Learn how to develop both quantity and quality content to drive traffic to your website.

Content is key for search engine optimization (SEO). The more content the better, but of course it needs to be high quality and relevant. There are SEO benefits of building up the content on your website. The more pages you have the more opportunities there are for people to find you through search engines. On the flip side, high-ranking content will bring in more traffic than pages and pages of irrelevant information.

You want potential patients to visit your practice’s website who want the type of information you have to offer, so think about what information they might be interested in that you can provide. Beyond the basic information about your practice and services, your focus might be on fashion and eyewear style trends, or you might choose to focus on eye health and special categories of patient groups such as kids or sports vision. The more content you can provide that attracts your target market the more opportunities a reader has to find you through search.

Make sure the keywords on your website are relevant for your target audience. Find the right visitors by focusing on keywords that meet their interests and the vision challenges they have.

Consider using separate landing pages for sign-ups, promotions and giveaways that change frequently, and think about adding a blog page for regular advice and articles.

If you are going to blog, make sure to blog. Nothing looks worse then going to a site and seeing a series of blog posts that are out of date. Make sure you are posting new content at least once a month. It’s easy to start out strong and then taper off. Plan ahead, make a calendar for the year with seasonal advice, and augment that with unplanned posts about current events and trends. Share the work by having different team members add their perspective to topics they are passionate about.

Annual eye health observances are a great place to start for building your content calendar:
• January – Glaucoma Awareness
• February – Age-Related Macular Degeneration Awareness
• March – Workplace Eye Wellness
• April – Sports Eye Safety
• May – Healthy Vision
• June – Cataract Awareness & National Sunglasses Day (June 27)
• July – UV Safety
• August – Children’s Eye Health and Safety
• September – Healthy Aging
• October – Halloween Safety
• November – National Diabetes Month & Diabetic Eye Disease Awareness
• December – Safe Toys and Celebrations

You don’t have to start from scratch. Industry associations and companies have a number of free resources that can help with website content. The American Academy of Optometry, the American Optometric Association, Think About Your Eyes, The Vision Council and the National Eye Health Educational Program, among others, all offer content for eye awareness. Leverage the content they have already created to enhance your own.

Keep it visual with images. There are a number of websites that offer royalty-free images that you can use. Make sure you are using proper credits for the content you are sharing.

If your website isn’t generating interest, it’s time to fix that. Sometimes a complete redesign is not warranted; creating new and timely content will refresh your site and help with your SEO.  

Courtney Myers is senior vice president of Havas PR US and a member of the communications committee of the Optical Women’s Association (OWA). Founded in 1997 as a non-profit, the OWA is committed to supporting and promoting the professional development of women involved in all facets of the optical industry. The OWA continues to focus on enhancing and encouraging the leadership role of optical women through networking, education and peer support. This article is a collaboration between the OWA and Vision Care Product News. To learn more about the OWA, please visit


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