How to set up the content on your blog posts for SEO

Your blog reaches patients at the research stage, so before they are ready to book but already asking questions like "how does EMDR work" or "what to expect from my first physiotherapy appointment." The content you publish, and how you structure and link it, determines whether those patients stay on your site, trust your clinic, and eventually book with your clinic. This guide walks you through what to add to your blog posts to make every piece of content work for your clinic long after it is published.

 

How to Write Individual Blog Post Content

Each blog post should answer one specific question a patient is likely searching for before they are ready to book. Think about the questions patients ask before they are ready to commit, such as "how does EMDR work," "what is a naturopathic consultation," or "signs you might need physiotherapy." Those are your blog post topics.
 

1. Once you're logged in to Jane Websites, navigate to your Blog index page, and click the Pencil Icon next to your blog post to edit your content. Alternatively, hit the Quick Add + sign in the top right hand corner and create a new Blog post. 
2. Start the blog post by addressing the question directly. Do not make patients read several paragraphs before they find what they came for, try to answer the question in the first two to three sentences, then go deeper.
3. Write in plain language throughout. Your patients are not clinicians, so we recommend avoiding using jargon and explain technical terms when they are needed.
4. Include your clinic's credentials and expertise naturally within the post. 
   For example: "As registered psychotherapists, our team at Whole Mind Wellness has worked with hundreds of patients navigating trauma recovery."
5. Aim for posts that are thorough enough to fully answer the question but focused enough to stay on topic. A post that tries to cover everything tends to rank for nothing.
6. End the post with a clear next step for the patient. This is where your internal links go, which will be explained in the step by step below.
7. Click the Update Block Element to save your progress

How to Add Internal Links to Each Blog Post

Every blog post needs a clear path that leads patients from the article toward your services and booking page. Ideally, every page on your website should be linked from somewhere else on your site at least once, and your blog posts are one of the best places to build those connections.
 

1. Once you're logged in to Jane Websites, navigate to your Blog index page, and click the Pencil Icon next to your blog post to edit your content. Alternatively, hit the Quick Add + sign in the top right hand corner and create a new Blog post. 
2. Within the body of the post, add a link to the relevant service page where it fits naturally. For example: “Learn more about our EMDR therapy services.”
3. Add a link to your About or team page where it makes sense. 
   For example: “Meet our trauma-specialized therapists.”
4. Optional: Add links to one or two related blog posts to help patients continue exploring your content.
5. Use descriptive anchor text for every link, and avoid generic phrases like "click here."
6. Click the Update Block Element to save your progress

Great work! Your blog pages are now set up to attract patients through search and guide them toward booking. Every post you publish with strong content and clear internal links, makes your blog one of the most valuable sources of new patient traffic on your site.