The dental industry in the United States has enormous potential, and despite its scientific advances, it is continuously developing. In bigger towns or cities, we often encounter a situation where there is more than one dental practice on one plaza, let alone on one street.
Although dentists will always be needed and tend to be in high demand, offices have a persisting problem with attracting new customers. Your potential patients are increasingly more often guided by the opinions and subjective evaluations of others, as well as the influential online community constantly leaving reviews. Creating a valuable and functional website and focusing on its local positioning will allow you to produce the desired image, gain control over the opinions appearing on the Internet, and attract the attention of new and existing customers.
The frustration is real – not understanding the concept of SEO for dentists in an already digitalized world is challenging to navigate, even for tech-savvy professionals.
Taking your dental practice to the next level requires consistency, determination, and critical SEO strategies that will address your current concerns and develop a course of action that works. Many alleged dental SEO experts and other marketing companies demanding big bucks for a quick, overnight fix are scammers that never showcase their results or allow you to track progress.
Before you commit, we want you to gain insight into the tried and true dental SEO dynamics founded on pure transparency and ethical practices. We want you to understand how and why dental SEO works, how you can boost your rankings, where and when to seek reliable marketing resources and the remaining magic that makes other dental practices win the battle.
In fact, when we say magic, we lie – there is nothing miraculous or spellbinding about our dental SEO methods. It’s based on years of experience, research, and analytics that generate real predictable results to grow your practice. It’s about utilizing the right tools at the right time with the right goals in mind.
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Dental Website Positioning – Be Spotted and Recognized on Google
SEO is a complex multi-step process, part of which is website positioning – activities aimed at increasing your website’s visibility in search engines, mainly Google. Doing so raises the position of a given website on thematic keywords. Dental offices might benefit from the following keywords, depending on your practice’s unique needs:
- Dentist’s office + city
- Dentist’s office + state
- The best dentist + city + state
- Tooth extraction + city
Customized SEO strategies and website positioning services will allow your website and dental office location to be displayed to a potential user at the very top of search engine results pages (SERP) who enters the words mentioned above. The higher the position, the better since being visible at the top of the first page generates the most traffic to your website and your office.
At Dream Chasers, we offer professional marketing services for dental practices that include various tried and proven signature methods as well as standard, comprehensive SEO services, such as Google Ads, Social Media Marketing, and Content Marketing.
A Little Bit More About SEO Exclusively for Dentists
Website positioning is a name that simplifies SEO strategies. In practice, it boils down to the fact that the patient sees a given page high in Google search results when they are looking for a dental practice in close proximity. By optimizing your dental office’s website in this respect, it gains a strong position in search engines.
Patients can search for a dental practice in two ways:
- They do not know the name of a particular dentist or the practice – they are merely looking for information about a specific service or treatment. Patients may enter such keywords into Google: Dentist Chicago, root canal treatment San Diego, dental clinic New York, the best dentist Miami.
Who is your target audience: an individual who wants to make an appointment to see a dentist for specific treatment or is looking for their new dental home without being determined to choose a particular provider.
- They know the name of a potential dentist and look for a page with contact details or a specific offer they came across. Patients may enter such keywords into Google: dentist name and reviews, dental practice Chicago opinions, dental provider offer (Doctor Smith + dental implants)
Who is your target audience: an individual who already knows the dental practice or the specific dentist, is an existing patient, or who knows someone already seeing that provider.
Conclusions – How to Position Your Dental Website
In order to attract new patients, Internet sites must be positioned under specific slogans (keywords) regarding services, as shown in the first example: Dallas dental implants, San Francisco veneers, or Colorado Springs teeth whitening.
A potential patient who knows the name of your dental practice (“Dental Arts”) and is looking for the services you offer will indeed find desired information by adding “dentist” or a similar keyword. Currently, Internet users do not perform searches by entering only a single word into the search engine; rather, they utilize phrases, such as “Dental Arts” New York City services.
The name of the website itself (your domain) is not of vital importance – if a patient is looking for dental services in Arlington, Texas, they will eventually find whatever is desired, depending on who appears to be more competitive with best reviews and Google positioning.
Why is Dentist SEO Different?
While becoming a dental professional often takes years, many sleepless nights, real work and determination, and loads of student loans to accomplish, the same cannot be said for creating a website and calling yourself an SEO expert – let alone a dental SEO professional. With the right content and some industry tricks, you don’t even need to back up your claims. You can begin scamming and damaging the reputation of authentic and ethical marketing specialists that bring desired results.
Even attending online courses and credible seminars that will teach the basics of optimization and marketing, without technical expertise and experience in dental SEO, there is little anyone can achieve in a timely manner. You do not deserve to be an experiment and training puppet, and here’s why:
SEO specifically targeting dental offices is terribly difficult. Hiring the wrong person for the job is not only a waste of your time and money but can also turn out to hurt you in the long run, damaging your already questionable rankings or doing nothing to optimize your website. Many elements come into play to perform an excellent marketing SEO campaign, and all of them require a level of professionalism, experience, and continuous mastering:
- Google continuously changes its algorithm, requiring you to adapt your methods to fit the current scenario.
