your audience are also essential to digital marketing success.
Here at Sightpath, blogs are not the only driving force for our increased web traffic. We implement a variety of digital marketing strategies to make sure that our content is viewed by the people who want to see it. And we can help you do the same.
How can we help?
Finding the time to regularly update your website with fresh content can be difficult. We are here to help. Sightpath Creative can provide your practice website with engaging, patient-focused content so that you can stay on top of Google’s search algorithms. We also offer a variety of other digital marketing services including social media management and search engine optimization.