Where to Start: How to Choose a Blog Topic

For Lawyers, Doctors, and Dentists

Andrea Kalan - Internet Marketing Consultant
March 30, 2017

New content is good for your website’s search engine optimization (SEO), and blog posts are one of the most important ways to help support the ranking of your keywords with frequent, relevant information. Regular blog posts can also help you tap into actual consumer search queries, enabling your practice website to stand out for a wide variety of searches related to your potential clients’ needs.

If you are working with a marketing agency, I suggest having an experienced writer plan and dedicate time to working on your content. This will allow you to focus on the day-to-day needs of your practice.

If you are a practice owner interested in writing your own content, you will be faced with the question of “What should I write about?” I’d like to share some ideas that can help guide you in choosing the most beneficial content topics.

Where Do You Get Your Ideas?

As an Internet Marketing Consultant for Page 1 Solutions, I contribute regularly to our blog. It’s a great resource for our legal and medical clients looking to learn about marketing their practice through content, SEO, social media, PPC advertising, and other digital channels.

I’d like to tell you that because of my job, I always have a hundred ideas and that blogging has become a quick and smooth process for me. But the truth is, I also struggle to make blogging a priority in my busy schedule and to choose a topic. Like any decision, it’s easy to get overwhelmed when faced with infinite options. I’ve learned that I can use information readily available to me for direction on my blog topics, and share the things I know with a wider audience.

1. Answer Frequently Asked Questions from Your Own Clients/Patients

(Most Specific)

Every week I have conversations with clients, and questions come up where I can provide a technical explanation, show specific examples, and follow up with additional research to report back. When the same question comes up again from another client, I realize it’s likely that they’re not the only ones who could benefit from this information and that I should share it out publicly so it’s not limited to these one-on-one conversations.

Think about the questions you were asked today by your clients or patients. With that conversation fresh in your mind, create a 30-60 second video about the topic and your response so that you can help others with the same question. Or, write a blog post and use your recent experience to include context or examples, if appropriate.

A written blog gives you an opportunity to give a lengthier explanation and visuals to support it. And hopefully a potential client or patient will find the blog in their search results, find your expertise valuable, learn about your practice, and choose you over your competition.

2. Look at Your Google Search Console Query Data from Your Website Visitors

(Local/Niche Interest)

Another resource you can use to get insight into what potential clients and patients in your area are looking for is Google Search Console. You can find this tool in Google Analytics under Acquisition. It shows you all of the search queries (keywords) that brought up a link to your website on search engine result pages (SERPs).

Filter out your branded terms (practice name and attorneys or doctors) to dig into the query data. Adjust the timeline to look at about the last 90 days to give yourself more data on recent trends.

The team of SEOs and writers at your marketing agency are best-equipped to gather and interpret your query data. If they are not writing for you, don’t hesitate to ask for recommendations on blog topics based on what they see in Search Console.

3. Share General Information About a Topic

(Broad, Universally Applicable)

When writing about your practice areas, you can also use online tools to see common questions that are usually searched for on a topic. This opens things up to be more general rather than specific to your community’s known interests, but should still be relevant.

One such tool, Answer the Public, lets you type in a topic into the search box and see what searchers are interested in learning about. This will give you some different directions to take when choosing a blog topic or creating a list to plan out your FAQ video series.

Want to Learn More?

I hope these content ideas are helpful the next time you sit down to write a blog. If you have questions on how to use query data to help your practice, contact your Internet Marketing Consultant or call Page 1 Solutions directly at (303) 233-3886.