- Understanding how new web technologies and optimization techniques work is key in order to achieve set goals.
- Testing, testing, testing – trying and evaluating content marketing strategies, correctly identifying trends, and analyzing the results;
- Developing strategies exclusively for dentistry-related concerns that are cost-effective, controllable, and manageable;
- Identifying the best keywords for your location;
- Analyzing and dissecting your competition;
- Developing a customized plan to beat your competitors;
- Creating exceptionally well-crafted and valuable content to attract optimal dental clients;
What most marketing specialists do not want you to know is that search engine optimization (SEO), along with other essential methods, is a time-consuming process, not a band-aid on your brand’s extensive wounds or an easy fix. If you desire authentic results that will benefit you and your business for a lifetime and bring superb return of investment, you need dental SEO that puts in the work, skill, effort, and dedication.
The Most Common Dental Marketing Mistakes and How to Avoid Them:
In general, marketing is one of the most undefined areas. Even the most seasoned specialists, from time to time, create a campaign that fails entirely. The dental marketing niche is even more demanding, mainly because its offer consists of strictly regulated services, not products.
Here are the most common mistakes in dental marketing and our expert suggestions on how to avoid them:
Undefined Campaign Goal:
Every marketing specialist should have a clearly defined campaign strategy. Buying a banner ad space or even investing in SEO should never take place before clearly defining its purpose. Specify the goals of your marketing campaign before starting its implementation. Only then will you be able to assess the success of your undertaking. Measurable goals, such as the number of completed questionnaires, purchased products, or scheduled appointments, should result from all marketing efforts and activities that reflect their effectiveness.
Lack of Focus on the Patient’s Needs:
Advertising your services will never be effective if you do not prioritize the needs and expectations of your patients. Take time to personalize your digital content, and you will improve your brand reputation as well as gain positive patient feedback, both on- and offline.
Targeting the Wrong Audience:
You can create high-quality and powerful content, but if you do not match the demographic profile of the potential patient, all your efforts will go down the drain before you can say “smile.” Use tools like cookies, tracking pixels, or Google Analytics to reach your target audience. You may also utilize professional SEO means, such as Heap.io or hotjar, to correctly identify your target audience. Promote your dental practice in the right places and times, and you will surely rip the benefits of proper marketing strategies.
It is shockingly surprising how many marketing professionals are unable to adapt the content on their website properly. Everything is based on details, such as the name and last name of the patient or their interests. Today, technology allows us to gain substantial knowledge, which can and should be used effectively to reach the audience.
It may seem like a tempting vision, but sending impersonal messages may not only prove to be futile but even upset and discourage your potential patients.
Not Updating Your Social Media Platforms:
Social media is a powerful marketing channel that requires you to be… well, social! However, beware of creating an account on Facebook, Instagram, Twitter, Google+, or LinkedIn only to abandon their maintenance after several days or months of inactivity. The most important goal of social media is interacting with your audience on a regular basis by providing valuable content. Post frequently, engage in discussions and answer your patients’ questions.
Failure to Use the A/B Testing
The A/B testing will help you verify which version of the platform, website, landing page, or patient form is more user-friendly and adequate. You can perform the test by sending the same message in two different variants, such as various heading colors, to two small groups of recipients. The test is very easy to execute, and the results are simple to interpret.
Failure to Use Email Marketing
When you go to great lengths to ensure website compatibility with multiple devices, social media updates, and other significant strategies, it might be easy to forget about email marketing. While your average recipient will most likely not read your entire newsletter, chances are some will at least open the email and scroll through it briefly. Email marketing allows your dental practice and your brand to be remembered by patients and encourages them to knock on your door when the need arrives.
Lack of Proper Communication with Your Team:
Constant contact with your marketing team and other responsible parties is vital to the successful implementation of your ideas, needs, and strategies. Make sure that you are continuously informed about critical decisions and can track progress. Such communication improves understanding of mutual goals and increases the chance of success – that’s why regular touch basing with the team is an absolute minimum.
Not Paying Enough Attention to Mobile Technologies:
We are currently observing a huge trend of stepping away from desktops and even laptops to explore the world of mobile devices with Internet access. As many as sixty-two percent of respondents use smartphones, and if you do not play by the rules, they may never see you in the vast ocean of online information. Optimize your website in terms of appearance and functionality on mobile devices to get the most out of your marketing efforts and experience a remarkable boom in the growth of your dental practice.
While this seems like a straightforward way to build reputation and popularity among the online community, paying for the followers might be a big mistake. Not only it does nothing in increasing the effectiveness of your website, but if the truth is exposed, it can even destroy the reputation built over the years. Instead of continuously fighting for the number of views, likes, or comments, try to establish contact with patients who are truly interested and invested in your dental practice.
Inconsistently Measuring the Results:
Regularly check the results of your activities to determine whether the money and time invested generate satisfactory results and ROI. Use Google Analytics to evaluate your outcomes. After analyzing them, continue or modify your marketing strategies to obtain a satisfactory level of conversion. Keeping your finger on the pulse, you can track whether the campaign is having a positive impact on the target audience.