Latest posts by Adam Zilko (see all)
- How to Calculate the Lifetime Value of Your Dental Patients: A Lesson in Long-Term Thinking - November 27, 2014
- Why It Pays to Go ‘Beyond Local’ When Hiring a Dental Marketing Company - November 13, 2014
- The Dental Marketing ‘Return on Investment’ (ROI) Formula All Doctors Should Know - October 30, 2014
As a dentist, you’re probably very familiar with print advertising and you probably use it extensively in your business to drive more new patients through your doors. You may use the Yellow Pages, your local newspaper, direct mail or an Entertainment coupon book. You may have even considered Internet marketing.
As you can see from the above graphic, Internet use is strong amongst local consumers. In the next graphic, we see that more consumers are researching local products and services before they make a purchase.
In your case, potential new patients are searching for a new dentist and what they find (or don’t find) will surely affect their decision. What are people finding when they search for dentists in your area? If you follow the below dental search engine optimization best practices, they’ll find a highly-compelling dental listing that urges them to contact you, pick up the phone or make a trip to visit your practice in person.
Keyword Research Based On Location And Services
Search engine optimization (SEO) relies on thorough keyword research. For local businesses such as yours, you will want to use localized keywords that highlight your services. For instance, your keywords might be ‘root canals in Anchorage’ or ‘dental implants in Cincinnati’. Keep these keywords handy because you will be using them heavily throughout your online marketing efforts.
Custom Design With Local SEO Focus
It is recommended that you use the Content Management System (CMS) WordPress that makes publishing and designing a dental website incredibly easy, especially for the technically challenged. Your website should have easy navigation and unique, highly-informative and keyword-rich content that informs, educates and, if possible, entertains.
On-Site SEO Including Easy Navigation
Meta-tags, Alt-tags and a sitemap are all used to provide search engines with the information they need to rank your dental practice website and associated sites prominently in their search results. Pay attention to how search engines perceive your site, as well as how new visitors perceive your site. If you can appease both, you’ve done your job as a online dental marketer.
A Comprehensive Local SEO Plan
Your website should be submitted to a number of high-profile online directories, Internet Yellow Pages and online review sites to increase your local exposure. This provides more opportunities for local Internet users to find your dental listings so that you can work on converting them.
A Local Pay-Per-Click Ad Campaign
In order to drive more traffic to your dental website, you will want to develop a local pay-per-click ad campaign focusing on the most profitable keywords. Once your campaigns are live, monitor them over time, test each ad in your campaign as well as your landing pages and tweak accordingly to maximize conversions.
Regular Monthly Blogging Schedule
Keep your current and prospective patients up-to-date with news, updates, tips and tricks related to the field of dentistry. Be informative, educational and entertain if at all possible to really boost your readership and your conversions. Include RSS feeds so that your audience is always kept in the know whenever a new post becomes available.
Active Social Media Campaign
Last but not least, you will want to set up an active social media network that includes Facebook, Twitter, YouTube and a number of other social networks. You will want to optimize each of your profiles using your keywords and each of those profiles should link back to your website. Keep your social networking profiles active and provide your friends, followers and contacts with valuable content and you’ll soon position yourself as the authority in your field. This will drive more traffic to your website, but because of the trust-factor that inherently comes with effective social media marketing, that traffic will be more likely to convert.
Follow these dental SEO best practices to boost your patient roster and your practice’s bottom line.