The answer is blogging. Blog content is intended to be current, and keeping it “fresh” means new posts on timely topics at regular intervals. Your website is the best place to add this new and unique content. Not only will this refinement make your website appear “newer” and boost your rankings when Google crawls your site, it will also make your content more engaging to potential patients. Keep in mind, though, that your blog needs to be different from your website’s procedure content.
A lot of practices make the mistake of trying to “repurpose” content, that is, double- or triple-using the same content by placing it on their website, blog, and social media. This is a big mistake because Google and the other search engines do not “see” this content as fresh or unique. The best blog content is timely, seasonal, general education, or newsworthy.
An article about the best procedures for Valentine’s Day or about health care news related to your specialty goes a long way toward making your site a unique resource in the eyes of Google. And, if written properly, the content will engage with prospective patients and keep them on your site longer, which helps SEO, rankings, and conversion.
The bottom line: Content is king for SEO, conversion, and it’s what attracts users to your site.